Let’s be real: Bol Ads can scale your brand — or burn your budget.

If you’re running campaigns without structure, you’re not just flying blind — you’re flying blind while throwing money out the window.

At Bollify, we’ve built a proven Bol advertising framework that transforms chaos into clarity. Whether you’re managing 10 SKUs or 1,000, this structure is built to scale. It’s what we use for brands that grow fast and demand performance.

Here’s how it works 👇

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The Foundation: Group Your Product Assortment

Before you touch a campaign, zoom out. Your structure starts before the ads go live.

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1. Select products (filter & prioritize)

Not every product deserves budget. Use data to decide what gets pushed:

• Buybox presence
• Stock levels
• Margin potential
• Keyword demand & seasonality
  

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2. Group products at the niche level

Think in use cases — not categories. Group coffee mugs separately from thermos mugs, even if they seem related. If they won’t share keywords, they don’t belong in the same ad group.

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3. Do keyword research per group

You want relevancy. You want volume. You want intent.

Find the search terms that actually convert — and match them per product group.

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The Campaign Build: One Product Group = One Campaign

This is where structure meets scalability.

Each campaign gets one product group. Keep the naming clean:

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[product_group]_[placement]_[targeting]

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Now, build your ad types:

Keyword Campaign

• Target exact and partial match keywords.
• Bid strategically based on performance.

Category Page Campaign

• Show your ads in the right categories — where your audience already is.
  

Product Page Campaign

• Appear on relevant product listings. This is where intent is highest.
  

Structure = control. Control = scale.

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🌱 Bol Advertising in 3 Phases

We don’t just launch campaigns — we guide them through a full growth cycle:

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Phase 1: Launch (“Planting”)

This is where visibility beats profitability.

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Goal: Ranking, visibility, and data.

Strategy: High ad spend, test aggressively.

Keywords: Exact + broad match.

Key Metrics: Impressions, Clicks.

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Phase 2: Growth (“Pruning”)

Keep what works. Cut what doesn’t.

Goal: Scale stable sales and margins.

Strategy: Optimize for top-performing keywords.

Keywords: Focus only on what converts.

Key Metrics: ACoS, CTR, Conversion Rate.

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Phase 3: Scale (“Harvesting”)

Time to profit.

Goal: Maximize profitability.

Strategy: Only advertise what drives real margin. Cut the rest.

Keywords: Use your top organic winners — no more paying for what ranks #1.

Key Metrics: Profit, Margins, TACoS.

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Real Clients, Real Results

“We dropped our TACoS to 5.1% — the service paid for itself.” — Vince Ruiter, Qumax Brands

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“They helped lower my ad costs and increase sales — some products even climbed back up the rankings.” — Norman van Es, NL25Shopping

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The Takeaway

If you’re still running Bol Ads like it’s 2022 — same campaigns, no structure, no phase-based scaling — you’re missing out. Bad structure = bad data = bad decisions.

At Bollify, we don’t micromanage your ad account. We own it. From setup to scale.

Ready to take control of your Bol Ads?

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