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(001) — Case
Performance
Gevelaar - Paid search
Broken tracking, a warehouse that could barely keep up, and a +145% result.
Not growth for growth's sake, but scaling at the pace the data and the warehouse could actually carry.
+145%
Conversion value, H1 2026 vs H1 2025
-11%
Cost per conversion, H1 2026 vs H1 2025
+27%
Return on ad spend, H1 2026 vs H1 2025
01 / The Challenge
Scaling on data nobody could trust.
What was happening
Gevelaar, a Dutch retailer in bathroom fixtures and fittings (cloakroom basin sets, washbasins, bathroom furniture, tiles and showers), was already running Google Ads and wanted meaningfully more out of its performance marketing.
What made it complex
Measurement wasn't holding up. Conversion data was incomplete and unreliable, which meant every campaign decision was effectively a guess dressed up as a strategy.
What needed to change
Tracking. Before any scaling conversation could happen, the account needed a measurement foundation the team could actually trust.
02 / The Approach
Inhale, Align, Flow.
Inhale
Understand
Rebuilt tracking from the ground up so campaigns could finally be built and steered on reliable data, and used that data to surface products that were quietly converting well without anyone knowing it.
Align
Decide
Restructured campaigns around what the data actually showed, pushing budget toward the products that converted, cloakroom basin sets chief among them, and moving to Performance Max with target-ROAS and value-maximising bidding once volume allowed it.
Flow
Steer
Scaled tactically to first build up enough conversion volume for smart bidding to work, then kept analysing and reallocating toward the best-performing products, in close, short-line contact with the client throughout.
03 / Results & Takeaway
Foundation first. Then growth.
Marketing impact
Once conversion data could be trusted, budget moved decisively into Performance Max campaigns built around Gevelaar's best-converting range: cloakroom basin sets alone now account for the largest share of spend and revenue in the account, running on a target-ROAS strategy that wasn't viable before the tracking rebuild. Paid search scaled to the point where the client's own warehouse capacity, not demand, became the limiting factor.
Decision impact
Fixing the foundation first meant every scaling decision that followed was made on data instead of gut feeling: which products to push, which bidding strategy to trust, and how fast to grow, all steered by what the numbers actually showed was working.
Business impact
Comparing H1 2026 to H1 2025: conversion value is up 145%, cost per conversion is down 11%, and return on ad spend is up 27%. Spend was scaled up roughly 93% over the same period, with revenue growing well ahead of it. More revenue, more profit, and growth in a ratio the business could defend.
Takeaway
Growth only compounds once the data underneath it can be trusted. Fix the foundation first, then scale only as fast as what the numbers say is actually working.
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We start by understanding your brand, market and data, then set direction together. No loose projects, just one clear line.
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