What is the right SEA strategy for MAG Creative Footwear?

Joël Casteleijn

Digital Marketing Lead

2 May 2025

To define the right SEA strategy for MAG Creative Footwear, we faced a clear challenge. How do you strengthen the position of a brand that perfectly combines comfort and style? This question formed the starting point of our long-term collaboration with MAG, a leading Dutch footwear brand. A well-considered SEA strategy has not only increased MAG’s visibility but has also driven significant growth through smart performance marketing.

A strong Google Ads foundation

After mapping out the CPA (Cost Per Acquisition) and ROAS (Return on Ad Spend) targets, it was time to get to work. In close collaboration with MAG, we built a solid Ads foundation with the right conversion settings and the following improvements:

Remarketing tag:
This enables MAG to track website visitors at product level. With this tag, MAG reaches visitors through retargeting with tailored ads featuring the products they have shown interest in.
Audience data:
We collected and applied detailed audience insights to improve campaign targeting. This data helps the Google algorithm show ads to people who are most likely to be interested in MAG’s footwear.
Automated bidding strategies:
With this increase in data, automated bidding strategies became effective within the Google Ads setup. Using machine learning, Google continuously optimizes the ad budget. MAG invests exactly what is needed to achieve the best return, with far less manual effort.

The long-term collaboration with XSARUS is built on trust and drives continuous improvement. In-depth knowledge of MAG enables fast decision-making, while the personal connection creates a positive and energetic partnership.

Maurice Bovée, Owner of MAG Creative Footwear

Improved Google Shopping feed

Another key optimization focused on improving the Google Shopping feed. We refined product titles and switched the product display to a model-based presentation. In addition, we connected reviews to the Google Shopping feed. Using Channable, we optimized the feed with ease and promoted it directly across channels such as META. Small changes that delivered strong results.

What does this deliver for MAG Creative Footwear?

The key optimizations are in place. The Google Ads foundation is ready. The new SEA approach, developed together by XSARUS and MAG, is live. We scaled the advertising budget in line with the target. The result? MAG’s online reach increased significantly and the impact was clear. The target ROAS was achieved, and revenue for MAG Creative Footwear saw strong growth.