+97% conversions during Black Friday for Consumentenbond with a smart Google Ads strategy

We started by analysing historical conversion data to identify the most promising product guides in advance. Based on that, we set up campaigns that matched the search intent of consumers who are about to buy a product.

Instead of advertising on volume alone, we chose campaigns that convey trust and practical relevance. Someone searching for ‘best robot vacuum + year’ doesn't need a deal, but reassurance.

By smartly splitting campaigns per product category, using dynamic bidding strategies and optimising budgets daily, we got the most out of the peak period.

Our goals:

• More conversions with the same or better return.
• Maximum visibility on high-intent search terms.
• Smart use of budget on product guides with proven impact.

• Analysis of the top 10 best-performing product guides and search terms based on previous campaigns.
• Focus on searches with clear purchase intent, such as ‘wasmachine kopen’, ‘steelstofzuigertest’ and ‘beste baby matras’.
• Ad copy and extensions tailored to search queries where trust is crucial, not price.
• Continuous monitoring of performance per category to shift budget to the best-performing campaigns.
• Smart combination of branded and non-branded search terms for optimal coverage.

Without competing on price, we used relevant content and strategic timing to capture consumers' attention and hold it through to conversion.