Profuomo
A long term partnership in PIM, e commerce, OMS, and digital marketing
Discover more in this customer caseA smarter performance advertising strategy for Profuomo
8 August 2025
Menswear brand Profuomo continuously aims to optimize its online performance marketing. Due to rising search volume and increasing competition, ROAS (Return on Advertising Spend) came under pressure. Together with XSARUS, a strategic approach was developed to regain control of ROAS in this competitive market and improve it.
Strategic approach for the keyword “Profuomo”
One of the biggest challenges within the advertising strategy was spending the performance marketing budget efficiently on the brand keyword “Profuomo” in Google Ads. As brand awareness grew, the number of monthly searches for “Profuomo” increased structurally. At the same time, the rise in online competitors, combined with an automated bidding strategy, drove the cost per click (CPC) on the brand keyword to an unsustainably high level. While it did not directly contribute to acquiring new customers.
Our brand awareness grew rapidly, which led to an uncontrollable CPC on our brand keyword. This caused ROAS to drop too far. Together with XSARUS, we developed a smart strategic approach to regain control over CPC and steer performance marketing spend more effectively.
For Profuomo, staying visible online for both new and returning customers is essential, but always in balance with the right performance marketing costs. An increase in spend without a proportional increase in revenue would result in ROAS dropping too low.
In close collaboration with Profuomo, XSARUS implemented two strategic improvements:
1. Smart exclusions within Performance Max
Our analysis showed that a significant share of the Google Performance Max budget was spent on visitors specifically searching for the brand name “Profuomo”. By excluding Profuomo related search queries from the Performance Max campaigns, allocated media budget could be redirected to broader, more generic keywords. This made it possible to:
- Attract new customers through more exploratory, broader search queries.
- Build targeted campaigns to gain full control over CPC and, as a result, manage performance marketing spend more effectively.
2. Adjusted bidding strategy for cost control
For campaigns where “Profuomo” remained the focus, we implemented a tailored bidding strategy and optimized it continuously over time.
40% reduction in CPC and a doubling of ROAS
Results: effective and cost efficient
These strategic adjustments ensured smarter use of the available marketing budget. Within the brand campaign, this delivered:
- Greater control over CPC and performance marketing spend.
- A limited loss in impression share of 10%, while CPC for branded search queries dropped significantly by 40%.
- A doubling of ROAS.
This approach created the right balance between cost control and visibility, supporting Profuomo’s sustainable growth in a competitive market.
Continued collaboration
The close collaboration between Profuomo and XSARUS resulted in a flexible, goal driven approach. During weekly check ins, we review progress, identify new opportunities, and set new goals. This also extends to other services such as conversion optimization and personalization. This matters, because it ensures we keep driving maximum results from the partnership.
