Confidential U.S. Sportswear Store — Performance Marketing for an E-Commerce Brand
A leading U.S.-based sportswear e-commerce retailer offering a curated selection of sneakers and athletic apparel.
Background & Challenges
A U.S. e‑commerce retailer specializing in sneakers and sportswear had reached a plateau in online sales. The company had previously relied on organic traffic and occasional social media ads, but competition in the sportswear niche drove up cost‑per‑click rates and reduced return on ad spend (ROAS). Lead volume was stagnant, the average cost per acquisition (CPA) was high, and seasonal promotions failed to generate consistent results.
The client’s goal was clear: increase sales and reduce CPA without overspending on advertising budgets.
Tasks
The scope of work included the following implementation tasks:
Develop high‑converting landing pages focused on key product categories and promotions.
Integrate analytics tools (Google Analytics 4 and Google Tag Manager) to track user behavior and purchase events.
Set up call and order tracking with dynamic phone numbers and order attribution.
Implement automated order routing, delivering requests via email and SMS to the correct fulfilment team.
Build and launch Google Ads campaigns segmented by product category and intent (Search, Shopping, Performance Max, Remarketing) to increase traffic and reduce CPA.
What We Did
Landing Page Development & Design
We created dedicated landing pages for top categories (running shoes, basketball footwear, and athleisure). Each page featured clear product imagery, user reviews, and call‑to‑action buttons aligned with the purchase flow.
Pages were built to be mobile‑first, lightweight, and optimized for fast loading speeds. Key elements—such as promotional banners, discount codes, and free shipping notices—were strategically placed to reduce friction and drive conversions.
The user experience was further enhanced with simplified navigation, making it easy to filter by size, brand, and price.
Analytics Integration
To measure performance accurately, we implemented Google Analytics 4 and Google Tag Manager across the website and landing pages. We tracked core events like product view, add‑to‑cart, purchase initiation, and completed orders.
Enhanced e‑commerce tracking allowed us to see which products drove the highest revenue and which campaign types contributed most to total sales.
Data from the analytics suite fed directly into our ad campaigns, enabling data‑driven optimizations and better budget allocation across channels.
Call Tracking
Although most orders were online, the client also received phone enquiries and bulk order requests. We integrated a call tracking system that assigned unique phone numbers to each campaign and landing page. Every call was recorded and attributed to its source campaign or keyword.
This setup helped evaluate the quality of calls, measure response times, and identify which ad channels produced the highest‑value enquiries. Insights from call tracking informed bid adjustments and ad copy improvements.
Order Routing & Notifications
We set up an automated order routing workflow to deliver each submission to the appropriate fulfilment team based on the customer’s location and product category. New orders were sent instantly to staff via email and SMS, ensuring rapid processing and reducing the risk of missed orders.
Each customer received an automated confirmation email and SMS acknowledging their order. This transparency reassured customers that their purchase was being handled and reduced order cancellations and chargebacks.
Google Ads Campaigns
We launched a multi‑layered Google Ads strategy comprising Search, Shopping, Performance Max, and Remarketing. Each campaign type served a specific purpose:
Search campaigns targeted high‑intent purchase queries, using phrase and exact match keywords to control relevance.
Shopping campaigns leveraged a highly segmented Merchant Center feed, grouping products by category and price range.
Performance Max campaigns expanded reach to new audiences and tested automated creative combinations across Google properties.
Remarketing campaigns used dynamic product ads to re‑engage users who viewed products or abandoned carts, encouraging them to complete their purchase.
Bidding strategies included target ROAS and Max Conversions, shifting automatically based on performance signals. Negative keyword lists were updated weekly to minimize wasted spend.
Results
Initial Phase (first 3 months)
The first month was dedicated to testing, stabilizing the campaign structure, and optimizing landing pages.
By month two, click‑through rates (CTR) improved from around 3.4 % to over 5 %, and cost per click (CPC) began to decline.
By month three, overall sales were up by roughly 50 % compared to the baseline.
Scaling Phase (months 4–6)
Overall sales revenue increased by approximately 2.8× compared to the initial period.
Average CPA decreased by 35 %, reflecting improved efficiency and ad relevance.
CTR further increased to around 6.1 %, indicating better user engagement.
Average ROAS reached 5.8×, with Shopping campaigns achieving peaks above 7×.
Repeat purchase rates rose by 22 %, showing enhanced customer loyalty.
Performance Notes
The synergy of high‑converting landing pages, robust analytics, dynamic remarketing, and automated order routing allowed us to scale profitably. Smart bidding strategies continuously adjusted bids to deliver the best ROI while maintaining volume. Real‑time analytics enabled swift optimizations and the elimination of ineffective keywords, ensuring that budget was spent on high‑value users.
Why It Worked
A data‑driven strategy, grounded in a solid conversion foundation, allowed our campaigns to thrive in a competitive environment. By aligning ad messaging with user intent, tightening keyword targeting, and leveraging automated bidding tools, we balanced scale with efficiency. Constant testing of creatives and landing pages kept the campaigns fresh, while clear performance metrics guided our decisions and sustained long‑term growth.
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