Case Study | Gazelle Sports

+77%

increase in ROAS

15.3x

total return on ad spend

+128%

increase in online revenue

+69%

increase in online purchases

01 | Goals

Goals

Improve paid media performance and ROAS efficiency
Refine campaign structure to support scalable growth
Strengthen alignment between online and in-store performance
Increase accuracy and confidence in reporting

Driving Greater Efficiency Through Strategic Optimization

Building on an established paid search foundation, Gazelle Sports partnered with MINDSCAPE to further improve performance with a focus on ROAS and efficiency. Rather than a full rebuild, the goal was to refine campaign structure and optimize budget allocation to drive stronger returns from existing efforts.

At the same time, continued improvements to tracking accuracy and reporting consistency ensured that performance data could be trusted for more informed, ROAS-driven decision-making. By better aligning ecommerce and in-store activity, the strategy provided clearer insight into overall impact, supporting smarter optimizations and more sustainable growth over time.

02 | Challenges

Challenges

Improve efficiency and reduce wasted ad spend
Refine and validate performance tracking across channels
Better optimize for both ecommerce and brick-and-mortar performance
Scale revenue consistently beyond seasonal peaks

Optimizing an Established Strategy to Drive Greater Efficiency

With a strong paid search foundation already in place, Gazelle Sports was ready to take the next step in performance optimization. While campaigns were driving results, there was an opportunity to improve efficiency by reducing wasted spend and refining budget allocation across higher-performing areas. Conversion tracking required continued alignment with internal systems to ensure accuracy and confidence in reporting. Additionally, further segmentation between ecommerce and in-store efforts was needed to unlock more precise optimizations. To sustain growth beyond peak seasonal periods, Gazelle Sports needed a more refined, data-driven approach focused on maximizing return on ad spend and long-term scalability.

03 | Solutions

Our Approach

Campaign refinement and performance optimization
Enhanced data accuracy and tracking alignment
Feed optimization for improved shopping performance
Advanced campaign segmentation strategy
Audience refinement using customer data
Performance-driven campaign expansion
Ongoing collaboration and optimization

Refining and Optimizing for Greater Performance Efficiency

Campaign Refinement
We refined the existing paid search structure to better align with budget, KPIs, and performance goals, reducing inefficiencies and reallocating spend toward the highest-performing campaigns and products.

Enhanced Data & Tracking
Conversion tracking was further optimized to align with the client’s POS system, improving accuracy and eliminating duplicate or inconsistent reporting.

Feed Optimization
Enhanced automated product feeds through Feedonomics to improve data quality, resulting in stronger shopping campaign performance and consistency.

Advanced Segmentation
Further segmented brick-and-mortar and ecommerce campaigns to allow for more precise optimizations based on user intent and channel performance.

Audience Refinement
Leveraged existing customer data within Google Ads to refine audience targeting, helping reduce acquisition costs and improve overall efficiency.

Performance-Driven Expansion
Expanded the use of Performance Max campaigns to support both branded and non-branded strategies, increasing visibility while driving high-quality conversions.

Ongoing Collaboration
Continued close collaboration with the Gazelle Sports team to align campaigns with promotions, product launches, and seasonal initiatives, while providing ongoing insights to support broader retail strategy.

04 | Results

Results

Holiday Season Performance (Christmas)

Overall ROAS: 17x
Shopping Campaign ROAS: 37x

Q1 2026 vs. Q4 2025 (Paid Search Only)

Online Revenue: +6.3%
Purchases: +5.36%
ROAS: 15.38x (+11%)
Paid Search Contribution: ~⅔ of total online revenue

Sustaining Strong ROAS Beyond Peak Seasons

Through continued refinement and improved data accuracy, Gazelle Sports elevated paid search into a highly efficient, ROAS-driven revenue channel. Performance not only remained strong during peak holiday periods but continued to improve into Q1, outpacing typically higher-performing Q4 results. With paid search now contributing nearly two-thirds of total online revenue, the strategy demonstrates how ongoing optimization can drive sustained efficiency and scalable growth.