In 4 months, we increased ROAS by 69% for a sports goods online store
One of the leading online stores of sports goods, operating on the Ukrainian market for over 20 years. The store features world-renowned brands such as Salomon, Atomic, Wilson, Suunto, Patagonia, Asics, and others. The assortment includes seasonal and universal sports products: clothing, footwear, accessories, and equipment for outdoor activities.
Site: svitsportu.com.uaUkraine
late November 2024 – early April 2025
- Increase the number of transactions
- Increase revenue and ROAS
- Transactions increased by 28%
- Revenue increased by 148%
- ROAS increased by 69%
The client approached us in November 2024 asking to audit their Google Ads campaigns and create a media plan. Although advertising had been running since March 2024, the client was dissatisfied with the results and the quality of the previous contractors’ work.
During the audit, we identified the following issues:
- The advertiser verification process had not been completed.
- Google Ads goals were incorrectly configured.
- Performance Max campaigns used, let’s say, not the most effective bidding strategies.
- PMax campaigns lacked audience signals.
- Products were not grouped by categories.
- No scripts were set up in the account, making it difficult to control budget and performance.
- Negative keywords were not used at the account level.
- Campaigns included irrelevant queries due to no regular search term review.
- Dynamic remarketing and enhanced conversion tracking were not implemented.
1. Competitor analysis
We conducted a general analysis of the competitive landscape in the sports goods niche. We evaluated the advertising activity of other market players, their approaches to promotion and positioning. This helped us better understand the market situation and build an effective strategy for the client.
2. Website audit
We paid special attention to analyzing the user journey from product view to purchase. Several issues were identified that complicated and prolonged the checkout process. We provided the client and their developer with a technical specification for website optimization, which was quickly implemented.
3. Google Ads optimization
Over 4 months we:
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Reconfigured Google Ads goals, taking into account the full conversion path.
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Launched a new PMax feed-only campaign with an optimal bidding strategy, product segmentation by categories, and well-prepared audience signals.
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Created an account-level negative keywords list, making it also work for PMax campaigns, and set up a script for regular updates.
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Implemented scripts for:
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balance monitoring,
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search query analysis,
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PMax placement analysis.
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Added company logos in the required formats.
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Completed advertiser verification.
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With a developer’s help, set up enhanced conversion tracking and dynamic remarketing.
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On an ongoing basis, we optimize ad campaigns: update the product feed, analyze products in Merchant Center, review campaign performance, expand negative keyword lists, and work with search queries and placements.
Recently, we tested two types of asset groups in PMax. We wrote headlines and descriptions, and together with a designer, created banners. Asset groups were added to the PMax campaign to run in parallel with non-asset groups. After testing, we kept the asset groups as the more effective option.
Skiing products:
Tennis products:
Running shoes:
For the period from late November 2024 to early April 2025:
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Transactions: +28%
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Revenue: +148%
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ROAS: +69%
A thorough audit, correct goal setup, a new PMax campaign with structured audience signals, the use of scripts, and ongoing optimization delivered significant improvements in advertising performance.
This case demonstrates our expertise in eCommerce, our ability to identify weak points, and to quickly implement solutions that bring results.
Save the brief and our manager will contact you
- Online stores
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Standard works:
- Analysis of the niche, competitors and target audience;
- Development of an effective advertising strategy;
- Search advertising campaign;
- Contextual media advertising;
- Remarketing;
- Dynamic remarketing;
- Google Shopping + Smart;
- Development of creatives from 2 sets of 10 sizes;
- Monthly dynamic report in Data Studio on KPI.
As a bonus you will receive:
- Setup and installation of Google Tag Manager, Enhanced E-commerce Google Analytics and a feed for launching Google product campaigns;
- 10,000 hryvnias per Google Ads account (only for new accounts);
- Increasing the conversion of landing pages of the site;
- A separate team for your project;
- Quick launch of advertising within 3 working days.
*The price is indicated for the work of the agency, without taking into account the advertising budget. Web analytics systems are set up in the first month of project work.
- Service sites, B2B, corporate sites
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Standard works:
- Analysis of the niche, competitors and target audience;
- Development of an effective advertising strategy;
- Search advertising campaign;
- Contextual media advertising;
- Remarketing;
- Development of creatives from 2 sets of 10 sizes;
- Monthly dynamic report in Data Studio on KPI.
As a bonus you will receive:
- Setup and installation of Google Tag Manager and Google Analytics analytics systems;
- Early access to testing beta functions of advertising systems;
- Increasing the conversion of landing pages of the site;
- A separate team for your project;
- Quick launch of advertising within 3 working days.
*The price is indicated for the work of the agency, without taking into account the advertising budget. Web analytics systems are set up in the first month of project work.
- Increasing brand awareness
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Standard works:
- Analysis of the niche, competitors and target audience;
- Development of an effective advertising strategy;
- Remarketing;
- Video advertising on YouTube;
- Development of creatives from 2 sets of 10 sizes;
- Monthly dynamic report in Data Studio on KPI.
As a bonus you will receive:
- Setup and installation of Google Tag Manager, Enhanced E-commerce Google Analytics and a feed for launching Google product campaigns;
- 10,000 hryvnias per Google Ads account (only for new accounts);
- Increasing the conversion of landing pages of the site;
- A separate team for your project;
- Quick launch of advertising within 3 working days.
*The price is indicated for the work of the agency, without taking into account the advertising budget. Web analytics systems are set up in the first month of project work.
info@imaris.ua
+38 (097) 478 27 77 
