How Zierkies und Splitt achieved a 1037% increase in revenue with Channable and Grow Up Digital

Zierkies und Splitt is a leading European online retailer specializing in gravel and decorative garden stones. By controlling its entire supply chain, the company maintains a significant price advantage over competitors in the market. To further capitalize on this position, the eCommerce brand partnered with the agency Grow Up Digital and Channable to optimize its Google Shopping ad campaigns and better connect with consumers looking to transform their outdoor spaces.

Key takeaways

• Generic product shots often fail to convert in high-intent categories like home and garden where visual inspiration is a primary driver for purchase.

• The brand used Channable rules to automatically inject search-relevant prefixes and AI-generated lifestyle images to capture high-volume garden queries with hyper-relevant creative.

• To eliminate variables like seasonality, the team used automated "if-then" rules to toggle feed variations every other day, creating a clean data set for performance proof.

• The result: A massive 1037% increase in revenue from garden-related search terms and a ROAS boost from 447% to 480%.

The challenge

When consumers searched for garden pebbles on Google, they encountered a crowded shopping carousel of generic, uninspiring product shots. This lack of context created doubt about how the stones would look in a real garden setting.

Additionally, data revealed that garden-related queries had high search volume but were significantly underrepresented in Google Shopping campaigns.
To capture this opportunity, Zierkies und Splitt aimed to dominate the market by improving ad relevance and visual storytelling. The primary objectives were to:

• Increase revenue from garden-related search terms by 100%

• Maintain a return on ad spend (ROAS) of at least 400%

The solution

The team at Grow Up Digital focused on creating a more relevant customer journey from search to purchase using Channable's Google Ads Automation Solution to improve Shopping ad listings and map user intent. This involved three key steps:

1. Using Channable rules to replace generic product shots with aspirational AI-generated lifestyle imagery to help customers visualize their "future garden".

2. Using Channable rules to prefix titles with "Splitt für den Garten" (gravel for the garden) to match specific search intent.

3. Creating new landing pages specifically designed to align with the updated Google Shopping ads.

Overcoming testing hurdles to monitor impact

A major obstacle was the unreliability of standard before/after testing for Google Shopping feeds. That's because simple comparisons are often skewed by confounding variables like seasonality, competitor pricing, and external market factors.

To get cleaner data, Grow Up Digital used Channable to implement a time-series toggle. Switching feed variations every other day allowed them to isolate performance changes and prove what was actually working.

The results

This intent-driven optimization strategy proved far more effective than generic product ads, resulting in:

• A 1037% increase in revenue from garden-related search terms compared to the previous year

• An improved ROAS from 447% to 480%, proving that revenue could be scaled without sacrificing efficiency

Following these results, Zierkies und Splitt is rolling this strategy out across its international markets and other categories with high growth potential like driveways.