+50% leads and +25% profitability
On this page:
DGA Vending began over a decade ago as a student company and grew to become the market leader in vending machines. The company operates in the Netherlands, Belgium, Luxembourg and Germany, with Germany now the largest market. DGA supplies, installs and maintains professional vending machines, selling both new and refurbished models to companies, schools and public locations.
The numbers from DGA Vending
Expertise as a decisive factor
To further accelerate growth, DGA Vending was looking for a marketing partner with international experience and proven expertise in SEA and data-driven advertising. After previous collaborations with other agencies, DGA Vending finally ended up with Tomahawk.
The partnership arose from a shared ambition and a clear click in approach and mindset; young, ambitious and focused on growth.
More leads from the same budget
At the start, DGA Vending was working with three separate Google Ads accounts (Netherlands, Belgium, Germany) and a fragmented structure. Tomahawk streamlined the campaigns to take full advantage of the Google algorithm and replaced manual bidding with smart, targeted automation.
A key part of the optimization was improving tracking. All lead forms were brought together into one central HubSpot flow, where every interaction is automatically captured. Because the lead value dynamically moves with these deal-stages, from first contact to actual customer, there is continuous insight into which leads are really growing toward sales. By feeding this data stream back to Google, the algorithm learns exactly which type of lead delivers the most value. The result: campaigns that steer themselves ever smarter towards profitability.
This was followed by a new campaign structure and German-language ads, prepared by native specialists from Tomahawk and fully tailored to the German market. This gave the SEA campaigns a sharper focus and higher relevance. The better alignment with search intent and increasing quality scores ensured that Google was able to reach the right target group more often. The result: more leads within the same budget, while maintaining the same high lead quality.
Measurable results in three months
- Streamlined Google Ads structure for three countries
- +50% more leads within three months
- +25% higher profitability within three months
- Dynamic lead tracking in HubSpot allowing Google's algorithm to continuously learn which leads are most valuable
- Ready for further scale-up in Europe
The experience of the specialist
"DGA Vending is an ambitious client with clear goals and strong communication. The trust we received and their quick internal follow-up allowed us to maximize our cross-border expertise."
Claudio, SEA Marketer
Customer experience
"The expertise of the Tomahawk team has really moved us forward. Within Google Ads, we have made great strides. Our data is correct, campaigns are running better and we know what we are driving. The contact with Tomahawk is nice and direct: if we want to know something, we get a quick answer or it is sorted out. We now have a clear picture of our performance and see concrete results. In the coming period we want to scale up further with Tomahawk to realize our ambitions."
Bram, DGA Vending
