Case Studies5 min read25 June 2025

How We Improved ROAS by 40% for a Shopify Sports Brand

Sarah Patel

CRO Specialist

A UK sports nutrition brand was spending £40k/month on paid ads with declining returns. We restructured their campaigns and improved ROAS from 2.1x to 3.0x within 90 days.

A sports nutrition brand spending £40,000/month on Meta and Google ads came to us with a ROAS that had declined steadily from 3.8x to 2.1x over 18 months. The team had been incrementally adjusting budgets and creatives but without a systematic view of what had changed. Our first task was diagnosis before intervention.

Diagnosing the Decline

A thorough attribution audit revealed several compounding issues: iOS tracking degradation had broken their Meta pixel data, their Google Shopping feed had 340 products with missing attributes suppressing impression share, and their landing pages had not been updated in 18 months while competitors had significantly improved theirs.

Meta Conversions API was not implemented — losing ~30% of purchase events
Google Shopping suppression rate: 22% of products not serving
Landing page conversion rate: 1.4% (industry average for category: 2.8%)
Customer LTV data not being fed back into bidding algorithms

The Fix: Three Parallel Workstreams

Tracking and Attribution

We implemented Shopify's server-side pixel and Meta Conversions API via GTM, recovering 28% of previously lost purchase event data. The improved signal quality immediately improved Meta's bidding algorithm performance — within two weeks, CPAs dropped by 14% without any creative changes.

Shopping Feed Remediation

We audited the Google Merchant Centre feed and resolved all attribute issues: missing GTINs, incomplete product categories, and images below minimum size requirements. The suppression rate dropped from 22% to under 2%, adding nearly 260 products back into auction.

Landing Page Optimisation

We rebuilt the three highest-traffic landing pages with updated social proof, faster load times, and stronger calls-to-action. Conversion rate on these pages improved from 1.4% to 2.7% — directly increasing the value of every click.

Key insightAfter 90 days, blended ROAS improved from 2.1x to 3.0x — a 40% improvement. At their monthly spend level, this represented an additional £36,000 in attributed revenue per month.