Google Ads case study: 37x revenue growth through seasonal e-commerce strategy

Client: SkatesUSA
Industry: E-commerce skateboarding, longboarding, roller skating and inline skating products
Website: skatesusa.com
Key Results: ROAS improved from 5.0 to 5.78, 37x conversion value increase

Timeframe: This case study covers a full 12-month period from May 2024 through May 2025, providing a comprehensive view of Google Ads campaign performance and growth across multiple seasonal marketing activations.

The challenge: maximizing Google Ads performance for seasonal sales

SkatesUSA, a trusted leader in skateboarding and skating gear e-commerce, already enjoyed steady traffic and a loyal customer base. Their challenge wasn’t about fixing broken campaigns or launching from scratch—it was about leveraging existing campaigns to fuel growth and capitalize on key seasonal sales events. The goal: amplify sales by aligning e-commerce promotions, offer strategies, and ad delivery without overhauling their current setup.

With a series of major holidays and sales approaching, including Memorial Day, Valentine’s Day, Women’s Day, and more, the task was to seamlessly integrate these offers into ongoing campaigns and create a sense of urgency and relevance that drives conversions.

Our solution: strategic campaign refresh with Performance Max optimization

Instead of starting anew with every promotion, we took a strategic approach: optimize and evolve the existing campaigns by embedding seasonal sales directly within them. This approach included:

Campaign structure enhancement:

• Creating dedicated ad groups for each sale event within the appropriate campaigns (e.g., men’s shoes for Memorial Day)
• Designing compelling, on-brand ad creatives, including banners and graphics tailored for each promotion
• Crafting targeted ad copy emphasizing urgency and clear benefits (e.g., “Memorial Day Sale: 15% Off Men’s Shoes Ends May 26”)
• Implementing timely updates to refresh creatives and copy as sales progressed, boosting urgency and engagement

Advanced targeting tactics:

• Applying advertising tactics such as scarcity (“Only a few left!”), limited-time offers, and countdown timers to drive faster conversions
• Carefully managing audience targeting and retargeting to maximize the impact of each campaign, ensuring the right message reached the right people at the right time
• Segmenting audiences based on purchase history, browsing behavior, product interest (e.g., category-specific views), and engagement level (e.g., high-intent users vs. cold prospects)
• Using exclusion rules to avoid audience overlap and ad fatigue, while tailoring creatives for each segment (e.g., cart abandoners vs. new visitors)
• Reinstating campaigns post-sale to smoothly reset for upcoming promotions without losing optimization history or audience data

Comprehensive campaign structure to maximize reach and performance

To ensure optimal targeting and coverage, SkatesUSA’s ad strategy is built on a diversified set of Performance Max campaigns tailored to different product ranges and locations:

• Performance Max campaign covering all products capturing broad interest across the entire catalog
• Category-specific Performance Max campaigns, including dedicated campaigns for skateboards, scooters, and men’s shoes, allowing focused ad delivery on high-priority product groups
• Local store campaign targeting customers near the physical Avalanche Skate Shop location, enhancing local brand presence and conversions

This multi-layered approach allows precise budget allocation and audience segmentation, ensuring that both general and niche shopper intents are effectively addressed.

The impact: measurable growth, elevated conversion value, and stronger ROAS

The results speak for themselves. From May 2024 through May 2025, our approach consistently delivered growth tied directly to seasonal promotions. The trend in conversion value, as illustrated by the campaign performance graph, aligns perfectly with the calendar of seasonal sales, demonstrating how targeted campaign refreshes amplify results during key shopping periods.

Key performance metrics:

• Starting with modest baseline performance in early campaigns
• Scaling up by 44 times in ad spend and achieving nearly 37 times the initial conversion value by May 2025

ROAS improved steadily from 5.0 in May 2024 to 5.78 currently, with clear strategies in place to reach and exceed a ROAS of 6.0 in the coming months

The consistent refresh of campaigns, aligned with a clear seasonal calendar of holidays and promotions, enabled a reliable growth engine for SkatesUSA’s e-commerce sales.

Spotlight on the most recent sale: Memorial Day success

For the Memorial Day sale, SkatesUSA offered a 15% discount on a curated selection of products. To capitalize on this limited-time promotion, we executed a swift and focused campaign refresh strategy:

• Created dedicated ad groups highlighting Memorial Day products within the appropriate campaigns, for example, a dedicated ad group for men’s shoes inside the men’s shoes campaign
• Developed custom copy and banners emphasizing urgency and the specific offer (e.g., “Memorial Day Sale: 15% Off Men’s Shoes Skate, Casual & More Ends May 26”)
• Reinstated the account immediately after the sale ended to prepare for subsequent campaigns

As part of our campaign refresh strategy, we design banners that not only reflect SkatesUSA’s sporty, community-driven brand identity but also resonate with their core audience of skate enthusiasts. Each banner combines bold, action-oriented visuals with consistent brand colors and messaging to maintain a cohesive look and feel across all channels. For seasonal sales like Memorial Day, we create two key types of banners: one that communicates the offer clearly and reinforces brand values, and an optimized version that injects urgency, featuring countdowns, limited-time reminders, and dynamic calls to action to drive immediate conversions.

This approach differed significantly from typical campaign launches, which often require weeks to gather meaningful results. By refreshing existing campaigns rather than building new ones, we drove measurable impact within just 3 to 4 days the full duration of the sale maximizing ROI in a condensed timeframe.

Asset-level performance demonstrated the effectiveness of this strategy:

• The headline asset titled “Shoes on Sale May 23rd to Memorial Day Skate, Casual & More Ends May 26” generated 2.06 conversions
• The description asset “Get 15% Off All Scooters Now Memorial Day Limited Time Sale” delivered 3 conversions

These tangible asset results illustrate how precise, sale-focused messaging in ads can drive strong engagement and conversion within a short campaign window.

What set us apart: strategic efficiency over reinvention

Unlike approaches that rely on creating new campaigns from scratch for every sale, our strategy focuses on maximizing existing assets. This resulted in more efficient use of budget, faster campaign turnarounds, and stronger synergy between e-commerce offers and ad messaging.

By refining and refreshing rather than rebuilding, we optimized time, resources, and ad spend, allowing SkatesUSA to maintain momentum and build cumulative gains month after month.

Conclusion: driving e-commerce success through strategic campaign alignment

This case study demonstrates the power of strategic campaign optimization to unlock e-commerce growth. By aligning SkatesUSA’s seasonal offers, e-commerce operations, and ad campaigns with precision and urgency, we enabled the brand to maximize sales and ROAS with clarity and confidence.

For online retailers seeking to harness the full potential of their existing marketing efforts, this proven model offers a clear blueprint: refresh, align, and capitalize season after season.