Scaling one of the largest solar e-commerce cases in the DACH region in twelve months

Solar energy is one of the most fiercely contested e-commerce markets in the DACH region: high basket values, aggressive price wars, products that need explaining and demand that depends heavily on politics, electricity prices and the season. This is exactly where solago and Solarhandel24 operate, two shops within one group of companies that cover everything end customers need for their own energy transition, from balcony power plants with storage to complete PV systems.

When we took over in mid-2025, the brief was clearly defined: two Google Ads accounts, one market, classic management across Search, Shopping and Performance Max. Twelve months later, we manage six accounts in four countries, a complete full-funnel build and one of the highest-volume solar e-commerce setups in the German-speaking region.

The brands

solago specialises in balcony power plants and storage solutions, from the 800-watt starter set to the complete system with Anker SOLIX storage. Solarhandel24 covers the full spectrum: complete PV systems, inverters, battery storage and accessories from brands such as Sungrow, AIKO and Anker, for end customers and installers alike.

The business model

Both shops thrive on speed: product launches every week, frequent price adjustments and a range of thousands of items that needs constant maintenance. Anyone working with static campaigns here loses, both against the competition and against the business’s own pace.

The goal was profitable scaling at the highest volume level, and the expansion from a German single-market setup into an international multi-store structure. Google Ads was meant to do more than drive sales: it was to work as a growth engine for new markets, new product categories and building demand.

A historically grown campaign structure

At the start, Solarhandel24 essentially ran a single Shopping campaign “with everything”: no controllability, no differentiation by margin, category or audience.

An extreme pace in day-to-day business

Frequent sales, short-notice product launches and price changes have to be reflected immediately in campaigns, assets and feeds.

Complex feed management

Thousands of SKUs across several shops and countries, Merchant Center challenges and data quality demand ongoing maintenance.

High-volume management

Budgets sit at a level where even a few days of mismanagement become genuinely expensive, with pacing and spend monitoring every two days.

Internationalisation without a data foundation

New markets in Austria, Belgium and the Netherlands had to be built from zero, including translation, local feeds and separate campaign structures.

A complete rebuild of the campaign structure

At Solarhandel24, a single Shopping campaign “with everything” became a granular structure of more than 20 Performance Max campaigns, separated by category, price segment and strategic importance. The result: full controllability. Budgets flow to where margin and momentum are, instead of wherever the algorithm happens to land.

Full funnel beyond sell-through

In parallel, we built a complete upper and mid funnel that had not existed before: YouTube, Demand Gen and lead campaigns generate demand for products that need explaining, such as complete storage systems, and feed the lower funnel with ready-to-buy users. With high basket values and long decision journeys in particular, this is the difference between capturing demand and creating it.

A launch playbook for product introductions

In this market, product launches are revenue events. For the launch of the Anker SOLIX 4 Pro, we rebuilt the complete asset group structure across all shops, around 20 asset groups per shop, while carrying over the full data history. On the second day of the launch, daily conversion value was six to seven times that of a normal day.

Internationalisation with a system

Within twelve months, we turned a German setup into an international structure: Austria as a separate market for Solarhandel24, plus Belgium and the Netherlands via solago Europe, including localised feeds, campaigns and landing-page logic. Every market was treated as a case of its own: build the data foundation first, then scale.

The year-over-year comparison speaks for itself: Solarhandel24’s shop revenue grew by 144% in June 2026 compared with the same month of the previous year, with 154% more orders. The conversion value generated through Google Ads doubled over the same period, with consistently high efficiency.

The new markets are delivering: since its launch in December 2025, Austria has developed into a relevant revenue channel, and Belgium and the Netherlands are growing at triple-digit rates from a standing start.

And perhaps the most important proof of how robust the setup is: on its launch days, the Anker SOLIX 4 Pro reached six to seven times the normal daily conversion value, without the existing campaigns dropping off.

Success factors

Structure beats budget: only the granular rebuild of the campaign structure created real controllability, the foundation for everything else.

Full funnel as a growth engine: for high-priced products that need explaining, scale comes from the upper funnel as well as from sell-through.

Operational excellence as a competitive advantage: in dynamic markets, whoever handles sale changes, launches and feed maintenance faster and more cleanly than the competition wins.

Internationalisation as a case of its own: every new market needs its own data foundation, its own structure and its own testing, because copy and paste does not scale.

Transferability

This approach is particularly suited to shops with high basket values and products that need explaining, to companies with a dynamic range and a high frequency of promotions, and to anyone who wants to scale internationally from a well-functioning home market.