Martial Arts Uniforms and Accessories
How Smart Campaign Optimization and Data-Driven Insights Boosted ROAS by 175% in 6 Months
Overview
A martial arts uniforms and accessories retailer approached us to scale their digital advertising efforts. Operating in a niche market, they faced challenges in reaching the right audience while maximizing return on ad spend (ROAS). With a product lineup catering to martial arts enthusiasts, instructors, and schools, they needed a strategy that would align their ad spend with periods of high demand and improve performance across campaigns.
Results: 13 Months of Sustained Growth
| Metric | October 2024 | March 2025 | Improvement |
| Total Conversions | 81 | 156 | +92.6% |
| ROAS | 4% | 11% | +175% |
| Ad Spend | $1,382 | $1,305.26 | -5.5% (More efficient spend) |
| Conversion Efficiency | 58.6 conversions per $1,000 | 119.5 conversions per $1,000 | +104% |
Key Highlights
- Seasonality: Q4 holiday campaigns drove a 93% increase in conversions (Oct vs. Dec 2024).
- Audience Precision: Ads targeting parents and dojo owners improved ROAS by 40% vs. broad campaigns.
- AI Efficiency: Performance Max contributed 65% of total conversions post-optimization.
- Remarketing Impact: Cart abandoners converted at 3x the rate of new users after dynamic ad deployment.
The Challenge
The retailer’s previous campaigns underperformed due to:- Lack of Targeted Strategy: Campaigns didn’t account for seasonal trends, audience demographics, or high-performing product categories.
- Inefficient Ad Spend: Budgets were spread thin across campaigns, resulting in missed opportunities during high-demand periods.
- Audience Disconnect: Ads lacked precise targeting, leading to low engagement and high bounce rates.
- Low ROAS: Initial campaigns generated poor returns, with a ROAS of just 4% in October 2024, which limited profitability and growth potential.
They required a tailored approach to target high-intent audiences, optimize their advertising budget, and increase conversions while maintaining cost efficiency.
Goal
Increase average ROAS by 100% within 6 months while optimizing cost per conversion.
Approach
- Historical Performance Audit: Identified declining post-holiday demand in January and February, offset by Q4 seasonal spikes.
- Demographic Segmentation: Prioritized parents (ages 30–45) and dojo owners via GA4 data, focusing on regions with high martial arts participation.
- Campaign Restructuring: Shifted budget from generic text ads to Google Shopping and Performance Max campaigns.
- Dynamic Budget Allocation: Adjusted bids weekly based on real-time performance, reducing spend during low-demand periods.
The Solution
- Performance Max Focus: Allocated 50% of the budget to Performance Max, leveraging AI to target high-intent shoppers.
- Seasonal Campaigns: Launched “Holiday Training Essentials” in Q4, increasing visibility for gift-ready bundles.
- Remarketing Upgrade: Deployed dynamic ads for cart abandoners and past buyers of uniforms (e.g., “Complete Your Gear”).
- Audience Refinement: Excluded low-converting demographics (e.g., users outside target regions).
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