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A US online footwear retailer grew its Google Ads revenue by 541% in two months, without spending more.
A US online shoe store, selling for over 20 years, was competing with countless shoe sellers on Google. We rebuilt its Google Shopping ads, and revenue from the ads grew 541% in two months while the total cost stayed the same.
Where they started, what we did, where they are now
Lost in a crowded market
The US shoe market is packed. Getting noticed, keeping the product feed right and knowing which shoes made money was hard work.
Put the money behind the best sellers
We grouped products sensibly, cleaned up the product feed, used smart bidding, and moved budget to the shoes and seasons that sold.
Six times the revenue
Revenue from the ads grew 541% in two months, and the return on ad spend rose 284%, at the same total cost.
US Online Footwear Retailer, in plain words
The footwear retailer has sold footwear online in the US for over 20 years. It is known for a big range of quality shoes and friendly service. But thousands of other shoe sellers were bidding for the same shoppers on Google.
We started by checking the whole ad account and the product list that feeds the ads. Then we grouped the shoes sensibly, set Google’s smart bidding to chase sales, and moved budget to the shoes that sold best, including limited editions.
In two months, revenue from the ads grew 541.41%. The return on ad spend (what each ad dollar brings back) rose 283.60%. The total cost stayed at the same level.
What stood in the way
A crowded market
Many shoe sellers fight for the same shoppers, so it is hard to stand out.
Spending wisely
The budget had to bring real sales and a profit, not just clicks.
A product list Google trusts
Google only shows products whose details are accurate, current and follow its rules.
Knowing which shoes pay
With so many products, it takes time to see which ones make money and which waste it.
Changing tastes
Demand moves with the seasons and fashion, so the ads and stock focus had to move too.
Revenue from Google Ads: up 541%
The screenshot is from the client’s own Google Ads account.
What it brought
Revenue from the ads grew by this much in just two months.
Each ad dollar brought back far more than before.
The ads were seen and clicked more, while the total cost stayed the same.
The average cost per click and the cost per sale were kept as low as possible.
Five changes that made the difference
Checked the ad account
A full audit of what was being spent, where, and what it brought back.Like an accountant reviewing where the money goes.
Cleaned up the product feed
Accurate, up-to-date product details that meet Google’s rules, so the right shoes show for the right searches.Right price, right photo, right size, every time.
Grouped products sensibly
Products grouped by brand and type, so each ad matches what the shopper is looking for.Like a well-arranged shop window.
Bid smarter
Google’s smart bidding set to aim for sales and return on spend, not just clicks.Bid more when a sale is likely, less when it isn’t.
Followed the best sellers
Budget moved to top-selling and limited-edition shoes, and adjusted for seasons and trends.Put your money where the sales are.
Everything we did
- Checked the whole ad account for wasted spend
- Set up tracking so every online sale is counted
- Cleaned and kept updating the product list that feeds Google Shopping
- Grouped shoes by brand and type so each ad fits the search
- Gave more budget to best sellers and limited-edition shoes
- Used Google’s smart bidding to aim for return on spend and sales value
- Watched each product and moved money from weak ones to strong ones
- Adjusted ads and promotions as seasons and trends changed
What other business owners can take from this
Fix the basics before raising the budget
A clean product list and sensible grouping made the same money work much harder.
Back your winners
Checking each product and moving money to the best sellers beat spreading it evenly.
Let your timing follow your customers
Matching ads and stock focus to seasons and trends keeps you in front of buyers when they want to buy.
More ad budget isn’t always the answer. Spending the same money on the right products often is.
We manage Google Ads for online shops and service businesses in the US, the UK, Australia and beyond.
- Know which products make you money
- Stop paying for clicks that don’t sell
- Grow sales without growing the budget
- A clear report every month on what we did and what it brought
Are your ads paying for themselves?
Book a free audit. We look at how you show up on Google today and what to fix first, and we can include your ad account.
Results like this, for other businesses
About this case study
Who is the client?
An online footwear store founded over 20 years ago in the US, known for a large range of quality shoes and good customer service.
How we measured (for the detail-minded)
- Numbers from the client’s own Google Ads account at the time. This case study was first published in July 2023.
