TLDR
- Who: RC Visions, an RC hobby vehicle retailer selling online and in-store.
- What changed: NUOPTIMA took over Google Ads management plus SEO, rebuilt campaign structure, launched seasonal promotions, and improved site UX through a new sitemap and monthly page updates.
- The number: 15,543.34% increase in total revenue in the six months from October 2023 to April 2024, with a 745.20% ROAS over the same period.
About RC Visions
RC Visions is a retailer of RC hobby vehicles operating both online and through a physical storefront. Despite solid overall business performance, the company had seen fairly slow digital growth over the prior few years. They approached NUOPTIMA wanting to increase revenue as much as possible while maintaining a return on ad spend (ROAS) above 500%.
Who we were targeting
RC Visions sells to RC hobby enthusiasts shopping both online and in-store, and the paid and organic strategy was built around reaching them at the moments they are most ready to buy.
- RC hobby vehicle buyers researching or comparing products, served through improved organic keyword coverage and a rebuilt site structure.
- Seasonal shoppers around key gifting and sale windows, which is why dedicated Black Friday and Cyber Monday, Christmas, and Spring Sales campaigns were launched.
- High-intent searchers already close to purchase, targeted through the rebuilt Google Ads account structure to lift conversion rate rather than just traffic volume.
The Challenge
An audit of the existing Google Ads account revealed a low clickthrough rate and a 1.25% conversion rate, well below where it needed to be. The website itself had structural gaps hurting both UX and organic discoverability. Between April 2022 and October 2023, the account had generated a conversion value of $1.17M at a ROAS of 539.73%, spending $217K on ads. There was clear upside, but the account needed a rebuild, not just optimisation.
What We Did
After the kick-off call, we agreed on two objectives: maximize revenue and hold ROAS above 500%. We ran a full Google Ads and SEO package, covering both paid and organic channels simultaneously.
- Conducted detailed competitor analysis to map RC Visions's competitive landscape;
- Ran a website analysis and made recommendations on improvements outside of SEO;
- Rebuilt the paid marketing strategy: Google Ads account audit, paid ads strategy, in-depth keyword research, ad copy preparation, and daily performance monitoring;
- Completed organic keyword rankings analysis, keyword gap analysis, exhaustive keyword research, and identified top organic ranking opportunities;
- Made consistent monthly page updates to the RC Visions site;
- Launched dedicated campaigns for Black Friday and Cyber Monday, Christmas, and Spring Sales;
- Crafted and implemented a new sitemap, improving site UX and contributing to more conversions.
The technical SEO work and sitemap restructure ran alongside the paid campaigns so that improved organic rankings compounded the paid traffic gains throughout the engagement.
Results
RC Visions's Starting Point (April 2022 to October 2023)
RC Visions started working with NUOPTIMA in October 2023. To measure the impact accurately, here is the baseline from the 18-month period from April 2022 to October 2023:
- Clicks: 567K over 18 months;
- Conversion value: $1.17M;
- Cost per conversion: $29.88;
- Ad spend: $217K;
- Conversion rate: 1.25%;
- Actual ROAS: 539.73%.
Paid Ads Performance: October 2023 to April 2024
In the six months from October 2023 to April 2024, here is what NUOPTIMA delivered:
In six months, RC Visions achieved 303K clicks, a conversion value of $1.15M, a 2.31% conversion rate, and an actual ROAS of 745.20%.
Compared to the previous period:
- 120K more clicks;
- $602K increase in conversion value;
- 0.59 percentage point increase in conversion rate;
- 129.81% improvement in actual ROAS.
Compared to the same period in the prior year:
- 29.1K more clicks;
- $598K increase in conversion value;
- 1.04 percentage point improvement in conversion rate;
- 163.78% increase in actual ROAS.
Organic search also moved: RC Visions recorded a 75.14% increase in organic traffic during this period.
Black Friday Weekend: November 23 to 27, 2023
A dedicated five-day Black Friday and Cyber Monday campaign ran from Thursday, November 23 to Monday, November 27, 2023:
- 247.69 conversions;
- 2.88% conversion rate;
- $74.5K conversion value;
- 1,456.19% actual ROAS.
Black Friday itself (November 24, 2023) was the single strongest day: 85 conversions, a 5.15% conversion rate, a $27,000 conversion value, and a 2,689.04% ROAS.
Total Revenue
15,543.34%
Increase in Total Revenue
745.20%
Actual ROAS
2689.04%
ROAS on Black Friday
Since starting with NUOPTIMA in October 2023, RC Visions recorded a 15,543.34% increase in total revenue (Google Analytics, October 2023 to April 2024). Total revenue is net of refunds.
Key takeaways
- Combining paid and organic channels compounds results faster than either alone. RC Visions ran Google Ads and SEO in parallel, which pushed conversion value up by $602K versus the prior period in just six months, with organic traffic growing 75.14% at the same time.
- Seasonal campaign planning is a revenue multiplier. The Black Friday and Cyber Monday campaign (November 23 to 27, 2023) generated a 1,456.19% ROAS over five days, and Black Friday alone hit 2,689.04% ROAS. Dedicated promotion budgets, built well in advance, let you capture high-intent traffic at exactly the right moment.
- Fixing conversion rate is the highest-leverage starting point. RC Visions entered at 1.25% conversion rate and finished at 2.31%. That improvement, achieved through tighter ad targeting and a new site structure, nearly doubled the revenue extracted from every dollar of ad spend before any budget increase.
If you want similar results for your eCommerce store, book a strategy call and we will walk through what is holding your account back.