Discover how Paraboot doubled its ROAS on Google Ads and achieved an all-time high of 27× return on ad spend thanks to a tailor-made digital strategy that balanced advertising performance with premium brand positioning.
Client & Context
Founded in 1927 in the French region of Isère, Paraboot is a reference in premium French footwear. The brand combines traditional craftsmanship with contemporary elegance: high-quality leather, rubber soles, Goodyear and Norwegian welted constructions are hallmarks of its century-old expertise.
With deep roots at the foot of the Alps, Paraboot appeals to a discerning, urban, and international clientele. However, in a market saturated with global premium brands and e-commerce competition, maintaining digital visibility while preserving a high-end brand image proved challenging.
The Challenge
With increasingly fierce competition, Paraboot often faced cheaper ads on both generic and branded search queries that diminished its visibility or lowered perceived value. The goal was clear: strengthen brand visibility and advertising profitability without weakening its premium positioning.
Our Google Ads Strategy
To meet this challenge, Donutz Digital structured the media strategy around two main pillars:
- Leverage the brand icon: the Derbie, a legendary and high-performing model that best showcases Paraboot’s craftsmanship.
- Rebalance media exposure: continue promoting other product models to maintain catalog breadth and range visibility.
At the same time, the team took advantage of reduced media spend from resellers in France, allowing Paraboot to bid more cost-effectively and reclaim audience share at a lower cost.
Actions Taken to Increase ROAS
- Two separate Shopping campaigns:
- One dedicated solely to the Derbie to maximize performance on the flagship product.
- One covering the rest of the catalog to broaden reach.
- Targeted search campaigns with premium generic keywords to attract new audiences and boost presence on intent-rich search queries.
- No Performance Max campaigns were deployed, the strategy relied instead on a clear selection of specialized campaigns for both performance and broader visibility.
Results on Google Ads
The results speak for themselves: over one year, Paraboot doubled its ROAS, reaching a record 27× return on ad spend on Google Ads, an exceptional performance in a competitive auction environment.
This outcome proves that a well-calibrated digital strategy can serve both profitable growth and premium brand positioning.
