From visibility to sales on bol
Build your brand and
sell more on bol.
With Sponsored Products, Branded Shelves and bol Retail Media we put your brand and products in view at the moments that matter.
We determine where you want to be visible, which products can grow and how much you can responsibly invest. That way we steer on sales, market share and profit.
Brightways is a certified partner of Amazon, Bol and Kaufland. From European Agency Partner and Advertising Partner to Service Provider.
“Our sales on Amazon and Bol have grown strongly.”
Read more“Brightways has been our Bol and Amazon partner for years. Thanks to their strong ad management, listing optimisation and hands-on support, our sales on both platforms have grown strongly. They think along practically and are a pleasure to work with.”
“Staying clearly visible both organically and through advertising.”
Read more“Bol is investing more and more in advertising and competition is increasing. Brightways helps us keep Tunturi clearly visible both organically and through advertising. From Sponsored Products and Branded Shelves to Display: there is a clear approach behind it.”
Sound familiar?
Where revenue or profit is left on the table
Bol advertising can generate revenue while budget, margin and visibility could be steered more smartly. We often see these points.
Revenue grows, profit lags
Campaigns generate sales, but the real contribution to your result stays unclear.
Paid and organic reach overlap
Ads appear next to strong organic positions, without it being clear what that extra visibility delivers.
Budget goes to products with no room to grow
Products with low margin, limited stock or low conversion get more budget than they can earn back.
Advertising and promotions are not aligned
Price actions, promotions and campaigns are planned separately. That leaves extra reach and return on the table.
Your brand gets too little room
Sponsored Products put individual products in view. Branded Shelves also build recognition for your brand and assortment.
Stock and buy box slow campaigns
Fluctuating stock and losing the buy box pull products out of campaigns and interrupt growth.
Average Brightways performance on Bol
- Total ad sales
- ACOS
- TACOS
- Conversion (CVR)
Average performance across the Bol accounts Brightways manages. Measured over H2 2025 and H1 2026. Results vary per account, category and phase.
The two Bol ad products
Sponsored Products and Branded Shelves
You advertise on Bol with two ad products. Brightways manages Bol advertising for brands and sellers and uses Sponsored Products and Branded Shelves together: one captures search demand, the other builds brand and consideration.
Search demand and conversion
Sponsored Products
The basis of nearly every Bol advertising strategy. Sponsored Products work on a CPC basis and appear in search results, within categories and on product pages. An item must hold the buy box to run.
Ideal for
- Capturing search demand and speeding up sales
- Launching products
- Building market share on search terms
- Being visible next to comparable products (PDP)
Brand and consideration
Branded Shelves
Branded Shelves show your brand and multiple products at once at position 7 in the search and category pages. Fully self-service: you decide content, branding, product selection, targeting and budget. Aimed at shoppers in the consideration phase. Bol currently offers one variant, the Image Shelf, and is expanding the format further.
Ideal for
- Building brand recognition
- Showing assortment, cross- and upsell
- Reaching non-branded shoppers
- Influencing consideration
How the formats work together across the customer journey
In short: Branded Shelves build brand recognition and support consideration. Sponsored Products steer on search demand, product choice and purchase. Bol Retail Media supports awareness at the top.
The exact role differs per category, campaign and search intent.
Swipe to see the full funnel
How we approach advertising
What Brightways concretely manages
We first determine where growth is commercially responsible. Then we build, optimise and steer campaigns on revenue, profit and scalability.
Business case and priorities
Margin, costs, growth goal and stock determine where we start. We pick the products and categories with room to scale profitably.
Campaign architecture
Per product group we build a clear structure for Sponsored Products and Branded Shelves. Branded, non branded, search, category and product targeting each get a clear role.
Optimisation
We steer daily on search terms, bids, budgets, placements and exclusions. Budget goes to opportunities. Stock, buy box and performance determine where we slow down or scale up.
Reporting and decision-making
We start with revenue, profit, TACOS and ACOS. Then we zoom in on category, product group, campaign, search term and placement. That way we see where growth comes from and where budget can be better deployed.
AI accelerates. Specialists set the course.
AI and smart tooling watch campaigns, process large volumes of data and run optimisations faster. Our specialists set the structure, priorities and commercial choices. That way we improve performance, keep control and scale campaigns in a controlled way.
Cases
Results in practice
The most prominent brand in kids sunglasses on Bol
Brightways gives Maesy a grip again on visibility, assortment, fulfilment and margin.
Read moreFor whom
When Bol advertising pays off
Advertising accelerates growth when the foundation is in place. Here is how to tell whether it fits your situation.
Bol advertising pays off when:
- Your margin leaves room for advertising costs.
- Your stock is stable.
- You hold the buy box.
- Your price is competitive.
- Your product page converts.
- You have budget and room to test.
Little point yet when:
- Your margin leaves no room for advertising costs.
- You are often out of stock or miss the buy box.
- Your product page does not convert yet.
- You mainly compete on price.
Discover what we can achieve together
We show where you are leaving visibility, conversion, advertising or margin on the table on Bol.
Frequently asked questions
What you should know about advertising on Bol
Whether you call it Bol advertising, Bol Ads or Sponsored Products: the goal is not to buy more clicks, but to build profitable visibility.
The basics
What does advertising on Bol cost?
Sponsored Products work on a CPC basis: you only pay when someone clicks your ad, showing it is free. What you spend with an agency depends on your size and form of collaboration. After an intro and scan we give a clear proposal.
How does pay per click work?
You pay per click, not per impression. You set bid and budget per campaign yourself. Your visibility is expected click frequency times conversion times bid, so a strong listing lowers your effective cost per click.
What is the difference between Sponsored Products and Branded Shelves?
Sponsored Products are product ads on a single article, in search results, within categories and on product pages; aimed at search demand and conversion. Branded Shelves are brand ads with a key visual and multiple products, at position 7 in the search and category pages; aimed at brand recognition and consideration. Together they cover sales and brand building.
What do ACOS and TACOS mean?
ACOS is advertising cost divided by advertising revenue: lower is more efficient. TACOS sets advertising cost against your total revenue, including organic, and shows what advertising contributes to your whole Bol revenue. We steer on revenue, profit, TACOS and ACOS, not just on individual clicks.
Approach and collaboration
What advertising budget do I need?
That depends on your category, margin and growth goal. More important than the size of the budget is that it goes to the right products and search terms. In the scan we set a realistic starting budget and where it pays off.
Can Brightways take over existing campaigns?
Yes. We map structure and results, clean up what does not pay off, and build on from there.
How do you handle organic and paid positions?
If a product already ranks in the organic top, we lower ad spend there and steer budget to products and search terms that still need to claim the position. That way you do not pay twice for visibility you already have.
Do you work with Bol Netherlands and Belgium?
Yes. We pick a focus market and set up the basis there. Belgium gets targeted campaigns where it pays off, without broadening the operation unnecessarily.
Ready to grow profitably on Bol?
Then we will look at where advertising can accelerate growth, and where content, price or operations need to improve first.