Board Games E-Commerce
From 250% to
797% ROAS
The Challenge
A US-based board games e-commerce store selling tabletop games, card games, and accessories. The account had been running Google Shopping with a previous agency that delivered a flat 250% ROAS — profitable but well below the category’s potential.
The typical problems: no campaign segmentation (all products in one bucket), no feed optimization (manufacturer titles used as-is), and browser-only tracking missing conversions from returning customers who researched on mobile and purchased on desktop.
Board games as a category has unique characteristics — seasonal spikes (holidays, new releases), a passionate hobbyist audience that researches extensively before buying, and strong brand loyalty to specific publishers. None of these dynamics were reflected in the campaign structure.
What We Did
Campaign restructuring
Broke the single Shopping campaign into segments based on product performance, margin, and category — party games vs. strategy games vs. collectible/premium. High-margin bestsellers got aggressive bidding. Long-tail catalog got conservative coverage.
Server-Side Tracking
Recovered missed conversions from cross-device and cross-session purchase paths. Board game buyers often browse on phone (read reviews, watch gameplay videos) and buy on desktop — exactly the pattern browser-side tracking loses.
Feed optimization
Enhanced product titles with category-specific terminology that hobbyists actually search for — game mechanics, player count, publisher names. "Catan" became "Catan Board Game — 3-4 Players Strategy Game by Kosmos" matching how the audience searches.
Seasonal and new release campaigns
Pre-built campaign structures for holiday peaks and new release launches. Instead of scrambling when a hot game drops, we had the infrastructure to capitalize immediately.
The Results
ROAS more than tripled — from 250% to 797%. The improvement came from the same playbook we apply across e-commerce: fix the feed, fix the tracking, segment the campaigns, then let the algorithms optimize on clean data.
The 797% ROAS wasn't a one-day spike. It was sustained performance after the structural changes took effect — proof that specialty e-commerce with strong product-market fit can achieve exceptional returns when the advertising infrastructure matches the audience's behavior.
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