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Projects Summary
When the world went remote, GT Omega—a premium brand for gaming chairs, racing cockpits, and gaming accessories—needed to pivot fast. The pandemic shifted user behaviour drastically, and the brand turned to Impeccable Ads for a bold paid media strategy that could capture this change in demand and turn it into long-term revenue.
Background
Founded in 2009 in Glasgow, GT Omega is a well-known name in the gaming and sim-racing community. Their products cater to both hardcore gamers and professionals seeking ergonomic setups.
When the pandemic hit, demand for home-office and gaming furniture surged—but competition also skyrocketed. GT Omega needed a way to capture that demand profitably.
The Challenge
With limited time to respond to fast-changing market conditions, GT Omega’s goal was clear:
- Increase revenue
- Boost website traffic
- Lower Cost Per Acquisition (CPA)
—all during the uncertain economic conditions caused by COVID-19.
Their previous campaigns were heavily focused on bottom-funnel, high-intent users. But the changing landscape required a full-funnel approach that could reach new audiences while still converting existing demand efficiently.
Our Approach
Impeccable Ads designed a multi-stage, performance-driven social media strategy with a strong emphasis on creative agility, audience expansion, and real-time optimisation.
Full-Funnel Paid Social Strategy
We launched a tiered funnel strategy across Facebook and Instagram, where GT Omega’s ideal audience was spending the most time. Here’s how we structured it:
- Top-of-Funnel (TOFU): Broad awareness campaigns targeting gamers, remote workers, and ergonomic enthusiasts.
- Middle-of-Funnel (MOFU): Lookalike audiences and users with similar behaviours to past buyers.
- Bottom-of-Funnel (BOFU): Dynamic remarketing campaigns tailored to users who had interacted with product pages or abandoned carts.
Audience Expansion
We recognised that demand was growing not just among gamers, but also among remote workers and home-office buyers. We used layered interests, behavioural traits, and lookalike modelling to tap into this growing segment.
Creative Optimization
Our in-house creative team developed platform-specific assets—carousel ads, story formats, and performance-driven copy—tailored to each funnel stage. Messaging was split between first-time and repeat buyers to drive both new acquisition and customer lifetime value.
Results
The outcome was nothing short of transformative. Our data-first approach, combined with a dynamic creative strateg,y delivered significant YoY improvements across all KPIs:
- +102% YoY Reach
- +779% YoY Increase in Landing Page Views
- -77% Cost Per Landing Page View
- +383% YoY Growth in Purchase Conversion Value
- +227% Return on Ad Spend (ROAS)
- +281% YoY Total Purchase Volume
Final Take
GT Omega’s success is a blueprint for ecommerce brands navigating rapidly shifting consumer behaviour. With the right full-funnel structure, creative relevance, and optimisation discipline, you don’t just ride the wave—you lead it.
📩 Let’s build a winning campaign: info@impeccableads.com
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