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Case Study

E-commerce Launch Success: Profitable SEM for a Sustainable Home Improvement Brand

July 6, 2025 • Case Study • Matan Ahlfeld

Objective

As a Canadian authority on eco-friendly home improvement, the challenge was clear: launch e-commerce platforms in Canada and the U.S. with a modest initial product lineup, aiming to grow revenue and ensure a profitable SEM investment over time. The goal was ambitious, especially against larger competitors with more extensive offerings.

Image illustrating strategies to launch e-commerce and enhance profitable SEM growth.

Strategy

We leveraged Google Shopping as our main tactic, highlighting individual SKUs directly in search results. This approach meant we could attract buyers with genuine interest, using clear pricing and product images to our advantage. As Rise’s inventory expanded, so did our reach into new product categories, ensuring our ads stayed fresh and relevant. Actively managing our product feed allowed us to adjust our strategy quickly. We paused ads for products that couldn’t compete price-wise due to competitors undercutting Manufacturer’s Authorized Pricing. Yet, we ensured these products still gained exposure through Google Shopping’s free listings, maintaining some visibility without the direct ad spend.

Image illustrating targeted high-intent buyers using Google Shopping for effective online marketing strategies.

Results

The numbers tell the story of a successful first year:

  • E-commerce revenue soared past $1 million.
  • SEM was the powerhouse behind 57% of total e-commerce revenue, complemented by an additional 8% from free Shopping listings.

A staggering 716% growth in monthly SEM revenue, alongside a 96% increase in average order value (AOV), underscored the effectiveness of our strategy in the year since launch.

About This Case Study

Matan Ahlfeld contributed this post. Matan is a founding partner at DAVE. Outside of work, you’ll find him spending time with family, travelling, or finessing his poker game.