How Boardertown Boosted Sales by 190% with Smart Shopping

190
Revenue increased

37.12

Return for every 1$ spent

Helping a leading skate and snow retailer level up its online sales

Boardertown is one of New Zealand’s go-to retailers for skateboards, snowboards, footwear, and apparel. But they’re more than just a store—they’re deeply embedded in the skating and snowboarding scene, backing competitions, sponsoring athletes, and supporting skate park development across the country.

When it came to its online store, Boardertown wanted to increase its digital sales and ensure its products reached the right audience at the right time. That’s where we came in.

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The Challenge

Boardertown was running a Google Shopping campaign, but it wasn’t delivering the results tit needed. To increase online revenue while keeping its return on ad spend (ROAS) high, Boardertown needed a smarter, more strategic approach to drive performance and attract more customers.

We built a brand-new Google Smart Shopping campaign from the ground up, designed to maximise revenue and ROAS. Here’s how we did it:

  • Smart strategy from the start – Using Google Trends and Keyword Planner, we analysed seasonal trends in skate and snow products. We also fine-tuned the campaign by adding negative keywords to avoid wasted spend on irrelevant searches.
  • Optimised product feeds – With over 10,000+ products in Boardertown’s catalogue, we structured and refined product data to align with Google’s ranking factors. This included rich titles, compelling images, and key details like brand, size, colour, and gender to match what customers were actually searching for.
  • Better naming conventions for better rankings – Google truncates product titles in most ad formats, so we ensured the most critical details appeared upfront. This meant more relevant matches, higher click-through rates, and improved performance.
  • Data-driven adjustments – Throughout the campaign, we monitored performance and adjusted target ROAS based on market opportunities—balancing revenue growth with visibility to keep the campaign running efficiently.

Boardertown’s Smart Shopping campaign delivered outstanding results:

  • Revenue increased by 190%
  • $37.12 return for every $1 spent

For every dollar Boardertown invested in the campaign, they saw a $37 return—a massive win for their eCommerce growth.

Need smarter Google Shopping results?

If you’re looking to boost online sales and get more from your ad spend, we’re here to help. Let’s chat about how The Optimisers can take your eCommerce strategy to the next level.

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Disclaimer: This work was originally undertaken by our team under the name Pure SEO. At The Optimisers, we bring the same expertise and strategic approach—elevated by our ongoing evolution and commitment to delivering even greater results.