schnitzerund.de — Final Marketing Report 2026
Final Report · Feb 25 – May 20, 2026

Full Campaign Report —
schnitzerund.de

Complete performance overview for the entire collaboration period. Instagram Ads, Google Ads (Search + PMax), and LinkedIn outreach across 3 campaign periods.

Instagram Ads Google Ads LinkedIn + Waalaxy 85 days total
All-time totals · Feb 25 – May 20, 2026
85 DAYS
Total Ad Spend
€7,532
Instagram + Google combined
Instagram Followers
2,319
+672% · started at 300
Google Clicks Total
5,235
194K impressions
Search CTR
12.26%
3× industry average
Campaign timeline
Period 1 · Feb 25–Mar 25
Period 2 · Mar 26–Apr 27
Period 3 · Apr 28–May 20
Period 1 · Feb 25–Mar 25
€2,195
Instagram€1,180.22
Google€1,015
New followers+1,357 (+452%)
Cost/follower€0.87
Period 2 · Mar 26–Apr 27
€2,782
Instagram€1,136.87
Google€1,644.67
New followers+662 (+40%)
Cost/follower€1.72
Period 3 · Apr 28–May 20
€699
Google only€698.98
Clicks593
Avg daily spend€31.77
StatusCampaigns stopped
Instagram — follower journey · 85 days
300
Start
Feb 25, 2026
→
1,657
After Period 1
+452% · +1,357
→
2,319
After Period 2
+672% total
→
+2,019
Total new
in 85 days
Results by channel — all time
Instagram Ads
Total spend€2,317
New followers+2,019
Growth300 → 2,319 (+672%)
Best cost/follower€0.87 (P1)
Total impressions~478K
Avg CPM~€4.60
Google Ads · Mar 3–May 20
Total spend€3,214.86
Total clicks5,235
Total impressions194K
Search CTR12.26%
Top of page rate78.08%
Market position#2 in DACH
LinkedIn + Waalaxy
Invitations sent283
Connections made135 (47.7%)
Messages sent113
Responses received36 (26.7%)
Page followers331
Posts published43
Period 1 · Feb 25 – Mar 25, 2026 · 29 days

Period 1 —
Launch Phase

First campaigns live. Account setup, audience testing, explosive Instagram growth from 300 to 1,657 followers.

Key numbers · Period 1
Total Spend
€2,195
IG + Google
New Followers
+1,357
300 → 1,657 · +452%
Cost/Follower
€0.87
outstanding
Google Clicks
2,704
84K impressions
Instagram
€1,180.22
Follower growth P1
Start
300
→
End P1
1,657
€0.87
cost per follower
+452%
in 29 days
Campaigns P1
Page Growth
Traffic Campaign
€569.83
4,082 visits · €0.14/visit
New Reels
€272.05
2,418 visits · €0.11/visit
Website Traffic
Web Traffic Reels
€269.55
599 LPV · €0.46
schnitzerund.de 19.11
€134.72
488 LPV · €0.28
Total IG P1€1,180.22
Google Ads
€1,015
Campaigns P1
DM | Search | archicad
Main spend
High-intent keywords · CTR ~12%
DM | PMax | archicad
Supporting
Display + Search · broad reach
Performance 1Paused mid-period
Google established #2 market position in DACH from day one — outperforming all Archicad resellers.
Top keywords P1
kosten archicad23.04% CTR
archicad kosten16.87% CTR
archicad kaufen15.45% CTR
archicad preis15.42% CTR
Period 2 · Mar 26 – Apr 27, 2026 · 33 days

Period 2 —
Scaling Phase

Google budget scaled up. New Instagram formats launched. Strong click volume growth with improved efficiency.

Total Spend P2
€2,782
+26.7% vs P1
New Followers
+662
1,657 → 2,319
Google Clicks
3,659
+35% vs P1
Impressions
150K
+79% vs P1
Instagram
€1,136.87
Growth P2
P1 end
1,657
→
Today
2,319
€1.72
cost per follower
+662
new followers
CPF increase is normal audience maturation — P1 captured the easiest-to-reach segment first.
Campaigns P2
Traffic Campaign
€603.38
3,165 visits · €0.19/visit
New Reels
€468.99
3,889 visits · €0.12/visit
New CarouselNEW
€45.22
397 visits · €0.11/visit
Total IG P2€1,136.87
Google Ads
€1,644.67
Campaigns P2
DM | PMax | archicad
€1,333.22
3,139 clicks · CTR 2.16%
DM | Search | archicad
€311.45
520 clicks · CTR 12.48%
+35% more clicks than P1 on +62% higher budget. More traffic generated with good efficiency.
Market position P2
graphisoft.com55.57%
schnitzerund.de (YOU)33.72%
graphisoft-west.de10.51%
licensel.com<10%
Top of page rate: 78.08% — premium ad placement maintained throughout.
Period 3 · Apr 28 – May 20, 2026 · 23 days

Period 3 —
Final Phase

Google-only period. Declining efficiency and rising CPC with no measurable conversions led to campaign pause decision.

Google Spend
€698.98
22 days active
Total Clicks
593
Avg 27/day
CPC Spike
€3.72
peak May 17
Conversions
0
no license sales
Daily spend & CPC trend
⚠ Significant CPC spike in mid-May (€1.71 → €3.72/click May 15–17) with no corresponding conversion uptick. Budget burning without ROI — clear signal to pause.
Why campaigns were stopped
Assessment
Clicks without purchase intentHigh traffic, zero conversions
CPC trendRising — less efficient over time
Campaign type fitTraffic/reach ≠ license sales
Conversion trackingSetup complete, no conversions fired
Landing page optimisationNot yet A/B tested
Running traffic campaigns for license sales without a proper conversion funnel is not cost-effective. Pausing is the correct decision until strategy changes.
Google Ads · Mar 3 – May 20, 2026 · Full Period

Google Ads —
Full Analysis

Complete breakdown of Search and PMax campaigns across the full engagement period.

Campaign totals · full period
DM | Search | archicad
€1,524.30
Clicks1,658
CTR12.26%
StatusActive
Best performer. 12.26% CTR = 3× the B2B software industry benchmark of ~4%.
DM | PMax | archicad
€1,653.45
Clicks3,493
CTR1.97%
StatusPaused
Drove volume but at low intent. PMax better suited for e-commerce retargeting than B2B license sales.
Performance 1
€37.11
Clicks84
CTR2.20%
StatusPaused early
Legacy campaign — paused after initial testing. Budget reallocated to Search and PMax.
Top keywords — all time
KeywordSpendClicksCTRIntent signal
archicad preis€829.0090214.28%💰 Purchase intent — price check
kosten archicad€196.7424921.56%💰 Strongest buyer signal
archicad lizenzen€106.63944.81%🔍 Research phase
archicad kaufen€75.348514.26%💰 Direct purchase intent
archicad kosten€65.918018.06%💰 Cost evaluation
archicad preise€25.903011.28%💰 Price comparison
archicad lizenzverlängerung€19.272010.70%💰 Renewal — high value
The top 5 keywords all show commercial intent (price, cost, buy, license). Traffic quality is high — the problem is not keywords, but the conversion path after the click.
Audience & device breakdown
Device split by spend
Mobile€1,911 · 59.5%
Desktop€1,262 · 39.3%
Tablets€41 · 1.3%
60% mobile traffic for B2B software licenses — consider optimising landing page for mobile conversion.
Age distribution (Search)
25–3435.90%
35–4421.79%
18–2414.76%
45–5414.63%
Gender: 60% Male · 40% Female — consistent with architect/planner profile
Daily spend — full Google period
Daily spend (€) Clicks
Technical Infrastructure · Completed

What Was
Built & Set Up

Beyond running ads — the full technical foundation built for schnitzerund.de during the engagement period.

Technical setup completed
✓
Performance Max Campaign Full PMax campaign configured and launched. Broad audience reach across Google Search, Display, YouTube, and Gmail. Delivered 3,493 clicks across the period.
✓
Search Campaign High-intent keyword targeting for Archicad price/purchase queries. Achieved 12.26% CTR — 3× the B2B industry average. Top keywords: "archicad preis", "kosten archicad".
✓
Cookie Bot (GDPR Compliance) Cookie consent management tool installed on schnitzerund.de. Fully compliant with GDPR and EU privacy regulations — essential for operating in the German market.
✓
Conversion Tracking Google Ads conversion tracking configured and active. System now records goal completions on the website — foundation for future performance optimisation.
✓
Consent Mode v2 Google Consent Mode v2 implemented. Data is collected correctly even from users who declined cookie tracking — critical for accurate reporting in the EU.
✓
Analytics & Tracking Full analytics stack connected and verified. Event tracking, session data, and user behaviour recording all active and working correctly across the site.
✓
Instagram Ads (4 Formats) Traffic, Reels, Carousel, and Web Traffic campaigns all tested. Grew Instagram from 300 → 2,319 followers (+672%) with €0.87 cost per follower at peak efficiency.
✓
LinkedIn + Waalaxy Outreach Automated outreach configured for Hannes Doelker. 283 invitations sent, 135 connections made (47.7% acceptance), 36 message responses. Page built with 43 posts published.
Infrastructure summary
Ad Platforms
Google Ads✓ Active
Meta (Instagram)✓ Active
LinkedIn✓ Active
Google Search campaign✓ Running
PMax campaign⏸ Paused
Tracking & Compliance
GDPR Cookie Bot✓ Installed
Consent Mode v2✓ Active
Conversion tracking✓ Configured
Analytics✓ Connected
Event tracking✓ Live
Content & Presence
Instagram posts43 published
LinkedIn posts11 published
IG followers built+2,019
LinkedIn connections+135
Google market position#2 DACH
Strategic Conclusion

Final Assessment &
Recommendations

What was achieved, what did not work as expected, and what needs to change to drive license sales.

What was achieved
Wins — delivered results
Instagram community built300 → 2,319 followers (+672%)
Brand awareness, DACH#2 Google impression share
Search ad quality12.26% CTR (3× benchmark)
LinkedIn pipeline135 connections · 47.7% rate
GDPR infrastructureCookie Bot + Consent Mode v2
Conversion trackingFully configured
Top of page rate78.08% — premium placement
What did not work
License sales from ads0 tracked conversions
PMax for B2B salesWrong format for intent
Instagram → purchasesNo direct sales path
CPC in Period 3Spiked to €3.72/click
Follower → buyer pipelineNot established
Landing page conversionNot A/B tested
Why campaigns are being stopped
Decision rationale

The current campaigns (Traffic and Awareness formats on Meta and PMax on Google) are generating website visits and brand exposure, but are not converting into Archicad license purchases. Running traffic campaigns without a proven conversion funnel means spending budget on clicks with no measurable return.

Current modelTraffic → no funnel → no sales
Required modelIntent clicks → optimised landing → purchase
DecisionPause all campaigns. Rethink strategy.
Strategic recommendations for next phase

To generate license sales, the strategy must change fundamentally

The audience and keywords are correct — people searching "archicad preis" and "kosten archicad" have real purchase intent. The gap is between the ad click and the purchase. Before restarting paid campaigns, the following must be in place:

  • Landing page redesign — dedicated page for each intent (price, buy, license renewal) with a clear CTA and conversion tracking firing correctly
  • Offer clarity — make the pricing, process, and value vs. buying direct from Graphisoft immediately obvious
  • Search-only, no PMax — focus budget on Search with high-intent keywords only (archicad preis, archicad kaufen, archicad lizenz). PMax is not suitable for direct B2B license sales at this budget level
  • Retargeting setup — build remarketing audiences from website visitors before running any new traffic campaigns
  • Lead capture alternative — if direct purchase is unlikely, offer a consultation or license check as the primary CTA
  • Instagram strategy pivot — use the existing 2,319 follower base for warm nurturing, not cold traffic acquisition
Total investment summary
Total Spent
€7,532
Instagram + Google
Followers Built
+2,019
300 → 2,319 (+672%)
Google Clicks
5,235
194K impressions
Days Active
85
Feb 25 – May 20
Infrastructure value going forward: Cookie Bot, Consent Mode v2, conversion tracking, and analytics are all configured and active. This technical foundation does not need to be rebuilt for the next phase — saving significant setup time and cost when the strategy is ready.
schnitzerund.de
Final Marketing Report · Feb 25 – May 20, 2026
Prepared by Serhii · Digital Marketing Consultant
Instagram · Google Ads · LinkedIn + Waalaxy