The Early Black Friday 30% OFF campaign (Nov) is the account's best performer — 117.85 conversions at only $8.88 CPA with a 9.57% CVR. Highest conversion volume of any campaign. This promotional model is clearly the right formula.
The August BTF campaign posted the highest conversion rate in the account at 16.49% CVR — 110 conversions at $9.56 CPA. The BTF (Back-to-Field) seasonal offer resonates strongly with Soccer Express's buying audience.
The June summer promo campaign spent the most ($2,060) yet returned the fewest conversions with a $54.20 CPA — 6× worse than the top campaigns. The summer-sale landing page CVR at 0.53% is critically low. Urgent review required.
Desktop CVR: 20.69% vs Mobile: 4.74%. Despite mobile receiving 74% of spend ($3,980), it generates only 45% of conversions. This device-conversion gap represents a significant budget optimisation opportunity.
| Campaign | Month | Spend | Impressions | Clicks | CTR | Avg CPC | Conversions | CPA | CVR | Status |
|---|
117.85 conversions at the lowest CPA in the account. High search volume (12,954 impressions), strong CTR (9.50%), and the highest conversion volume. Increase budget 30–40% for next Black Friday. This promotional framework should be replicated for other seasonal windows.
The account's highest CVR campaign — 110 conversions at $9.56 CPA on $1,051 spend. The BTF seasonal moment clearly drives strong purchase intent. Back-to-school/field season is an optimal spending window. Double budget for August 2026.
Spent $2,060 for only 38 conversions. The summer sale landing page CVR of 0.53% indicates a deep post-click problem. Either the offer (30% off) is insufficient for summer or the landing page fails to convert. Redesign the summer-sale page and test a stronger offer before next June.
16.14 conversions at $57.26 CPA — the highest CPA among converting campaigns. The /Fall-Footy-Savings page converts at only 2.58% CVR. A landing page redesign with a clearer offer hierarchy and stronger CTA could lift CVR to 8%+ and drop CPA below $20.
| Keyword | Spend | Impressions | Clicks | CTR | Conversions | CPA | CVR | Verdict |
|---|
The highest CVR keyword in the account at an extraordinary 91.67% — 16.50 conversions on just $28.81 spend. A $1.75 CPA is the lowest in the account by a wide margin. This keyword is severely underfunded. Increase bids and budget significantly.
The account's highest-volume converting keyword with 112.22 conversions at $8.62 CPA. Strong 13.64% CVR. This is the core commercial keyword. Ensure maximum impression share and a top-3 ad position at all times.
The most expensive keyword in the account and one of the worst performers. $1,773 spent for only 35 conversions at $50.51 CPA. The broad term is attracting window-shoppers. Add negative keywords, switch to exact match, or significantly reduce bids.
$557 spent for only 4 conversions — a $139.37 CPA that is 7.5× the account average. A high-search-volume vanity keyword driving awareness, not conversions. Pause broad match, move to "soccer jerseys for sale" or "soccer jerseys canada" — proven lower-funnel variants.
| Age | Spend | Share | Impressions | Clicks | CTR | Conversions | CVR | CPA | Rating |
|---|
The 65+ cohort delivers the lowest CPA at $4.53 and highest CVR at 20.00% — 7 conversions on just $31.73 spend. Severely underbudgeted. A dedicated 65+ audience bid adjustment (+50%) and targeting expansion could unlock very high-ROI conversions.
The second-most efficient converting segment — 73 conversions at $14.46 CPA with an 11.20% CVR. High purchase intent and good conversion volume. Increase bid adjustments for 25–34 and consider creating dedicated ad copy tailored to this demographic.
The 45–54 group receives the second-highest spend ($1,092) but delivers a $24.82 CPA — well above the account average. Combined with a below-average 6.27% CVR, this segment is underperforming its budget allocation. Apply negative bid adjustment of -20%.
Female audience converts at a higher rate (9.26% CVR, $17.26 CPA) vs males (7.60% CVR, $19.63 CPA) despite receiving less spend. Increase female bid adjustments by +15% to capitalise on the higher conversion efficiency.
| Landing Page | Campaign | Spend | Clicks | Conversions | CVR | CPA | Verdict |
|---|
The account's top converting landing page — 117.85 conversions at $8.86 CPA on $1,043 spend. Strong offer + focused page design = high CVR. This page should be studied and its design principles applied to underperforming pages.
Highest CVR landing page in the account at 16.69% — 110 conversions at $9.40 CPA. The BTF savings page is exceptionally optimised. Strong social proof, clear discount, and streamlined checkout path. Replicate this structure across other seasonal pages.
The summer-sale URL with UTM tracking spent $1,500 yet converted at only 0.53% — 2 conversions at $750 CPA. This is the account's worst landing page by far. The offer is clearly not compelling enough, or the page experience is broken. Audit and rebuild before next summer.
Mobile receives 74% of total spend ($3,980) but converts at 4.74% CVR — 4× below Desktop (20.69%). The mobile site experience for Soccer Express needs urgent optimisation: page speed, mobile checkout flow, and product discoverability. Apply -30% mobile bid adjustment immediately.
| Province | Spend | Share | Impressions | Clicks | CTR | Avg CPC | Conversions | CPA | Priority |
|---|
BC dominates with 167 conversions at $15.76 CPA on $2,631 spend. Home market with the strongest commercial intent. BC CTR at 9.40% is above the account average (7.18%). Maintain and incrementally scale BC budget — it remains the most reliable conversion province.
Ontario delivers 96 conversions at $22.18 CPA — solid performance in Canada's largest market. Despite a lower CTR (5.77%), Ontario converts well. Dedicated Ontario ad copy with local messaging ("Ship to Ontario same-day") could push CPA below $18.
Alberta delivers 8 conversions at $15.94 CPA — below account average and close to BC's efficiency — on just $127 spend. Highly cost-efficient. A dedicated Alberta expansion budget of $300–400/mo could yield strong ROI. Test immediately.
Quebec generates 8 conversions at $31.76 CPA — above account average. The province engages (337 clicks on $254) but converts at lower efficiency. French-language ad copy and landing page localisation could significantly improve Quebec's CPA and unlock a larger market.
Soccer Express's 2025 Google Search Ads program delivered 287 conversions on $5,350 CAD spend at a blended CPA of $18.64 — a solid performance for an e-commerce account in a competitive sports retail category. The account ran across 5 distinct campaigns from February to November, with clear performance divergence: promotional/seasonal campaigns (Black Friday, BTF Early Bird) drastically outperformed the generic summer promo, which alone consumed 38.5% of total budget while delivering only 13.2% of conversions.
The most critical structural finding is the mobile-desktop conversion gap: mobile phones absorb 74% of budget ($3,980) but convert at 4.74% CVR — versus desktop at 20.69% CVR. Addressing this mobile experience gap is the single highest-leverage optimisation available. Implementing a -30% mobile bid adjustment alone would immediately reduce wasted spend by $400–600/year.
- 🏆 Black Friday campaign → $8.88 CPA, 117 conversions
- 🌟 BTF Early Bird → 16.49% CVR, 110 conversions, $9.56 CPA
- 🔑 "soccer jerseys sale" keyword → 91.67% CVR, $1.75 CPA
- 💎 65+ age segment → $4.53 CPA, 20% CVR
- 📈 Overall 7.18% CTR — well above 5% search benchmark
- 📱 Mobile CVR 4.74% vs Desktop 20.69% — 4× efficiency gap
- 🔥 "soccer cleats" keyword → $50.51 CPA on $1,773 spend
- 💸 Summer sale page: 0.53% CVR, $750 CPA — broken funnel
- 🔒 Impression share <10% — losing to adidas.ca (55% abs top)
- ❌ EK_SCX_Promo → $54.20 CPA vs $8.88 for best campaign
The data delivers a clear strategic lesson: Soccer Express's audience is promo-driven. The two best campaigns were time-limited percentage-off promotions (30% off Black Friday, 20% off BTF). The generic summer promo failed not because of the channel, but because of the offer — "summer sale" lacks urgency and specificity compared to "30% OFF" or "Back-to-Field savings." Every future campaign must lead with a clear, time-limited discount percentage in both the ad headline and the landing page hero.
The keyword data reveals a sharp high-intent vs low-intent split. Exact and phrase match keywords with "for sale," "sale," "canada," "discount," or "buy" have CPA averages of $2–$12. Generic keywords like "soccer cleats" ($50.51 CPA) and "soccer jerseys" ($139.37 CPA) are engagement keywords, not conversion keywords. The keyword strategy should aggressively prioritise purchase-intent modifiers and suppress budget on informational queries with negative keywords and match-type controls.
The Auction Insights show Soccer Express has <10% impression share — competing against adidas.ca (55.13% absolute top of page rate), sportchek.ca, and amazon.ca. The account's top-of-page rate (81.96%) is respectable, but Soccer Express must increase impression share via aggressive bid management on its highest-ROI keywords to capture more of the available conversion opportunity. The account is winning conversions but at low volume — scaling budget on proven campaigns is critical.
1. Replicate the Black Friday & BTF framework year-round. The promotional campaign structure works: clear % discount + seasonal urgency + focused landing page = sub-$10 CPA. Apply this to Christmas, Valentine's Day soccer leagues, and spring soccer season (March–April).
2. Fix the mobile conversion experience. Apply -30% mobile bid adjustment immediately. Engage a mobile UX audit on soccerx.com. Page load speed, mobile checkout flow, and product navigation are the likely failure points driving the 4.74% CVR. Fixing this could 2–3× mobile conversions on existing budget.
3. Dramatically scale "soccer jerseys sale" keyword. 91.67% CVR and $1.75 CPA is the most efficient keyword in Google Ads history for this account. Raise bids to max impression share, create a dedicated jersey-sale landing page, and add all jersey-intent keyword variants.
4. Alberta expansion ($300–400/mo test). Alberta converts at $15.94 CPA — close to BC efficiency — with only $127 spend. A dedicated Alberta geo campaign with localised copy could deliver 15–20 conversions/month at sub-$16 CPA.
5. 65+ bid adjustment +50%. The 65+ segment converts at $4.53 CPA with 20% CVR — the account's most efficient demographic combination. Significantly increase bid adjustment for 65+ to capture more of this high-ROI audience.
- Pause "soccer jerseys" broad match — $139.37 CPA, $557 wasted
- Pause "soccer cleats" broad match — $50.51 CPA, $1,773 partially wasted
- Rebuild summer-sale landing page — 0.53% CVR is critically broken
- Apply -30% mobile bid adjustment immediately across all campaigns
- Max budget on Black Friday framework — replicate in Dec/Jan/Mar
- Scale BTF/seasonal discount campaigns +40% in Aug 2026
- Increase bids on "soccer jerseys sale" — 91.67% CVR, $1.75 CPA
- Increase bids on "soccer cleats for sale" — 112 conv, $8.62 CPA
- Alberta dedicated geo campaign — $15.94 CPA, untapped volume
- French-language Quebec ads — improve $31.76 CPA
- 65+ bid adjustment +50% — $4.53 CPA, 20% CVR signal
- Female-specific ad copy — 9.26% CVR vs 7.60% male
- Add negative keywords: informational, brand queries, competitor terms
- Switch "soccer cleats" + "soccer jerseys" to exact/phrase match only
- Increase bid on "buy soccer boots canada" — $2.02 CPA, 34.41% CVR
- Audit top-of-page rate — close impression share gap vs adidas.ca
→ CPA: $18.64 → $11–13 (bid adjustments + keyword clean-up + mobile fix)
→ Conversions: +40–60% (seasonal campaign expansion + high-CVR keyword scaling)
→ Mobile CVR: 4.74% → 8–10% (mobile UX audit + site speed improvements)
→ $800–1,000/year recovered from pausing wasteful keywords and bid adjustments