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📝 Project Summary
Not every big win needs a big budget. Sometimes, it just takes smart data, the right creative, and relentless optimisation.
That’s exactly how Impeccable Ads helped Total Hockey—a leading UK-based hockey equipment retailer achieve their best-ever online sales day, record-breaking Black Friday revenue, and over 236% year-over-year growth.
“The help and guidance the team gave us has made our Google Ads better and more efficient.”
— Total Hockey
🎯Clear Goals, Clear Focus
When Total Hockey came to us, they had three non-negotiable goals:
📈 Business Objectives:
- Increase year-over-year revenue
- Scale online sales before the 2021/22 hockey season
- Maximise Black Friday performance
📊 Marketing Objectives:
- Achieve a 6x ROAS month-over-month
- Boost conversions across all campaigns
- Outperform their previous Black Friday results
🧠 Our Game Plan: Intent, Relevance & Precision
With hockey season and Black Friday approaching, we built a granular, data-led media strategy—prioritising high-intent traffic, top-performing products, and real-time optimisation.
🔍 Product Analysis
We prioritised best-selling items from brands like Opro, Gray, and Kookaburra. These had historically strong conversion rates and were ideal for Smart Bidding.
👩👦 Audience Insights
Using demographic and behavioural data, we identified a goldmine segment:
Mothers shopping for their kids.
This insight reshaped our targeting and creative—leaning into family-focused messaging and sporting lifestyle indicators.
⚖️ Smart Bidding A/B Tests
We tested Target CPA vs. Maximise Conversions. The latter won out, especially when paired with:
- Strong, action-driven CTAs (“Buy Now”)
- Keyword-rich, product-specific headlines
🔑 Keyword Strategy
With support from our Google team, we tested Broad Match vs. Exact & Phrase Match. Surprisingly, Broad Match brought in higher-volume traffic and more revenue—especially during Black Friday buildup.
🛠️ Execution: Less Guesswork, More Growth
We launched a hybrid of:
- Search Campaigns for high-intent, branded, and category-level queries
- Smart Shopping Campaigns to extend reach across Google’s ecosystem using dynamic AI bidding
No Display Ads — based on historical data, we knew the audience didn’t browse casually. They shopped with purpose.
By September, we had enough traction to scale. When Black Friday hit, our systems were primed—and the results followed.
📊 The Results
✅ Business Growth
- 🛍️ Revenue: +236% YoY
- 📦 Online Sales: +149% YoY
✅ Campaign Performance
- 💰 ROAS: 7x MoM average, peaking at 10x
- 🔄 Conversions: +225% YoY (November)
- 🏆 Black Friday: Best online sales day in brand history
💡 Final Takeaway
Smart eCommerce growth isn’t about spending more—it’s about knowing what, when, and who to target.
At Impeccable Ads, we transformed Total Hockey’s paid ads from “decent” to record-breaking using:
- Deep product and audience insights
- A/B tested bidding strategies
- Real-time performance feedback loops
“This campaign is a testament to the power of data-driven, human-led advertising.”
📞 Ready to Scale Your eCommerce Brand?
Let us build your next big win—from insight to checkout.
📩 info@impeccableads.com
🌐 www.impeccableads.com
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