Cases · Fotproffsen · E-commerce · Profit Forge · SE + FI
Sweden + FinlandWhat can a new customer cost? They know to the cent — one framework rolled out in two countries.
To the cent
they know what a new customer can cost
Top of funnel
volume first — as broad as the ratio allows
SE + FI
the same engine, localised down to Finnish UGC
Evergreen
the winners stay — and compound
Meta Ads
Google Ads
Klaviyo
Google Analytics 4Meta CAPI
01The starting point
Fotproffsen is Sweden's specialist in foot care and mobility aids — insoles, barefoot shoes and everything in between, with over 200,000 customers behind them. The ambition reached beyond Sweden, but growth felt like two steps forward and one back: content and campaigns that performed in the moment without building anything that stuck.
02Profit Forge
Meta, Google, email and tracking were brought under one framework with shared targets, so a winner from Meta could be reused in email and a signal from tracking could correct the bidding. The efforts build on each other instead of starting over every month.
03The math
The control lever is CLTV:CAC. When lifetime value per customer is measured precisely, you know exactly what a new customer is allowed to cost — and you can push harder with a clear head. That's why top-of-funnel runs on volume: prospecting acquires new customers as broadly as the ratio allows, while retargeting captures the value.
04The evergreen library
All content is produced to last. Every creative has a number and a history — the winners stay as assets and get iterated, instead of being swapped out in a panic when a campaign dies. The library grows month by month, and the compounding effect grows with it. That's what removes the two-steps-forward-one-back feeling.
05Two markets
The framework runs in both Sweden and Finland — the same engine, localised content all the way down to Finnish UGC. When the math is the same, expansion is a repeat rather than a gamble.
A look inside the content library
Content as assets, not spend.
Winners stay and get iterated. The library grows month by month instead of being replaced.
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