Svømmespecialisten
DKK 220,000 more in revenue for DKK 10,000 more in spend — and ROAS increased from 9 to 13. Google Ads, Meta, SEO and email marketing for Denmark's largest swimming equipment retailer.
Tech stack in this case study
Case studies
400+
Trustpilot
4.8
Years of experience
10+
The results
DKK 220,000 more in revenue for DKK 10,000 more in spend
Svømmespecialisten.dk has Denmark’s largest selection of swimming equipment. acend has managed Google Ads, Meta, SEO and email marketing since the beginning of 2026.
9 → 13
ROAS increased — 44% more return per advertising krone
20+
more keywords ranking number 1 on Google
- +DKK 220,000 in conversion value year-on-year on Meta, for just DKK 10,000 more in spend.
- Over DKK 20 in return per additional advertising krone on Meta.
- Meta has gone from a supporting channel to the primary growth channel.
- 20 more keywords ranking number 1 on Google.
Meta has gone from a secondary channel to the primary driver of growth — powered by UGC, ongoing creative testing and a structure that makes scaling easy.
The problem
When more advertising spend does not bring more back
Without a clear explanation of why, the next step becomes a guess. They needed a way back to growth and to rediscover their place in the market.
Slowing growth
Svømmespecialisten was experiencing a slowdown in growth. Most frustratingly, when they increased advertising spend, revenue did not follow.
More spend didn't deliver more return
The extra kroner weren't delivering more in return. It's one of the most common — and most draining — places to get stuck.
The tool stopped working
The tool that used to drive growth stopped working, and the immediate reaction — spending more — did not make things better.
The solution
Look at the whole business — not one channel at a time
When more advertising spend does not bring more back, the answer is rarely to optimise each individual channel harder. Our starting point was therefore to move the budget to where the return is actually highest.
The overlooked revenue
A review uncovered 12,000 contacts that had never been used. We set up several upsell and repeat-purchase flows, so contact happens automatically rather than depending on a campaign. That is revenue generated without a cost per click attached to every order.
12.000
unused email contacts activated
From supporting channel to growth engine
We built a new campaign structure that makes ongoing creative testing significantly easier, and increased UGC content — ads that feel at home in the feed rather than like advertising. Together with continuous testing of both audiences and creatives, this has moved Meta from a secondary channel to the primary driver of growth.
220.000 kr
more in conversion value for DKK 10,000 more in spend
Focus on Shopping
On Google, we shifted the emphasis to Shopping, because that is where customers actually come from for this business. Search and Shopping are split according to where the customer is in the decision-making process, so the budget works differently depending on the intent behind the search.
9 → 13
ROAS increased year-on-year
Throughout, we have sharpened the messaging around what Svømmespecialisten can do that others cannot. It is the same improvement that works across every channel: an ad with a clear value proposition converts better, whether it appears in a feed or in search results.
20+
more keywords at no. 1
12.000
email-kontakter aktiveret
We produce content that feels native to the feed — while speaking directly to Svømmespecialisten’s USPs. These are the types of creatives that have driven results on Meta.
Reaction to Blue70
A native reaction format that shows the product in use and makes the benefit tangible in under three seconds.
Product review
The specialist’s product knowledge captured on video — precisely the USP that chain stores cannot match.
Swim trunks 1:1
Raw, feed-native 1:1 video without the advertising gloss — the same tone as the rest of the feed, which is why people stop scrolling.
The partnership
Management, guidance and flexibility
acend handles day-to-day management. Google Ads, Meta and SEO are managed and optimised together in one place. This is essential for moving budget to where the return is highest, rather than each channel fighting its own corner.
Regular status meetings
Ongoing discussions about seasons, campaigns and sales — in a business where timing matters greatly.
All operations in one place
Google Ads, Meta and SEO are managed and optimised together. This is essential for moving budget to where the return is highest.
Flexible start
No long-term commitments. The partnership has to make sense month after month.
Team acend
The team behind this case study
Valdemar Greve
Consultant
valdemar@acend.dk
Steffen Andersen
COO & Partner
steffen@acend.dk
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