Case Study: Scaled Ad Spend From $20K → $45K in 3 Months While Increasing ROAS to 4.1x and Boosting New Customer Revenue by 50%
Comfort One Shoes
BRAVA
Year
2025
Client
Comfort One Shoes, San Francisco, USA
INTRO
Comfort One Shoes is a leading multi-brand footwear retailer in the US, offering premium comfort and lifestyle shoes both online and in-store. By 2023, they were running Google Ads at scale but leaving massive opportunities on the table. Campaigns were on autopilot, the Shopping feed was poorly optimised, and no clear funnel structure existed to separate branded from non-branded acquisition.
Within just 3 months of partnership, we doubled ad spend, grew ROAS, unlocked new customer revenue growth, and turned Google Ads into a true acquisition and retention engine.
Challenge
Before working with us, Comfort One Shoes faced:
  • Flat performance on Google Ads: $20K monthly spend stuck at 2.9x ROAS.
  • No funnel structure: Branded search mixed with top-of-funnel campaigns, making true CPA invisible.
  • Shopping underperformance: Titles unoptimised, no product/category segmentation, poor click-through rates.
  • Merchant Center issues: Missing ratings, incomplete data, unoptimised attributes.
  • No control over product performance: No labels for top, mid, or low sellers.
In short: they needed a full Google Ads rebuild from the ground up — from funnel logic to Shopping dominance.
Solution
1. Deep Audit & Funnel Rebuild
  • Audited the entire Google Ads account and Merchant Center setup.
  • Designed a clear full-funnel structure, separating branded from non-branded campaigns, TOF acquisition from BOF retention.
2. Search Campaign Segmentation
  • Split campaigns by categories (sandals, boots, sneakers, orthopedics) and by gender (men’s vs women’s).
  • Built new ad copy with relevant extensions to improve Quality Scores and CTR.
3. Shopping Campaign Revamp
  • Fixed Merchant Center issues and optimised product feed titles with high-intent keywords to boost ranking and clickability.
  • Added missing attributes (ratings, categories, details) for higher visibility.
  • Created custom labels for top/mid/low sellers across brands and categories.
  • Dominated Shopping network for best-selling brands like On Running, Birkenstock, Hoka, Rieker, Arche, and Hartjes.
4. Smart Bidding & Testing
  • Rebuilt bidding strategies to maximise efficiency for high-intent search queries.
  • Continuously tested multiple brands and categories to find and scale winners.
5. Campaign Conversion Optimisation & Retention
  • Increased campaign conversion rates from 1.4% → 2.1% through better funnel structure, optimised targeting, and improved ad quality scores.
  • Used remarketing audiences and segmented Shopping campaigns to re-engage past buyers and drive repeat purchases, boosting both acquisition and retention efficiency.
Results (3 Months)
  • Ad spend scaled from $20K → $45K/month
  • ROAS grew from 2.9x → 4.1x
  • Generated $105K in additional revenue in just 3 months
  • New customer revenue up 50% compared to the previous period
  • CAC dropped ~25% due to funnel clarity and higher ROAS
  • Shopping CTR improved by 45%
  • Conversion rate increased from 1.4% → 2.1%
Founder’s Note
“Partnering with Hotcakes was the best decision we made for our digital growth. We had worked with some of the biggest names in the industry, but for the first time our Google Ads actually started turning a profit. Whenever people searched for the shoe brands we carry, our products were showing up on Google Shopping more than ever before, and that had a huge impact on sales and brought in a lot of new customers. Their campaigns were set up clearly for cold traffic versus branded, so we could track the split separately and see exactly where growth was coming from. They are a talented and transparent team, and honestly a lovely group to work with. I wish them the best of luck.”
— April Matthews, Digital Marketing Head, Comfort One Shoes
+48%
Longer average session duration
-32%
Bounce rate in first 3 weeks
3x
Newsletter sign-ups after relaunch
Takeaway
By rebuilding Google Ads from the ground up — fixing Shopping, restructuring search campaigns, and engineering a full-funnel strategy — we helped Comfort One Shoes scale ad spend 2.2x, grow ROAS to 4.1x, and boost new customer revenue by 50% in just 3 months. This transformation turned Google Ads from a flat channel into a true growth engine.
We Don’t Sell “Traffic.”
We Bake Revenue.
we partner with ambitious teams to solve real problems, ship better
products, and drive lasting results.
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