Managing Multiple Artist Stores While Maintaining a 9.9x ROAS
About Global Merchandising Case Study
The challenge
- Maintain a profitable ROAS across all artist stores
- Increase conversion volume without sacrificing efficiency
- Improve campaign visibility and impression share
- Identify growth opportunities for individual artist brands
- Scale revenue while maintaining strong margins
- Continuously optimize Google Ads performance across multiple campaigns
Services Used:
Objective
- Improve lead quality across all major practice areas
- Expand reach while keeping costs in check
- Rebuild the account around real user intent
- Increase efficiency across the full funnel
- Strengthen brand presence for long-cycle cases like malpractice, toxic torts, and catastrophic injury
Our Strategy
Rather than applying a one-size-fits-all approach, we built a campaign framework tailored to each artist’s audience and buying behavior.
Performance Max & Search Campaign Alignment
We utilized a combination of Performance Max and Search campaigns to capture demand at every stage of the customer journey.
This allowed us to:
- Capture high-intent searches from existing fans
- Expand reach through Google’s automation
- Maximize visibility during album launches, merchandise drops, and tours
- Allocate budgets based on artist-specific performance
- Conversion value increased by 30.72%
- Conversions increased by 22.34%
- ROAS improved by 11.20%
Artist-Level Optimization
Each artist store was analyzed independently.
Campaigns were optimized based on:
- Revenue contribution
- Conversion volume
- ROAS performance
- Audience engagement
- Seasonal demand patterns
This ensured budget was consistently shifted toward the strongest opportunities.
Continuous Search Query Management
We regularly reviewed search terms and audience signals to:
- Eliminate wasted spend
- Improve traffic quality
- Increase conversion rates
- Protect profitability
Smart Budget Scaling
Instead of aggressively increasing spend across the board, budgets were scaled only when performance data justified expansion.
This approach helped preserve efficiency while generating additional revenue.
Conclusion
Managing paid advertising for multiple artist brands requires a balance of creativity, data, and discipline.
By combining Performance Max, Search campaigns, artist-level optimization, and careful budget allocation, iClick Advertising helped Global Merchandising Services generate over $660,000 in conversion value, achieve nearly 10x ROAS, and increase conversions by more than 22% while maintaining profitability.
For multi-brand eCommerce businesses, growth isn’t just about spending more—it’s about making every advertising dollar work harder.
