+21% ROAS and +84% CTR for an ecommerce swimwear brand.
A swimwear company in a highly competitive market hired us to manage their Google Shopping and Search — we improved the quality of traffic and returns while only nominally adjusting budget.
The challenge
The swimwear market is highly competitive. Our client wanted to expand on general keywords, but more competitive keywords cost more to bid on — so the goal was to grow sales without letting cost run away.
What we did
- Built a new Search campaign for their primary products (women’s swimwear and neon bikinis).
- Updated the Shopping campaign to push more generic, non-branded searches.
- Adjusted budget, then quickly trimmed waste by pausing and adding negative keywords on over-general terms.
- Continuously optimized — expanding converting keywords, pausing underperformers, expanding product types, and removing under-performing products.
The results
ROAS improved 21%, conversions 24%, total conversion value 23%, and CTR a striking 84%. Clicks and impressions intentionally decreased as we focused the budget on a higher-quality audience more likely to convert — rather than showing ads to people outside the target.
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