Dominating the Dutch silkflower market
531%
Overall revenue increase YoY
Situation
Blooming Good is a Dutch company founded in 2022 by Job Smits Waesberghe and Dane ten Berge. The company specializes in high-quality, sustainable artificial flowers and silk bouquets designed for interior styling. Headquartered in Rotterdam, Blooming Good has quickly gained recognition for its commitment to sustainability and craftsmanship. The partnership between Flowboost and Blooming Good started in September 2024 with the Netherlands as their only country they were targeting. During Q4 of 2024 Blooming Good decided to expand to Belgium and in in Q3 of 2025 it is planned to expand to France as well.
Problem
Blooming Good faced two major challenges: First, generating demand and awareness for artificial flowers in the Netherlands, a country with a strong cultural attachment to fresh flowers, especially the iconic Dutch tulips. Second, penetrating a highly competitive market with strong players. Competing as much on price as on quality. As a result, their ad account performance had plateaued, and growth opportunities were becoming increasingly limited.
Solution
The account needed an overhaul, shifting focus from broad search to more targeted queries to maximize visibility. Despits Google promotes broad match we noticed more spend and more conversions with exact/phrase campaigns. New ad copy and assets were tested to improve relevance and engagement. Shopping campaigns were rebuilt with an emphasis on bestsellers and sale items, aiming to drive volume toward the highest converting products without ignoring the rest of the assortment. To reduce internal competition caused by similar products showing for the same search terms, budgets for non-bestsellers were capped. While this came with the risk of lowering overall volume, it helped protect the performance of high-value products.
Channable x Shopify
Every month Blooming Good has an item in 'the spotlight'. This bouquet of silk flowers has a special (often sale) price and unique composition. Those bouquets convert at lot better. The only issue here is that those items sometimes don't get the attention they need. For this reason the account has been build on various Shopping labels, managed directly in the Shopify backend and pushed into Google Ads with the use of Channable.
This way Job or Dane can put an item in 'the spotlight' themselves in Shopify. Within an hour the item will be pushed at a different target, a higher budget and paused in all other campaigns. Making it stand out.
Result
As a result of both the 'Channable x Shopify' automation and the described solution, the conversion value rose. And all other metrics improved too, from impressions to clicks and from conversions to the overall revenue. Through ads nearly 4x the amount of best sellers were sold due to the smart setup while limiting the budget on those items. The side effect of this budget cap was a higher return on ad spend. Overall revenue soared towards one million annually which was a 531% increase compared to the previous period. Because Blooming Good has a decent amount of referral going on it was possible to push harder on new customers. Currently dominating the search engine result pages.
Job Smits van Waesberghe
Co-founder @ Blooming Good
"Flowboost has taken our Google Ads account to the next level. Thanks to their smart automations, like performance-based bucketing and custom scripts our campaigns are now running more efficiently and effectively. What we especially appreciate is their proactive approach and transparent way of working: all analyses, optimizations, and notes are easy to find in our shared dashboard, so we always know exactly where things stand. Working with Flowboost feels like having an extension of our own team, skilled, engaged, and focused on results. Highly recommended for any business that takes online advertising seriously!"
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