Client case
Maesy becomes the most prominent brand in baby and kids sunglasses on Bol
Bol Advertising is changing. Automatic campaigns give too little control over keywords, placements and assortment. The new structure brings a grip on visibility, relevance, fulfilment and margin.
- Bol
- Kids eyewear
- Bol Advertising
- Managed Advertising
H1 2025 impact
The numbers behind Maesy's category position
The rebuild brings growth, visibility and return back together.
Revenue growth, year over year
Organic share of revenue
Advertised share of revenue
Average share of shelf, top 15
ACOS
TACOS
H1 2025 · bron: Bol
“Brightways helps us advertise smarter to grow faster on Bol (and Amazon). By aligning advertising, content and operations, we have built a strong category position and keep looking for new growth opportunities together.”
H1 2026 follow-up impact
The structure keeps scaling
H1 2026 shows the structure keeps working. Sales grow 19.4% year over year, while profit rises faster at 29.2%.
Cumulative sales
Cumulative profit
+19.4%
Sales YoY H1 2026
H1 2026 vs H1 2025
+29.2%
Profit YoY H1 2026
Profit grows faster than sales
+47.1%
Spend YoY H1 2026
More ad pressure, with stronger return
More ad pressure does not lead to weaker return. The structure keeps a grip on visibility, relevance and margin.
Source: Bol data, H1 2025 vs H1 2026.
Achtergrond
About the brand
Maesy is building a kids brand for outdoor play, swimming and small adventures. The assortment grows from sunglasses to accessories like swim shoes, swim goggles and other products for active families.
The brand is active through physical retail, its own webshop, Bol, Amazon and other channels.
Everything centers on protection, comfort, sturdy materials and a style that appeals to parents and children alike. This case focuses on kids sunglasses on Bol. There, Maesy needs to be visible at the moments when parents search, compare and choose.
The trigger
Bol Advertising is changing. The platform offers more options, but also more competition and more paid positions in key spots.
The existing automatic campaigns give too little control over visibility, keywords, categories and product positions.
To regain a grip on growth, the campaign structure needs a rebuild. Not as a stand-alone advertising update, but as part of a broader approach to assortment, fulfilment, margin and visibility.
The challenge
What went wrong
- 1
Limited control
Automatic campaigns steer themselves. Control over keywords, placements and bids is missing.
- 2
Less grip on visibility
Maesy shows up less in the places where parents search and compare.
- 3
Too little steering per product group
Top sellers, high potentials and longtail get the same approach, while they each need a different role.
- 4
Fulfilment slows conversion
Delivery time and stock hold back visibility that would otherwise lead to sales.
- 5
Campaigns steer too broadly
Budget spreads across too many terms. Relevant positions are not claimed firmly enough.
Our approach
What Brightways did
Finding where visibility drops away
Campaigns are assessed on structure, overlap, placements and control per product group. This shows where budget gets fragmented and where visibility is missing.
Not every click has the same value. By reviewing traffic and conversion per route, it becomes clear where visitors drop off and which positions really drive sales.
Keywords are linked to organic growth, paid visibility and category position. This clarifies which terms deserve priority.
Content, imagery, price and reviews are compared with competitors and Bol standards. Advertising only works well when the product page can convert the click.
Stock, delivery time and Fulfilment by Bol (LVB) setup determine whether visibility can be cashed in. A product that is not delivered quickly or reliably scales less well.
Outcome: clear where growth stalls
Laying the base for the restart
Per product it becomes clear what is left at the bottom line. This way we steer not only on revenue, but also on margin and room for advertising.
Top sellers, high potentials and longtail each get their own role. Not every product should get the same budget, the same visibility or the same campaign approach.
The right keywords are linked to the right products. This prevents products from competing on terms where they are not the best offer.
Performance tracking makes profitability, scalability and ad pressure visible per product. That makes optimization faster and more targeted.
Faster and more reliable delivery supports conversion and customer satisfaction. That is why fulfilment becomes part of the growth base, not something separate from advertising.
Outcome: ready to scale in a controlled way
Rebuilding campaigns with control
Products are linked to age groups, because parents often search from age and use case. This way clicks match the right products better.
Search, category pages and product pages each play a different role. By steering campaigns separately, it becomes clear where visibility actually drives sales.
Campaigns are continuously adjusted based on performance. This keeps the structure current without every change having to be made by hand.
When Maesy already ranks at the top organically, we do not advertise the same product on Top of Search. Bol shows a product only once in the SERP. So we use that ad space for other relevant assortment. This grows the brand's shelf space without pushing organic positions down.
Shoppers behave differently in the app than on desktop or mobile web. By splitting this where relevant, bids can align better with real buying behavior.
Outcome: more control over visibility and return
In view
Prominently visible in all relevant places
Maesy is visible in the places where parents search, compare and choose.
Zoekwoord
Categorie
93%
Share of shelf, top 15 positions
Organic + advertised
90%
Share of shelf, top 10 organic
100%
Share of shelf, sponsored placements (top results)
Result
Maesy grows into the most prominent and relevant brand in baby and kids sunglasses on Bol
Most prominent in the category
Maesy takes broad visibility within baby and kids sunglasses.
Visible where parents choose
The brand shows up in search, categories, product context and brand pages.
The structure keeps scaling
H1 2026 shows further growth, with profit rising faster than sales.
Impact beyond Bol
The stronger marketplace position also supports the webshop and physical retail.
The growth does not come from one campaign tweak. Visibility, relevance, assortment, fulfilment and campaign control work together.
The case shows where marketplace growth often stalls. Not at one button, but in the coherence between channel, operations and margin.
Source: Bol data, H1 2025 and H1 2026.
Read more
- Selling on Bol→
See how we help brands grow on Bol with content, advertising and marketplace operations.
- Bol Advertising→
See how we use Sponsored Products and retail media for growth on Bol.
- Working with Brightways→
Discover which collaboration model fits your brand: Managed, Advertising, Retail or Self Managed.
Also building a marketplace approach that works?
We're happy to look at where your approach could be stronger, sharper or more scalable.