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Industry
Retail
Case start
September 1, 2023
team
Channels
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case In short
How cracking the right media mix and rebuilding Google for profit let The Sneaker Store scale ad spend 2000% while cutting CPA in half and growing 100% two years in a row.
Client voice
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Hear how it is to collaborate with FABO
They execute extremely efficiently and are passionate about your brand – now we will conquer the EU together.
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performant content
Creative assets launched in this case.
Challenge
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Spend kept hitting a ceiling. Every time the budget was increased, CAC rose to match it and growth stalled. Marketing was almost entirely low-funnel, which capped scalability and made it impossible to reach a broader market. Google Ads was burning budget on branded searches rather than driving new demand, and an unoptimised product feed was holding back Google Shopping performance across the entire catalogue.
Solution
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The market and customer avatars were analysed in depth before anything was changed. Paid social was rebuilt around a broader audience with creative optimisation, copy improvements and a scalable starter-kit offer that raised perceived value without touching margins. TikTok was added to the media mix, leveraging organic traction to lower paid CPMs. Google Ads was completely restructured with an improved product feed using GTINs, margin-based product segmentation, brand exclusion from non-brand campaigns, and a proactive reporting setup giving full visibility into exactly where profit was being created and where it was being wasted.
Solution
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- Revenue growth: 100% YOY for two consecutive years
- CPA: -45%
- Ad spend scaled: +2000% while average CAC declined
- Google Ads: significantly higher profit with reduced wasted spend
- Expansion: from Danish eCommerce to successful international scaling in Sweden
Team directory
Meet the team from this case.
Go to team directory
Christian Kjærsgaard
CO-FOUNDER
ck@fabo.dkBenjamin Verner
Senior Paid Social
bv@fabo.dkViktor Kaarup
Partner & COO
vk@fabo.dkContact us
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