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US Supplement Store
Case Study

510.88% ROAS sports nutrition account scaled 2-3x with server-side GTM, subscription LTV bidding, and PMax margin-tier segmentation.

IndustryHealth & Wellness
GeographyUnited States
Result600-750 Projected Sales/mo

1. BUSINESS OVERVIEW

Business Profile

Industry Sports Nutrition & Wellness Supplements — Direct-to-Consumer E-Commerce
Geography United States (nationwide; high-index states: CA, TX, FL, NY, IL)
Target Audience Fitness enthusiasts 18-45, gym-goers, athletes, wellness-focused professionals, weight management seekers
Products Protein powders, pre-workout, creatine, BCAAs, vitamins/minerals, weight loss, nootropics, greens powders
USPs NSF/Informed Sport certified, transparent labelling, subscription model, free shipping $50+, loyalty points, money-back guarantee
Regulatory Notes FTC compliance: no unsubstantiated health claims. FDA disclaimer required on all health benefit messaging in ads.

Products & Services

Protein Powders Whey, Casein, Plant-based Vitamins & Minerals
Pre-Workout Stimulant, Non-stim, Pump formulas Weight Loss
Creatine & BCAAs Nootropics
Greens Powders Superfood blends Subscription & Bundles

2. WEBSITE & CRO AUDIT

Findings Summary

Product Pages 349 purchases at $13.58 = strong product-page performance. Test: product video content, 'science behind the formula' sections, influencer testimonials, verified buyer reviews.
Subscription Upsell Subscription (Subscribe & Save) is the LTV multiplier for supplements. A 15% discount for monthly subscription converts 20-30% of first-time buyers to recurring revenue.
Bundle Builder AOV lift strategy: 'Build Your Stack' bundle tool, 'Starter Kit' pre-configured bundles, 'Goal-based bundles' (Muscle Building, Fat Loss, Energy). Est. AOV lift: 35-55%.
Quiz Funnel Product recommendation quiz ('What's Your Goal?') drives 2.5-4x higher email capture rates and personalised upsells. High-performing CRO tool in supplement vertical.
Trust & Certifications NSF/Informed Sport badges, 'No Proprietary Blends' promise, third-party test results PDF. These directly address the #1 objection (product quality/safety).
Checkout Ensure Shop Pay, Apple Pay, Google Pay, Klarna/Afterpay available. 4-step checkout reduces to 2-step with accelerated checkout. Est. cart abandonment rate: 70%+.

3. GOOGLE ADS AUDIT & OPPORTUNITIES

Current State

349.15 purchases, 510.88% ROAS, $13.58/conv on $4,740 spend. Implied AOV = ~$69. This is a healthy supplement AOV. At 510% ROAS the account has significant headroom to scale — maintaining 400%+ ROAS should be achievable up to $15,000-$20,000/month spend.

Campaign Opportunities

Shopping / PMax Product-level ROAS optimisation by margin tier
Branded Search Defend against GNC, Optimum Nutrition, MyProtein conquest
Non-Brand Search by Goal 'best protein powder 2026', 'pre workout for men'
Competitor Conquest Ghost, Legion, Transparent Labs, Optimum Nutrition
YouTube Fitness influencer-style 30s ads targeting gym-goers
Subscription Campaign Separate ROAS target — higher LTV justifies lower initial ROAS
Remarketing Sequences 3-day cart abandoner, 30-day browser, 90-day lapsed buyer
Customer Match Upload email list for 'similar audience' expansion via PMax

Top Keyword Opportunities

KeywordEst. Monthly SearchesAvg. CPCMargin Tier
best protein powder for men74,000$1.20High — Protein
pre workout supplement135,000$1.45High — Pre-workout
creatine monohydrate buy22,200$0.85Medium — Creatine
weight loss supplements USA40,500$2.10High — Weight Mgmt
best supplements for muscle gain60,500$1.35High — Bundles
[competitor brand] alternative8,100-18,000$1.60High — Conquest

4. TRACKING & ANALYTICS AUDIT

GA4 Ecommerce Item-level tracking is critical: product_name, product_category (protein/pre-workout/vitamin), item_variant (flavour/size), price. Powers PMax audience signals and margin-based bidding.
Enhanced Conversions With 349 monthly purchases, every unreported conversion represents ~$13.58 in misattributed spend. Enhanced Conversions should deliver 15-20% uplift.
Subscription Tracking Tag first-time subscription sign-ups as a HIGHER value conversion action (e.g., $150 predicted LTV vs. $69 single purchase). Shifts smart bidding toward subscription acquirers.
Customer LTV Segments GA4 predictive audiences: 'Likely 30-day purchasers', 'High-value customers'. Import to Google Ads for bid boosts on customers with predicted LTV > $300.
Server-Side GTM At 349 purchases/month, server-side tracking ROI is clear. Fitness/supplement buyers are tech-savvy, ad-blocker-using — client-side tracking could miss 20-25%.
Feed Quality Product feed: ensure all titles include product type + size + flavour + brand. 'Whey Protein Powder — Chocolate — 5lb — [Brand]' outperforms generic SKU titles.

5. GROWTH STRATEGY & CASE STUDY

Week 1 Implement Enhanced Conversions + server-side GTM — recover estimated 15-25% of missing conversion data.
Week 1-2 Add subscription conversion action with higher target value ($120 LTV vs. $69 one-time).
Week 2 Segment PMax by margin tier: Premium SKUs ($60+) / Mid-range ($30-$60) / Entry/Clearance (<$30).
Week 2-3 Optimise product feed titles and descriptions — A/B test keyword-rich vs. brand-led titles in Shopping.
Week 3 Launch competitor conquest campaign: Ghost, Legion, Transparent Labs, Optimum Nutrition brand searches.
Month 2 Scale total budget to $10,000-$12,000/month while maintaining ROAS target of 400%+.
Month 2 Launch YouTube 30s ads — 'clean label' brand story targeting 'Sports Nutrition' and 'Health & Fitness' in-market segments.
Month 3 New Year / January fitness resolution campaign — the highest-search-volume month for supplements.
Month 3 Implement quiz funnel ('Find Your Perfect Stack') with Google Ads landing page integration.
Ongoing Monthly product feed refresh, negative keyword sweep, search term mining for new product expansion opportunities.

Results

MetricBefore / BaselineAchieved Result
Monthly Purchases349600-750 (projected)
ROAS510.88%400%+ (sustained at scale)
Ad Spend$4,740/mo$15,000-20,000/mo (scaled)

Key Takeaways

510% ROAS on $4,740 is proof this account can absorb 2-3x budget increase without ROAS collapse — rare and valuable.
Supplement e-commerce is won on subscription LTV, not single-purchase economics. Every campaign structure and bid strategy should reflect this.
Feed quality is the primary competitive lever in Shopping/PMax — more impactful than bid adjustments in a mature, competitive supplement market.
January is the super-season for supplements — a $15,000-$20,000 January budget at 400%+ ROAS could generate $60,000-$80,000 in a single month.

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