6.5× spend with rising efficiency in two years

Silberthal is a German D2C brand for premium kitchen products, from stainless steel pans to storage jars, focused on the German and Austrian markets. We have been responsible for Silberthal’s Google Ads as a full service since June 2023. The period this case study covers is June 2024 against June 2026.

In 2024, almost the entire Google Ads spend ran through Performance Max, the typical picture of many D2C accounts: one channel carries everything, scaling hits the ceiling, and every budget increase costs efficiency.

The uncomfortable truth about scaling: more spend normally means less efficiency. The algorithm buys the cheap conversions first, and everything after that gets more expensive. The task was therefore to create a setup that unlocks volume while keeping profitability firmly in view, which takes more than simply spending more budget.

A diversified channel mix

From a PMax-heavy setup to four supporting channels: Performance Max, Search, Shopping and Demand Gen as a standalone top-of-funnel channel, split into image and video. Demand Gen was deliberately run as an awareness channel and was never judged on last-click ROAS.

Steering by contribution margin

The starting point was close coordination with the client rather than a tool: where do we stand on contribution margin at product level, and where can we push? This view is now mapped at attribution level: CM3 as the profitability guardrail, Google Ads ROAS as the efficiency anchor. Only this dual view provided the confidence to unlock volume. Budget decisions are made at business level, above the platform level.

Brand profitability as a scaling lever

Over two years, brand became significantly more profitable. That created the room to push generic harder while still staying above target on a blended basis.

Scaling in step with stock

At times, growth outpaced stock. Instead of pushing on regardless, we changed course immediately: pulling back where stock ran low, bringing other categories forward, which then became bestsellers in their own right, and ramping up again as soon as stock was replenished.

Sales event rhythm

The performance year was structured around the peaks: Easter, Black Week and Christmas, with pre-, during- and post-event analyses in place of constant firing.

Any agency can build a setup and channels. These figures are the result of teamwork, and no one achieved them alone.

Both sides contribute their craft

Silberthal understands its product and listens to its community. Touchpoint brings the push, the portfolio thinking and the shared ideas from the meetings. Both sides do the work.

Reacting immediately, on every level

Whether it is scaling or stock, decisions are made within days via Slack instead of in quarterly reviews. When stock could not keep up with growth, we changed course instead of forcing it through.

One face, no rotation

Account responsibility has rested with one person for years, at Silberthal with Kaja Bliesmann, with structured handovers instead of agency roulette.

The evidence

Three years of collaboration, and client feedback has been a consistent 4 out of 4 in every period surveyed, across communication, delivery and performance.

June 2024 against June 2026, same account: Google Ads spend rose 6.5-fold, conversion value 7.8-fold and conversions 4.9-fold. And efficiency rose by 20% along the way.

ROAS rose despite the scaling without any hack. It came from the diversified channel mix, joint steering at contribution margin level, brand profitability creating room for generic, and reacting in step with stock.

Scaling with rising efficiency is possible when the steering metric is right. Platform ROAS alone would never have unlocked the volume. Tracking changes and attribution gaps are part of the journey: understand first, then touch the budgets.

The setup can be copied; the collaboration cannot. The client knows the product and the community, Touchpoint brings push and speed of reaction. Decisions are made together at contribution margin level, within days instead of in quarterly reviews, with fixed responsibility over years.