Crealytics + Dorothee Schumacher: Automating Growth

Business challenge: Paid social sits at the centre of Dorothee Schumacher's acquisition and revenue strategy across Germany, Austria and the US, but the three markets weren't operating the same way. Germany had already progressed to purchase-optimised campaign structures, while Austria and the US remained reliant on top-of-funnel traffic objectives. With budgets under pressure, Crealytics needed to lift performance without increasing spend, and to prove that a more automated approach could outperform manual campaign management before committing further investment.



Strategy: We tested Meta's Advantage+ Shopping Campaigns (ASC) first in Germany, benchmarking directly against existing manual structures. Once ASC proved materially stronger, we used that evidence to win client buy-in to extend the approach into Austria and the US for the first time, shifting both markets from traffic-only objectives to purchase-optimised campaigns. Rather than a disruptive A/B test, we ran a phased rollout: ASC launched alongside manual campaigns during an overlap period, then manual spend was wound down once ASC's advantage was confirmed. This protected live activity while validating performance responsibly, ultimately reallocating roughly 60% of total budget into ASC.



Results: ASC in Germany delivered roughly double the performance of manual campaigns, the proof point that unlocked expansion into Austria and the US. Following rollout, overall ROAS across all three markets improved by more than 150%, while GA4-verified revenue from paid social grew by several hundred percent year-on-year as the shift to purchase-optimised, automated campaigns took hold. Nearly all single-tier performance campaign spend now runs through ASC.

As newer Advantage+ features became unavailable, we restructured live campaigns into dedicated acquisition and retargeting ad sets, further splitting acquisition into primary and secondary tiers to ensure secondary creative received meaningful spend within Meta's ad-per-ad-set guidance. Retargeting continues to lean on dynamic ads for efficiency.