Retail Brand Achieves 320% ROAS with Google Ads
A comprehensive case study on how Mindoxa transformed a struggling Google Ads account into a high-performing revenue generator.
Case Study Overview
A leading retail brand with both online and physical stores across Dubai was struggling with their Google Ads performance. Despite investing significantly in digital advertising, they were seeing diminishing returns, with a ROAS of only 120% - barely breaking even after accounting for product costs and operational expenses.
The brand approached Mindoxa with a clear objective: transform their Google Ads campaigns to achieve a minimum ROAS of 250% while maintaining or increasing their overall sales volume. This case study details how our team analyzed their account, identified critical issues, implemented strategic changes, and ultimately exceeded their goals with a 320% ROAS.
Client Background
The client is a mid-sized retail brand specializing in fashion and accessories, with a presence in Dubai for over 8 years. They operate 5 physical stores and an e-commerce website that contributes approximately 40% of their total revenue.
Their target audience primarily consists of fashion-conscious consumers aged 25-45 with mid to high disposable income. The brand positions itself as offering premium quality at accessible prices, with a focus on unique designs and excellent customer service.
Prior to engaging Mindoxa, the client had been managing their Google Ads campaigns in-house with occasional support from freelancers. Their monthly ad spend averaged AED 45,000, but the results were inconsistent and trending downward over the previous six months.
Initial Audit Findings
Our team conducted a comprehensive audit of the client's Google Ads account, analyzing historical performance data, campaign structure, keyword selection, ad copy, landing pages, and conversion tracking setup. We identified several critical issues:
Account Structure Issues
- Campaigns were organized by product category but lacked further segmentation by search intent or performance
- Ad groups contained too many keywords (50+ per ad group) with varying intent
- Budget allocation was static rather than performance-based
Keyword Strategy Problems
- Heavy reliance on broad match keywords without proper negative keyword lists
- High-performing keywords were limited by budget while low-performing keywords continued to spend
- Competitor brand terms were consuming 30% of the budget with poor conversion rates
Ad Copy Weaknesses
- Generic ad copy that failed to highlight unique selling propositions
- Limited use of ad extensions
- No systematic A/B testing in place
Technical Issues
- Incomplete conversion tracking (only tracking purchases, not add-to-carts or other micro-conversions)
- No value-based bidding implementation
- Slow-loading landing pages with poor mobile optimization
- No remarketing campaigns in place
Strategy & Implementation
Based on our audit findings, we developed a comprehensive three-month strategy to transform the client's Google Ads performance:
Month 1: Foundation & Restructuring
- Account Restructuring: Implemented a new campaign structure based on product categories, search intent (informational, commercial, transactional), and device type
- SKAG Implementation: Created Single Keyword Ad Groups for top-performing keywords to maximize quality scores and ad relevance
- Enhanced Conversion Tracking: Set up comprehensive conversion tracking including micro-conversions (add-to-cart, wishlist additions, email signups) and assigned values to each action
- Landing Page Optimization: Worked with the client's web development team to improve page load speeds and mobile responsiveness
Month 2: Optimization & Expansion
- Bid Strategy Implementation: Transitioned from manual bidding to Target ROAS bidding for campaigns with sufficient conversion data
- Ad Copy Enhancement: Developed new ad copy highlighting unique selling propositions and implemented systematic A/B testing
- Audience Targeting: Created custom audiences based on website behavior and customer data, implementing audience bid adjustments
- Remarketing Campaigns: Launched dynamic remarketing campaigns targeting cart abandoners and previous visitors with personalized messaging
Month 3: Refinement & Scaling
- Budget Reallocation: Implemented dynamic budget allocation based on performance data, shifting funds to highest-performing campaigns
- Expansion to Discovery Campaigns: Launched Google Discovery campaigns to reach new potential customers across Google properties
- Shopping Campaign Optimization: Enhanced product feed quality and implemented product-level bid adjustments based on performance
- Competitive Analysis: Conducted ongoing competitor analysis to identify new opportunities and adjust strategy accordingly
Results & Analysis
Return on Ad Spend
Reduction in CPA
Increase in Conversion Rate
Increase in Revenue
The implementation of our strategy led to significant improvements across all key performance indicators:
Performance Breakdown by Campaign Type
| Campaign Type | ROAS | Conversion Rate | CPA |
|---|---|---|---|
| Brand Search | 850% | 12.4% | AED 42 |
| Non-Brand Search | 280% | 4.2% | AED 85 |
| Shopping | 410% | 5.8% | AED 65 |
| Remarketing | 620% | 8.5% | AED 48 |
| Discovery | 190% | 2.1% | AED 110 |
Key Success Factors
- Granular Campaign Structure: The implementation of a more granular campaign structure with Single Keyword Ad Groups for top performers resulted in a 42% improvement in Quality Scores, leading to lower CPCs and higher ad positions.
- Enhanced Conversion Tracking: Comprehensive conversion tracking allowed for more effective optimization and better-informed bidding decisions, particularly with the implementation of value-based bidding.
- Strategic Budget Allocation: Dynamic budget allocation ensured that high-performing campaigns received adequate funding, maximizing overall account performance.
- Audience Segmentation: Targeting specific audience segments with tailored messaging significantly improved engagement and conversion rates, particularly for remarketing campaigns.
"Working with Mindoxa has been transformative for our business. Before partnering with them, our Google Ads campaigns were barely breaking even. Their strategic approach not only exceeded our ROAS target but also provided valuable insights that have influenced our broader marketing strategy. The team's attention to detail, regular communication, and data-driven recommendations made the entire process smooth and effective. We've now expanded our partnership to include social media management as well."
Sarah Johnson
Marketing Director, Retail Brand
Conclusion & Ongoing Strategy
The transformation of the client's Google Ads account demonstrates the power of a strategic, data-driven approach to digital advertising. By addressing fundamental issues in account structure, keyword strategy, ad copy, and technical implementation, we were able to exceed the client's ROAS target by a significant margin while simultaneously increasing overall revenue.
Following the success of the initial three-month engagement, the client has retained Mindoxa for ongoing Google Ads management with an expanded scope:
- Expansion into new geographic markets
- Integration of Google Ads with other marketing channels for a cohesive cross-channel strategy
- Implementation of advanced audience targeting using first-party data
- Testing of new ad formats and campaign types as they become available
This case study highlights the importance of a methodical, structured approach to Google Ads management, with a focus on continuous testing, optimization, and alignment with business objectives. By combining technical expertise with strategic thinking, Mindoxa was able to deliver exceptional results that directly impacted the client's bottom line.