Performance Marketing Case Study — Sports Apparel
Competing
With
Global
Brands
on
Efficiency,
Not
Budget
Alpha Ecommerce rebuilt acquisition for a sports apparel brand — escaping head-on bidding wars with global players, building demand around specific sports, and growing repeat purchase volume.
+81% Revenue
+76% ROAS
−29% CPA
+69% Orders
Sports Campaign Creative Placeholder
+76%
Drop training footage, athlete campaign stills, or the best-performing performance-fabric creative here.
Show the sport-specific drops that scaled fastest.
02 — The Challenge
Auction
costs
were
set
by
brands
with
far
bigger
Budgets.
We stopped competing on budget and started competing on specificity.
Amit Pandey
,
Founder & CEO
Broad athletic keywords and interests were priced by global players, so every efficient pocket disappeared as spend increased. Buyers also wanted proof the fabric and fit actually performed, and demand swung with each sport’s season.
01 — Auction Pressure
Broad athletic targeting was priced by global brands, pushing costs up as budget scaled.
02 — Unproven Performance
Shoppers needed evidence on fit, fabric, and durability before switching from a known label.
03 — Season-Bound Demand
Each sport peaked at a different time, leaving budget idle in between.
Athlete purchase funnel — before optimisation
Traffic
100%
Sport & fit browsing
59%
Checkout
33%
03 — The Approach
We
stopped
competing
on
budget
and
started
competing
on
Specificity.
01 — Media Strategy
Targeted sport-level and use-case demand instead of broad athletic terms, avoiding the most expensive auctions.
02 — Funnel / Conversion
Put fit guidance, fabric performance, and athlete proof directly into the product and checkout journey.
03 — Creative & Scaling
Rotated creative by sport and season so budget always sat behind whichever category was peaking.
04 — Performance
From
bidding
wars
to
efficient,
year-round
Scale.
Before: outbid on broad demand
After: efficient sport-level scale
ROAS
CPA
Conversion
05 — The Outcome
Scale
no
longer
depended
on
Outspending
anyone.
The brand now grows through sport-specific demand it owns, with repeat buyers making each season more profitable than the last.
Revenue
+
Growth in total revenue, year over year.
ROAS
+
Higher return on every ad dollar spent.
CPA
−
Lower cost to acquire each new customer.
Order Volume
+
More orders across every sport season.
