How Holland & Barrett achieved 51% revenue growth with Channable and Tomorrowmen’s hyper-personalized Google Ads and dynamic creatives

Holland & Barrett is a household name in the health and wellness industry, and a leading player in the Dutch retail market with over 230 stores in the Netherlands.

But keeping digital ads relevant was a constant struggle due to the retailer's massive, ever-changing online inventory. By partnering with digital marketing agency Tomorrowmen, Holland & Barrett used Channable’s dynamic creative automation tools to shift its Google Ads strategy from generic to hyper-personalized, leading to a 51.6% revenue boost.

Key takeaways

• Static campaigns limit scale as generic ad structures often fail to capture specific search intent across massive, shifting inventories.

• Holland & Barrett moved from 20 generic asset groups to over 200 dynamic, category-specific groups using automation.

• Smart "if-then" rules automatically paused out-of-stock items and filtered sensitive products to meet strict medical advertising regulations.

• The result: A 51.6% revenue growth and a 45.5% increase in ROAS achieved within one month compared to the same period in the previous year.

The challenge

Holland & Barrett's extensive online product range is constantly evolving due to price adjustments, seasonal promotions, and fluctuating inventory levels. However, Holland & Barrett relied on just four Google Performance Max campaigns with 20 generic asset groups.

This setup created a major bottleneck as it was impossible to manually update ads to reflect specific search queries or current stock levels. The result was a disconnect between what customers were searching for and the generic ads they were seeing, leading to missed opportunities in a highly competitive market.

As a result, Holland & Barrett needed a way to automate its PMAX campaigns to be more relevant and scalable, with clear goals: achieve a 10% growth in revenue and a 15% increase in return on ad spend (ROAS).

The solution

Holland & Barrett’s strategic partner, Tomorrowmen, used Channable to automate content production for its Performance Max asset groups, making sure that ads are always brand-consistent, up-to-date, and relevant.

The process followed a three-step workflow:

1. Data-driven foundation: Using Supermetrics and Google Sheets, the Tomorrowmen team analyzed search volumes and product performance. They identified over 350 top-performing subcategories based on revenue to serve as the foundation for the new campaign structure.

2. Channable's Performance Max builder: From the identified categories, Channable’s PMAX Builder dynamically selected the top 200. These were automatically converted into dynamic asset groups across four campaigns. By using fixed templates within Channable, the Tomorrowmen team generated over 3,500 unique, category-specific ad texts instantly.

3. Channable's Dynamic Image Editor: Tomorrowmen built a fully automated image generation workflow using Channable's Dynamic Image Editor. For every category, the top three bestsellers were automatically placed on AI-designed backgrounds. This resulted in over 6,000 daily automatic image updates across square, portrait, and landscape formats, ensuring every creative featured high-performing product variations.

Overcoming quality and compliance hurdles

Automating thousands of creatives brings risks, especially regarding brand voice and strict medical advertising regulations. To tackle this, Channable's smart “if-then” rules were used to:

• Instantly pause assets if a product has no image or is out of stock.

• Automatically exclude sensitive products (like medical tests) from dynamic generation.

Additionally, regular reviews by Holland & Barrett specialists provided a final layer of safety, making sure every ad stayed compliant.

The results

Within one month, a fully automated Performance Max structure was live, with more than 350 categories filled with dynamic content. This dynamic, product-first strategy proved far more effective than generic creative, resulting in:

• 51.6% revenue growth compared to the previous year

• 45.5% increase in ROAS

• 17% higher click-through rate (CTR) with dynamic visuals compared to generic images

This automation delivers scale and creative precision. By integrating AI backgrounds and real-time data, visuals remain brand-consistent while adapting to trends, seasons, and inventory. Better yet, these assets are structured for omnichannel distribution, ready for use on social media and other advertising platforms.

Key learnings from Holland & Barrett's case study

The case shows how performance marketing evolves when manual tasks are replaced by a continuous, data-driven ecosystem.

Feed with live data
Move beyond static setups by connecting live insights directly to product feeds, ensuring ads stay aligned with current bestsellers and search trends.

Manage with smart rules
Use automated quality rules to keep the system organized, such as instantly pausing out-of-stock items and applying relevant selling points to specific categories.

Automate while maintaining brand identity
Use templates and AI tools to handle high volumes while keeping every update consistent and on-brand.

Creative automation at scale

The Holland & Barrett success story demonstrates that scaling digital growth in a competitive retail landscape isn't just about increasing ad spend.

By replacing manual campaign management with automation, the retailer made sure that its messaging remains as dynamic as its inventory. This automation allows for hyper-personalization that respects brand identity while adapting instantly to performance trends and stock levels.