CADAC | Dometic offers modular gas grills and cooktops, specially designed for portable use. The brand brings the famous South African “Braai” experience to outdoor enthusiasts and travelers, without compromising on safety or convenience.
CADAC faced a significant strategic challenge in the German market: competing with cheaper resellers and competitors who had considerably higher online authority. The goal was to use a limited budget to ensure that its own D2C online store would dominate the market ahead of the upcoming peak BBQ season and to reduce its reliance on external sales channels.
To get the most out of the budget, we moved away from traditional, expensive methods such as link building. Instead, we focused entirely on strengthening our own online store. By strategically optimizing the platform for both traditional search engines and the latest AI models (LLMs), we gained a significant competitive edge. We achieved this by technically restructuring the most important landing pages and recipes and enriching them with targeted FAQs and structured data, so that AI models can immediately extract them as answers. At the same time, the brand established a local presence by claiming high-converting niches (such as “Van Life”) and addressing specific German legislation.
The strategic shift to its own channel was a huge success. CADAC has become the undisputed market leader in AI search queries, with AI systems now consistently recommending the brand as the “best choice.” Within Google as well, the most important commercial search terms immediately shot to the top positions. As a result, CADAC dominates the peak BBQ season and has successfully become independent of more expensive resellers.
