Driving $1M in E-commerce Revenue with 8.96 ROAS Through Precision Ad Strategy and Conversion Optimization

Client Overview

 

An eCommerce brand specializing in home appliances was struggling to scale its online revenue. They sought a comprehensive digital marketing strategy to drive conversions and optimize ad spend, focusing on paid advertising, SEO, and improving their site’s conversion rate.

 

Challenges

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• Low ROAS Across Campaigns: Some campaigns had a ROAS as low as 0.34, meaning the client was losing money on certain ad spends. 

• High CPA in Key Campaigns: Cost per acquisition (CPA) was unsustainably high, limiting profitability. 

• Underperforming Landing Pages: Conversion rates hovered between 1-2%, significantly below industry benchmarks, with high bounce rates.

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Goals

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1. Increase Conversion Value: Scale overall revenue to over $1 million through Google Ads while maintaining cost efficiency.

2. Improve ROAS: Target a minimum of 5:1 ROAS across all campaigns, while doubling the performance of underperforming campaigns.

3. Lower CPA: Reduce the overall CPA by 30%, particularly in remarketing and lower-funnel campaigns, to boost profitability.

4. Optimize Landing Pages (CRO): Increase the conversion rate on critical landing pages from 1-2% to 4-5% through strategic CRO efforts.

5. Boost Organic Traffic (SEO): Enhance organic visibility and traffic by optimizing product pages, aiming for a 20% increase in organic sessions over a 6-month period.

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Solution

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Comprehensive Ad Strategy:

We implemented a multi-channel ad approach across Google’s ad ecosystem, utilizing Shopping, Performance Max (PMax), and remarketing campaigns. Through detailed data analysis, we reallocated the budget to high-performing segments and paused underperforming campaigns. This full-funnel strategy effectively captured users at different stages of their buying journey, nurturing them from awareness to conversion.

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Key tactics included:

• Bid Optimization: Dynamic bid adjustments to maximize return on top-performing campaigns.

• Creative Refreshes: Regular updates of creative assets and ad copy to prevent ad fatigue and improve engagement.

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Landing Page CRO (Conversion Rate Optimization):​

We conducted A/B testing on landing pages, focusing on simplifying the user experience and making CTAs more prominent. By tweaking headlines, reducing friction in the checkout process, and improving mobile responsiveness, conversion rates increased from 1.5% to 4.3%, directly reducing CPA and improving profitability.

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SEO Optimization

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Our SEO efforts focused on technical SEO improvements such as page load speeds, as well as on-page optimizations for product categories. We identified high-traffic, low-competition keywords and optimized meta tags, resulting in a 17% increase in organic traffic within 4 months. This provided additional, "free" traffic to the site, complementing paid efforts.

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Results

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• Total Revenue: Generated $1.07M in conversion value across campaigns.

• Improved Efficiency: Achieved an overall 8.96 ROAS, with certain campaigns performing as high as 31.41 ROAS.

• Lower CPA: Reduced CPA by 32%, especially in remarketing campaigns, while maintaining conversion volume.

• SEO Impact: SEO improvements led to a 17% increase in organic sessions and contributed to an increase in overall conversions.

• Landing Page Impact: The CRO optimizations increased conversion rates from 1.5% to 4.3%, enhancing both paid and organic performance.​

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Conclusion

 

Through a combination of strategic paid media management, landing page CRO, and SEO optimization, we successfully transformed the client's digital marketing performance. By addressing inefficiencies in ad spend, improving the user experience, and driving more organic traffic, the campaign generated over $1M in revenue, with a 8.96 ROAS. This comprehensive, data-driven approach enabled the brand to scale effectively while maintaining cost-efficiency.

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