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Fixing High CPC & Low ROAS for an Online Shoe Brand

eCommerce (Footwear)

Google Ads + Performance Max

Generate high-intent property buyer leads using Google Ads + Performance Max, while optimizing campaigns to maintain a competitive cost per lead for sales teams.

Challenges

A mid-size online shoe brand was experiencing increasing
CPC and declining ROAS. Their campaigns were built
using generic keywords and poorly matched landing pages,
causing inefficient spend.

Impact

  • CPC reduced from $5 to $2
  • CTR increased from 2.1% to 4.8%
  • Conversion rate increased 30%
  • Sales increased 50% in 37 days

    • Quality Score Optimization

    We aligned ad copy with exact product intent.
    Old ad:
    “Buy Shoes Online”
    New ad:
    “Men’s Black Trail Running Shoes – Free Shipping”
    Landing pages were also optimized to match keyword intent and improve user experience.

    Keyword Strategy Expansion

    Instead of relying only on exact-match keywords, we introduced:
    Broad Match + Smart Bidding
    Phrase Match keyword groups
    This allowed Google’s algorithm to discover additional relevant search queries.

    Problem-Based Keywords

    Instead of targeting only product terms, we targeted problem-based searches such as:
    “Best shoes for knee pain”
    “Lightweight shoes for long walks”
    These keywords had lower competition and higher buying intent.

    Multi-Campaign Strategy

    Previously, the brand only ran Search campaigns.
    We added:
    Performance Max campaigns
    Display remarketing
    Visitors who previously interacted with the website were retargeted with product ads.

    Seraphinite AcceleratorOptimized by Seraphinite Accelerator
    Turns on site high speed to be attractive for people and search engines.