Board Games E-Commerce From 250% to 797% ROAS
What We Did
Campaign restructuring
Broke the single Shopping campaign into segments based on product performance, margin, and category — party games vs. strategy games vs. collectible/premium. High-margin bestsellers got aggressive bidding. Long-tail catalog got conservative coverage.
Server-Side Tracking
Recovered missed conversions from cross-device and cross-session purchase paths. Board game buyers often browse on phone (read reviews, watch gameplay videos) and buy on desktop — exactly the pattern browser-side tracking loses.
Feed optimization
Enhanced product titles with category-specific terminology that hobbyists actually search for — game mechanics, player count, publisher names. "Catan" became "Catan Board Game — 3-4 Players Strategy Game by Kosmos" matching how the audience searches.
Seasonal and new release campaigns
Pre-built campaign structures for holiday peaks and new release launches. Instead of scrambling when a hot game drops, we had the infrastructure to capitalize immediately.
The Results
ROAS more than tripled — from 250% to 797%. The improvement came from the same playbook we apply across e-commerce: fix the feed, fix the tracking, segment the campaigns, then let the algorithms optimize on clean data.
The 797% ROAS wasn't a one-day spike. It was sustained performance after the structural changes took effect — proof that specialty e-commerce with strong product-market fit can achieve exceptional returns when the advertising infrastructure matches the audience's behavior.
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