The challenge
On Rope, a leading e-commerce store for safety equipment such as ropes, descenders, ascenders and technical gear for water rescue, sports and mountaineering, wanted to grow online sales and maximize their return on ad spend (ROAS).
Strategy
We used a dual approach: a standard Shopping campaign and a Performance Max (PMAX) campaign.
1. Standard Shopping campaign
We launched a standard Shopping campaign to capture existing search demand for On Rope’s products:
- Product Listing Ads (PLAs): Showcasing On Rope’s extensive range with high-quality images and detailed descriptions.
- Targeted keywords: Focusing on safety equipment search terms to attract relevant traffic.
- Bid adjustments: Optimizing bids by product performance and competition to maximize visibility and clicks.
2. Performance Max campaign
To complement Shopping, we set up a PMAX campaign for remarketing and brand awareness:
- Remarketing: Dynamic remarketing ads re-engaging past visitors to complete their purchases.
- Awareness building: Google’s AI delivering personalized ads across Search, Display, YouTube, Gmail and Discover to reach new customers.
- Automated bidding: Smart bidding strategies to optimize spend and maximize conversions.
Results
- 2x ROAS in the first month: the Shopping campaign was profitable from the start.
- 13x ROAS within seven months from the combined Shopping and PMAX campaigns.
- 25x ROAS in May 2024.
- Increased budget: The ROAS growth gave On Rope the confidence to raise their ad budget, allowing us to scale the campaigns further.
Conclusion
On Rope’s results show the power of a well-coordinated Google Ads approach. A standard Shopping campaign captured existing demand while a PMAX campaign handled remarketing and brand awareness, together delivering exceptional growth and profitability. Continuous optimization and smart budget allocation are what drive long-term success in online advertising.
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