Let's contact

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.