ROI increase of 113% for Fournituren.nl

The brand

Fournituren.nl is a family-owned business that has been supplying everything for creative makers since 1932, from zippers and threads to buttons and needles. Every day, hundreds of packages leave the warehouse for customers in the Netherlands and Belgium. The brand had a strong reputation and a wide assortment but viewed marketing primarily as a necessary expense.

Objective

The mission was clear: keep the same spend but achieve higher returns. In other words, grow revenue by 20% or improve efficiency by 20%.

With our IMO approach, we proved in the first 90 days that profitable growth is not about spending more, but about making smarter decisions.

We spent 30% less, yet earned more.

What we did

We started by cleaning up data flows: replacing last-click attribution with event-based tracking using Billy Grace, and building custom The challenge was not about generating more reach, but about getting more return from what was already in place. In our first 90 days, we focused on three pillars that had an immediate impact on ROAS and profitability.

• Restructuring campaigns based on margin
  Instead of steering campaigns purely on revenue, we segmented them by product margin. Loss-making campaigns were phased out, while product groups with consistently healthy margins were given priority. This created a leaner cost structure and directly contributed to the 113% ROAS increase.
• Smart product labeling for maximum efficiency
  Together with the client team, we labeled the entire product catalog by margin potential. These labels were applied in the feed structure and ad campaigns. Only products with healthy margins and sufficient stock were actively promoted, ensuring every click contributed to the bottom line.
• Data-led decision-making with Billy Grace
  By using daily ROAS, stock, and margin data from Billy Grace, we were able to continuously fine-tune campaigns. Inefficient spend was cut immediately, and every dollar was evaluated on its return. This reduced CPA by 50% and lowered CAC by 15.5%.

The impact

The impact was tangible from day one: less budget waste and more profit per click. Marketing spend is now seen as an investment rather than a cost. The strategy shifted from revenue-driven to profit-driven.

Fournituren.nl now operates with more stability and control in its performance structure. The focus is strategically placed on products with healthy margins rather than spreading spend too broadly. And the best part? Growth is now scalable without compromising returns.

Our partnership continues, with CroudX remaining involved as a strategic partner to scale the structure further, always with our IMO methodology as the foundation.