From fascia to sleep and whole-body recovery: scaling BLACKROLL® with a considered Google Ads strategy

BLACKROLL® has successfully evolved from a fascia roller brand into a provider of holistic sleep and recovery products. With a strategically optimised Google Ads programme and a targeted Touchpoint strategy, we supported this transformation, increased revenue by more than 340% and established new product categories profitably in the market. This case study shows how data-driven performance marketing and cross-channel touchpoints drive sustainable growth.

Vision

BLACKROLL® aims to help people around the world take an active role in their own health and wellbeing. Guided by the principle "Do it your health", BLACKROLL® inspires people to find a lasting balance between activation and recovery for an energetic life.

Products

As a leading healthstyle brand, BLACKROLL® offers a broad range of easy-to-use tools and services for recovery, workout, sleep and fascia care. The range extends from fascia rollers to innovative sleep solutions such as the award-winning Recovery Pillow and high-tech products such as vibration and massage tools. Every product is developed in close collaboration with experts from science, medicine and sport and is designed for the highest quality and durability.

USP

Developed in collaboration with renowned experts from medicine and sport.

High quality standards: durable, robust, climate-neutral and recyclable, largely “Made in Germany”.

A holistic approach: from the products and how to use them to training opportunities through the BLACKROLL® Academy, the brand offers a complete health ecosystem.

With this combination of scientific expertise, top quality and a strong focus on ease of use, BLACKROLL® has become a globally recognised brand that helps people improve their health actively and sustainably.

The goal was to support BLACKROLL® in its brand transformation into a leading brand for sleep and recovery products while achieving profitable revenue growth.

Entering highly competitive markets such as mattresses without an existing data foundation.

Building profitable generic campaigns for new products.

Addressing new and existing customers differently.

Raising brand awareness in new categories.

Data-driven strategies were to secure both the establishment of new product categories and the sustainable growth of the brand.

Strategy: how we went about it

Standing still is not an option for us, and settling for the standard even less so. Our ambition at Touchpoint is to question things, rethink them and create real impact on top of implementing them. For BLACKROLL®, that meant going beyond optimising existing structures: we analysed in depth, identified potential, tested rigorously and rebuilt.

What was our lever?

We addressed existing and new customers separately, with a granular Google Ads structure that keeps the two groups apart. Why? Because the two audiences think differently and need to be spoken to differently. This separation let us use specific triggers and scale far more profitably than conventional campaign setups allow.

The Touchpoint difference:

New-customer acquisition, done thoughtfully. Instead of spreading budget thinly, we worked with highly personalised, data-driven campaigns tailored to the different stages of the customer journey.

Reactivating existing customers with relevance. Through dynamic remarketing, smart segmentation and targeted incentives, we turned one-time buyers into returning customers, with a clear eye on profitability over pure revenue.

Brand growth with depth. Beyond developing BLACKROLL® further as a fascia brand, we deliberately established new product lines (e.g. sleep & recovery) through dedicated campaigns, with new touchpoints, new needs and a broader market positioning.

Our secret sauce?

Testing to the limit, with a system behind it. We ran continuous A/B tests at campaign, ad and landing-page level, iterated on hypotheses and put our learnings into practice in real time. No black box and no gut decisions: measurable results that we made strategically scalable.

In short: the BLACKROLL® case shows what our ambition looks like in practice: think deeper, test bolder, scale smarter.

To many, it sounds logical: performance marketing = Search, Shopping, done. At Touchpoint, our ambition goes beyond simple logic, and we look where others never think to search. In the BLACKROLL® case, that was exactly what made the difference.

A fast, focused start

To begin with, we activated the revenue levers in the lower funnel with Search, Shopping and Performance Max. This let us generate revenue quickly and gather our first performance insights. Not everything worked straight away, though.

The mattress market: generic, expensive, competitive

Our assumption: generic keywords such as “buy mattress” should scale. The reality: without a data foundation, the algorithm cannot succeed. The account simply had no learnings for this product line, and classic Search and Shopping campaigns went nowhere. The difference? Others would have let budgets keep running into inefficiency. We stopped, analysed and deliberately laid a new foundation.

Our path: gather data first, then scale

We invested specifically in generating data: structured keyword tests, in-depth audience segmentation and clean campaign separation. Targeted preparation took the place of blind scaling, so the machine could be fed profitably over the long term.

Upper funnel with a strategy behind it

At the same time, we deliberately widened the funnel. YouTube and Demand Gen campaigns were meant to build awareness and, above all, to push the lower-funnel activity that followed. Performance through attention, with clear measurability.

Third-party tracking for real learnings

First-touch measurability was the key to evaluating the upper-funnel activity correctly. With additional tracking tools, we generated granular insights and based our decisions on data instead of instinct.

Since mid-2022, BLACKROLL® and we have been on an exciting, intense and successful journey together. With the approaches described above and their strategic implementation in the account, we achieved steady, profitable growth over 2.5 years.

Revenue across all campaigns

We increased revenue enormously over the past 2.5 years. Profit mattered to BLACKROLL® as well, and by separating brand and generic traffic, we improved brand profitability and gained room to invest in new customers. Overall ROAS improved by almost 25% over this period.

ROAS across all campaigns

Beyond the high-level performance, the aim was to establish BLACKROLL® more firmly as a sleep and recovery brand. The Recovery Base was meant to be an essential building block here, and entering a market dominated by large, established brands was difficult, especially at the start. Optimising for “buy mattress” was therefore not an option, at least not initially. We needed other keywords, landing pages, audiences and more to test and, above all, to generate the data that would allow the product to scale profitably.

Revenue from the Base campaigns

It took several months to get the account to the point where we could scale profitably. So far in 2024, the Base has accounted for 15% of total Google Ads revenue. The Recovery Boots launched in the same year, a few months later. We used the insights from the Base launch and were able to scale the product considerably faster.

Revenue from the Boots campaigns

Our Touchpoint approach: at Touchpoint, we are never content with standing still. That alone does not set us apart from the competition. What defines the Touchpoint standard is that we get to the bottom of things, analyse and optimise in depth, keep going back into testing, think laterally and plan for the long term.

Success factors

Data-driven optimisation: third-party tracking tools and intensive testing laid the groundwork for well-founded decisions and effective campaign management.

A differentiated campaign structure: separating brand and generic campaigns maximised profit and enabled targeted investment in new customers

A holistic funnel approach: combining lower-funnel campaigns for quick results with upper-funnel activity for brand building created a sustainable balance.

A focus on brand transformation: positioning BLACKROLL® in new product categories strengthened the brand and enabled long-term growth.

Trends & best practices

Step-by-step scaling: new products were introduced through data and audience tests before generic keywords were used.

Segmented audience targeting: new and existing customers were addressed separately to maximise conversion rates and ROAS.

Investment in brand awareness: upper-funnel activity played a decisive part in establishing the brand in new categories.

Transferability

The approaches are particularly suited to brands that:

Want to establish new products in highly competitive markets.

Are strategically broadening their brand perception.

Aim for sustainable growth through data-driven strategies.

This mix of data-driven testing, clear segmentation and a holistic approach can be adapted universally and delivers measurable success.