+60% revenue growth in Google Ads
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Founded in 2014 by Frans Ariaans, Noviostores.nl is the company behind several product and brand-oriented webshops in the Netherlands. The portfolio consists of specialized webshops with a wide range of quality products from reliable European brands. Within this portfolio are, among others, webshops such as Brievenbusdirect.nl and Deurbeslagdirect.nl.Noviostores.nl stands for expertise, a wide choice and high-quality products, with a strong focus on customer satisfaction and safety.
The figures of Noviostores.com
Structure as foundation for further growth
Noviostores.nl was growing successfully with multiple web shops. Because of that growth, it became increasingly important to set up campaigns in a scalable and efficient way. Each webshop was running in its own Google Ads environment with separate budgets and datasets, which gave control, but limited economies of scale in data and algorithm learning.
In addition, discount promotions were used to boost sales. The challenge was not in their effect, but in the structural and smarter application within Google Shopping to improve returns and stability.
The central question was how to achieve further growth with greater visibility, better data utilization and consistent ROAS.
Scalable growth through central campaign structure and smart data
Together with Noviostores.co.uk, we adopted a centralized and data-driven approach focused on scalability and efficiency.
Centralized campaign structure
The five smallest web shops were brought together in one joint Performance Max campaign so that data was pooled and the algorithm could learn faster. The larger web shops retained their own campaign for sufficient control and customization.
Strategic deployment of sales moments
With one fixed sale week per month, volume is combined with return. In addition to direct sales, this period acts as a data boost, allowing campaigns to perform better outside of sales week.
Smarter discount strategy
Discount codes have been replaced by sale prices in webshop and product feed, fully according to Google guidelines. This makes discounts directly visible in Shopping ads, resulting in a higher CTR and conversion rate.
Ongoing optimization and better tracking
Campaigns are monitored daily and optimized weekly. At the same time, tracking was tightened and better aligned with the product feed, providing Google with reliable data for more effective optimizations.
Bucketing structure for the largest webshop
For the largest webshop, BrievenbusDirect.nl, a bucketing structure was set up in which products were segmented by performance. This allowed budgets to be targeted more effectively and improved the cost ratio within the assortment.
Clear growth in sales and returns
The new approach led to clear and measurable results in a short time:
+60% sales in Google Ads in the first six months of collaboration (vs. last year)
+24% ROAS in the first 6 months
+127% sales in October, with 36% growth in ROAS in that month
By aggregating data, strategically deploying sales moments and actively optimizing campaigns, the campaigns performed better not only during promotions,
The experience of the specialist
"The cooperation runs very smoothly, precisely because the ambitions of Tomahawk and Noviostores.nl are well aligned. The close contact allows us to use the monthly meetings as constructive brainstorming sessions. This gives space to test new ideas and build in a focused way for sustainable growth for all webshops."
Lukas, SEA Marketer at Tomahawk
Customer experience
"For me, the feeling was decisive. After a few conversations with Tomahawk, I had immediate confidence in it. Marketing is really a field for specialists, you can't just do it on the side. With Tomahawk I have the feeling that it is in good hands."
Frans, founder Noviostores.nl
