From international growth to 68% more new customers

Tons operates an international D2C business with its own webshop and customers across multiple markets.

As the business expanded, the commercial setup needed to support larger advertising budgets, more markets and increasing competition without sacrificing efficiency.

The opportunity was to create a stronger acquisition model where Meta Ads and Google Ads could scale together while budgets were continuously moved towards the markets and activities creating the strongest commercial return.

Scaling customer acquisition without sacrificing efficiency

International growth requires more than simply increasing advertising budgets.

Tons needed to increase volume across markets while keeping acquisition economics under control.

The focus was therefore on several areas:

• Acquiring significantly more new customers
• Increasing total order volume
• Scaling advertising investment without losing efficiency
• Reducing the cost of acquiring purchases
• Generating more revenue from each advertising krone
• Strengthening non-brand performance on Google Ads
• Creating a stronger connection between acquisition, retention and the webshop

The question became:

How do you significantly increase customer and order volume while scaling paid media with better performance?

Meta Ads built for higher volume

Meta Ads became a central engine for new customer acquisition.

The account structure was developed around clearer conversion objectives, continuous creative testing and more active allocation of budgets across markets and campaigns.

Rather than simply increasing spend across the board, investment was moved towards the markets, audiences and campaigns capable of absorbing additional budget efficiently.

This allowed Tons to scale Meta significantly while improving performance at the same time.

Google Ads focused on scalable demand capture

Google Ads played a different role in the growth model.

The focus was on capturing existing purchase intent while increasing the amount of profitable volume coming from non-brand activity.

Campaign structures and budgets were continuously refined around search demand, product performance and market potential.

This created a stronger Google Ads setup that could carry significantly more investment while still improving efficiency.

Budget allocation based on commercial performance

Scaling across several international markets requires active prioritisation.

Budgets were therefore not treated as fixed allocations.

Investment was continuously moved according to actual performance across markets and channels, allowing Tons to put more capital behind the areas producing the strongest commercial return.

Paid media connected to the wider e-commerce setup

Paid media was not evaluated in isolation.

The work was connected to the wider customer journey, including Shopify and retention activity, so acquisition decisions could be made in the context of the overall business rather than individual platform metrics alone.

That created a stronger foundation for scaling customer acquisition across markets.