How a paid media rebuild drove 128% more revenue for Gazelle Sports.
Grand Rapids, Michigan
Goals
- Increase online purchases and revenue
- Improve return on ad spend (ROAS)
- Align digital advertising efforts with internal KPIs
- Support both e-commerce and brick-and-mortar goals
Driving E-Commerce Growth Through Paid Media Optimization
Prior to working with MINDSCAPE, Gazelle Sports faced several challenges within their digital advertising setup. Their existing campaign structure was misaligned with key performance indicators (KPIs) and budget goals, resulting in wasted ad spend. Conversion tracking was inaccurate, leading to duplicate reporting and misinformed decisions. Additionally, their campaigns lacked separation between brick-and-mortar store traffic and e-commerce, making optimization difficult. These issues prevented Gazelle from fully capitalizing on their paid media investment.
Challenges
- Outdated campaign structure lacking efficiency
- Inaccurate conversion tracking
- Ineffective use of customer data in ad targeting
- No clear separation between e-commerce and retail-focused campaigns
Inefficient Ad Spend and Data Inaccuracy Holding Back Growth
Prior to working with MINDSCAPE, Gazelle Sports faced several challenges within their digital advertising setup. Their existing campaign structure was misaligned with key performance indicators (KPIs) and budget goals, resulting in wasted ad spend. Conversion tracking was inaccurate, leading to duplicate reporting and misinformed decisions. Additionally, their campaigns lacked separation between brick-and-mortar store traffic and e-commerce, making optimization difficult. These issues prevented Gazelle from fully capitalizing on their paid media investment.
Solutions
- Rebuilt campaign infrastructure to align with KPIs and ad budget
- Audited and fixed conversion tracking to sync with Gazelle’s POS system
- Implemented Feedonomics for automated product feeds
- Separated online shopping and brick-and-mortar campaigns for better optimization
- Leveraged past customer data for more refined targeting
- Utilized Performance Campaigns to boost awareness and conversions
- Provided real-time support for promotions, sales, and new product drops
- Delivered monthly product performance insights to inform retail decisions
Rebuilding Infrastructure and Leveraging Automation for Smarter Ads
MINDSCAPE completely rebuilt Gazelle Sports’ paid media campaign infrastructure from the ground up to align with their KPIs and eliminate inefficient spending. We implemented Feedonomics to automate product feeds and improve shopping campaign performance, audited and corrected conversion tracking to match their Point of Sale system, and split out brick-and-mortar ads from e-commerce campaigns to better tailor each strategy. Additionally, we leveraged past online customer data within Google Ads to improve audience targeting and implemented Performance Max campaigns to increase both branded and non-branded visibility. Ongoing collaboration with the Gazelle team allowed us to support seasonal promotions, product drops, and provide regular product performance insights to inform their retail strategy.
Results
- Holiday Season Overall ROAS: 17x
- Holiday Shopping Campaigns ROAS: 37x
- Online Purchases: +69%
- Online Revenue: +128%
- Conversion Rate: +50%
- Cost/Conversion: -24%
- Overall ROAS: 12x (+77%)
- Shopping Campaigns ROAS: 21.75x (+424%)
ROAS Skyrocketed—Holiday and Overall Performance Exceeded Expectations
By restructuring campaigns and refining ad strategy, Gazelle Sports saw substantial gains in performance. Revenue more than doubled, conversion rates increased significantly, and advertising became far more cost-effective. Their holiday campaigns delivered standout ROAS, demonstrating the power of focused, data-driven optimization.
Other case studies you might like…
8 Point
Information Architecture, UX Design, Dev
HES Equipment
Strategy, Design, Dev, Ad Campaign
