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. But before they could take their first swing at hole one, three challenges stood between them and the trophy:

1. The Data Activation Gap: — playing without a yardage book. All4Golf’s margins, pricing, and profitability data lived in internal systems — not in Google. Without a bridge between the two, Smart Bidding had no way to know which products were actually worth chasing.
2. The Manual Scaling Wall: — into the trees, one market at a time. One team, nineteen markets — each with its own feed, pricing, and localized checkout. Rebuilding segmentation and campaign logic from scratch for every new country was exactly the kind of manual, error-prone work that didn’t scale.
3. The Average ROAS Trap: — the bunker you don’t see coming. PMax bids to one campaign-wide target, which can hide two problems behind a single number: star products get capped the moment that average 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 then built new demand ahead of the search, with visual product content on YouTube, Discover, and Gmail, timed to seasonal promotions.

To give Google’s AI Power Pack a few extra yards off the tee, smec’s PPC experts used Campaign Orchestrator — our own PPC optimization tool — to close the three gaps above, one by one:

1. Closing the Data Activation Gap: All4Golf’s team ran a full Merchant Center overhaul — feed translation, localized checkouts — and smec’s PPC strategists fed that clean data, plus All4Golf’s internal margin data, into SmartScoreAI, smec’s product-scoring technology, and Campaign Orchestrator. For the first time, Smart Bidding had the business context — refreshed daily — to know which products were actually worth chasing.
2. Breaking the Manual Scaling Wall: Instead of manually rebuilding segmentation logic for every new country, smec used Campaign Orchestrator’s Scopes to package what was already working in one market and roll it straight into the next — no manual rebuild, no starting from zero each time. Once set up, SmartScoreAI scores every product daily, and Dynamic Segments place it in the right campaign based on that score — reflecting All4Golf’s own business goals.
3. Escaping the Average ROAS Trap: SmartScoreAI’s product score gave Campaign Orchestrator a way to see past that blended average — splitting products into Dynamic Segments based on true individual potential. Winners got their own, more aggressive targets to chase further upside, while laggards got reined in before they could bleed budget.

It’s that combination — full-funnel execution, expert PPC steering, and Campaign Orchestrator’s data engine — that 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 (+0.37pt 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 W. Teamlead Paid Marketing & Pricing, All4Golf