Expanding in Europe at the click of a button
9
Countries launched since July '24
Situation
BONO is a Dutch retailer specialising in vitamins and supplements. Originally founded over a decade ago as Verbeterhaar, the company pivoted end 2024 to become the one-stop shop for supplements across Europe. By mid-2024, BONO was active in five markets (DE, DK, NL, FR, SE) but lacked the internal capacity and expertise to scale further. In July 2024, we stepped in to help break through growth plateaus and support expansion.
Key stakeholders include founder Justin, head of marketing Kenan, and at a later stage Google, providing strategic input and co-marketing support.
Currently expanding in Europe and dominating the Nordics.
Bono's major challenges before Flowboost stepped in:
A lack of in-house expertise to effectively scale across new European markets;
Their plateau in existing mature markets due to an unstructured Google Ads setup.
Despite high potential, the absence of a clear regional strategy and campaign segmentation limited growth and efficiency, made it difficult to reach their ambitious expansion goals.
Solution
BONO’s Google Ads setup was restructured by creating dedicated accounts per country, allowing each region to optimize based on local signals, target audience, languages and assets.
Campaigns running:
dedicated broad match search;
product based search;
shopping for bestsellers;
shopping per category;
performance max for remarketing;
Next to the above a catch all campaign was setup, in case automations breaks.
For the launch of nine new countries, best practices from mature markets were implemented quickly, starting with one shopping campaign to validate potential, then scaling by category before introducing dynamic search. This phased, proven approach helped BONO scale efficiently and profitable across Europe.
Auto product segmentation
Shopping campaigns were segmented and automated by product category using a custom automation build in BigQuery and directly over the Google Ads API. It ensured both high-performing and overlooked products received the right level of exposure.
As Performance Max campaigns plateaued, standard shopping campaigns took over with granular segmentation to maintain growth. Making it spend more at a slight lower ROAS but still well above their target.
Justin Regterschot
Founder and Director of BONO
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