From break-even to profitable – within 12 months
Afdekzeilwinkel was already generating revenue, but margins were thin. By steering on profit instead of revenue, the entire model changed.
From break-even to structurally profitable within 12 months – with lower costs and higher margins.
How it unfolded
- 1
First phase: Restructuring: cleaned up loss-making campaigns, margins and assortment in order.
- 2
Second phase: Profitable growth: targeted scaling of product groups that structurally deliver returns.
Not every phase was growth - that's exactly where we made the biggest leaps.
Result
Break-even → profitable
Within 12 months. Not from more revenue – but from better decisions.
The brand
Afdekzeilwinkel
Afdekzeilwinkel has been a well-known player in the market for PVC tarpaulins, covers and accessories for years.
Revenue was flowing. But profit lagged behind.
Afdekzeilwinkel.nl – strong brand, wide range
Starting point
Where it got stuck
- — High advertising costs
- — Steering on revenue instead of profit
- — Limited scalability
- — Inefficient structure
Lots of revenue. Little return.
Proof
No talk – just profit
We didn't shout louder. We steered smarter.
+128%
Revenue growth
+26.57%
POAS improvement
+92.58%
Gross profit ads
+124%
Growth bol.com
Sound familiar?
- —Revenue grows, but profit doesn't
- —You steer on ROAS, but don't know what you actually keep
- —Ad costs rise faster than your margin
- —You feel money leaking, but don't know exactly where
This is exactly what we help you with
We build this system together with you. No theory - execution.
You speak directly with the team. No sales layer.
The approach
From revenue thinking to profit thinking
We flipped the entire model:
- — Google Ads steered on POAS instead of ROAS
- — Focus on highest-margin products
- — Social ads as supporting funnel
- — Email marketing for retention and profit
Everything aimed at one goal: profit.
Google Ads
Every euro must deliver
Within Google Ads we completely overhauled the approach:
- — Switch from ROAS → POAS
- — Only investing in profitable products
- — No budget waste
+26.57%
Better POAS
+92.58%
More gross profit
Visible in Shopping and Search on generic terms
Social Ads
Support from social
Meta Ads as supporting funnel – focused on awareness and retargeting, not blind scaling.
Marketplaces
From cost center to profit machine
On bol.com:
- — Turned off ads
- — Focus on margin and structure
- — Cost percentage from 35% → 17%
+124%
Revenue bol.com
+186%
Margin improvement
Email & retention
Profit lives in repetition
We set up email marketing focused on:
- — Retention
- — Repeat purchases
- — Customer value
Flows drive higher conversion, more returning customers and structural profit growth.
SEO & AI
Building for the long term
We started with a new SEO approach:
- — Focused on AI (ChatGPT, Perplexity, etc.)
- — Better content structure
- — Clear context and entities
Not just traffic – but discoverability for the future.
Operations
We look beyond marketing
We don't just optimize campaigns. We look at:
- — Cost structure
- — Margins
- — Product choices
- — Efficiency
Because that's often where the real profit is.
For you
What this means for you
Most brands that reach out to us:
- — already run campaigns (in-house or via an agency)
- — but aren't growing further
- — or lack structure and oversight
- — or generate revenue, but keep too little profit
We don't just look at revenue. We look at what's left.
We built this ourselves – so we know where it actually breaks.
Why this is hard
Most brands don't fail on knowledge - but on execution
- —Most brands steer on revenue, not on profit
- —Without POAS thinking you keep burning money
- —Profitable scaling requires different KPIs and different decisions
This is exactly where we help.
Based on €10M+ brands we scale ourselves.
You'll immediately see where you're leaving profit on the table.
Want to build this for your brand too?
No standard process. We work with a select number of companies – and build scalable growth together.
You speak directly with our team – no sales layer in between.
We work with a limited number of brands at a time.
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