The Soccer Factory

1. The Challenge

• Scaling paid spend profitably across a catalog of 1,000+ SKUs — soccer balls, jerseys, team packages, and accessories — without cannibalising margins
• Over-reliance on a single broad campaign with no segmentation between branded demand, MLS collection traffic, and generic soccer shoppers
• Competitive organic landscape dominated by global brands — The Soccer Factory had minimal page-one visibility for its core product categories
• Untapped celebrity and league-driven demand spikes (Messi jerseys, MLS team kits) that needed dedicated campaign structures to capture profitably

2. Our Strategy

We restructured The Soccer Factory's Google Ads account around intent tiers: a branded capture campaign to protect their own demand, Performance Max for non-branded discovery, dedicated Shopping feeds for product-level conversion, and targeted PMax campaigns for the MLS Collection and Messi Jersey ranges to capture high-conversion seasonal spikes. In parallel, we built an SEO content engine around soccer equipment guides, team gear buying pages, and MLS-specific collection content to grow a sustainable organic traffic channel.

3. Execution

Launched a Performance Max campaign (tROAS 360%) as the primary non-branded acquisition engine, reaching shoppers at every stage of the purchase journey across Search, Shopping, YouTube, and Display. A brand search campaign at target impression share 100% locked in branded demand and achieved a 1,673% ROAS. Added dedicated PMax campaigns for the MLS Collection and Messi Jersey product feeds to capitalise on league and celebrity search spikes at scale. On SEO, collection pages and sport-specific buying guides were optimised for high-intent queries. Result: $904K in Google Ads-attributed revenue from just $111K in spend — a 7.95x blended ROAS — and 109K organic clicks from 14.6M search impressions. Total tracked revenue reached $1.5M, up 83.7% year-over-year.