300% ROI Increase for E-Commerce Client
How we optimized Google Ads campaigns to triple return on ad spend for a Dubai-based fashion retailer
Executive Summary
FashionHub UAE, a mid-sized online fashion retailer based in Dubai, was struggling with their Google Ads performance. Despite investing AED 50,000 monthly in PPC advertising, they were seeing a return on ad spend (ROAS) of only 1.8:1, well below the industry benchmark of 4:1.
Mindoxa was engaged to restructure their Google Ads strategy and improve campaign performance. Over a three-month period, we implemented a comprehensive optimization strategy that included campaign restructuring, keyword refinement, ad copy testing, and landing page optimization.
The results were dramatic: ROAS increased from 1.8:1 to 5.6:1, representing a 312% improvement. Monthly revenue from Google Ads increased by 156%, while cost per acquisition decreased by 47%. This case study details our approach, implementation, and the specific strategies that led to this remarkable turnaround.
Key Results
- ROAS Improvement312%
- Revenue Increase156%
- CPA Reduction47%
- Conversion Rate Increase89%
- Implementation Period3 months
- Monthly Ad SpendAED 50,000
Client Background
FashionHub UAE is an online fashion retailer offering a wide range of clothing, accessories, and footwear for men and women. Founded in 2018, the company has grown rapidly to become a recognized name in the UAE's e-commerce fashion market.
With over 5,000 products from both international and local brands, FashionHub targets fashion-conscious consumers aged 25-45 in the UAE and neighboring GCC countries.
Prior to engaging Mindoxa, FashionHub had been managing their Google Ads campaigns in-house with limited expertise. While they were generating sales through their campaigns, the cost per acquisition was high and the return on investment was unsatisfactory.
The Challenge
Our initial audit of FashionHub's Google Ads account revealed several critical issues:
- Poorly structured campaigns with mixed product categories and search intents
- Excessive use of broad match keywords driving irrelevant traffic
- Generic ad copy with low click-through rates (CTR)
- Inefficient budget allocation with high spend on low-performing products
- Inadequate use of negative keywords resulting in wasted ad spend
- Unoptimized product feed for Shopping campaigns
- Poor landing page experience leading to high bounce rates
- Limited use of ad extensions and features
- Insufficient bid adjustments for device, location, and time of day
- Incomplete conversion tracking setup
Project Objectives
Based on our audit findings and client discussions, we established the following objectives:
- Increase ROAS from 1.8:1 to at least 4:1 within three months
- Reduce cost per acquisition (CPA) by at least 30%
- Improve conversion rate by at least 50%
- Maintain or increase overall sales volume
- Develop a scalable campaign structure for future growth
- Implement comprehensive tracking for better performance insights
- Train the client's team on best practices for ongoing management
Strategy & Implementation
Phase 1: Account Restructuring (Week 1-2)
We completely rebuilt the account structure to align with best practices and the client's business goals.
- Created a tiered campaign structure organized by product category and search intent
- Implemented separate campaigns for Search, Shopping, Display, and Remarketing
- Developed tightly themed ad groups with 10-15 keywords each
- Created a comprehensive negative keyword strategy at campaign and ad group levels
- Set up proper campaign settings including location targeting, ad scheduling, and device bid adjustments
Phase 2: Shopping Campaign Optimization (Week 2-3)
We completely revamped the Shopping campaigns, which represented 60% of the client's ad spend.
- Optimized the product feed with enhanced titles, descriptions, and high-quality images
- Implemented a tiered bidding strategy based on product performance and profit margins
- Created product groups by category, brand, and price point for granular bidding control
- Set up dynamic remarketing to target users who viewed specific products
- Implemented Showcase Shopping ads for broader category searches
Phase 3: Ad Copy & Landing Page Optimization (Week 3-6)
We focused on improving the user experience from click to conversion.
- Created compelling ad copy highlighting unique selling points and promotions
- Implemented Responsive Search Ads with multiple headlines and descriptions
- Added all relevant ad extensions including sitelinks, callouts, and structured snippets
- Optimized landing pages for conversion with clear CTAs and improved product information
- Implemented A/B testing for landing pages to identify highest-converting layouts
- Improved page load speed for better user experience and Quality Score
Phase 4: Bidding Strategy & Budget Optimization (Week 6-12)
We implemented advanced bidding strategies to maximize ROAS.
- Implemented Target ROAS bidding for high-volume campaigns with sufficient conversion data
- Used Enhanced CPC for newer campaigns and those with limited conversion history
- Developed a data-driven budget allocation strategy based on campaign performance
- Implemented bid adjustments for device, location, time of day, and audience segments
- Created automated rules for bid management based on performance thresholds
- Established a regular schedule for bid and budget reviews and adjustments
Conclusion
The comprehensive optimization of FashionHub UAE's Google Ads campaigns resulted in a dramatic improvement in performance, exceeding all initial objectives. The ROAS increased from 1.8:1 to 5.6:1, representing a 312% improvement, while cost per acquisition decreased by 47%.
These results were achieved through a systematic approach that included campaign restructuring, keyword refinement, ad copy testing, landing page optimization, and advanced bidding strategies. The most significant improvements came from the optimization of Shopping campaigns and the implementation of a comprehensive remarketing strategy.
The client was able to maintain their ad spend while significantly increasing their return on investment, resulting in substantial revenue growth. The new account structure also provides a scalable foundation for future expansion.
Future Recommendations
Based on our findings, we recommended the following strategies for continued growth:
- Expand Shopping campaigns to include additional product categories
- Implement customer match audiences to target existing customers with specific promotions
- Develop a seasonal campaign strategy to capitalize on peak shopping periods
- Explore Performance Max campaigns to leverage Google's AI across all networks
- Implement advanced attribution modeling to better understand the customer journey
- Integrate Google Ads with email marketing for a cohesive cross-channel strategy
- Expand into additional markets with localized campaigns
Client Testimonial
"Mindoxa completely transformed our Google Ads performance. Before working with them, we were wasting a significant portion of our ad budget on irrelevant clicks. Their strategic approach not only increased our sales but also dramatically improved our return on investment. We're now able to compete effectively with much larger retailers in our space."
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