# Expanly > The Control Layer for Retail Growth. We show retailers which products waste their ad spend, then fix it automatically every day. Your commercial strategy guides Google and Meta, instead of last week's conversion data. Define what matters in plain business language — margin, inventory, season, brand goals. Daily product-level signals guide Google PMax and Meta Advantage+. Your business data stays in your systems. ## The problem PMax and Advantage+ optimize brilliantly. For Google's goals, not yours. Budget drifts to whatever converted last week — rarely what your business needs to grow. About 30% of a typical retail catalog goes invisible inside PMax (zombie products). Most teams can't tell their CEO which products their ad spend funded last month. Your strategy lives in spreadsheets the algorithm can't see. ## How Expanly is different - Not a feed manager. Works above your existing feed pipeline — no rip-and-replace. - Not a replacement for PMax or Advantage+. Guides them — daily product-level priorities they actually listen to. - Not profit-based PPC. Margin matters, but so does inventory, season, and brand goals. - Not a BI tool. Changes what the platforms do next, not just what happened last month. Full comparison: https://expanly.com/compare/ ## Pages - [Home](https://expanly.com/): The Control Layer for Retail Growth - [How it works](https://expanly.com/how-it-works/): Discover. Define. Deliver. The framework for taking back control. - [Product](https://expanly.com/product/): Teach the algorithm what matters. Native integrations with Google Ads, GA4, Merchant Center, and custom feeds. - [Customers](https://expanly.com/customers/): Teams taking back control — case studies from Reima, Swappie, Scandinavian Outdoor. - [Company](https://expanly.com/company/): The people building the Control Layer. Founded in Helsinki. - [Compare](https://expanly.com/compare/): How Expanly fits with feed management, profit-based PPC, native PMax, and BI tools. - [FAQ](https://expanly.com/faq/): What Expanly is, how it works, and how it fits alongside PMax, feed managers, and your agency. - [Blog](https://expanly.com/blog/): Guides, case studies, and team writing on retail ad spend and the Control Layer. - [Agency Partners](https://expanly.com/agency-partners/): Become a certified Expanly partner. - [Contact](https://expanly.com/contact/): Get in touch. - [Request a free audit](https://expanly.com/request-audit/): Get a free product-level audit of your Google Ads spend. ## Contact and pricing - Email: contact@expanly.com - Pricing: every engagement starts with a free product-level audit — https://expanly.com/request-audit/. Pricing follows from there. ## Key facts - 20M€+ annual ad spend managed - 1M+ products optimized - 20+ markets served - Founded 2025, Helsinki, Finland (Expanly Oy) - €600,000 pre-seed funding (October 2025), with backing from operators who built Wolt and Swappie - Innovator of the Year, eCom Summit & Awards 2025 ## Founding team - Michael Ovitz — CEO & Co-founder - Simo Heiskanen — CGO & Co-founder - Samuel Backman — CTO & Co-founder ## Core vocabulary - The algorithm: Google's / Meta's ad-platform optimization engine (PMax, Advantage+). Always singular. - PMax: Google's campaign type that automates targeting, bidding, and creative across all Google inventory. Always write PMax, never Performance Max. - Black-box: what platform automation feels like — budget goes in, spend comes out, no insight into why. Always negative. - Zombie products: SKUs the algorithm has stopped serving despite being in the feed; about 30% of a typical retail catalog. - Business Rules: declarative product prioritization rules in plain business language. - Priority Segments: products grouped into High / Standard / Low priority, updated daily. - Strategic Allocation: where budget should flow based on commercial strategy, not last week's conversions. - Budget Drift: the gap between where spend actually went and where it should have gone. - Product-level visibility: knowing where ad spend went per SKU, not per campaign or ad group. - The Control Layer: Expanly's category — sits between business data and ad platforms. - Discover. Define. Deliver.: the three-step framework for taking back control of ad spend. ## Customer case studies - [Reima — +32% profitability improvement](https://expanly.com/blog/reima-case-study/): How Reima NA boosted profitability by teaching the algorithm what actually matters. - [Swappie — +20% efficiency in the first month](https://expanly.com/blog/swappie-case-study/): Swappie gained full product-level visibility and cut wasted spend on low-priority products in the first month. - [Scandinavian Outdoor — +32% sales increase, lower cost per sale](https://expanly.com/blog/scandinavian-outdoor-case-study/): From guesswork to growth — how Scandinavian Outdoor shifted ad spend from low-priority products to high-priority ones. ## Customer roles served - Commercial leaders who need to defend where the ad budget actually went - Heads of ecommerce who own the disconnect between what the business needs to sell and where the ad spend actually goes - Growth and performance teams escaping the reporting trap ## Integrations - Available now: Google Ads, Google Analytics 4, Google Merchant Center, Custom Feeds (CSV/XLS/Google Sheets) - Coming soon: Meta & TikTok Ads, Shopify, BigQuery, Custom APIs ## Data and integration model Native API integrations with Google Ads, GA4, Merchant Center, and custom feeds. Your business data — ERP margins, inventory, merchandising priorities — stays in your systems. Daily product priorities flow back to PMax and Advantage+ as signals they can act on. Rules plus data, not a black-box model.