From EUR 9K to EUR 86K in One Quarter: How Philips.pl Scaled with Google CSS

Philips needs no introduction. But breaking into a new traffic channel at scale and doing it profitably is a different story. Here is how we helped Philips.pl go from a standing start to over EUR 86,000 in driven revenue within a single quarter.

Q1 2026 results at a glance

How it started

The partnership with Philips.pl runs through the CJ affiliate network. Collaboration kicked off properly in December 2025, with the first meaningful traffic push bringing in over 2,500 clicks and 228 conversions. Strong volume on paper but average order value sat at just EUR 16. The campaign was live but landing predominantly on entry-level products and accessories. Good for learning. Not the right product mix yet.

December to January tells the real story. AOV went from EUR 16 to EUR 76 in a single month. By March it reached EUR 120. That is a 7x increase in average order value over four months, driven by targeted product segmentation and tighter ROAS settings per category.

What changed

Philips has a broad catalog, from EUR 10 accessories to EUR 300+ premium devices. Running everything under the same bidding logic is one of the fastest ways to burn budget on low-value transactions. We separated the product feed into three tiers based on price point, historical performance signals, and category:

• High-performers: proven products with consistent conversion history, aggressive ROAS targets, maximum visibility in Shopping auctions.

• Mid-range growth: products in the EUR 80 to EUR 200 range, balanced ROAS target, steady scaling. These drove the bulk of Q1 revenue.

• Low-AOV and accessories: entry-level items with reduced budgets and conservative bids. Traffic here does not justify the same ROAS target as premium segments.

Once the segmentation was in place, the automated bidding had the right product-level context to optimize against. Budget allocation started shifting toward the mid and high segments, and AOV followed.

Month-by-month performance

February was the strongest month in absolute numbers. EUR 39,470 in revenue from 370 conversions, with AOV reaching EUR 106. By then the campaigns had enough data for automated bidding to operate at full capacity, reallocating budget in real time based on which product segments were converting at the best return.

March brought fewer clicks but the best conversion rate of the entire period at 6.7% and the highest AOV at EUR 120. That combination points to a campaign becoming more efficient over time, not winding down.

Top 5 products in Q1 2026

The product mix reflects exactly what the segmentation was designed to surface: IPL hair removal devices and premium grooming tools, not accessories.

Four out of five top products fall into the Lumea IPL and OneBlade premium lines. These are exactly the kind of high-consideration, higher-AOV items that justify the investment in product-level campaign management.

Why it worked

A few things came together here. Philips maintains a clean, well-structured product feed, which Google Shopping rewards directly with better placement. On our side, separating the catalog into segments with distinct ROAS targets meant the algorithm was not averaging performance across a catalog with wildly different price points.

Brand keyword exclusions were applied throughout, keeping the traffic incremental. All conversions attributed to the campaign came from non-branded queries, meaning Selltoro was generating demand beyond what was already searching for Philips directly.

The CSS channel mechanics also matter here. As a Google CSS partner, we run product ads in Google Shopping alongside Philips's own campaigns rather than competing with them. Additional coverage in the auction, not cannibalization.

Q1 2026 in full: EUR 86,356 in driven revenue, 854 conversions, 15,773 clicks, 5.6% conversion rate, EUR 101 average order value. The foundation is in place.