Performance Marketing Audit & Competitor Analysis
Objective
For the eCommerce company Fitvia, we conducted a comprehensive audit of their online performance metrics, with a strong focus on analyzing Google Ads data.
The main goal of the project was to identify weaknesses in online marketing and provide actionable recommendations for improvement.
In addition to evaluating Google Ads performance by campaign type and conducting a cost-benefit analysis, we also incorporated competitor data to test and validate key assumptions and hypotheses.
About Our Case Study Partner
Fitvia offers premium-quality teas Made in Germany, produced according to the highest standards of purity and quality. Their product range includes flavorful fruit blends, vitamin-rich superfoods, and high-quality tea leaves. Alongside their unique teas, Fitvia also offers a curated selection of premium accessories.
Initial Situation Before the Audit
The starting point was the client’s request for a neutral, data-driven evaluation of their existing online marketing performance.
Beyond the general performance over time, the focus was also placed on campaign types, keyword analysis, cost-benefit evaluation, and the competitive landscape.
To ensure a comprehensive view, we used both internal Google Ads data and auction insights & competitor data provided by Google.
Analysis Approach
In the first step, we conducted a top-down analysis of overall account performance, examining the contribution of different campaign types.
Even at a surface level, we identified clear imbalances between cost and performance, which immediately pointed to the need for adjustments in budget allocation and overall strategy.
As is often the case in such audits, it was essential to distinguish between branding/awareness campaigns and those focused on conversions, to avoid misleading conclusions. We also evaluated what a healthy budget distribution would look like for each objective.
Additionally, ad creatives — including YouTube video ads — were assessed both qualitatively and quantitatively.
In the competitor analysis, we found that there was no clear brand positioning compared to key competitors. The audit revealed where Fitvia already held strong positions and where competitors had a noticeable edge.
Recommendations
At the core of our recommendation was a reallocation of budget toward high-converting campaigns and keywords, along with a reduction in reach-focused campaigns that showed no measurable contribution to overall performance.
We also advised improving ad creatives to better align with Google’s best practices, aiming to boost the click-through rate (CTR) and drive more qualified traffic.
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Why Us?
Reporting Development
We have extensive experience working with various APIs — especially from Google and Meta — and have already implemented a wide range of custom reporting solutions.
In principle, we can create insightful and actionable reports using virtually any system.
Google Ads Optimization
With our many years of experience as a certified Google Ads partner, we can pinpoint weaknesses in your account and apply strategic optimizations to significantly enhance performance.
Precision & Speed
Since the devil is often in the details, we're always ready to go the extra mile for you — combining tailored solutions with fast and efficient execution.