CASE STUDY / BARBEQUES GALORE
780% Boost to ROAS for DTC Client 30/30
Objectives
Utilizing Advantage+ Shopping Campaign, a Reworked Promo, and New Creatives to Drive ROAS
BBQ Galore’s initial promotion offered 10-15% off grill bundles, but failed to drive significant results. After analyzing consumer behavior, it was theorized that dollar-off discounts would be more effective vs percentages for high-ticket items, such as grills.
Strategy and Implementation
- Audited event tracking and implemented Conversion API (CAPI) to improve first-party data accuracy and optimize conversion tracking.
- Clearly defined audience segment funnels in Advertiser Settings, ensuring more effective retargeting based on user behavior.
- Reworked Promo from 5-15% off to 'Up To $600 Off'
- Developed new creatives alongside web banners on product pages
- Launched new creatives in retargeting and cold audiences
- Supported conversion campaign with traffic efforts to boost reach and increase retargeting seed audiences
- Produced video content for ad campaigns to be used in a structured video funnel, driving more first-party users into the ecosystem.
The results
780% increase in ROAS and over 200% sales growth
368% lift to AOV due to clearer messaging about promotion
Shift to a dollar-off promotion vs Percentage drove higher conversions and led to substantial revenue growth
