A major international footwear brand drives 66.8% more conversions

A global footwear brand operates a D2C eCommerce storefront across running, tennis, volleyball, and other athletic categories. Its Google Ads account covered Core Brand, Generic, category, Shopping, and Performance Max campaigns. The account was already generating strong returns. But efficiency began to deteriorate as spend scaled, particularly across Broad Match and Performance Max campaigns.

• Blended ROAS fell from 35.9x to 11.6x, while media spend increased by 107% over a comparable period.
• Conversion volume declined 32.6% and conversion value dropped 33.4%.
• Performance Max ROAS fell 88%, from 70.9x to 8.8x, despite a sixfold increase in spend.
• Broad Match spend increased 278%, while ROAS fell from 44.3x to 5.7x.
• Campaigns lacked Target ROAS/CPA guardrails, leaving Smart Bidding without clear efficiency constraints.
• Fragmented reporting made it difficult to identify the structural cause of the decline.
• High-spend, zero-conversion branded searches flagged potential stock, pricing, or landing-page issues.

• Identify the structural causes behind the account-wide efficiency decline.
• Restore paid-media efficiency without compromising the brand's strong brand-term performance.
• Establish clearer bidding and budget guardrails across campaign types.
• Reduce wasted spend from irrelevant and non-converting search queries.
• Improve conversion volume and revenue while scaling spend responsibly.

• Built a reconciled performance model by cross-referencing campaign settings, search-term performance, and ad-group ROAS.
• Segmented performance by Search, Shopping, and Performance Max, as well as Exact, Phrase, and Broad Match.
• Designed a tiered Target ROAS framework across 12 campaigns, with tighter efficiency controls for Core Brand and more flexible targets for Generic/prospecting campaigns.
• Identified Store_Broad and PRUN_Broad as the largest contributors to account-wide ROAS erosion and developed a match-type restructuring plan.
• Audited Performance Max asset groups, audience signals, listing groups, and brand exclusions.
• Conducted a search-term and negative-keyword audit that identified approximately 14% of spend going toward zero-conversion queries.
• Reviewed Shopping feed and product matching to reduce irrelevant competitor-query exposure.
• Reconciled stated budgets against actual delivered spend to improve budget control.
• Flagged branded zero-conversion searches for a parallel commercial/site review where the issue could stem from product availability, pricing, or landing-page experience.

• 66.8% increase in conversions, from 2,402 to 4,008.
• 46.4% increase in revenue, from SGD 482,147 to SGD 705,653.
• 25.5% improvement in ROAS, from 15.12x to 18.97x.
• 16.7% increase in media spend, much lower than the conversions and revenue growth.
• Delivered the strongest quarter-over-quarter efficiency gain across the markets reviewed in this cycle.