Case Study: Achieving 855X ROAS with Google Shopping Ads for Hills Dry Goods

Hills Dry Goods is a boutique retail clothing store based in British Columbia, Canada. Known for carrying premium brands like Levi's and AGOLDE, the company wanted to grow its online sales but faced tough competition from larger retailers dominating branded search terms.

From August to December 2024, we partnered with Hills Dry Goods to improve paid and organic performance through Google Ads and SEO.

Background & Challenge

The primary challenge was ranking and converting for branded keywords such as “Levi’s,” where larger retailers had stronger domain authority and more aggressive budgets. In addition, the Google Ads account had not been fully approved, limiting their reach in paid search. The client also had a low budget for Google Ads. Product data also needed optimization for better user experience and visibility in Shopping Ads.

What They Wanted — and How We Got Them There

  • Their Goal

    Increase online sales through a combination of paid search, Shopping campaigns, and SEO
    Improve search visibility for branded terms
    Enhance product data structure to improve ad relevance and SEO performance

  • Our Solution

    Our marketing team successfully guided Hills Dry Goods through the Google Ads approval process, allowing them to run both Shopping and Search campaigns.

    We launched a Performance Max Shopping campaign alongside a targeted Search campaign focused on high-intent branded and category keywords.

    To support performance and operations, we added GTINs to product data, improving Shopping feed accuracy and ad relevance. On the site, we implemented sibling metafields and cutlines to enhance how related products were grouped and displayed.

    We also focused on SEO for long-tail branded queries like “Levis Vancouver,” targeting gaps in local search to improve organic visibility.

Results That Moved the Needle

$23K
Revenue from Shopping Ads
855X
Return on ad spend
#2 Ranking
For branded SEO terms

The Shopping Ads campaign generated CA$23,000 in revenue from just CA$2,690 in ad spend, delivering a ROAS of 855% percent between August and December 2024. The Search Ads campaign achieved a ROAS of 406X in the same period. Hills Dry Goods ranked number 2 for the high-intent keyword “Levi’s Canada Vancouver” and number 1 for several other localized branded terms. They also reached position 12 for the broad keyword “Levi’s,” which has a monthly search volume of 135,000 and a keyword difficulty of 67. Clicks and conversions increased significantly across both paid and organic channels. The improved product data structure, including GTINs, sibling metafields, and cutlines, enhanced Shopping feed accuracy and contributed to stronger SEO performance across key pages

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