What Smarketer does

Smarketer GmbH is a Berlin-headquartered performance marketing agency operating as a certified Google Premier Partner and Microsoft Advertising Elite Partner, with secondary offices in Kassel, Germany. The company delivers full-service campaign management across Google Ads (search, display, shopping, Performance Max, AI Max, YouTube) and Microsoft Advertising networks (Bing, Yahoo, DuckDuckGo, Ecosia, plus Netflix and CTV), serving more than 1,000 active customers concentrated in the DACH region across verticals including e-commerce, mobility, B2B services, fashion, sports retail, and recommerce.

The company's core technical assets are WaveMetrics AI (an analytics platform offering Performance Max analysis, Smart Labels for product categorization, Title AI for product-title optimization, Ad Detective for KPI deviation, and Smart Alerts), WSST (a hybrid server-side tagging solution that uses proprietary Browser-ID technology to enable cookie-less cross-device tracking with claimed up to 57% revenue uplift), and Branchenmonitor (an industry benchmarking tool backed by an in-house data warehouse aggregating anonymized CPC and impression data). AI-led offerings in 2025 expanded into Agentic Commerce (autonomous campaign optimization) and an AI Video Unit for AI-assisted creative production.

Smarketer generates revenue through customized service fees on a performance-based compensation model ('leistungsbasierte Vergütung') with monthly billing and transparent success monitoring. Distribution is sales-led: enterprise field sales targets mid-market and enterprise accounts while inside sales and inbound self-service content (blog, glossary, webinars, whitepapers) handle smaller prospects. The company is privately held, with EMH Partners holding a minority stake since February 2022 and one disclosed acquisition (Summ-it, May 2023). Revenue figures are not publicly disclosed.

Name

Smarketer

Legal name

Smarketer GmbH

Website

https://smarketer.de

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Smarketer is a Berlin-based, certified Google Premier Partner and Microsoft Advertising Elite Partner delivering full-service Google Ads and Microsoft Advertising management to 1,000+ customers in the DACH region, augmented by proprietary WaveMetrics AI analytics, WSST server-side tracking, and performance-based pricing.

Ownership category

akta.pro rank

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Performance Marketing Agency Services: Full-service Google Ads and Microsoft Advertising agency providing campaign management, optimization, and strategic consulting. Revenue generated through service fees with a performance-based compensation component as indicated by performance guarantees.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Smarketer is a Berlin-based full-service performance marketing agency that plans, builds and optimizes Google Ads and Microsoft Advertising campaigns (search, shopping/Performance Max/AI Max, display, remarketing, YouTube) for businesses across the DACH region. Around this core agency service it sells proprietary AI analytics (WaveMetrics AI), cookie-less server-side tracking (WSST with Browser-ID), conversion rate optimization, AI-powered commerce and video services, and industry benchmarking data.

Product overview

Smarketer is a Berlin-based performance marketing agency and the market leader in Google Ads services in the DACH region (Germany, Austria, Switzerland). The company offers a comprehensive portfolio of digital advertising services centered around Google Ads (including Performance Max, AI Max, Shopping, YouTube) and Microsoft Advertising across search, display, and video channels. Core offerings include full-service campaign management, WaveMetrics AI analytics platform for campaign optimization, WSST Server Side Tagging for privacy-compliant tracking, and AI-powered services (Agentic Commerce, AI Video Unit). The company serves over 1,000 clients and operates its own Data Warehouse for Big Data analytics and industry benchmarking.

Differentiator

Problem solved

Functional benefit

Brands

• WaveMetrics: AI-powered Google Ads analysis tool providing Performance Max analytics, Smart Labels, Title AI, Ad Detective, and Smart Alerts.
• WSST
• Branchenmonitor

Products and services

• Google Ads Management (Full Service) End-to-end Google Ads campaign management including search, display, shopping, Performance Max, YouTube, remarketing, Gmail Sponsored Promotions and Universal App Campaigns, delivered as a managed service for business clients.
• Google Performance Max Managed AI-driven campaign service running ads across Search, Display, YouTube, Gmail and Discover inventory, optimized by machine learning for conversions.
• Google AI Max AI-enhanced Performance Max campaign service using Google's latest AI capabilities for automated campaign optimization and performance improvement.
• Google Shopping & CSS Product feed advertising on Google Shopping delivered through Smarketer's Comparison Shopping Service (CSS), with reduced CPCs and Whitelabel CSS options for partners and resellers.
• Microsoft Advertising Managed advertising across Bing, Yahoo, DuckDuckGo, Ecosia search networks, plus Bing Shopping, Connected TV and Netflix ads, delivered as an Elite Partner service.
• YouTube Ads Managed video advertising on YouTube and the Google video partner network covering skippable, non-skippable, bumper, masthead and in-feed formats.
• WaveMetrics AI Proprietary AI-powered Google Ads analytics platform offering Performance Max analysis, Smart Labels for automated product categorization, Title AI keyword optimization, Ad Detective KPI deviation analysis and Smart Alerts for campaign monitoring.
• WSST Server Side Tagging Proprietary server-side tracking solution that works without third-party cookies, enables cross-device attribution across Google, Microsoft, Meta and TikTok, claims up to 57% revenue uplift and is GDPR-compliant via first-party data and anonymized transmission.
• Conversion Rate Optimization (CRO) Landing page and conversion rate optimization service designed to improve conversion rates and lower cost-per-acquisition for clients' Google and Microsoft Ads traffic.
• Agentic Commerce AI-powered autonomous commerce advertising service that automates campaign management and optimization for e-commerce clients with minimal human intervention.
• AI Video Unit AI-powered video advertising production and optimization service for creating and optimizing video ad creative for YouTube and other video channels.
• Branchenmonitor (Industry Monitor) Industry benchmarking tool providing anonymized CPC and impression trends over time, by weekday and by month, across industries and countries, drawn from Smarketer's proprietary data warehouse.
• Google Analytics & Tag Management Website tracking implementation service including Google Analytics setup, audits, Google Tag Manager configuration and Consent Mode V2 implementation for GDPR-compliant tracking.
• SEA In-Housing Service that helps companies build internal search engine advertising capabilities through training and dedicated 'Rent a Smarketer' staffing.
• International Expansion (Internationalisierung) Cross-border Google Ads management service supporting clients' European market expansion, including multi-country campaign optimization.

Quantifiable outcome

• Up to 57% revenue increase through improved tracking data quality with server-side tagging
• +1 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability8 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• GooglecoreTechnology or IntegrationSmarketer operates as a certified Google Premier Partner, Google CSS Premium Partner, and IGAP Certified partner. Close collaboration with Google provides knowledge advantages and access to product betas. Martina Gallova, Agency Lead Germany at Google, has publicly endorsed Smarketer's capabilities.
• Microsoft AdvertisingcoreTechnology or IntegrationSmarketer holds Microsoft Advertising Elite Partner status and is part of the Microsoft Advertising Alliance. Services include Bing Ads, Yahoo, DuckDuckGo, Ecosia, Bing Shopping, CTV Ads, and Netflix Ads across the Microsoft advertising network.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• eology: German Google Ads specialist agency focused on SEA/SEO services for mid-market and enterprise clients. Directly comparable as another DACH-based Google Premier Partner competing in the same full-service Google Ads agency category as Smarketer.
• Performance Media Deutschland: German Google Ads and Microsoft Advertising focused agency serving mid-market and enterprise clients. Comparable as a direct competitor in the DACH SEA specialist category.
• xpose360: German performance marketing agency focused on SEA, SEO, and affiliate marketing. Comparable as a DACH-based SEA specialist competing for the same mid-market Google Ads client budget.
• QUISMA: Munich-based performance marketing agency (part of GroupM/WPP) offering SEA, programmatic, and analytics across the DACH market. Comparable as a premium DACH performance agency with similar enterprise client profile and Google partner credentials.
• TWT Digital Group: German digital agency with strong SEA, analytics, and Google Marketing Platform expertise serving enterprise clients. Comparable as another DACH-based full-service digital marketing agency with similar technology and partnership credentials.
• ad agents GmbH: German full-service performance marketing agency specializing in Google Ads, Microsoft Advertising, and programmatic. Comparable as a direct DACH competitor offering similar SEA management and performance-based pricing for enterprise clients.

Broad incumbents

• Dept Agency: Amsterdam-headquartered digital agency with strong DACH presence offering creative, media, and performance marketing including Google Ads services. Comparable as a larger pan-European incumbent offering overlapping capabilities but with a broader creative and tech portfolio.
• GroupM / WPP Digital Agencies: Global media investment holding with significant DACH operations (including QUISMA, Wavemaker, Mindshare). Comparable as large incumbents competing for enterprise Google Ads budgets with broader media planning capabilities.
• Publicis Groupe (Performics, Digitas): Global advertising holding company with DACH performance and digital agencies (Performics, Digitas) competing for enterprise SEA budgets. Comparable as broad incumbents with overlapping Google Ads management offerings.

Emerging players

• Reachhero: DACH-based performance marketing platform bridging influencer and paid social with SEA capabilities. Comparable as an emerging DACH performance marketing player with partial overlap in Google Ads services and a tech-platform orientation similar to Smarketer's WaveMetrics approach.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/smarketerde
• YouTubeyoutube.com/channel/UC9gArL8WsL1xSuiQUNrHFYg
• Facebookfacebook.com/Smarketer
• LinkedInlinkedin.com/company/smarketer-de
• Instagraminstagram.com/smarketer.de
• Pinterestpinterest.de/SmarketerDE

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Smarketer