The whole ecommerce operation in the same hands: a new platform, ads in two channels, SEO and owned data. All measured against profitable growth, not reach.
Industry
Sportswear
Stack
Shopify · Google Ads · Meta · SEO
Year
2021–Ongoing
Services
[ Background ]
2XU has world-class products, but web, ads and SEO lived in separate corners. No one could point to what actually drove profit, only what drove traffic.
We took over the whole chain: the build, the paid channels, the organic visibility and the reporting. One system instead of three contracts, all tuned towards profitability instead of reach.
[ What we did ]
Custom Shopify theme
A fully bespoke theme built for conversion and speed: advanced colour swatches, real size guides and custom metadata on the products. CRO built in from the first sketch, not as an afterthought checklist.
Google Ads
The account is steered towards profit instead of clicks. Profitable spend scaled by over 300 percent in twelve months, without letting the return give way along the road.
Meta Ads
Campaigns with one mission: bring in new sales, not just repeat purchases from people who already know the brand. Consistently within a profitable ROAS of 5 and up.
SEO & visibility
Categories and structure rebuilt to be seen more broadly, in both search engines and AI answers. Over 50 percent more organic traffic, traffic that doesn't cost per click.
Data & reporting
Custom reporting and data integrations that tie the channels together. Every krona is followed from ad to order to the bottom line, so decisions are made on numbers that hold.
[ Results ]
+300%
Profitable Google spend
5+
ROAS on Meta
+50%
Organic traffic
[ Deep dive ]
A fully bespoke Shopify theme, built for speed and conversion. Advanced colour swatches, real size guides, custom metadata on the products and a set of features standard themes can't handle. CRO was built in from the first sketch.
Two channels, one principle: profitability before reach. On Google we scaled the profitable spend by over 300 percent in twelve months. On Meta we consistently drive new sales within a ROAS of 5 and up.
We rebuilt categories and structure to be seen more broadly, in both search engines and the new AI answers. The result: over 50 percent more organic search traffic, without paying for every click.
With our own reporting and data integrations that tie the channels together. Every krona is followed from ad to order to the bottom line, so decisions are made on numbers that actually hold.
Tell us where you stand and where you want to go. You get an honest read on what can be moved, not a quote on autopilot.
Or reach Johannes directly
