$5.4M in a tiny market: A Google Ads Case Study

We’ve helped plenty of brands scale by going broad—targeting 20+ countries at once.

But for this brand, we went deep into a single market:

Sweden.

A country with just 10.5 million people.

Despite its size, we helped this brand generate 53.8M SEK (around $5.38M) in 2024.

And 9.8M SEK ($980k) in Q1 2025.

The biggest unlock for this brand was expanding their presence across the Google ecosystem.

Before working with us, they were barely scratching the surface of what Google offers.

They only ran a few Search campaigns and some Performance Max.

No Shopping. No YouTube.

And even within their active campaigns, they’d only tapped into a fraction of the audience they could target.

So we focused on 2 things:

1. Expand into untapped campaign types

First, we launched Shopping ads.

To figure out what worked best, we ran both Standard Shopping and Performance Max in parallel.

After several rounds of testing, we found the perfect balance:

A hybrid approach, using both formats—each with a specific ROAS target and goal.

Then we layered in YouTube.

Their product was highly visual, so video ads were a no-brainer.

We built campaigns around their top sellers, with two goals in mind:

• Drive immediate sales

• Build awareness and feed cold traffic into our MOF & BOF campaigns

2. Exploit current campaign types

Although they were already running Search Ads, they only targeted a narrow set of keywords.

Huge chunks of potential customers weren’t being reached.

In other words, they left tons of potential revenue untouched.

So we gradually built out their keyword lists month by month.

This allowed us to expand into more MOF & BOF queries that their audiences search for.

We followed the same approach on Shopping.

We ran prospecting & branded campaigns to reach 2 audience segments of the market:

• Users who haven’t heard of the brand

• People already searching for them

This is the same strategy we use with all our clients.

Whether they’re expanding into a new market or trying to squeeze more out of an existing one, the playbook is the same:

We expand horizontally—by layering in more campaign types.

And vertically—by reaching more audience segments within each type.

This combination led to this brand’s most successful year on Google Ads.

And it’s helped 500+ other businesses do the same.

If you want to dominate your market, don’t think about just “running campaigns”.

Think of how you leverage everything Google has to offer.

Jackson

Founder and CEO of Echelonn.

How we can help:

• Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

• Get our E-commerce Growth Toolkit: Get access to our free resources and tools including the Product Feed & GMC Optimization Checklist, YouTube Shorts Ads Playbook, and 12 Plug-and-Play Dashboards. Click here.

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