Contents of the case
Initial data
Whole works
- /01 Steady growth in the number of orders
- /02 Scaling advertising campaigns with a focus on high-margin products
- /03 Optimizing ROAS and reducing conversion costs
- /04 Increasing brand awareness of product lines among a highly specialized audience
- /05 Setting up accurate e-commerce tracking to analyze the performance of each channel
Issues and general strategy
When we began working together, the client already had experience running ads but had hit a plateau: the number of orders wasn’t growing in proportion to the budget increase. The main challenge lay in the high competition in the U.S. and Canadian markets, as well as in the specific nature of the product range, which spans everyday accessories (wallets, belts) and expensive professional gear (motorcycle helmets, protective jackets).
Project status before work began:
- Insufficiently segmented campaign structure in Google Ads.
- Low Performance Max effectiveness due to a lack of clear audience signals.
- High customer acquisition cost in categories with a low average order value.
Proposed strategy:
We developed a comprehensive approach based on deep segmentation of the product feed. The main focus was on allocating the advertising budget between the “sales drivers” (motorcycle jackets) and related accessories. Since the site runs on Shopify, this allowed us to quickly implement enhanced conversion tracking and configure dynamic parameters for remarketing.
What has been done
Analysis and Technical Setup on Shopify
First, we conducted a comprehensive audit of the existing product feed. For Shopify sites, it is critical that product attributes (Title, Description) are optimized not only for users but also for Google’s algorithms. We added specific characteristics, which allowed us to display ads for more relevant low-frequency queries.
Launch and Optimization of Google Shopping and Performance Max
We divided the shopping campaigns into several priority levels:
- Top-Sellers. Campaigns featuring the best jacket models, with a higher budget allocated.
- Specific Gear. Separate campaigns for motorcycle helmets and boots with narrow interest targeting.
- Low-Margin/Accessories. Campaigns with a high return on ad spend (ROAS) threshold for small items.
Building a funnel in the Search Network
For categories with a high average order value, we launched classic search campaigns. We emphasized the brand’s advantages and paid special attention to brand-specific queries to protect traffic from competitors.
Dynamic Remarketing
Since choosing a leather jacket is often a lengthy process, we set up user return scenarios. Those who viewed specific models but did not complete a purchase saw personalized ads featuring the same products and an additional call to action, which significantly increased the conversion rate (CR).
Audience and Geotargeting
We analyzed performance in detail by state and province. We found that demand for motorcycle gear fluctuates seasonally, with variations depending on the region. We implemented bid adjustments, increasing our presence in regions with a longer motorcycle season (such as British Columbia), which optimized budget utilization.
Results
Thanks to a systematic approach to product segmentation on Shopify and precise tuning of Performance Max campaigns, we were able to not only increase order volume but also significantly improve traffic quality. The client achieved a steady stream of conversions with a high average order value, particularly in the categories of premium leather jackets and protective gear.
Optimizing the product feed allowed Google to better understand the specifics of the product range, which led to a decrease in cost per click (CPC) while simultaneously increasing CTR. The most significant achievement was scaling the project to the U.S. market without compromising overall profitability.
| Options | At the start of the project | After 6 months | The difference |
|---|---|---|---|
| Views | |||
| Views | 450000 | 820000 | +82% |
| Clicks | |||
| Clicks | 5400 | 12100 | +124% |
| CTR | |||
| CTR | 1,2% | 1,48% | +23% |
| CPC | |||
| CPC | $0,85 | $0,72 | -15% |
| Conversions | |||
| Conversions | 76 | 184 | +142% |
| Average bill | |||
| Average bill | $210 | $245 | +17% |
| ROAS | |||
| ROAS | 320% | 510% | +59% |