"Shaping" the Future of Performance: Aggressive Scaling, Secured Profit.
shape labs operates in the ultra-competitive fitness and weight-loss supplement niche. Facing the challenge of scaling their ad budget in Google Ads dramatically without sacrificing their profit target, they turned to the Google Ads and Demand Gen experts at Beilmann Marketing. Their secret weapon? Klar, the Single Source of Truth for performance data, which allowed them to see beyond platform bias and fuel the highly effective Beilmann Performance Framework.
- Ad Spend Increase: +4.489% over two months
- Contribution Margin 3: +40%
- New Customers: +167%
- Key Channel: Google Demand Gen
The Baseline: A Diet of Dirty Data
The goal: Aggressively scale Google Ads campaigns while maintaining a healthy bottom line
The biggest hurdle for shape labs was the notorious "dirty data" problem in marketing:
- Attribution Blind Spots: Relying solely on Google’s internal reporting meant significant discrepancies and a lack of accurate cross-channel visibility. It was impossible to know the true contribution of each touchpoint.
- The Scale vs. Profit Dilemma: The common industry fear: Massive budget increases (like 4.489%) lead to catastrophic ROAS drops. shape labs needed data-backed certainty that a healthy CM3 was achievable even at this extreme scale.
- The Agency's Need: Beilmann Marketing needed data they could trust to power their own Growth Framework and confidently trigger unprecedented budget increases where Klar proved the real, profitable conversions were happening.
The Beilmann Blueprint: Making Data "Klar" Again
To hit the ambitious target, Beilmann Marketing implemented a strategy centered on eliminating attribution lag and bias, making Klar the brain behind the execution of their proprietary framework.
The Tech Stack: Klar + Beilmann Performance Framework
1. Single Source of Truth (SSoT) Implementation
Klar integrated all data sources (Shopsystem, Ad Platforms, etc.) and applied its proprietary logic to provide a holistic view of the customer journey, identifying the true contribution of every channel.
- Actionable Insight: Klar's reporting immediately provided Beilmann Marketing with an accurate ROAS for their Google Demand Gen campaigns, drastically reducing the discrepancies seen in the native platform.
2. Execution via the Beilmann Performance Framework
The agency used reliable ROAS data from Klar to execute their framework's scaling and optimization phases:
- First things first: Building a Foundation: The initial focus involved establishing a clear brand structure (Search Brand, Search Generic, and Performance Max) and optimizing product feeds, titles, and shopping images to significantly increase the Click-Through Rate (CTR), thereby strengthening the Lower Funnel and preparing the account for targeted budget increases.
- Next Step: Initiating Demand Generation: Building upon the stable foundation, the successful Native and META funnels were transferred to Google Demand Gen, utilizing existing advertorials and creative image assets to specifically target Mid-Funnel audiences and establish Google as a key push channel.
- Demand Gen as Growth Engines: This third evolutionary stage established the Push-Product-Market-Fit, transforming Google into the brand's primary growth driver and largest spending channel in the entire marketing mix, profitably generating new customers just two months after the collaboration began.
- Framework Steering: Instead of relying on delayed platform data, Beilmann Marketing adjusted the target ROAS for Google Demand Gen campaigns daily based on the real-time performance seen in Klar. This dynamic adjustment was the core mechanism to execute their framework's strategy for scaling while protecting profit.
- The Trust Factor: By feeding the algorithm consistently accurate conversion values (derived from Klar's SSoT), they maintained high performance even as the budget skyrocketed. The Beilmann Performance Framework used Klar's data to confidently trigger budget increases up to 4.489% and strategically adjust targets.
🤓 Nerd Talk: In essence, Klar acted as the corrective lens, filtering the noisy platform data. Beilmann Marketing used this perfectly shaped data to power their own Performance Framework, bypassing the typical scale/efficiency trade-off and enabling them to execute a profit-driven scaling strategy with unprecedented confidence and speed.
The Results: The Perfect Fit for Profit
The combination of data clarity and aggressive, confidence-backed scaling via the Beilmann Performance Framework led to exceptional, profitable growth for shape labs.
The Bottom Line: Extreme Scale and Efficiency Achieved
- Ad Spend Increase: +4.489% over two months
- Contribution Margin 3: +40%
- New Customers: +167%
- Data Discrepancy: Near Zero
Key Takeaways for Data-Driven eCommerce Brands:
- Data Integrity is the Foundation for Extreme Scale: Without a Single Source of Truth like Klar, an Ad Spend increase of this magnitude 4,489% is impossible. Klar provided the necessary confidence to aggressively increase spending without fear.
- The CM3 Proof: The +40% CM3 increase confirms that the scaling strategy was focused on maximum profitability, proving the efficacy of the Beilmann Performance Framework powered by accurate data.
No Trade-Off Needed: This case proves that with the right attribution partner and a strategic framework, you don't have to choose between extreme scaling and high profit. You can achieve both.
Conclusion: Time to Get Your Data in shape
shape labs and Beilmann Marketing successfully leveraged the power of accurate attribution to dominate a competitive market. The key was Klar's ability to provide timely, holistic data that powered the intelligent, profit-focused execution of the Beilmann Performance Framework.
Stop letting dirty data hold back your growth. It's time to get your data in shape.
