Adelante Shoes Steps Up Digital Presence with Optimized Google Ads Strategy

About the Client

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Adelante Shoes, renowned for its handcrafted, ethically produced footwear, sought to enhance its online visibility and drive sales through a robust digital advertising approach. Partnering with our agency, they aimed to overcome industry-specific challenges and achieve scalable growth via Google Ads.

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Notre approche

Footwear retailers like Adelante Shoes encounter specific hurdles when optimizing Google Ads campaigns. With intense competition in the online footwear market, it can be challenging for individual brands to gain visibility in a crowded space. Seasonal shifts in consumer demand also affect sales stability, as interest in certain styles fluctuates throughout the year. Additionally, the wide array of products—including different brands, styles, and sizes—adds complexity to effective ad management. Moreover, high-quality, visually appealing images are vital for attracting fashion-conscious customers, as visuals significantly influence purchasing decisions. Together, these factors make digital advertising in the footwear industry both demanding and crucial for success.

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WeAdU’s Strategy & implementation

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We designed a tailored Google Ads strategy for Adelante Shoes, focusing on strategies uniquely suited to their brand of handcrafted, ethically produced footwear. Our approach highlighted their story, targeted the right audience, and optimized for high-intent searches, resulting in a successful and scalable campaign. Here’s how we achieved it:

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1. Performance Max (PMax) Campaigns with Feed-Only Asset Groups per Product Category

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We structured PMax campaigns by creating feed-only Asset Groups for each specific footwear category, including Adelante’s popular lines such as sustainable leather boots, classic loafers, and artisanal sandals. This strategy allowed us to leverage the high-conversion potential of Google Shopping and Dynamic Remarketing—where customers actively searching for footwear are more likely to convert—while avoiding initial risks associated with broad targeting. As each Asset Group reached a solid conversion base, we strategically added high-quality headlines, descriptions, images, and later videos to extend our reach into Search, Display, YouTube, and Discovery, maximizing the impact across the entire network.

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2. Audience Signals Aligned with Adelante’s Ethically Conscious Buyer

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Recognizing that Adelante’s audience prioritizes sustainability and craftsmanship, we built custom audience signals to guide Google’s AI, focusing on individuals interested in eco-friendly and artisanal products. This allowed us to reach people who value ethical manufacturing and high-quality materials, increasing the likelihood of conversions among like-minded consumers.

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3. Device-Specific Ad Groups for Targeted Messaging

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To enhance messaging and user experience, we separated mobile and desktop ads into dedicated Ad Groups, tailoring the headlines and descriptions to ensure full visibility on each device. For instance, on mobile, we emphasized "handcrafted for comfort," while desktop ads included more detailed descriptions of Adelante’s sustainable practices. This strategy not only improved ad clarity but also reinforced Adelante’s commitment to quality, creating a consistent and trustworthy brand image.

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4. Dynamic Search Ads (DSAs) for Wider Product Discovery

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DSAs helped us capture additional search traffic for queries related to handcrafted, sustainable footwear without relying on an exhaustive keyword list. This allowed us to broaden Adelante’s reach to attract customers searching for terms like "artisan leather shoes" or "ethically made boots," tapping into a wider audience interested in Adelante’s unique value proposition.

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5. Responsive Search Ads (RSAs) for Tailored Messaging

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We implemented RSAs with multiple variations of headlines and descriptions, allowing Google’s machine learning to identify the most effective combinations for different segments. We tested messaging that highlighted Adelante’s key values, such as "crafted with purpose" and "eco-friendly materials," which helped us better connect with audiences seeking ethically produced footwear.

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6. Remarketing Lists for Search Ads (RLSAs) to Re-Engage High-Intent Visitors

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Using RLSAs, we re-engaged users who had previously visited Adelante’s site, specifically those who had viewed high-value product pages. With tailored ads highlighting free shipping and limited-time promotions, we brought back interested visitors, guiding them closer to conversion.

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7. Optimized Product Feed for Artisanal Footwear

Given Adelante’s focus on quality and craftsmanship, we ensured their product feed highlighted essential attributes like sustainable materials, custom sizing, and unique color options. These attributes improved the relevance and visibility of Adelante’s products in Google Shopping, particularly for shoppers looking for ethically produced, high-quality footwear.

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8. Seasonal Campaign Adjustments for Collection Launches

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To align with Adelante’s seasonal launches and exclusive collections, we adjusted campaign bids and budgets to reflect peak shopping periods. For instance, we prioritized promotions for fall boots and winter collections during colder months and shifted focus to lighter, summer-friendly styles as the seasons changed. This seasonal targeting helped us maximize engagement during key sales periods.

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9. Ad Extensions Highlighting Adelante’s Unique Offerings

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We utilized sitelink extensions to guide users to pages showcasing Adelante’s story, ethical production process, and free return policy. We also used callout and structured snippet extensions to emphasize key product benefits, such as “handcrafted quality,” “eco-friendly leather,” and “lifetime repair service,” making it easy for users to understand Adelante’s unique selling points from the start.

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10. Continuous Performance Monitoring and Ethical Ad Messaging Optimization

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By consistently analyzing campaign data, we fine-tuned targeting, creatives, and bidding strategies to ensure Adelante’s ads reached audiences most likely to convert. We frequently adjusted ad copy to resonate with Adelante’s values, focusing on ethical production, transparency, and sustainability. This approach helped maintain strong engagement and ROI by connecting with customers who share Adelante’s values.

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The Result

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Through these strategies, we successfully scaled Adelante Shoes’ Google Ads campaigns, building a loyal customer base and driving sustainable growth while maintaining an impressive ROAS. Our industry expertise and ethical approach ensured Adelante Shoes stood out in a crowded footwear market, effectively reaching and resonating with their target audience.

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