How We Increased ROAS by 70% While Keeping Spend Flat for My Shoe Shop

Case Study

My Shoe Shop

Premium Footwear Retail

+70%
ROAS

+80%

Conversions

-44%

CPA

The Challenge

SituationMy Shoe Shop came to RK PPC in mid-2025 with an account that had been steadily losing profitability. Despite reasonable performance on the surface—4.46x ROAS and a $41.87 CPA—the trajectory was heading in the wrong direction, and the client needed a turnaround without increasing ad spend.
ProblemThe existing account structure was built years earlier and hadn't evolved with the platform. A single bloated Performance Max campaign was doing most of the heavy lifting, while Shopping campaigns were barely running. The product feed was outdated, Search campaigns were underutilized, and there was no strategy to differentiate full-price inventory from sale items.
StakesWith profitability eroding month over month, the client needed to prove that paid search could remain a profitable growth channel—or risk cutting budget entirely.

The Results

Metric	Before	After	Change
ROAS	4.46x	7.59x	+70%
Conversions	1,517	2,723	+80%
CPA	$41.87	$23.36	-44%
Conversion Value	$283,114	$482,415	+70%
Ad Spend	$63,501	$63,600	0%
Impressions	1,028,530	4,576,767	+345%

The Approach

RK PPC implemented a complete account rebuild focused on three pillars: a custom-built product feed to unlock Shopping's full potential, a restructured campaign architecture that separated full-price from sale inventory, and a rebuilt Search strategy that replaced legacy campaigns with tightly segmented nonbrand and brand campaigns.

Built a custom product feed from scratch with optimized titles, attributes, and categorization to improve Shopping campaign performance and quality score

Launched dedicated Shopping campaigns for full-price and sale inventory, allowing for differentiated bidding strategies and budget allocation based on margin

Completely rebuilt the Search campaign structure, replacing a single legacy campaign with segmented nonbrand campaigns (broad and exact match) and a dedicated brand protection campaign

Reallocated budget away from the underperforming Performance Max campaign toward the new high-efficiency Shopping and Search campaigns

Implemented stricter negative keyword strategies and match type discipline to eliminate wasted spend and improve traffic quality

The rebuilt account delivered 70% higher ROAS and 80% more conversions at the exact same ad spend

Within five months, the rebuilt account was generating $482,415 in revenue compared to $283,114 previously—a 70% increase—while spending virtually the same amount. The new Shopping campaigns alone drove over 1,350 conversions that didn't exist before, with the sale-focused campaign achieving an 8.71x ROAS. Cost per acquisition dropped from $41.87 to $23.36, restoring the profitability margins the client desperately needed.

A custom product feed isn't optional—it's foundational. The Shopping campaigns that barely existed before became the account's highest performers once the feed was rebuilt properly.

Campaign structure directly impacts profitability. Separating full-price from sale inventory allowed for margin-aware bidding that the old structure couldn't support.

Legacy campaigns carry hidden costs. The old Search setup was spending $17,942 with diminishing returns; the rebuilt structure spent less and performed better.

Efficiency gains don't require more budget. By reallocating spend from underperforming campaigns to high-intent opportunities, we doubled conversions without increasing cost.

RK PPC Marketing

Case Study · My Shoe Shop · February 2026