How Abovomaxlead scaled Giftcards.Group to over 20 countries using a modular PPC framework

This success story highlights the collaboration between Giftcards.Group, the Dutch market leader in physical and digital gift cards, and Abovomaxlead, a leading independent marketing agency. Together, they built a centralized architecture in Channable to transform a local operation into a global performance marketing engine.

Key takeaways

• Inventory is key to visibility: SERP domination in new markets is best achieved through inventory granularity.

• Automate to scale: Global scalability requires an automated framework that shifts focus from campaigns to individual products.

• Innovate on native features: Technical constraints should be viewed as prompts for more elegant architecture, such as the custom feed loop.

The "infrastructure problem" of rapid scaling

Giftcards.Group began with just two PPC accounts in the UK and the Netherlands. Their objective was ambitious, to expand into 20+ international markets within 12 months while maintaining profitability.

The team identified three primary hurdles that manual management could not overcome:

• Scalable infrastructure: Manual setups for every new country were not feasible, they needed reusable campaign generators.

• SERP domination: Entering a new market required immediate, high-level visibility on Search Engine Results Pages (SERP) from day one.

• Profitability at scale: Managing thousands of simultaneous campaigns risked losing control over profit margins.

The implementation of modular automation

To solve these challenges, Abovomaxlead moved away from campaign-level management toward an automated, modular framework.

1. Reusable campaign generators

The team developed modular rules, keyword templates, and ad templates within Channable. These generators were easily copied and deployed across 30 new PPC accounts, requiring minimal changes for each new market entry.

2. Multiplied inventory granularity for search

To boost search results, the team strategically expanded the product base. By creating unique variants for popular card values (e.g., €25, €50, €100), they multiplied their inventory from 4,500 to over 18,000 products. Each variant received a unique product ID and shopping title, tapping directly into specific customer demand.

Pushing boundaries: The "Feed Loop" innovation

The project faced a significant technical constraint: in the initial setup Channable Insights matches performance data at the import stage, meaning it originally ignored the 13,500+ newly generated product variants because they didn't exist in the original import feed.

To ensure all data was accounted for after the new item creation, Abovomaxlead engineered a custom "Feed Loop":

1. Export: They created an XML feed containing all newly generated gift card variants.

2. Re-import: They re-imported that XML feed back into the Channable project as a new source.

3. Recognize: This allowed the system to recognize the new unique IDs.

4. Allocate: Channable Insights could then accurately allocate Google Ads performance data to every individual variant that was created.

This "creative engineering" allowed the team to maintain a product-level "performance segmentation" strategy, automatically shifting budget toward high-performing products while protecting margins.

The results, unprecedented growth from 2024 to 2025

The transition from manual management to a modular, automated framework delivered explosive year-over-year growth:

Metric	Result
Sales	+99%
Revenue	+70%
ROAS	+48%

Today, the team manages over 2,500 campaigns, 2,500 ad groups, and 35,000 keywords across Europe, North America, Oceania, and the Middle East.