Dormeo RO: 149,000 EUR in Annual Revenue from 106 Products in Google Shopping

Dormeo is one of the biggest e-commerce players in its category. The brand benefits from strong customer awareness and a sharp focus on innovative materials for quality sleep.

How It Started

We have been working with the Dormeo e-shop on the Romanian market since July 2024. Campaigns are managed through the CJ (Commission Junction) affiliate network, with promotion via Google Shopping as part of our CSS.

Starting point: the first three months of cooperation

We used the first months of cooperation (July–September 2024) primarily to collect data on the performance of individual products. During this period, the campaign generated 109 conversions, with a conversion rate reaching up to 1.39%. Based on this data, it became clear that the feed settings needed to be adjusted and new rules added to further improve campaign performance. 

The Challenge

The Dormeo product feed contained 137 products that could be actively promoted in Google Shopping. After removing products that were not price competitive or repeatedly failed to convert, only 106 products remained in active promotion. We built the entire campaign on this narrower but high performing selection.

Strategy: Automation, Stop Loss, and Price Benchmarking

From the start, we managed the whole campaign toward a target ROAS of 150% and divided the product catalog into groups based on their actual performance.

1. Active Products

Has conversion in last 30 days

This group includes products that had at least one conversion in the last 30 days. These are demonstrably sellable products, and it pays off to concentrate the budget on them.

Stop loss click 50

If a product in this group accumulates 50 clicks without a single conversion, the system automatically limits its promotion so the budget does not slip through the cracks.

Stop loss cost 2

The same safeguard applies to cost: as soon as a product uses up 2 EUR without a conversion, promotion is paused.

2. Excluded Products

Above price benchmark 10 and more

Products whose price was 10% or more above the market competitor price benchmark were immediately removed from active promotion. The goal was to minimize expensive clicks on listings that had no chance of competing on price anyway.

Stop loss cost 3

Products that used up 3 EUR in cost without a single conversion were fully excluded from promotion. They were given enough room to prove themselves, but once they crossed the limit without results, they stopped burdening the budget.

3. Exclusion of Brand Keywords

To make sure the numbers reflected the campaign's real contribution, we excluded brand keywords such as "Dormeo" and "Dormeo RO" from promotion. This prevented overlap with organic traffic and directed the budget where it carried real weight: reaching new demand and expanding market share, rather than paying for clicks from users who would have reached the e-shop anyway.

Development of Key Metrics (Q1 2025 vs. Q1 2026)

Thanks to strict segmentation, within one year we managed to multiply both the number of conversions and total revenue, alongside a sharp increase in conversion rate.

Why Did It Work?

Dormeo's results are a direct consequence of letting data, not guesswork, drive the budget.

Three principles behind the results:

1. A smaller, better-curated feed always beats promoting the entire catalog. Out of 137 products, we actively promoted approximately 77% of the catalog. The budget wasn't spread thin across offers with uncertain performance, but was directed to where it had a real chance of paying off.

2. Stop loss limits worked as an automatic safeguard, not a brake. Thanks to precisely set thresholds within product groups, the budget shifted in real time away from listings that were not converting, without the need for manual intervention. The system eliminated losses before they could threaten overall campaign efficiency.

3. A target ROAS of 150% kept the campaign in profitable territory the entire time. Instead of chasing maximum click volume, we optimized for return relative to this target. That translated directly into the numbers: the conversion rate rose from 1.28% to 2.67% (+1.39 p.p.), the number of conversions increased by 484%, and revenue grew by 265% year over year.

Long Term Stability: Results Over the Last 12 Months

A year over year comparison of a single quarter shows the speed of growth, but the long term view confirms the stability of the chosen strategy.

Over the last 12 months of continuous operation (August 1, 2025 to August 1, 2026), the automated campaign for Dormeo Home Romania delivered these results:

• Revenue: 148,859 EUR

• Conversions: 1,795

• Clicks: 68,507

• Conversion rate: 2.62%

• Average order value (AOV): 82.93 EUR

The Dormeo case shows that disciplined data driven work sooner or later always shows up in the numbers, and this is exactly the principle we build our other campaigns on. Where others see just a spreadsheet of conversions, we look for a system that can scale without losing efficiency.