Marpur: +62.55% revenue across the business on a lower ad budget

Marpur is a Polish brand and manufacturer of mattresses and beds, offering complete bedroom solutions. The company runs a single physical showroom in Kepno and sells mostly online, reaching customers across Poland. The brand is also growing on the German market.

• Declining sales. For a long time, the client had been unable to break through a certain revenue ceiling from new customers, despite earlier evidence that higher results were achievable. Regular website fixes and SEO work never translated into any real improvement in results.
• Creating a steady and stable source of sales. Sales relied mainly on returning customers and referrals rather than on effective advertising campaigns. There was no channel that would predictably account for a solid share of revenue from new customers.
• A long purchase cycle. Marpur's products require time to think the decision through, so precise attribution of sales to specific performance channels was difficult; many conversions were spread over time and fell between different brand touchpoints.
• Scattered activity across paid channels. Paid activity was run mainly in Google, while the Meta budget was limited to far smaller amounts and had been reduced even further just before the cooperation began. There was no coherent cross-channel strategy.

The entire account was restructured rather than optimised on the surface, to stop the drop in sales quickly and build the foundations for safe scaling.

Restructuring the Google Ads campaigns

One shared Performance Max campaign handled both mattresses, the true core of the business, and beds, which accounted for only a fraction of sales yet consumed budget on a par with the main product. Performance Max was split into separate structures, one for mattresses and one for beds, so the campaigns stopped competing for budget.

Simplifying and segmenting Meta Ads

The previous structure was extensive and heavily focused on remarketing. Everything was simplified into a single Advantage+ campaign with carefully arranged audience segments, deliberately moving from remarketing towards broader reach and new customer acquisition. While the budget was still low, the algorithm was given time to learn instead of scaling immediately.

Gradual and responsible budget scaling

Campaigns first gathered enough data for stable optimisation; ROAS was watched with small, controlled budget increases. The test of whether a budget mix paid off was the return across the entire store, not attribution from the advertising platforms alone.

Adjusting activity to seasonality

When peak season approached, budgets were increased in both Google Ads and Meta Ads, based on the data gathered during the quieter months.

Launching advertising on TikTok

Using the client's existing content, TikTok was launched as a brand-building element rather than a direct source of sales.

Refreshing the creatives

More video material, UGC content and dynamic product ads (DPA) were introduced with the client. When the first signs of creative fatigue appeared (declining performance despite an unchanged budget), new video material was tested; that creative later became the driver behind further budget scaling on Meta.

A billing model based on shared responsibility

At the start, a billing model was proposed in which the agency's remuneration grew alongside the real growth of the client's revenue, instead of being based purely on a percentage of the budget spent.

Year-on-year comparison:

• Despite reducing the advertising budget by 5.12%, revenue across the entire business grew by 62.55%.
• Over the same period, the average return (ROAS) across the whole business rose by 74.09% year on year, showing the improvement was not limited to advertising attribution alone.

The cooperation is entering a phase of international expansion. The client has been selling in Germany through marketplaces, including Amazon, and has translated his own store into German. The coming months put greater emphasis on content and creatives to generate demand among German audiences.