Fewer campaigns,
more control

Challenge

END. had already pushed paid search about as far as conventional wisdom takes it. Google Ads was their most mature channel, and the next stretch of growth would have to come from somewhere structural, not another campaign tweak. Two things stood in the way:

1. Campaign complexity had reached its limit: Segmenting campaigns by brand and category had caused the account structure to grow continuously. Eventually, END. hit its Google Ads campaign limit. Every time the team wanted to launch a new campaign, an existing one had to go.
2. Manual work was holding the team back: Assigning products to the right campaigns and keeping the structure up to date consumed valuable hours every week. Time that could have been spent on strategic development instead.

Solution

The answer wasn’t more campaigns. It was changing where the campaign strategy is managed. Instead of building increasingly complex campaign structures, END. moved the logic behind its campaign strategy to the data layer. This made it possible to manage campaigns more flexibly and scale without adding more campaigns.

1. Dynamic Segments and SmartScore^AI. SmartScore^AI scores every product in END.’s catalog daily on real business potential — margin, competitiveness, inventory, and strategic priority. Dynamic Segments then cluster products by what actually matters to the business, not by brand or category folder — far fewer campaigns, carrying far better signal.
2. Less Manual Work, Built to Scale Across Markets. New products are scored and slotted into the right segment automatically the moment they enter the feed. And because END. sells across many countries, SmartScore^AI scores each country independently on its own data — so a product that’s a top performer in the UK isn’t assumed to be one in the US or Germany. The same setup rolls out market by market without rebuilding campaigns, and the hours that used to go into keeping segmentation correct by hand now go into strategic decisions instead.

As Ricky Lucas, Head of Performance Marketing at END., puts it: “We don’t have to manage campaign clutter anymore. We have fewer campaigns, we have better data, better intelligence, and ultimately that means we can make better decisions on a day-to-day basis.”

Results

One channel, sharper growth

+30%

Sales

-15%

Ad spend

-50%

CPC

~2 days a week reclaimed

Team time that used to go into manual campaign upkeep and clutter —
now spent on strategy instead.

The most important and valuable part of the smec offering is the people — knowledge, know-how, but above all a genuine desire to support the business and drive performance success. The platform's sophistication gives my team actionable intelligence, so we're able to make swift changes to improve our campaigns.

Ricky Lucas Head of Performance Marketing, END.