International Ecommerce Sports Brand Needs Profitability At Scale
Profit-First Ecommerce Strategy Across Multi-Market Campaigns
Client
E-commerce Sports Equipment
Location
UK & International
Services:
Google Ads Management
Email Funnels
Challenge:
Grow the UK & International campaigns with strict TROAS.
Outcome:
Monthly revenue £400-£520k
Monthly spend increased from £50k to £120k
UK ROAS is frequently at 450-500%
International ROAS is sustainable at 400%
Hitting Beyond The Ballpark
An established sporting goods ecommerce brand, had clear ambitions to grow internationally. While the UK market was performing solidly, expansion into overseas territories was inconsistent and failing to meet their required TROAS targets.
They needed support with making international growth commercially viable, hitting strict ROAS thresholds while continuing to scale the UK profit engine.
The Challenge
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International markets were spending heavily without consistent profitability
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Mixed-language targeting and broad matching diluted intent in key regions
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Overly aggressive TROAS targets were suppressing volume in Search
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UK Search structure lacked depth across key cricket and hockey brands
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Competitor targeting was leaking budget into low-ROI terms
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Feed issues were impacting Shopping visibility in certain markets
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Frequent strategic changes in the account were disrupting learning cycles
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The Strategy
International growth was rebuilt around clarity and control. Campaigns were split by country where possible, budgets were ring fenced, and weaker markets were refined or paused based on commercial thresholds.
Feed issues affecting Shopping eligibility were identified and corrected, and search behaviour was reviewed market by market to reduce irrelevant matching.
In the UK, Search was treated as a growth lever rather than a secondary channel. Structured brand coverage was expanded across cricket and hockey ranges. Key ad groups were split where intent differed to improve landing page alignment.
Competitor campaigns were tightened by cutting poor ROI terms and applying exact negatives to prevent leakage.
Where Search and remarketing were constrained by overly aggressive TROAS targets, these were recalibrated to restore volume while protecting margin. The objective was controlled scaling, not vanity growth.
Results
The account became materially more profitable without sacrificing revenue. At monthly spend levels between £50,000 and £120,000+, the business now operates at sustained 4×–5× ROAS, with both UK and International contributing on commercially viable thresholds.
All Aspect Media
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