How 4Shine went from flat revenue to +312% in one season
- Home & Living · Netherlands
One Performance Max campaign, and no idea which products made money. We started with the numbers and rebuilt the account around them.
- Year-over-year revenue
- +312%
- Non-branded ROAS
- +800%
- Impression share
- 89%
- ROAS, year on year
- +22%
The challenge
4Shine makes products nobody else sells. They're designed in-house, handmade from natural materials and rated 9.7/10 by customers. That's a great product with real demand. But revenue had been flat for a while. When we opened the account, everything ran through one Performance Max campaign: branded and non-branded traffic, every product category, one ROAS target. And nobody could tell us which products were actually making money. Peter's goal was clear. Grow revenue substantially, and become the market leader in one specific high-margin category.
The approach
Numbers first
Before touching a single campaign, we worked out the break-even ROAS for every product category, including cost of goods, shipping and returns. That told us where the floor was, and how much room we had above it to scale.
Campaigns split by margin
The all-in-one PMax campaign made way for separate campaigns per category, each with its own ROAS target. We didn't split everything on day one. We started with fewer campaigns and split further as the conversion data came in.
A campaign for the category 4Shine wanted to own
The high-margin category got its own campaign and its own budget.
Branded and non-branded apart
Branded traffic is cheap and converts well. When you mix it in, everything looks better than it is. Once it's split out, you see what a new customer actually costs.
Feed, copy and negatives
We rewrote the Shopping titles to match what people actually search for, instead of internal product names. We rebuilt the ads around 4Shine's real USPs: free shipping, own stock, 9.7/10 reviews and handmade designs. We also added a negative keyword list to keep out irrelevant searches and stop 4Shine's own categories from competing with each other.
- Google Ads
- Foundation
- Demand capture
The results
- +312% revenue in peak season, at a 22% higher ROAS (Feb–May 2026 against the same months in 2025, new setup against old)
- +238% revenue over the full February–September season, at a 42% higher ROAS
- 89% impression share in the target category, against much bigger players
- 800%+ non-branded ROAS in that same category
The lesson
4Shine already had the product. What was missing was knowing what each sale was worth. Once we knew that, we could push hard above break-even without losing margin.
