How we grew In Sport's paid search revenue 225% year on year

In Sport opened its first store in Burwood in 1983 with a simple idea: a new kind of sports store specialising in clothing and footwear. It has since grown into one of NSW's leading sports retailers, with multiple stores across Sydney. Most of the revenue still came through those doors, and the online side was lagging.

They needed a paid media strategy that could drive profitable sales online. Google Ads had been tried before, but the return on ad spend was too low to scale and the account leaned heavily on brand traffic. We had to lift the return while reaching a completely new audience at the same time.

In Sport asked us to review the account and restructure the existing set-up. After extensive analysis of the data the answer was clear: the product feed needed to be re-segmented and the budget allocation changed completely. With a range that big, the old structure let low-converting products soak up spend and squeeze impression share for the best sellers.

The results were instant. Sales and revenue jumped in the first month of changes on the same ad spend. As the returns held, In Sport were confident enough to increase budget and scale. Year on year, sales are up 177%, revenue up 225% and return on ad spend up 48%.

The online store now leads the business on performance and keeps growing month on month, with budget following the returns rather than the other way around.