Case Study
+344.000€ in 4 months
with Google Ads and Meta
The Client
- An Italian luxury footwear manufacturer.
- A company with a global presence, including the United States, the United Kingdom, and Germany.
- All shoes are handcrafted and shipped worldwide.
- A brand with an excellent reputation in the high-fashion industry.
Starting Point
- A geolocalized Shopify store.
- Sophisticated designs, but a high return rate.
- No previous sales data from the former online store. We were literally starting from scratch.
- Google Ads and Meta accounts with sporadic campaigns, only activated during specific events (e.g., sales or Black Friday).
Goals
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Create a strategy and campaigns capable of achieving a ROAS above 5% (their average ranged between 1.5% and 2%).
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Develop a paid advertising strategy to increase brand awareness and boost sales.
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Define and structure the advertising budget for optimal ROI.
Action Plan
1. Product, Competitor & Target Audience Analysis
The first step was defining the customer profile and gathering any useful data from their past campaigns to understand their buyer personas. Then, I conducted an in-depth competitor analysis and identified the best-performing collections among their product lines.
2. Paid Advertising Strategy
Based on the data, I built a cross-channel strategy combining Google Ads and Meta Ads to ensure fast, measurable results.
The idea was to have both platforms complement each other in terms of performance, leveraging each channel’s strengths.
3. Google Ads Approach
After finalizing the strategy and budget allocation, I launched two Search Campaigns (one focused on brand protection and another targeting generic product-related keywords), Performance Max Campaign, segmented by product category (after optimizing their Merchant Center feed), Demand Gen Campaign, structured around Remarketing and Lookalike audiences, segmented by product category URLs, and, finally, a Remarketing Display Campaign to re-engage potential buyers.
4. Meta Ads Integration
In parallel, Meta campaigns were launched in the prospecting phase to increase reach and create a retargeting funnel. Meta Ads were used primarily for remarketing and lookalike audiences based on all converters. Each country had its own dedicated campaigns to tailor interests and allow fast adjustments for collection updates.
The final outcome (Google Ads)
This is a strategy I’ve successfully applied to other e-commerce businesses starting from scratch, and it proved highly effective here as well.
In just 4 months, not only did revenue triple compared to the first half of last year, but ROAS jumped from 2.5 to 7.7.
The integrated approach, combined with the brand’s creative support and product insights, delivered outstanding results.
While the CPA was relatively high due to the nature of the luxury market (which typically involves higher advertising costs), the high product value not only covered ad spend but also generated a remarkable profit margin.
The final outcome?
A total gross revenue of €344,037.68 was generated in just 4 months. Check the screenshot below.
The Outcome
Budget Invested
Gross Revenue
Purchases
ROAS
Ready to become my next success story?
My approach is based solely and exclusively on data. Without it, it’s impossible to develop a winning strategy to scale advertising campaigns — or to identify audience niches that could be genuinely interested in your product.
