Case Study: Bax Music achieves a 20% in-store revenue uplift with Productsup

Bax Music Drives an Impressive 20% in-store Revenue Uplift With Google Local Inventory Ads

Bax Music, one of the Netherlands’ largest musical instrument retailers with ~50,000 SKUs and four brick-and-mortar stores, needed to drive more foot traffic and sales using Google Local Inventory ads. The challenge was complex: create separate, channel-ready local feeds for each store, ensure every SKU had a valid quantity value, and automatically exclude low‑margin products—tasks that would be slow and error-prone if done manually. They partnered with Productsup and planned to use Google Local Inventory ads fed by Productsup’s feed management platform.

Productsup delivered an integrated Google LIA feed template and rule-based data edits (e.g., “Set Value if Empty,” “Static Value,” and “Skip Multicondition”) to automate store codes, populate missing quantities with zero, and filter out unprofitable SKUs, allowing all three local feeds to go live without manual work. With Productsup’s solution, Bax Music saw a 20.8% uplift in in-store revenue across their Dutch shops within a year, plus improved online revenue and conversion and lower CPCs for key store ads.

Bax Music

Bart van de Casteel

SEA Marketeer