lskd

Objective:

Boost Sales and Maximize ROAS

Challenges:

When I joined LSKD as an entry-level PPC specialist, the company was already running Google Ads campaigns, but performance was subpar. Conversion rates were low, and ad spend wasn’t delivering strong returns. My main objective was to enhance the efficiency of our pay-per-click (PPC) campaigns, increasing both sales and the overall return on ad spend (ROAS) while staying within budget.

Initial Problems I Identified:

1. High Clicks, Low Conversions:

While we were generating a decent amount of traffic, many of these visitors weren’t converting into paying customers. The landing pages were generic and lacked tailored messaging.

2. No Lead Nurturing Strategy:

LSKD didn’t have a plan to engage users who weren’t ready to purchase immediately. Many potential customers left the site without taking any action, and there was no way to nurture them later.

3. Limited Tracking of Customer Journeys:

We had limited visibility on how customers moved from clicking an ad to purchasing on our Shopify store, making it hard to optimize ad spend effectively.

4. Minimal PPC Account Optimization:

The Google Ads account had no refined targeting, and many irrelevant keywords were wasting our budget. There was no A/B testing of ad copy or bidding strategies.

Solutions I Implemented:

Problem 1: High Clicks, Low Conversions

Our initial Google Ads campaigns were directing users to product pages that lacked focused messaging and clear calls to action.

Strategy :
I developed dedicated landing pages optimized for conversion. I shifted the messaging to focus on the unique benefits of LSKD’s fitness clothing, such as “Performance meets style — made for athletes who demand more.” By aligning the ad copy with the landing page content, I increased message match, which led to higher conversion rates.

Problem 2: No Lead Nurturing Strategy

Visitors who weren’t ready to buy were bouncing from the site, and we had no strategy to engage them later.

My Solution :
I introduced lead magnets, such as a 10% discount for first-time buyers in exchange for their email addresses. This enabled us to capture potential customers and nurture them through email campaigns, which contributed to higher sales over time.

Problem 3: Limited Tracking of Customer Journeys

Without clear data, it was hard to determine which ads were generating the most conversions, which limited our ability to optimize spend.

Strategy :
I set up UTM tracking and integrated Google Ads with Shopify and Google Analytics. This allowed us to see the entire customer journey from the initial ad click through to purchase. By understanding which ads and keywords were driving conversions, I could allocate the budget more effectively.

Problem 4: Minimal PPC Account Optimization

There was no consistent testing or optimization in place for the Google Ads account, meaning we were missing opportunities for improvement.

Strategy :
I optimized the account by:

Adding negative keywords to filter out irrelevant searches and reduce wasted ad spend.
A/B testing different ad variations to identify the highest-performing headlines and descriptions.
Testing bid strategies like manual CPC and target CPA to reduce cost-per-click and maximize the return on ad spend.

Solutions I Implemented:

Conversions : +80%
Cost Per Acquisition (CPA) : -35%
Return on Ad Spend (ROAS) : +45% over 6 months

By focusing on refining the landing pages, capturing leads, implementing advanced tracking, and optimizing the Google Ads account, I was able to significantly increase both conversions and ROAS, helping LSKD drive more sales from their PPC campaigns.