How a global health-tech brand unlocked profitable scale across paid channels.

Client :
Withings
Health Tech | Connected Devices

Challenge :
‍Managing a coherent international SEA and SMA strategy with dispersed teams and heterogeneous performance across markets.

Result :
+60% ROAS YoY

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The numbers that matter

+60%

ROAS YoY

+45%

Avg. International
Revenue Growth

-32%

Avg. Cost per
New Client

+85%

Shopping Campaigns
ROAS

The Challenge - Problem Statement

The problem

Orchestrating growth at international scale.

Withings, a global leader in connected health devices, faced a major challenge: harmonizing and optimizing its digital advertising strategy across 15+ international markets. Disparate performance, fragmented management, and lack of unified vision were limiting growth potential.

Key challenges

Heterogeneous performance across markets with ROAS gaps of 1 to 4
Fragmented SEA/SMA strategies without international consistency
Decentralized management preventing cross-market synergies
Misallocated budgets across products, regions, and channels
No reproducible playbooks from one market to another

The diagnosis: Untapped international potential due to lack of strategic orchestration and data-driven optimization.

Client Testimonial

"We needed a partner who could think global while executing local. Ad's up Consulting took ownership of our entire international SEA and SMA strategy and transformed our approach.""In one year, they unified our campaigns, optimized our budgets across markets, and most importantly, they multiplied our ROAS by 1.6. It's simple: they think profitable growth, not just volume."

William-Frédéric Briot

Ecommerce Director, Withings

How we fixed it

From fragmentation to orchestration. The transformation was built on three pillars: strategic unification, data-driven optimization, and cross-market operational excellence.

The Fix: Unified International SEA/SMA Strategy

We deployed a global account architecture with market-adapted playbooks. Each region benefits from an optimized local strategy while fitting into a coherent international vision.

Granular analysis of performance by product, market, and channel. Identification of growth levers and inefficiency zones. Budget reallocation based on real potential of each market.

Continuous optimization of Shopping, Search, and Social campaigns with systematic A/B testing, algorithmic bid adjustments, and proprietary audience exploitation.

Key challenges

International audit: Complete analysis of 15+ markets, performance benchmarking, quick win identification
Architectural overhaul: New unified account structure, campaigns optimized by intent and lifecycle
Shopping optimization: Restructured product feeds, Performance Max bidding strategies, advanced segmentation
SMA expansion: Meta/Instagram deployment with lookalike audiences and dynamic retargeting
Data governance: Real-time dashboard, unified reporting, automated anomaly alerts

Outcome

ROAS multiplied by 1.6 in one year. Cost per acquisition reduced by 32% while increasing conversion volume by 45%. Shopping campaigns recorded an efficiency improvement of +85%.

12-month transformation

Month 1-2:

Diagnosis & Strategy

International audit, competitive benchmarking, roadmap definition

Finding: ROAS gaps up to 300% between similar markets

Month 3-5:

Overhaul & Deployment

New account architecture, complete restructuring, new campaign launches

Early wins: ROAS +22%, CPA -15%

Month 6-8:

Optimization & Scale

Continuous A/B testing, Shopping/SMA expansion, audience optimization

Momentum: ROAS +48%, conversions +38%

Month 9-12:

Excellence & Growth

Cross-market fine-tuning, seasonality exploitation, scaling winners

Final results: ROAS +60% YoY, CPA -32%, conversions +45%

What made this work

Orchestration Beats Fragmentation

International performance isn't built market by market, but through a unified vision that exploits synergies while respecting local specificities.

Data + Playbooks = Scalability

We built reproducible frameworks that allow applying best practices from mature markets to emerging ones, while adapting to local realities.

Shopping & SMA: The Two Engines

Advanced optimization of Shopping campaigns (feeds, segmentation, bidding) combined with targeted SMA strategy (audiences, creatives, retargeting) created a multiplier effect on global performance.

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