Speenwinkel: Shopify 2.0 upgrade with strategic ad optimization

How a thorough ad audit, a complete theme upgrade, and strategic marketing automation prepared a family business for growth.

About the collaboration

"Speenwinkel approached us after a LinkedIn post about Shopify optimization. It quickly became clear that their platform and advertising strategy no longer matched their ambitions."

Challenge: Outdated Shopify theme without 2.0 compatibility, an unbalanced ad strategy (Google only), and no data-driven performance tracking.

Approach: Full Google & Meta ad audit, migration to Prestige theme, custom pages in Liquid, a new advertising strategy (70/30 ratio), and daily automated reporting via Databox.

Ad audit revealed structural problems

When we examined the existing Google and Meta ads, several critical issues immediately emerged: incorrectly configured conversion tracking, inefficient budget allocation, and an advertising strategy that relied almost entirely on Google while Meta remained largely untapped.

We conducted a comprehensive audit documenting each problem with concrete recommendations. This formed the basis for a new strategy: 70% budget to Google, 30% to Meta. The Meta campaigns were built from scratch with Advantage+ shopping campaigns, catalog sales, and smart retargeting audiences.

From legacy theme to Shopify 2.0

The old theme was not compatible with Shopify 2.0, looked outdated, and lacked crucial functionality for modern e-commerce. We implemented the Prestige theme by Maestrooo, a premium solution built mobile-first and offering all the flexibility Speenwinkel needs.

In addition to the standard theme features, we developed custom pages in Liquid and JSON. The About Us page received a completely custom design with custom CSS, Liquid code, and section structure. The result: a professional-looking webshop that loads 30% faster than before.

Blog as an SEO engine

Shopify's standard blog functionality is limited. We built a completely custom blog design with metafields, metaobjects, and JSON injection. Blog posts can now be enriched with extensive FAQ sections, structured data, and visual elements that perfectly match the webshop's look & feel.

This investment in content infrastructure is essential for SEO and GEO. Speenwinkel can now systematically build authority around important search terms in the baby product niche.

Data-driven tracking with Databox

Transparency in performance was a priority. We built custom dashboards in Databox that provide real-time insights into Shopify conversions, Meta ad performance, Google ad results, GA4 metrics, and Google Search Console data.

Every morning, the team receives an automated report with the previous day's figures. This allows them to quickly respond to trends and know exactly where every euro is being spent.

Loyalty system under development

Behind the scenes, we are working on implementing Smile.io as a loyalty platform. Customers will soon be able to collect Speenpunten through purchases, reviews, and social interactions, which they can redeem for discounts and exclusive offers.

Family business with a mission

Speenwinkel is not a standard online store. It is a family business that prioritizes quality, safety, and personal service. They only select products they fully endorse, from BIBS to Jollein, Mushie, and Liewood.

Our task was to translate that authenticity into a digital experience that feels as reliable and accessible as the company itself. A platform that helps parents with advice, inspiration, and quick solutions, so they have more time for what truly matters: their family.