The Challenge
Snoga Athletics designs modest, stylish activewear for women who want coverage without sacrificing performance. The product line had found a devoted audience through organic social and word of mouth, but paid search was not pulling its weight. Competitors were winning the searches that mattered most: 'modest workout clothes,' 'long athletic skirts,' and 'covered activewear for women.'
The existing Google Ads account was running, but it was spread thin. Shopping titles were incomplete, Search campaigns were bundled into broad ad groups, and landing pages sent traffic to general collection pages instead of focused buying journeys. The result was a high cost per acquisition and a channel that could not scale.
Goals We Set Together
- Capture category search: Win high-intent searches for modest athleisure and activewear categories.
- Scale profitably: Grow Google Ads revenue while improving ROAS and lowering cost per acquisition.
- Feed excellence: Fix the Shopping feed so products appear for the right queries at efficient CPCs.
- Convert new visitors: Turn first-time searchers into buyers with focused landing pages and social proof.
- Measure truth: Attribute revenue accurately and understand the real incremental impact of paid search.
Our Approach
We treated Google Ads as a revenue system, not a set of campaigns. Every piece, from the feed to the landing page, was rebuilt to work together.
1. Account and Feed Audit
We mapped every campaign, keyword, and product group against actual margin and return data. The Shopping feed was rebuilt with descriptive titles, accurate product types, and clean image assets so Google's algorithm could match Snoga's products to the right searches.
2. Search Campaign Structure
We split Search into three layers:
- Branded: Protect and maximize searches for Snoga Athletics and product names.
- Category: Target high-intent terms like 'modest workout skirt' and 'athletic modest wear' with tailored ad copy.
- Competitor: Capture comparison shoppers searching for alternatives in the modest activewear space.
3. Landing Page Optimization
We built focused landing experiences for top categories. Each page led with the problem Snoga solves, showed real customer reviews, included a size guide, and made the add-to-cart path obvious. Mobile load speed and checkout friction were prioritized because most traffic came from phones.
4. Measurement and Iteration
We connected Google Ads, Google Analytics 4, and Shopify data to see the full customer journey. Weekly experiments tested feed titles, bidding strategies, audience signals, and creative rotation. Wasteful spend was cut quickly and winning combinations were scaled.
The Results
The rebuild turned Google Ads from a marginal channel into a predictable growth engine for Snoga Athletics.
- +312%: Increase in attributed Google Ads revenue within six months.
- 8.4x ROAS: Google Shopping campaigns after feed and bidding optimization.
- -34%: Reduction in cost per acquisition through better feed quality and negatives.
- +$2.1M: Total attributed revenue from Google Ads during the engagement.
- Second-largest channel: Google Ads became the brand's second-biggest revenue source behind organic.
What We Built
A complete paid search growth system designed for a DTC brand with strong unit economics and a clear audience.
- Google Shopping program: Optimized feed, segmented campaigns, and ongoing title testing.
- Search campaign structure: Branded, category, and competitor layers with tight keyword control.
- Landing pages: Category-specific pages built to convert first-time visitors.
- Attribution model: Cross-platform reporting connecting ad spend to Shopify revenue.
- Experimentation loop: Weekly tests on creative, audiences, bids, and feed attributes.
The Results
| Metric | Before | After |
|---|---|---|
| Google Ads revenue | Stagnant, under-optimized | +312% attributed revenue |
| Shopping ROAS | Below breakeven | 8.4x ROAS |
| Cost per acquisition | High, inconsistent | -34% CPA |
| Channel rank | Minor revenue source | Second-largest revenue channel |
+312%
Attributed Google Ads revenue
8.4x
ROAS on Google Shopping
-34%
Cost per acquisition
“Google Ads went from something we 'tried' to our second-biggest revenue driver. The structure, the feed work, and the landing pages all clicked at once.”
