Why Order is Crucial in Bol Ads
Bol operates with an auction system where not only your bid counts, but also your relevance and historical performance. This means that every optimization has a different effect depending on where in the funnel the problem lies.
The biggest mistake we see in accounts:
optimizing for ACOS while visibility is too low
lowering bids while the listing is the issue
pausing campaigns while the product actually needs data
That's why you should always work from top to bottom in the funnel.
Step 1: Visibility, are you participating in the auction?
The first and most important question for underperforming bol ads is simple:
is your ad getting enough impressions?
Without impressions, there is no data, no CTR, and no conversion.
Signs that visibility is the problem
Low or erratic impressions
Campaigns are running, but hardly provide any data
Keywords with hardly any impressions
What this means
Your bid is too low, your relevance is insufficient, or your targeting is too narrow. Bol simply does not allow you to participate structurally.
Concrete actions
Increase CPC within your calculated margin
Check if keywords logically align with your listing
Broaden targeting (e.g., from exact to broad)
Check if the product is sufficiently available
❌ Don't do: Lower CPC "because there are no sales."
Without visibility, no campaign can sell.
Step 2: Attractiveness—Do People Click (CTR)?
Are you getting impressions, but hardly any clicks? Then your ad loses the comparison in the search results.
Signs
High impressions
Low CTR
Competitors clearly get more attention
What this means
The shopper sees your ad but deliberately chooses another product.
Concrete actions
Analyze your main image within the SERP, not separately
Check if your title is clear at a glance
Compare your price and reviews with direct competitors
Does the ad really match the search intent?
❌ Don't do: Increase bids to compensate for a low CTR.
That only makes bad ads more expensive.
Step 3: Conversion, Do People Buy (CVR)?
If people click but don't buy, the issue lies on the product page.
Signs
Reasonable to good CTR
Low conversion rate
Rising ACOS
What this means
The ad promises something the listing doesn't deliver, or the offering is simply not competitive enough.
Concrete actions
Analyze reviews (score, volume, and content)
Check price position and delivery time
Improve product information and visuals
Ensure the listing exactly matches the search intent
❌ Don't do: Pause campaigns because of high ACOS.
Without conversion, ads can never be profitable.
Step 4: Economy, Does ACOS and TACOS Align?
Only when visibility, CTR, and CVR are correct does it make sense to fine-tune economically.
Signs
Healthy CTR and CVR
ACOS higher than desired
Or conversely: low ACOS but little scale
What this means
You are now at the stage where real optimization occurs.
Concrete actions
Adjust CPC based on margin and conversion
Shift budget to best-performing keywords
Exclude weak placements or keywords
Consider TACOS in decisions, not just ACOS
Here you determine whether ads contribute to total growth, not just advertising revenue.
Step 5: Strategic Phase, Build or Protect?
Finally, you determine the role of the product within your portfolio.
Actions per product phase
Launch: Visibility and data collection over efficiency
Scale: Volume, market share, and ranking
Profit: Stability, protection, and margin
In this phase, decide consciously:
where to keep investing for ranking
and where to scale back ads as organic takes over
Why This Approach Works on Bol
Bol rewards consistent behavior, not isolated optimizations, but structural performance over time.
By:
analyzing problems in the correct order
using the right lever at each step
and making decisions based on data rather than emotion
you build an ad system that remains scalable, predictable, and manageable.
Conclusion: Underperforming Bol Ads Are Feedback, Not Failure
If Bol ads are not delivering, that is no reason to panic.
It is an invitation to see where in the chain the friction occurs.
Those who understand these signals and follow the correct order, turn ads from a cost into a growth engine.
And that is exactly where profitable Bol ads start.
