ROAS Increased with Full-Funnel Strategy – eCommerce Marketing Case Study

How we doubled sales at improved ROAS for a digital products eCommerce store with Google Ads and Facebook Ads (now Meta Ads).

+69%

ROAS

+47%

Traffic

+20%

AOV

About the Client

VisureItalia is one of the leading Italian eCommerce in the digital governmental certificates industry. Some products need a special review from the Office (higher price, lower margin). Others can be bought directly from the website (higher margin, lower price).

Industry:

B2B | Services

Market:

Italy

Platform:

Prestashop | Wordpress

Business Model:

Ecommerce

Service:

Analytics | PPC

Website:

https://www.visureitalia.com/

Challenge

When it comes to digital products, Google Shopping is not an option. Performance was stagnant. Even if the account was at a decent level of sales, no initiatives were taken to scale performance and grow revenue at a similar return on ad spend (ROAS).

VisureItalia also needed a strategy to acquire new customers and retain the existing ones. They already had a strategy on Google Ads, but ongoing brand awareness in different channels could have ramped up customer loyalty. The question was: how can we create interest and awareness around digital governmental certificate products?

Solution

To transform the client’s advertising performance, we redesigned the campaign architecture, optimized data feeds, and expanded the funnel coverage across Google and Meta Ads.

1. Google Ads Campaign Restructuring
The previous Search setup mixed products with different delivery times and price ranges, resulting in inconsistent bidding and limited visibility.
We rebuilt the account using Dynamic Search Ads (DSA) and page feeds to unlock full catalog coverage:

DSA Implementation: Replaced legacy keyword campaigns with a DSA-based structure targeting relevant landing pages dynamically.
Segmentation by Price Range: Grouped products into price tiers to optimize bids and manage profitability.
Dynamic Copy Customization: Leveraged DataFeedWatch to automatically highlight key attributes – such as delivery time, price, and benefits – within the ad copy.
Performance Control: Achieved greater cost efficiency and higher ROAS through improved campaign granularity.

2. Product Feed Optimization
To ensure DSA campaigns performed at their best, we used page feeds as the foundation for ad automation and optimization:

Feed Structuring: Cleaned and organized product data with accurate titles, categories, and pricing.
Custom Labels: Introduced custom labels for segmentation by availability, margin, and performance tier.
Feed Integration: Synced the optimized feed with DataFeedWatch for real-time updates and dynamic content delivery.

3. Meta Ads Funnel Expansion
To complement search visibility and re-engage past visitors, we launched a Meta Ads strategy covering both acquisition and retargeting:

Audience Setup: Built remarketing audiences from 7 to 180 days using customer lists, purchasers, and website visitors.
Lookalike Expansion: Created lookalike audiences to scale acquisition with high-quality traffic.
Funnel Segmentation: Designed campaigns with tailored creatives and messaging for each funnel stage – awareness, consideration, and conversion.
Cross-Channel Synergy: Combined Google and Meta insights to maintain consistent user journeys and optimize frequency.

This three-layered approach – campaign restructuring, feed optimization, and funnel expansion – established a solid foundation for scalability, data-driven targeting, and long-term ROAS growth.

Results

In the first 3 months after the new account structure was implemented, the ROAS grew by 69%. The DSA campaign has helped us to increase the website traffic by 47% at an 18% lower cost-per-click while generating a higher number of conversions at a 20% higher average order value. The positive trend is continuing, reaching an average ROAS of 400% (the goal was set at 300%) and an increased in Ads’ investments, which has triplicated in only two years. Since the opening of paid social channels, we have also gained more qualified traffic: +34% of new users and +35% of total sessions. Revenue has grown by 9% from the previous period.

+69%

ROAS

+47%

Traffic

+20%

AOV

“Midsummer quality of the work is not good but EXCELLENT. I have found great expertise and experience gained in international contexts which, made available to our company, has allowed us to achieve results that are far above to our expectations.”

Paolo B. – Owner