Full Swing
Across Europe

Challenge

All4Golf had built a dominant position in Germany and wanted to become Europe’s leading online golf destination. International expansion is expensive to get wrong — so instead of swinging blind, All4Golf brought in smec as their caddie for the tour, to solve the following challenges:

1. The data activation gap: — playing without a yardage book. All4Golf’s margin, pricing, and profitability data lived in internal systems, not flowing into the campaign logic.
2. The manual scaling wall: — into the trees, one market at a time. One team, nineteen markets. Each with its own feed, pricing, and competitive landscape. Rebuilding segmentation and campaign structure from scratch for every new country was exactly the kind of manual, error-prone work that doesn’t scale.
3. The Average ROAS handicap: — the bunker you don’t see coming. Google optimizes to a target ROAS per campaign, hiding two problems behind a single number: star products get capped the moment tROAS is hit, while weak performers hide behind top sellers and keep draining budget.

Solution

Working with Google’s International Growth Advisory Program and Market Explorer data, we cross-referenced regional economic strength, disposable income, and golf-equipment search volume — landing on a two-phase rollout: 10 priority markets first (including Sweden, France, and the Netherlands), then 9 emerging markets.

Going to market. Localized Brand Search protected All4Golf against local competitors from day one, while Performance Max used optimized feeds and creative to find high-value customers fast — with AI Max now layered in to surface untracked queries. Demand Gen also built new demand ahead of the search, with visual product content on YouTube, Discover, and Gmail, timed to seasonal promotions.

To give Google’s Power Pack a few extra yards off the tee, smec’s paid media team systematically closed the three gaps above, in interplay with the smec Campaign Orchestrator:

1. Steering Google campaigns strategically: All4Golf’s team optimized the product feed. Working with smec’s experts, they then fed in strategically important data — margin data above all. This data flowed into SmartScore^AI, smec’s product-scoring technology within Campaign Orchestrator. On this basis, every product was segmented and campaign steering aligned accordingly.
2. Agility through automation: Instead of rebuilding segmentation and campaign logic from scratch for each of the 19 markets, smec used SmartScore^AI and Dynamic Segments to carry what already worked in one market straight into the next. This let the core strategy scale across every country, while still accounting for market-specific factors like product performance, seasonality, and promotions — since every product, in every market, was scored daily through automation and promoted in the right campaign via Dynamic Segments.
3. From Average ROAS to incremental ROAS: Instead of settling for blended average performance, All4Golf used SmartScore^AI and Dynamic Segments to promote every product according to its potential and its contribution to All4Golf’s business goals - receiving more or less budget accordingly. This let high performers and strategically important products reach their full potential, while budget that had previously bled into weak performers was saved.

The combination of paid media expertise, full-funnel strategy, and the technological leverage of the smec Campaign Orchestrator let All4Golf scale into 19 markets fast, without the usual trade-off between speed and profitability. Distance off the tee counts for little without accuracy — All4Golf got both.

Results

Nineteen markets, one scoring streak

By the 19th hole, the scorecard read clean.

12-mo, YoY

+140%

Conversions

12-mo, YoY

+154%

Conv. value

12-mo, YoY

+5%

AOV

20,000+ products, re-bucketed automatically

Margin, price competitiveness and demand re-scored continuously across
all 19 markets — zero added headcount.

+233%

Clicks, YoY

+232%

Impressions, YoY

1.78%

CTR (+26% YoY)

Smarter Ecommerce has taken our Google Ads management to a completely new level. We are particularly impressed by the AI-supported optimization based on real business metrics like POAS, CLV, and margin — instead of just focusing on pure ROAS. Google Ads optimizes by default for ROAS or conversions, not for the actual contribution margin — smec incorporates our real margins, return rates, and CLV data into the control, so we invest our advertising budget in the products that truly let us grow profitably, instead of low-margin bestsellers.

Norman Wendel Teamlead Paid Marketing & Pricing, All4Golf