Case

AI
B2C
Content
SEA
SEO

How BERTSCHAT® conquered Europe in just one year using data and AI

Heated activewear

Bertschat heated wear snow top

BERTSCHAT® is a Dutch brand that understands just how unpleasant the cold can be. Whether it’s cold hands, feet or a chilly day’s work outdoors: with its heated and cooling clothing, BERTSCHAT® ensures maximum comfort. The products combine quality, comfort and innovative technology, and are popular with anyone who spends a lot of time outdoors, whether living or working. Until 2023, the focus was mainly on the Netherlands, Germany and the United Kingdom. But the brand had bigger ambitions: to become a market leader in Europe. It was with this challenge in mind that BERTSCHAT® came to us.

Objectives

How do you turn a successful local player into an international brand, without losing control over returns?

BERTSCHAT® wanted to grow at scale, whilst maintaining quality, brand consistency and locally relevant campaigns. The brief was clear:

  • Increasing online visibility in new markets through SEO and Ads.
  • Achieving revenue growth during the peak season (October to February), whilst maintaining profitability.
  • Improving ROAS and CTR by structuring campaigns more effectively and optimising ad copy.
  • Building local authority through translated content, link building and country-specific campaigns.

Our approach

Our international growth began with a solid foundation: a completely redesigned Ads account, built for scalability. From the Netherlands and the United Kingdom, we expanded in phases into new markets, adding three countries at a time each month. This allowed us to learn, optimise and scale up in a controlled manner.

1. Structure and scalability

We built campaigns around the product categories with the highest demand: gloves, socks, insoles and coats. Thanks to standardised formats, we were able to add new countries quickly without losing sight of the bigger picture.

2. Local relevance

No direct translations, but bespoke campaigns. In Germany, the focus was on battery life; in France, on design; and in the United Kingdom, on reliability and reviews. We also adapted the visuals to each market: functional in the north, lifestyle-oriented in southern Europe.

3. Data as the foundation

Using a dashboard we developed in-house, we maintained real-time insight into revenue, costs and ROAS per country. This enabled us to make immediate adjustments, monitor returns and reallocate budgets to markets that were performing better.

4. Innovation with AI

To build further on this foundation, we launched our first fully AI-driven campaign in 2025. From scripts to images and video: the entire creative process was developed using AI. This campaign targets a clearly defined audience – winter sports enthusiasts at the start of the season – and aims to strengthen the upper funnel.

5. Collaboration with Google

In collaboration with Google’s International Growth Programme, we prioritised countries based on their potential using opportunity scores. We also identified missed CRO opportunities through account optimisation checks and had campaigns translated by native speakers.

200%

Revenue growth

14%

Higher CTR

18%

Higher ROAS

Result

Within a single year, BERTSCHAT® expanded from four to no fewer than 22 active markets across Europe. Turnover rose by more than 200 per cent, whilst efficiency also increased significantly. Thanks to automation and AI-generated copy, 40 per cent of time was saved, the CTR improved by 14 per cent and the ROAS rose by 18 per cent compared with the previous year. Within six months of the international roll-out, all markets were profitable. Significant progress was also made in the area of SEO: following a successful URL migration, BERTSCHAT® was ranked number one for several key search terms within the heated clothing category at the start of the new peak season.

This collaboration proves that international growth is not about large budgets, but about structure, data and a clear strategy. By combining technology with human creativity, BERTSCHAT® has grown into a brand with a presence across Europe.

What began as a local campaign has grown into an international operation driven by data, innovation and common sense.

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