Scaling in multiple markets with one structure
15%
YoY revenue increase (globally)
Situation
Dutch Labels Shop began in 2015 when college friends Arjan Mastwijk and Hielke Booijink launched a modest online store in the United States dedicated to custom labels. From the outset they focused on innovation in design materials and applications which quickly earned a reputation for quality and reliability. Steady customer demand encouraged them to broaden their reach into Europe and other regions and by 2025 the brand serves buyers in nineteen countries.
The website now operates in six languages and the product line has grown beyond labels to include a full range of custom patches.
Main problem
Rapid geographic expansion brought rising operational complexity within marketing. Advertising efforts were split across eleven separate Google Ads accounts each built with its own campaign architecture. With limited time and people it proved difficult to apply the same level of oversight everywhere.
When resources shifted toward specific markets for a few weeks performance frequently slipped in the others. The lack of a uniform structure due to rapid experimentation of the last few years made troubleshooting slow and scaling new ideas cumbersome. Nonetheless, the experimentation process delivered by Flowboost too, did double conversions from Jan. 2023 to Jan. 2025.
Solution
It was decided to regain budget and learning stability by reducing its dependence on fully automated Performance Max campaigns. Pmax caused frequent shifts in impressions away from standard Search and Shopping set-ups. Each time that happened the learning cycles for Search and Shopping restarted and valuable historical data lost momentum. Stepping back from that automation gave DLS the freedom to set clear volume targets per channel and to let those channels mature without interference.
The new layout began with a hard split by product line. Separate campaigns now exist for labels and for patches. Within every product line the structure divides once more by search intent. Discovery campaigns capture broad terms such as custom labels or custom patches used by shoppers still exploring their options. Precision campaigns focus on detailed queries like woven name label or PVC morale patch that signal a buyer who already knows the material or use case required. Each intent group has dedicated keywords ads and landing pages so the message throughout the click path stays consistent with what the searcher typed.
This unified approach has kept Search and Shopping volumes steady allowed smart bidding strategies to complete their learning phases uninterrupted.
From consolidating and experimentation to standardization
After the experimentation phase the first move was to design one universal account template that every market would share. It created a predictable layout no matter which country was in view. Within that template, products were organised on two levels of relevance.
Level one separated labels from patches so budgets and creative could reflect the very different margins and audience sizes of the two product lines.
Level two grouped keywords, ads, and landing pages by search intent: broad discovery queries in one cluster, precise specification queries in another.
Consolidating dozens of overlapping ad groups into these intent-driven clusters reduced campaign count, cut duplicate keywords, and eliminated internal competition. The result was a slim, standardised framework that kept creative freedom where it mattered while giving one person complete visibility and control.
Result
With this uniform blueprint and tighter control, results stabilised and growth resumed. In May 2025 total revenue rose fifteen percent year over year, with nine of the eleven markets posting gains. The four largest countries advanced between seventeen and twenty-three percent. Crucially, now less time is spent firefighting structural issues and more time on strategic testing.
Dutch Labels Shop is competing globally with an advertising engine that is simpler to run, better aligned with customer intent, and fully prepared for its next stage of expansion.
Next up: a lot new product (categories) live to dominate Search once more.
Arjan Mastwijk
Founding Partner at Dutch Label Shop
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