Gesswein Boosted E-Commerce Sales 50% Through a Profitability-First Marketing Strategy

Zaelab rebuilt Gesswein's paid media program from the ground up, tailored to its distinct customer base and built to protect profit at every step. Zaelab worked closely with the Gesswein team to understand its audiences and effectively communicate the value of working with the brand, while also building a shared understanding of profitability at the item level. As a result, every budget increase and optimization was tied to maintaining or improving margin, not just growing revenue.

The rebuild included:

• Correcting conversion tracking to isolate purchases and custom quote form submissions as the true primary conversion actions, giving the team a clear, connected view of performance for the first time
• Re-launching Shopping ads and shifting spend toward non-brand terms to drive real new-customer growth
• Introducing remarketing to recapture recent visitors, cart abandoners, and past purchasers
• Segmenting Meta campaigns by audience (jewelry-focused vs. industrial-focused) and deepening creative collaboration with the Gesswein team to scale presence on the platform
• Expanding into Bing/Microsoft Ads as a net-new channel

Ads launched under the new strategy in August 2025, and monthly spend has grown more than 12x since the start of the engagement, with revenue scaling right alongside it.

By starting with a stable Shopify foundation and pairing it with a profitability-first growth strategy, Zaelab turned an inefficient, brand-term-dependent paid media program into a coordinated growth engine. Fixing the fundamentals created the base for real new-customer growth while a disciplined focus on product-level profitability ensured that a 12x increase in ad investment translated directly into sustainable, healthy revenue growth rather than just top-line revenue. 

The result: Gesswein's strongest H1 net sales performance in recent years, and a scalable framework for continued growth across its Jewelry and Industrial customer base.