Rytterstuen
A Danish online store with over 20,000 products: how we increased ROAS from 400% to 1400% in five months — and built organic growth on Ads data.
Tech stack in this case study
Case studies
400+
Trustpilot
4.8
Years of experience
10+
The results
From campaign-driven sales to predictable growth
Rytterstuen is a Danish online store with over 20,000 products in its catalogue. At the end of 2024, they contacted acend after a series of unsuccessful attempts with other agencies and freelancers. The partnership is still running 18 months later.
400% → 1400%
ROAS in five months
ROAS 18+
stabilt niveau i dag — 18 kr. retur pr. investeret krone
+8.000
more organic visitors per month
+50%
growth in orders directly from organic search
The problem
A target ROAS above 10 — consistently
Not just in the good months. None of the previous agencies had been able to deliver that, and Rytterstuen had also dropped in the organic rankings for several of their most important keywords. When we took over the account, we found four bottlenecks.
Inconsistent sales
Revenue depended on holidays, campaigns and promotional periods rather than a stable bottom line. Growth was effectively unpredictable from month to month.
Ineffective Google Ads setup
The account lacked structure and control. The budget went towards broad clicks rather than clear buying signals — and search terms that never converted.
No product prioritisation
There was no control over which high-margin products to push. The algorithm controlled the budget — not the business.
20.000 products without an SEO direction
The large catalogue created paralysis. Without a filter to assess which categories moved the bottom line, their efforts got lost in their own product range.
The solution
Ads as a data generator, SEO and CRO as growth drivers
The core of the approach is that Google Ads and SEO are not treated as two separate disciplines. The budget is allocated according to where control is greatest.
Shopping
70–80%
Primary spend driver
Search
10–30%
Manual scaling on the biggest keywords
Performance Max
10–20%
Controlled add-on — never the primary driver
The key lies in combining campaign prioritisation with differentiated ROAS requirements. By demanding more from Catch-all and accepting less from High Converting, we create flexibility in bidding that ensures both volume and a consistently high overall return.
Rather than guessing what was worth investing in organically, we took the list of the most profitable keywords from the Ads account. This revealed that dedicated category pages were missing for several of the best-converting keywords, and that a number of important pages were stuck on page 2 of Google. We built the missing category pages from scratch and specifically optimised the page 2 pages with technical SEO and content.
+34%
Quality Score i Ads
−27%
Cost per click
A self-reinforcing effect: better landing pages increased the conversion rate, greater relevance improved Quality Score — and the lower cost per click freed up budget for further scaling.
Foundation & audit
Onboarding, account analysis and historical data review
Ads restructuring
Clean-up, elimination of wasted spend and a new setup
SEO & categories
Keyword research based on Ads data plus a 3-month execution plan
Evaluation & scaling
Scaling winners and ongoing CRO
The partnership
18 months — and still growing
The formula for a lasting collaboration isn't just about numbers. It's about the partnership.
A dedicated point of contact backed by a specialist team
Rytterstuen works directly with the same specialist day to day, supported by a dedicated team of subject specialists behind the scenes.
Close, informal dialogue
No lengthy email exchanges. Ongoing clarification via Slack means we can respond immediately when something changes.
Consistent rhythm
Monthly performance reviews and in-depth strategic workshops ahead of critical peak seasons such as Black Friday.
All of this is grounded in a kickoff where we do not leave the table until we have a complete annual plan, a concrete 3-month action plan and clearly defined responsibilities and delivery deadlines.
Team acend
The team behind this case study
Frederik Krøl Larsen
CCO & Partner
frederik@acend.dk
Steffen Andersen
COO & Partner
steffen@acend.dk
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