How OMcollective boosted Torfs ROAS & revenue with Channable’s automation

Torfs, one of Belgium’s most iconic footwear and fashion retailers, wanted to scale online sales efficiently across its 250+ brands and 15,000+ SKUs. By partnering with OMcollective and leveraging Channable’s automation suite, Torfs unlocked a smarter and fully scalable performance marketing strategy that helped to boost their ROAS, revenue, and conversion rate.

This success story explains how Channable enabled Torfs to automate Search and Shopping campaigns, introduce intelligent product scoring, and drive measurable growth.

Key results

• +46% conversion rate (YoY)

• +8% more revenue from Shopping & PMAX

• +9% ROAS uplift

• Fully automated Search Ads generation

• Product scoring model built with Channable Insights

The challenge

With more than 15,000 active products, Torfs needed a performance setup that:

• Reduced manual campaign management

• Prioritized high‑value products

• Ensured visibility for long‑tail and seasonal inventory

• Scaled across Flanders & Wallonia

Their previous Shopping setup relied heavily on category-based and margin-based bidding. Key signals such as seasonality, sale status, bestseller trends, and profitability were not fully utilized.

A fully automated performance strategy

1. Automating search ads with Channable’s text ad generator

OMcollective used Channable to dynamically create ads with:

• Keywords

• Ad groups

• Responsive Search Ads

• Product URLs

• Brand & type‑level coverage

Result: Every brand and shoe type receives automated, accurate, and constantly updated ads, without manual management.

2. A score‑based Shopping & PMAX structure

To improve product prioritization, OMcollective built a custom scoring model using Channable Insights, assigning weighted points to five variables:

Variable	Poins	Weight
Insights Label	0.5–2	20%
Profitability	0–3	25%
Bestseller Status	1–2	20%
Sale Status	0–1.5	15%
Seasonality	0–1	10%

This model determines which bucket a product enters, ensuring high-value products receive more aggressive bidding while still maintaining visibility for dormant or niche SKUs.

Distribution Example:

• Label A – 11.5%

• Label B – 36.3%

• Label C – 21.8%

• Label D – 30.4%

3. Structured, phased implementation

• April: Research + scoring framework

• May: Build scoring model in Channable Insights; refine weighting

• June: Switch Shopping structure

• July–August: Performance evaluation & optimization

• August: PMAX segmentation rollout

The impact

Business growth

• Torfs increased overall sales by 4% in 2024 (online + in-store)

• Torfs.be now performs at the level of 17 physical stores

Performance growth (2025 vs 2024)

• +46% Conversion Rate

• +8% Revenue

• +9% ROAS

These improvements were driven by automation, intelligent segmentation, and feed-based decision-making.

Looking Ahead

As Torfs continues to scale, they plan to build on the strategies that delivered the strongest results. The combination of dynamic Search automation, score‑based Shopping segmentation, and data‑driven optimization through Channable Insights proved essential to improving both efficiency and ROAS.
Here’s what worked best for them:

• Channable’s Text Ad Generator for fully automated Search Ads creation

• Channable Insights to build a product scoring model and prioritize high‑value SKUs

• Shopping & PMAX feed optimization using rules-based automation and detailed product data enrichment

What’s next for Torfs

Going forward, Torfs and OMcollective will continue refining their product scoring, expanding automated campaign outputs, and scaling PMAX segmentation, ensuring every product consistently reaches the right audience at the right moment.

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