About the company
Trollsmedjan was founded in 2010 and is today Sweden's largest supplier of wrought iron signs and decorative ironwork to both businesses and private customers. Through the acquisition of Plåt & Dekor AB, in business since 1989, the company has further strengthened its market position. With its own workshop and office in Örebro, the entire chain is controlled in-house, from design and manufacturing to final printing.
We have the privilege of managing Trollsmedjan's Meta Ads and Google Ads for the Nordic market, with a focus on Sweden, Norway and Finland.
Before
- Falling CTR
- No A/B testing
- No retargeting
- No overarching strategy
After
- A 360 partner with end-to-end ownership
- Continuous A/B tests
- Precise attribution via third-party data
- A ROAS of 10.3 over time in Meta
Results
When we began working with Trollsmedjan the goal was clear: to combine growth and profitability on Meta. The problem was a weak structure with no A/B testing and a declining click-through rate (CTR). There was no strategy for guiding the customer through the full buying journey, which left marketing hard to scale and only marginally profitable.
Our first step was a comprehensive restructuring of Meta Ads, where we implemented a full-funnel strategy. The initial focus was on making continuous A/B testing and iteration possible, based on real data. By working dynamically from that data we have been able to adapt the strategy in real time to whatever performs best, which has produced an average ROAS of 10.3 since we took over the account.
After the success on Meta, the assignment has expanded to include Google Ads and the launch of Pinterest Ads as a new channel. To secure reliable data we implemented external measurement tools with third-party data, which eliminates the gaps that often appear in the platforms' own reporting. The advantage is considerably more accurate attribution: we see in real time which platform and which ads actually contribute to the business, and we can make decisions based on total profitability (blended ROAS) rather than platform-specific guesswork.
Today we hold end-to-end responsibility for a single coherent strategy where the channels reinforce each other. With a stable and profitable foundation in the Swedish market, the next phase has already begun: taking greater market share in Norway and Finland. This is being done through a newly developed strategy for large-scale content testing, where we systematically identify the content that resonates best with the new markets in order to secure continued profitable expansion across the Nordics.
