Challenge
Happy On Web already had a strong foundation. A broad assortment of charging cables and consumer electronics, a well-performing webshop, and organic revenue that had been growing for years. They had even had a record month. Yet at that time, they made almost no use of advertising.
What was running was minimal. A few automated campaigns without any clear structure. No strategy behind the setup, no analysis of which products could benefit most from visibility. The ads were there, but they did very little.
That was no coincidence. Happy On Web knew they were missing something, but consciously chose to leave it that way. They lacked the time, and also the knowledge, to really get to work on it. As long as the organic revenue was performing well, the pain was not great enough to make it a priority.
Solution
The first step was setting up catch-all campaigns. Broadly deployed, aimed at all long-tail keywords relevant to the assortment. The large product range worked to its advantage here: the more products, the more long-tail search traffic you can capture. Low-hanging fruit that otherwise went untapped without ads.
At the same time, Adyard carried out an extensive analysis of the assortment. Which products were already performing well organically? Which had the highest click-through rates and the best conversion rates? Based on that, the top of the assortment was selected: the products with the most potential, which received a different approach.
For that selection, manual campaigns were set up with a per-product structure: one campaign per product, with personalized keywords tailored to how people search exactly for that specific item. No generic broad terms, but long-tail keywords that match the product precisely. This allowed the budget to be deployed in a targeted way on the combinations that actually convert.
From collecting data to scaling up
In the first phase, data was lacking. The campaigns were new, and the algorithm needed time. Adyard used that phase deliberately to collect data: which search terms generated impressions, which ones were clicked, which ones converted? No rushed optimizations, but patience to gather the right signals.
Based on that data, the campaigns were refined. High-performing placements were scaled up. Search terms that delivered no return were excluded. The campaign structure became tighter and the budget allocation increasingly targeted.
The effect became visible quickly. In the very first month of the partnership, Happy On Web posted a new record month. And in Q1 overall, the figure was more than 65% revenue growth compared with the same quarter a year earlier. Purely through ads, while they had barely been used before. Now we are continuing to scale up.
What changed
The most striking thing about this result is not the growth itself, but where that growth came from. Happy On Web had never seriously used advertising. Revenue was already growing organically, and that was enough. Only when Adyard stepped in and built the campaign structure from the ground up did it become clear how much remained untapped all that time.
More than 65% revenue growth in one quarter. Without major changes to the assortment, without price reductions, without extra marketing budget elsewhere. Only by using advertising intelligently for an assortment that was already ready for it.
The structure is now in place. The data is flowing. And the next phase, further scaling the products that have proven to convert, is already underway.
What is next
The first phase laid the foundation. Now that the structure is in place and the data is flowing, the focus shifts to further growth on two fronts.
First: further expanding the top of the assortment. We are now taking on the top 15% of products, the items with the strongest performance in CTR and conversion, and launching them based on a targeted strategy to extend growth even further.
Second: product launches. Happy On Web regularly brings new products to market, and Adyard supports that. For every new product, the launch strategy is ready before it even goes live. That way, we ensure a new item gets traffic immediately at the most important moment, exactly when the algorithm determines which position a product deserves and the first reviews are being built. That first momentum is decisive. A strong start is hard to catch up with; a weak start is hard to overcome as well.
"This is a good example of what is possible when you take advertising seriously for an assortment that is ready for it. The work was not in major interventions, but in bringing structure, letting data flow, and then scaling what works. The growth was already there, really. We simply made it visible."
Lars Smits
Co-founder bij Adyard
