A US-based footwear brand approached YellowInk Digital after noticing that sales from Google Ads and Shopping campaigns had plateaued. Although the brand had strong product quality, competitive pricing and returning customers, their ad performance had become inconsistent. Products were not surfacing properly on Google Shopping and paid search terms were not capturing high-intent shoppers.
Over ninety days, YellowInk rebuilt its PPC system, optimised the Google Merchant Centre feed and introduced a structured performance routine across all campaigns. The result was a steady rise in sales, more efficient ad spend and better visibility across competitive footwear categories.
The US footwear market is highly competitive. Customers compare styles, comfort, pricing and shipping times across several brands before making a purchase. Searches such as men’s running shoes, women’s sandals, best walking shoes, lightweight sneakers and affordable kids footwear carry high intent and convert well when ads are set up correctly.
The brand had strong products but their previous campaigns were using outdated settings, broad keyword groups and an unoptimised Merchant Centre feed. Many products were being disapproved or not served due to missing attributes and inconsistent data. This reduced visibility and inflated acquisition costs.
To scale profitably, the brand needed a structured PPC system, accurate product feeds and clear audience targeting.
A large portion of the catalogue had missing attributes such as GTIN, MPN, colour, size or gender. This affected product eligibility and resulted in low impressions on Shopping surfaces.
Campaigns were targeting broad footwear terms that attracted a lot of irrelevant clicks. This increased spend but produced weak conversions.
Feed titles were not descriptive enough to match how people search for footwear. Important attributes like cushioning, material, style or fit were missing.
Performance Max was spending most of the budget on low intent placements because the feed lacked clarity. This reduced the impact of the campaign.
Many visitors landed on general category pages instead of the exact product they viewed, which increased drop-offs.
These issues reduced both visibility and conversion efficiency.
We completed a full audit of the Merchant Centre feed and corrected missing attributes.
This included adding correct sizes, colours, gender information, materials, GTINs and structured product categories. This improved product eligibility and helped Google accurately understand each item.
Titles and descriptions were rewritten to include search-friendly keywords such as walking shoes for women, cushioned running sneakers and breathable kids shoes. This increased the visibility of high-converting SKUs.
We split campaigns by product category to allow better budget control. Examples include men’s running shoes, women’s sandals, kids’ footwear, and seasonal collections.
Performance Max was supported with clear creative assets, audience signals and feed-driven optimisation, which helped improve conversions.
We replaced broad match keywords with focused intent-based groups such as best running shoes, arch support footwear and lightweight gym shoes.
This ensured the budget was allocated toward high-intent shoppers.
We also added extensive negative keywords to remove irrelevant traffic, which stabilised the cost per click.
We aligned ad sets with product-specific landing pages. Shoppers were taken directly to the exact shoe they viewed, which reduced bounce rates and improved add-to-cart rates.
Every week, we refined bids, paused low-performing terms, tested new creative assets and reviewed category-level performance. This method kept Performance Max stable and improved ROAS at a steady pace.
Sales grew by 2.6 times as optimised feeds and focused campaigns drove more high-intent traffic.
Cost per purchase dropped by 38 percent after removing broad traffic and improving product visibility.
Feed approval rate increased from 63 percent to 99 percent, which unlocked more impressions across Google Shopping surfaces.
Shoppers converted more often due to better product titles, category segmentation, and landing page alignment.
Performance Max delivered consistent results once it had cleaner product data, audience signals and improved creative assets.
In ninety days, the US-based footwear brand increased sales, reduced acquisition costs and improved overall Shopping visibility.
With stronger Merchant Centre data, smarter campaign structure and more relevant targeting, the brand built a predictable and scalable PPC campaign.
YellowInk helps e-commerce brands grow revenue through structured PPC, accurate Shopping feeds and optimisation that delivers real results.
If your footwear brand wants stronger ROAS and more online sales, we can create a system that scales.
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