25% Sales Increase

65% increase of Yearly revenue from 2022 to 2023, another 25% increase in 2024.

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e-Commerce

Project overview

Iron Master is an online retailer of high-ticket home gym equipment based in the UK.

Challenges

During COVID, home gym equipment was in high demand. With gyms closed, people needed a way to stay fit at home, and Ironmaster UK was there to meet that demand. Their adjustable dumbbells, benches, and accessories became a go-to for fitness enthusiasts, and sales soared.

But as restrictions lifted, the market started shifting. People returned to gyms, and the rush to build home setups slowed down. Sales gradually declined, and their advertising, which once worked so well, started to lose efficiency. The same budget that brought in great returns during the pandemic was now leading to wasted spend and lower ROAS.

Solution

1. Adjusted conversion tracking settings in GTM and fixed Dynamic Remarketing to better follow up with abandoned users.
2. Optimized product feed attributes to improve matching with high-intent search terms.
3. Separated brand traffic from P-Max campaigns, assigning it a low-budget campaign to allow P-Max to focus on non-brand traffic.
4. Refined product targeting based on product types and price points.
5. Implemented full-asset P-Max campaigns to support the longer customer journey for high-ticket products.

Results

• Achieved a non-brand ROAS of 680% – Initially ROAS tanked from 2700% to 300%, because we were not spending that much on brand anymore, however through constant optimizations we were able to deliver a ROAS of 628% and even 1,459.29% during a seasonal promotion.
• 25% Sales Increase – 65% increase of Yearly revenue from 2022 to 2023, another 25% increase in 2024.
• 70% Increase of Brand search volume – Increasing spend on non-brand keywords and cold audiences resulted in 70% increase of Brand search volume in 3 years.