From single-channel stagnation to €10M powerhouse.
How a home goods brand achieved 20x revenue growth by combining Google Ads, Meta Ads, and Marketing Mix Modeling into a full-funnel machine that expanded across four European markets.
Flat revenue, one channel, and zero visibility into what was working
When we started working with this home goods brand, annual revenue had plateaued at €500,000 for two consecutive years. The entire paid media strategy consisted of a single Google Ads account running branded search and a handful of generic Shopping campaigns. There was no prospecting, no upper-funnel activity, and no strategy for reaching new customers who didn't already know the brand.
The dependency on a single channel created enormous risk. Any fluctuation in Google's algorithm, auction dynamics, or competitor activity had an outsized impact on revenue. During Q4 of the previous year, CPCs on core product categories increased by 40% due to competitive pressure, and the brand had no alternative traffic sources to compensate. Monthly revenue dropped by €25,000 almost overnight.
Perhaps most critically, there was no measurement framework in place. Google Analytics was misconfigured, conversion tracking double-counted transactions, and there was no way to understand the incremental impact of advertising spend. The founder was making budget decisions based on platform-reported ROAS numbers that bore little resemblance to actual business performance. Without a source of truth, every scaling decision was a gamble.
Measure first, diversify second, then scale internationally
Before spending a single additional euro on media, we built the measurement foundation. We implemented a clean GA4 setup with server-side tagging via GTM, eliminated duplicate conversions, and established a single source of truth for revenue attribution. In parallel, we developed a Marketing Mix Model (MMM) using historical sales data, media spend, pricing, seasonality, and external factors to quantify the true incremental impact of each channel--free from the biases of click-based attribution.
With measurement in place, we launched a full-funnel strategy across Google and Meta. On Meta, we built awareness campaigns using high-quality lifestyle video content, followed by consideration campaigns showcasing product collections, and conversion campaigns with dynamic product ads retargeting engaged visitors. On Google, we restructured the account with Performance Max campaigns segmented by product category, supplemented by broad match campaigns with smart bidding to capture incremental demand generated by Meta's upper-funnel activity.
The MMM revealed that Meta was driving 3.2x more incremental revenue than last-click attribution suggested, which gave us the confidence to significantly increase upper-funnel investment. As domestic performance stabilised, we used the same playbook to expand into three additional European markets--Germany, France, and the Netherlands--adapting creative and messaging for each locale while maintaining the same measurement-first approach. Each market launch followed a structured 90-day ramp plan with defined KPI gates before scaling budget.
A 24-month transformation from €500K to €10M in three phases
Measure & Model
Rebuilt the entire measurement stack from scratch--server-side GA4, enhanced e-commerce tracking, consent-mode compliance, and offline revenue reconciliation. Developed a Marketing Mix Model calibrated on 3 years of historical data to establish true channel incrementality. This gave us a reliable decision-making framework that replaced guesswork with data, revealing that branded search was cannibalising organic traffic and upper-funnel Meta investment was severely undervalued.
Diversify Channels
Launched Meta Ads as a second major channel with a full-funnel creative strategy: lifestyle video for awareness, collection ads for consideration, and dynamic product ads for conversion. Restructured Google Ads with category-segmented Performance Max campaigns and broad match expansion to capture MMM-validated incremental demand. Within 6 months, Meta was contributing 40% of total revenue and the brand was no longer dependent on a single platform.
Expand Internationally
Used domestic learnings to build a repeatable international expansion playbook. Launched in Germany first as a proof of concept, then France and the Netherlands in parallel. Each market followed a 90-day ramp plan: Phase A for audience testing and creative localisation, Phase B for scaling winners and optimising logistics, Phase C for full-budget deployment with MMM-validated targets. The model was recalibrated quarterly to account for cross-market media interactions and seasonal patterns.
The Results
Revenue Growth
Annual revenue grew from €500,000 to over €10,000,000 in 24 months through channel diversification, full-funnel advertising, and disciplined international expansion guided by Marketing Mix Modeling.
Blended ROAS
Across all channels and markets, the brand achieved a blended return on ad spend of 5.8x, validated by MMM incrementality analysis rather than relying solely on platform-reported attribution figures.
Customer Acquisition Cost
CAC decreased by 35% as the full-funnel strategy generated demand more efficiently. Upper-funnel Meta campaigns reduced reliance on expensive bottom-funnel Google keywords, lowering the overall cost to acquire each new customer.
International Expansion
Successfully launched and scaled paid media operations in four European markets--Greece, Germany, France, and the Netherlands--each achieving profitability within the first 90 days of the structured ramp plan.
Omnicliq transformed our business. They didn't just run ads — they rebuilt our entire marketing infrastructure from the ground up. The results speak for themselves: we went from struggling to scale to becoming one of the fastest-growing fashion brands in Greece.
