Homewell Products

Discover how we helped a Dutch home brand triple their webshop revenue in less than 12 months by applying a clear, scalable strategy built on structure, segmentation, and ruthless focus on what works.

Who is Homewell Products?

Homewell Products is a Dutch e-commerce company specializing in high-quality window films, while also offering a broad selection of home-enhancing items such as kitchenware, outdoor lighting, and more. Their mission? To help customers truly make their house a home – with stylish, functional, and affordable products.

While the brand had already gained momentum through Bol.com, their own webshop consistently underperformed. They previously partnered with another agency, but experienced a lack of transparency and results. That’s when they turned to Get Lead.

The Challenge

Before our involvement:

• Homewell had been advertising on Google Ads, but without structure or clarity.
• The account was running one large Performance Max (PMax) campaign, which:
  • Included both shopping feed and content assets in one mix.
  • Combined branded and non-branded traffic, leading to poor visibility on what was truly working.
  • Made it impossible to scale profitably.
• There was no clear strategy, segmentation, or ability to analyze or adjust based on performance data – despite having tracking technically set up well.

Our First Step: A-Z Audit & Strategic Reset

We began with a complete account audit – diving into every element from feed structure to spend allocation using scripts to reveal hidden inefficiencies.

Strategic Goals Identified:

• Grow the webshop revenue to eventually outperform Bol.com.
• Increase overall revenue and reduce dependence on Bol.com, which eats into margins.

Our Approach

1. Restructuring The Entire Account

We split the campaigns strategically into:

• Branded Search Campaign: To capture high-intent branded search traffic.
• Branded Shopping Campaign: Same as branded search, but for shopping results.
• Non-branded Search Campaign: Designed to capture high-intent traffic from users searching for relevant products without using the brand name. We structured this campaign into multiple ad groups based on distinct product themes to improve relevance and performance.
• Top-of-funnel Shopping Campaign: With strict CPC-limits to ensure this campaign targets only top-of-funnel shopping traffic.
• Performance Max (feed-only + content): Initially structured with 2 asset groups to test effectiveness. This was the main campaign aimed at capturing high-intent shopping traffic ready to convert.

2. Let the Data Lead

After a few months:

• Window film (raamfolie) emerged as the clear top performer.
• We kept raamfolie in the existing PMax campaign and removed all other lower-performing categories (like kitchenware and electronics).
• By segmenting these out into separate low-budget Shopping campaigns, we ensured raamfolie could continue scaling without disruption — keeping the momentum intact.

3. Feed-Only Wins

Inside the raamfolie campaign, we A/B tested:

• Feed-only asset group vs. feed + content asset group.

Result: Feed-only significantly outperformed. We phased out the mixed variant to double down on efficiency.

Granular Scaling & Optimization

We deepened our asset group segmentation within the successful feed-only PMax by using:

• Audience signals based on keyword themes.
• First-party data.
• Combinations of keywords + own data.
• Competitor site visitors.

This gave us clarity to:

• Run AB-tests on each segment.
• Scale only what works, month by month.

We further enhanced performance by:

• Segmenting raamfolie categories and allocating budget to the top-performing subcategories via dedicated asset groups.

The Results (within 12 months)

Live: Summer Campaign for Outdoor Lighting

Within Google Ads, we also launched a summer campaign focused on outdoor lighting. The goal is to activate their outdoor lighting segment as an additional revenue driver, complementing the continued success of raamfolie.

Live: Meta Ads for Raamfolies

We’re also actively scaling up Meta Ads, with a focus on remarketing and prospecting around their flagship window film categories.

What’s Next?

1. Performance-Based Product Bucketing (Raamfolie)

The next step is to implement performance-based segmentation of the raamfolie catalog in Google Ads using Producthero’s structure:

• Heroes
• Sidekicks
• Villains
• Zombies

This enables smarter budget allocation and maximum ROI based on past conversion data.

2. Google Ads: Content-Only PMax for Raamfolie

To boost top-of-funnel visibility and discovery, we’ll be launching a content-only Performance Max campaign focusing on awareness around raamfolie.

3. Meta + Google Ads: Fall Campaign for Coock Kitchenware

As people start cooking more during fall, we’re preparing a seasonal campaign for their ‘Coock’ product line – featuring cookware like pan sets. This will run across both Google Ads and Meta Ads.

Why It Worked

Transparent collaboration.
Strategy rooted in goals & data.
Smart campaign structure.
Continuous testing & learning.
Feed-first thinking, not blindly throwing content in.

Would you like a tailored strategy like Homewell’s?
Let’s talk. https://getlead.be/contact/