Scaling Yokohama's E-commerce Revenue with Performance Marketing

The challenge

Yokohama had launched their e-commerce platform 18 months prior but struggled to scale beyond ₹8 lakhs in monthly revenue. Their previous agency had been running Google Shopping campaigns with a 1.8x ROAS — barely breaking even after accounting for product costs and overhead.

They needed a partner who could dramatically improve efficiency while scaling spend.

Our approach

Audit and restructure (Week 1-3)

We audited their existing campaigns and found significant waste:
- Generic keyword targeting with no negative keyword management
- Single campaign structure with no audience segmentation
- No remarketing strategy
- Product feed optimization was nonexistent — missing attributes, generic titles

Feed optimization (Week 2-4)

We rebuilt their product feed from scratch:
- Rewrote all product titles with search-optimized formatting
- Added complete product attributes (material, size, color, use case)
- Implemented dynamic pricing rules for competitive positioning
- Set up automated feed health monitoring

Campaign architecture (Week 3-6)

We built a layered campaign structure:
- Top of funnel: Broad awareness through YouTube and Display
- Mid funnel: Category-level search campaigns targeting research-phase queries
- Bottom funnel: Product-specific Shopping campaigns for high-intent traffic
- Retention: Remarketing sequences with dynamic product ads

Continuous optimization (Ongoing)

• Weekly bid adjustments based on ROAS by product category
• Monthly creative refresh for display and YouTube
• Quarterly landing page tests
• Real-time budget reallocation from underperforming to high-performing segments

The results

Over 6 months, we transformed their e-commerce performance:

• Monthly revenue grew from ₹8L to ₹42L
• Average ROAS improved from 1.8x to 6.7x
• Customer acquisition cost dropped by 58%
• Return customer rate increased from 12% to 31%

Key insight

The biggest lever was not spend — it was structure. By segmenting campaigns by intent level and optimizing the product feed, we made every rupee work harder. The 6.7x ROAS means for every ₹1 spent on ads, Yokohama earned ₹6.70 in revenue.