+451% in Google Ads revenue and +560% more conversions thanks to a stronger focus on new customers
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Coco & Sebas is a premium chocolatier that sells luxury chocolate to consumers and business customers. With a product line that is strongly geared toward gift-giving and festive occasions, holidays such as Valentine’s Day, Easter, Eid Mubarak, and Mother’s Day are key to the brand’s commercial success.
Coco & Sebas's Stats
More growth beyond the brand name
When Coco & Sebas approached Tomahawk in February 2026, we noticed that a large portion of their Google Ads revenue came from branded searches. These are searches where people specifically search for the Coco & Sebas brand name or one of their products.
Because consumers who perform these searches are already familiar with the brand, a significant portion of the advertising budget was spent on consumers who would likely have made a purchase even without the ads. As a result, growth potential among new customers remained untapped. The challenge was therefore twofold: to generate more revenue and reach more new customers, without compromising ROI.
Greater insight, better targeting, and more relevant ads
To gain a better understanding of Google Ads’ actual contribution, we redesigned the account.
A key step was separating branded and non-branded campaigns. This allowed us to distinguish between revenue from consumers who were already actively searching for Coco & Sebas and revenue from consumers who were not yet familiar with the brand. As a result, we gained better insight into the actual contribution of Google Ads to the brand’s growth and were able to allocate the budget more effectively to reach new customers.
With this new structure in place, we were then able to respond much more effectively to the most important commercial moments of the year. For a brand like Coco & Sebas, peak periods such as Valentine’s Day, Eid Mubarak, Easter, and Mother’s Day are crucial to its success. That’s why we tailored the campaign structure to these periods. For each period, we developed specific campaigns, ads, and ad copy that aligned with the purchasing intent at that time.
To get the most out of these peak periods, we also further optimized various aspects of the account. For example, we refined the campaign structure and bidding strategies, reconfigured the Performance Max campaigns, and improved the product feed in Channable. This provided Google with better product information, allowing ads to be displayed more relevantly.
Optimizations with a clear impact
The impact of the optimizations was visible almost immediately.
- +451% Google Ads revenue (March 2026 vs. March 2025)
- +560% more conversions via Google Ads (March 2026 compared to March 2025)
- From 9% to 95% non-branded revenue within Google Ads
As a result, growth stemmed not only from increased revenue but also from successfully reaching a broader target audience. Google Ads emerged as a much more effective channel for attracting new customers during the year’s key commercial periods.
The experience of the specialist
“At Coco & Sebas, strategy and timing come together perfectly. Peak periods like Valentine’s Day, Easter, and Mother’s Day are very important for the company. That’s exactly what makes the work fun, because we have to prepare campaigns well in advance so we can scale up at the right moment. It’s also great to see that this preparation directly translates into the results we’ve achieved together.”
Merlijn – Tomahawk
Customer experience
“We are very satisfied with our partnership with Tomahawk. They really think along with us and understand how important peak periods are to us. Thanks to this new approach, we are now reaching many more new customers, while maintaining a healthy return on investment. We are very pleased with the results and the partnership, and look forward to the coming periods.”
Chris – Coco & Sebas
