De Pindakaaswinkel increased revenue by 28% year over year while reducing paid media spend by 26%. We built an e-commerce growth strategy focused on generating incremental growth rather than simply capturing existing demand. By reducing reliance on branded search, reallocating budget towards new customer acquisition and building dedicated Google Ads and Meta Ads structures for each market, CroudX created a more efficient foundation for growth.

Why branded spend isn’t the same as growth

Branded search looks great in almost every dashboard. CTR is high, CPA is low, and there’s always somewhere to spend more budget. But branded campaigns capture existing demand. They don’t necessarily create new demand. For brands that already have strong recognition, this often means paying for sales that would have happened anyway. Incremental growth is the revenue generated by marketing that would not have occurred without that marketing investment.

At CroudX, we always start with the same question: how much of your budget is actually generating new revenue, and how much is simply capturing demand that already exists? That distinction drives the way we make budget decisions.

De Pindakaaswinkel was facing exactly this challenge.

The challenge: too much ad spend was capturing existing demand

De Pindakaaswinkel makes some of the best peanut butter around, selling directly to consumers. With a strong position in the Netherlands and growing ambitions in Germany and the UK, the goal was clear: grow in existing markets and expand into new ones.

But the marketing setup wasn’t keeping pace with those ambitions. Branded and non-branded campaigns were mixed together, creatives were generic, and there was no clear structure for managing performance across different markets.

When CroudX reviewed the account, we spotted a pattern we often see with well-established brands. A significant share of the Google Ads budget was going towards branded search, reaching people who were already looking for De Pindakaaswinkel and likely to buy anyway.

That budget wasn’t driving new growth. It was paying to stay visible to people who already knew the brand.

“The client wanted more control over their budget. We started by looking at what that budget was actually delivering.“

How we built an incremental growth strategy for De Pindakaaswinkel

We focused on one question: which campaigns were actually creating new revenue? From there, we shifted budget away from existing demand and built a structure designed for customer acquisition and continuous learning.

• Reducing branded search spend
  A significant share of budget was going towards people already searching for De Pindakaaswinkel. We reduced branded spend and redirected budget towards channels that could introduce the brand to new audiences and generate incremental demand.
• Building a market-specific customer acquisition strategy
  We separated campaign structures by market and increased the focus on non-branded acquisition. This gave us a clearer view of where growth was coming from and where to scale.
  
• Creating a scalable Meta Ads creative testing process
  We also brought more variety and consistency into the creative process. Instead of relying on generic creatives, we tested different hooks each sprint and improved Dynamic Product Ads with more relevant product-specific variations.
  

The results: 28% revenue growth with 26% less ad spend

Between April and June 2026, revenue grew by 28% while ad spend dropped by 26%. Average order value also increased by 11%. The result was not only more revenue, but more efficient growth: higher-value orders with a lower acquisition budget.

The new structure now gives De Pindakaaswinkel a stronger foundation for further growth in Germany and the UK.

Curious how we expanded another brand to international markets? Read the stories of Patta and Zielinski & Rozen.