As a digital marketing agency with a strong focus on Google Ads, we frequently encounter unique challenges that test our expertise. In 2022, we worked with an online gaming company that required targeted users from Brazil. Due to an NDA, we can't reveal the client's name, but this case study will still provide valuable insights into our approach and results.

Project Overview

The client had developed an early version of an online game and wanted to test its performance and monetization strategies. Their platform offered both one-time purchases and subscription-based models. One-time purchases allowed players to buy in-game currency and other perks, while subscriptions gave access to exclusive in-game events and offers.

Challenges Faced and Solutions Implemented

This project presented several significant challenges. Firstly, it was our first experience in advertising online games, a niche we had not previously explored. Additionally, the advertiser used a custom CRM that they could not share with us, making conversion tracking a complex task.

To overcome this, our tech department implemented S2S (server-to-server) postbacks to track user actions, such as sign-ups and purchases. We also developed an automated script that uploaded all conversions to a Google Sheet, which was then integrated directly into Google Ads. This allowed us to accurately track conversions and feed the necessary data into Google Ads, enabling its AI to better understand the target audience and optimize the campaign effectively.

In-Depth Analysis of the Strategy

When selecting the appropriate placements for this campaign, we decided to focus on Google Search. Although Display and YouTube Ads offer vast reach, they require longer testing periods, which wasn't suitable given the client's need for quick results. Moreover, these placements often require careful preparation of blacklist/whitelist placements, something we lacked as newcomers to this niche.

Google Search allowed us to directly target users who were actively looking for similar games, which significantly shortened the time required to start generating valuable leads. This strategy aligned perfectly with the client's objective to quickly test and monetize their game.

Creative & Ad Copy Insights

Since we focused on Google Search, the campaign relied solely on text-based ads. We crafted compelling headlines and descriptions that highlighted the game and the bonuses players could receive. While we didn’t use any graphic elements, the text was optimized to attract clicks and encourage users to explore the game further.

Audience Targeting and Segmentation

In Google Search, audience targeting is primarily driven by keywords. We began the campaign with a "Maximize Clicks" strategy, aiming to drive as much traffic as possible. Once we started receiving sign-ups, we shifted to a "Maximize Conversions" strategy, focusing on attracting users who would register for the game.

However, sign-ups alone didn’t generate revenue—the real goal was to convert these users into paying customers. As the campaign progressed and we accumulated enough sales data, we adjusted our strategy to focus on "Sales." This allowed Google Ads' AI to optimize the campaign for users who were more likely to make a purchase or subscribe, resulting in a significant boost in revenue.

Learning & Future Recommendations

This case study illustrates that there’s no such thing as an unprofitable ad campaign if approached logically and strategically. Our funnel approach—starting with "Clicks," moving to "Sign-Ups," and finally targeting "Sales"—allowed us to maximize the campaign’s effectiveness within the allocated budget.

It's essential to work in harmony with Google Ads, understanding its mechanics and gradually feeding it the right data. When you and Google Ads’ AI are on the same page, the results can be extraordinary, as demonstrated by this campaign.

Campaign Results

• Campaign Dates: November 2022 - April 2024
• Budget Spent: $327,000
• Total Revenue: $866,000
• Return on Ad Spend (ROAS): ~264%

Notably, in the initial months, our ROAS was an impressive 417%, a remarkable achievement for a first-time campaign in this niche.

Our strategy proved so effective that what began as a 3-month test evolved into a 1.5-year collaboration, generating nearly 22,000 sales with an average revenue of $39 per player. The advertiser was highly satisfied with the results, and this experience opened new doors for us in the online gaming industry.