Glasse.dk
Glass for private and business customers — glass shelves, glass doors, mirrors, shower screens and glass cut to size — ordered from home and delivered nationwide. acend has handled Meta and Google Ads for over 12 months.
Tech stack in this case study
Case studies
400+
Trustpilot
4.8
Years of experience
10+
The results
50 % more revenue for 10 % more ad spend
50 %
year-on-year revenue growth through paid advertising
10 %
more ad spend to achieve that growth
36 %
better ROAS — while the business has grown
Growth has come across both Meta and Google Ads — rather than relying on a single channel.
The problem
Growth had stalled — and no one had the full picture
Glasse's growth had stalled. The business was running, but the curve had flattened out, and there was no clear way forward.
On top of that came something harder to quantify: with their previous agency, they felt they were falling through the cracks. No one had the full picture of the business, and the work was not really joined up across channels.
As long as you are growing, the next step is obvious: more of what works. When growth stalls, that answer disappears — and the immediate reaction, increasing spend, rarely makes a difference if the cause lies elsewhere.
Glasse's business makes this particularly difficult to untangle. Some revenue comes from larger orders with a long customer journey, where time passes between the first visit and the order. Without proper measurement, those orders seem to come out of nowhere — and that makes it impossible to know what to do more of.
The solution
Three steps — and the order explains everything
First measure correctly, then fix what needs to convert, and only then add more at the top.
Tracking that can follow a long customer journey
A large share of Glasse's revenue comes from larger orders where customers take time to decide. We therefore started by getting measurement right, so those orders could be traced back to what set them in motion. Without that, you are working blind — optimising for quick purchases because those are the ones you can see, and unintentionally cutting back on what brings in the larger jobs.
Google Ads first — the bottom of the funnel needs to work
Google Ads is the bottom-of-funnel channel: this is where you reach people already working on a specific project. It needed to work before we even considered bringing in more traffic. The work focused on consolidating data rather than spreading it across too many campaigns, and on trimming the fat — spend that generated clicks without orders. The result was significantly better ROAS on the channel that needs to close the sale.
Meta on top — new demand for larger jobs
Only once the bottom of the funnel was delivering did we add Meta. The goal is not to win the same orders twice, but to create new demand — particularly for larger jobs, where the customer does not necessarily start with a search. Many people do not know that cut-to-size glass can be ordered online and delivered, and that realisation rarely happens on its own. The effect shows up not only in Meta's own figures — it also appears as direct traffic and branded searches that otherwise look as though they happened on their own.
Why 50 % for 10 %
The sequence is why revenue could grow by 50 %, while spend rose by just 10 %. If we had added Meta first, the new traffic would have landed in an account that was still burning budget on the wrong things. By fixing the bottom first, every new visitor became more valuable — and then it takes very little extra spend before the impact shows in revenue.
The partnership
One integrated approach across channels
Regular reporting and ongoing strategic input
A regular follow-up schedule, combined with room for whatever comes up along the way.
acend handles the day-to-day management — and the bigger picture
Meta and Google Ads are managed and optimised in one place, so the channels cover different parts of the customer journey rather than competing for the same order. Nothing falls through the cracks.
No long-term commitments
The partnership needs to make sense month after month — and has done so for over a year.
Contact
Shall we take a look at your business?
Tell us briefly where you want to go. We will get back to you with an honest assessment of how we can help you generate more enquiries.
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