Natural Heroes sells clean beauty essentials, and the raw materials to make your own, across the Netherlands and Belgium. Midsummer Agency took over its search advertising in 2025 with one brief – bigger baskets, with profit intact.
PPCFeed Management
Natural Heroes is a Dutch natural personal-care brand selling through its own Shopify store in the Netherlands and Belgium. Most of its customers are consumers, with a small wholesale side.
The catalog covers 3 quite different kinds of product.
Each group has its own margins, its own buyers and its own price point, and the bestsellers are not always the products that earn the most.
Natural Heroes came to us in spring 2025, looking for specialists to run Google Ads and the product feed.
Natural Heroes had healthy sales volume and a loyal base of returning customers. For 2025 it set 3 goals.
Average order value had held at roughly the same level since the brand first advertised on Google, through every season and every budget change. Shoppers searching for a single oil or balm found it quickly. The DIY kits and bundles, the products most likely to lift a basket, had far less room to be seen.
There was room to give the higher-value products their own space, to show more detail in the listings shoppers see first, and to bring sales data from Google Ads, Microsoft Ads and the store into closer agreement, so every budget decision rested on the same numbers.
We took over Google Ads and the product feed in Channable, and added Microsoft Ads the same month. Every change after that answered the same question: which products deserve their own budget, and what should they be judged on?
ServicesGoogle Ads · Microsoft Ads · Feed Management
We spent the first weeks on the foundations. We checked shipping and returns in Merchant Center, added an eco shipping option, and appealed disapprovals that had flagged everyday products by mistake. Feed labels kept each product in one campaign per country, and we restructured Dynamic Search Ads and simplified location targeting.
A placement script showed us where Performance Max was spending, so we switched off the automatic asset enhancements and built out audience signals from GA4 and the client’s customer lists.
A shopper comparing 2 bottles of castor oil wants to know which one is bigger. Early on we merged the size attribute into every product title in Channable, so listings showed the milliliters or grams next to the product name. Afterwards we checked that every product still sat in the right campaign, since the new titles had moved a few of them out.
In the shared Shopping structure, a bundle competed for the same clicks as a single lip balm, and the lip balm usually won. In June we pulled the DIY kits out of every Shopping campaign and gave them a dedicated Performance Max campaign.
Within a few weeks the DIY campaign had the highest order value in the account. We added a bath bomb asset group to the ready-made products campaign with the same aim, and used our DIY analysis to suggest which products customers might want bundled next.
Some products earned a campaign of their own. A jojoba oil Shopping campaign went live in early summer and, after its first month, had the highest ROAS of any non-brand campaign. Later we gave the top-selling oils their own campaign too, and tested Demand Gen on a small budget to reach new customers ahead of the busy season.
Along the way we merged the ready-made single products into one Performance Max campaign, launched branded Shopping, and refreshed the weakest images and copy. We also started merging the Dutch and Belgian feeds, testing on one campaign first.
We brought branded search across to Microsoft Ads early on and then added Dynamic Search Ads. Tracking itself was run by the client’s own tracking partner, and we supported their team: together we fixed the Microsoft purchase conversion and retired a duplicate purchase conversion in Google Ads. Later we added a script to tag every Google Ads click consistently, so Shopify could credit each sale to the right campaign.
In the autumn we sorted products into high, mid and low margin tiers with a custom label in the feed. High-margin products got more budget and visibility, while low-margin ones ran on stricter targets. We also moved spend toward the stronger weekdays, after our analysis showed Friday and Saturday converted least, and tracked profit per new customer in Lifetimely alongside platform ROAS.
Across its first 5 months, the DIY campaign moved a number that had held steady since Natural Heroes first advertised on Google. Average order value rose 36% against the account’s historical average. The DIY campaign posted the highest order value in the account, 56% above standard Shopping, at a ROAS of 3.13x.
Valentinas
Pay Per Click
Brought product margins into Google Ads reporting and dug into conversion rate trends.
Fabio
Pay Per Click
Supported the account strategy in the background as budgets moved toward margin.
Ecommerce plus physical stores? B2B and B2C under one roof? One market or eleven? The businesses other agencies find too complex are the ones we make shine.
