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Speenwinkel: Shopify 2.0 upgrade with strategic ads optimisation

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

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

Challenge

Outdated Shopify theme without 2.0 compatibility, unbalanced ads strategy (Google only), and no data-driven performance monitoring.

Approach

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

Ads audit revealed structural problems

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

We produced a comprehensive audit documenting every 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 dated and lacked crucial functionality for modern e-commerce. We implemented the Prestige theme by Maestrooo, a premium solution built mobile-first with all the flexibility Speenwinkel needs.

Beyond the standard theme features we developed custom pages in Liquid and JSON. The about us page received a fully bespoke design with custom CSS, Liquid code and section structure. The result: a webshop that looks professional and loads 30% faster than before.

Blog as SEO engine

Shopify's standard blog functionality is limited. We built a fully custom blog design using 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 and 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 products niche.

Data-driven monitoring with Databox

Performance transparency was a priority. We built custom dashboards in Databox providing real-time insight into Shopify conversions, Meta ads performance, Google ads 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 react quickly to trends and know exactly where every euro is going.

Loyalty system in development

Behind the scenes we are working on implementing Smile.io as the 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.

A family business with a mission

Speenwinkel is not a standard webshop. It is a family business that puts quality, safety and personal service first. They only select products they stand 100% behind themselves: from BIBS to Jollein, Mushie and Liewood.

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

30% faster webshop

Mobile-first Prestige theme with optimal load times and modern UX.

Strategic ads reset

From Google-only to a 70/30 ratio with optimised tracking and new Meta campaigns.

Full data transparency

Daily automated reports with real-time insight into all performance metrics.

Tools used

Shopify Prestige Theme
VS Code & Liquid Editor
Databox
Google Analytics 4
Google Search Console
Microsoft Clarity
Meta Business Suite
Smile.io (in implementation)
Claude & Perplexity
Visit the Speenwinkel website

We do this for you too

Want a similar approach for your business? Explore the services behind this case.

Shopify maintenance and support

Monthly maintenance, updates and strategic optimisation of your shop.

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Performance marketing

Data-driven Google Ads and Meta Ads that scale profitably.

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Project images

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Excellent on Google5.0★★★★★based on 23 reviews
RO
Raf Oste

Excellent service and a beautiful end result. My website was built professionally, with great attention to detail and user-friendliness. Smooth communication, fast execution and a very pleasant collaboration. Definitely recommended!!!

AR
Arnout Raskin

From the very first conversation I immediately felt a connection with Frederiek. The passion and dedication he puts into his work and projects has genuinely moved me on more than one occasion. He has a wealth of experience and knowledge, and that really comes through! He is also open to dialogue and always stays close to the ball, making every small step feel like a giant leap forward. What impresses me most is his long-term vision. From the very beginning of our collaboration you can feel that he is not just out to deliver work and send an invoice. He thinks ahead with me towards where I want my project to be in one year, three years, five years and beyond. Thank you for all your wonderful work so far, Frederiek, and I hope we can continue to work together successfully for many years to come!

Debby Swinnen
Debby Swinnen

Five years ago I went all-in and made a bold investment. The restaurant was a thing of the past, and the new webshop built by Clickforest became our future. What started as an emergency solution grew into a beautiful, well-running Shopify shop and a collaboration with a reliable, trusted partner I can count on completely. In hindsight, it was a bull's-eye. When corona forced all restaurants to close, I knew immediately: this is going to last longer than three weeks. I refused to give up and decided to look forward. As a chef and restaurant owner I had zero experience with online marketing or SEO, it was completely new to me. But thanks to Frederiek at Clickforest I learnt step by step how it all works. The result? Our sales grow every year. Frederiek keeps coming with new ideas and handy tools to improve the shop further, I just need to put them into practice. Today I enjoy quality of life again. More and more processes are automated, so the webshop runs in the evening while I used to be sweating in the kitchen. I now have a stable, loyal team for many years, and all of that thanks to the single decision to go all-in on the online shop and trust Frederiek blindly. Even today we are still expanding. Our delivery is now split into zones, and Frederiek built that seamlessly into our shop. My ChatGPT has meanwhile been turned into Bastiano's own content studio, yet another smart step forward thanks to him. If I had to give stars, five stars would be far too few. 10/10 mate! Without Frederiek I would never have made it. Eternal gratitude! Debby Swinnen - Owner - Bastiano Italian cuisine con tanto amore ❤️

Chris Leunen
Chris Leunen

From the very first conversation with Frederiek at Clickforest we knew we were dealing with the right person. His approach is not only well thought-out and strategic, but also surprisingly confrontational, in the most positive sense of the word. He immediately put his finger on pain points we had not even considered ourselves. Frederiek has an impressive and in-depth knowledge of marketing, Shopify, Google and Meta. What truly sets him apart is his ability to seamlessly integrate all these platforms into one powerful whole. Moreover, Frederiek is an extremely pleasant person to work with. He is clear in his communication, thinks along with you, is enthusiastic and at the same time realistic. In short: if you are looking for someone who thinks beyond standard solutions and works towards the best result in a pleasant way, Clickforest is more than the right choice.

Kevin Van Humbeeck
Kevin Van Humbeeck

ClickForest combines AI, online marketing and e-commerce in a way you simply won't find anywhere else. Thanks to their approach you quickly see tangible results.

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Dries Schaballie

ClickForest delivers top results! Professional, innovative and always focused on measurable growth. A real recommendation for anyone who wants to make an impact online.

Nicolas Dickers
Nicolas Dickers

A very pleasant collaboration with the ClickForest team. They really listen to your wishes, think proactively and deliver quality. Thanks to their expertise we have made great strides online. Absolutely recommended!

Gertjan Verbruggen
Gertjan Verbruggen

ClickForest stands for expertise and tailored advice. Not traditional marketing, but marketing with an idea that builds towards effective growth.

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Joris Van Aken

One-stop shop for online marketing, e-commerce and AI. Professional agency. Up to date on all the latest developments. Thinks along with the client and is results-oriented.

Laurens Helewaut
Laurens Helewaut

A marketing, e-commerce and AI advisor who really knows their stuff! Extremely proactive approach and always up to date with the latest trends. Highly recommended!

SM
Shaun Menashe

As a small business owner, SEO always felt like a distraction from my work, but that changed completely when I started working with Frederiek at ClickForest. I am by nature quite sceptical about digital marketing, but Frederiek treated my small business with the same care you would expect from a large corporate client. Instead of leaving me in the dark, he took the time to explain the fundamentals so I could better understand my own website. That transparency genuinely gave me more confidence and a valuable new set of tools. He handled the time difference between the US and Europe very well and was always willing to jump on a call when it suited me. He also worked directly with my web developer to complete the technical and on-page changes without any issues or downtime. Our visibility has increased enormously and I finally feel that I have our organic growth under control. If you are based in the United States and are looking for someone who knows their stuff and genuinely cares about your business, I can wholeheartedly recommend ClickForest.

NG
Nexo Gummies

Clickforest is not just a digital agency. Their advice makes a real difference. Every recommendation feels tailored, actionable and based on genuine experience. They do not simply push generic marketing tactics; they take the time to understand your goals and give you clear, structured guidance that actually delivers results. The team's knowledge and strategic thinking have saved me time, money and a great deal of trial and error. If you are looking for a partner who delivers real value instead of empty buzzwords, I wholeheartedly recommend Clickforest.

Miel Van Opstal
Miel Van Opstal

The most important part of a successful and profitable webshop is a team that understands your needs and ambitions. With ClickForest you have a dedicated team of experts that helps you refine the how and why, maps out your strategy together with you and combines this with impressive results.

Nawfal-Morad Mouhal
Nawfal-Morad Mouhal

ClickForest combines digital efficiency, innovation and human values: the ideal agency to accelerate the growth of your business while remaining true to your needs and goals.

KV
kristof verboven

Thanks to the tips from ClickForest on using the right AI tools, my productivity has increased enormously. The tips are tailored and explained in plain language. I simply cannot do without them anymore! My follow-up questions were also answered quickly and specifically. Many thanks!

These clients also rated ClickForest 5 stars on Google

Arne TorfsArne Torfs★★★★★GDGauthier Devilder★★★★★Maxime VaeremansMaxime Vaeremans★★★★★PDPhilippe De Bie★★★★★RBRoderick Bedaux★★★★★