{"id":17418,"date":"2026-02-07T08:45:48","date_gmt":"2026-02-07T08:45:48","guid":{"rendered":"https:\/\/donutzdigital.com\/?post_type=case_studies&p=17418"},"modified":"2026-02-07T08:45:50","modified_gmt":"2026-02-07T08:45:50","slug":"case-study-paraboot-google-ads","status":"publish","type":"case_studies","link":"https:\/\/donutzdigital.com\/fr\/case_studies\/case-study-paraboot-google-ads\/","title":{"rendered":"Case Study Paraboot : multiplier le ROAS par 27 sur Google Ads"},"content":{"rendered":"\n

D\u00e9couvrez comment Paraboot a doubl\u00e9 son ROAS sur Google Ads et atteint un record de 27\u00d7 gr\u00e2ce \u00e0 une strat\u00e9gie digitale sur mesure, alliant performance publicitaire et prestige de marque.<\/p>\n\n\n\n

Client & contexte<\/strong><\/h3>\n\n\n\n

Fond\u00e9e en 1927 en Is\u00e8re, Paraboot<\/strong><\/a> est une r\u00e9f\u00e9rence de la chaussure fran\u00e7aise haut de gamme.<\/p>\n\n\n\n

La marque incarne l\u2019alliance entre artisanat traditionnel et \u00e9l\u00e9gance contemporaine : cuir haut de gamme, semelles en caoutchouc, coutures Goodyear et Norv\u00e9gien\u2026 autant de gages d\u2019un savoir-faire inchang\u00e9 depuis pr\u00e8s d\u2019un si\u00e8cle.<\/p>\n\n\n\n

Forte d\u2019un h\u00e9ritage profond\u00e9ment enracin\u00e9 au pied des Alpes, Paraboot s\u00e9duit aujourd\u2019hui une client\u00e8le exigeante, urbaine et internationale. Mais sur un march\u00e9 satur\u00e9 par les marques premium et l\u2019e-commerce mondial, maintenir sa visibilit\u00e9 digitale et pr\u00e9server son positionnement de marque n\u2019a rien d\u2019\u00e9vident.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Le challenge<\/strong><\/h3>\n\n\n\n

Face \u00e0 une concurrence de plus en plus agressive, Paraboot se retrouvait souvent confront\u00e9e \u00e0 des annonces moins ch\u00e8res sur les requ\u00eates g\u00e9n\u00e9riques ou de marque, ce qui diminuait sa visibilit\u00e9 ou tirait vers le bas la perception de valeur.<\/p>\n\n\n\n

L\u2019objectif \u00e9tait clair : renforcer la notori\u00e9t\u00e9 et la rentabilit\u00e9 publicitaire, sans d\u00e9grader la perception haut de gamme de la marque.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Notre strat\u00e9gie<\/strong> sur Google Ads<\/h3>\n\n\n\n

Pour relever ce d\u00e9fi, nous avons recentr\u00e9 la strat\u00e9gie m\u00e9dia autour de deux axes cl\u00e9s :<\/p>\n\n\n\n

    \n
  1. Capitaliser sur l\u2019ic\u00f4ne de la marque<\/strong>, la Derbie : un mod\u00e8le culte et performant, v\u00e9ritable vitrine du savoir-faire Paraboot.<\/li>\n\n\n\n
  2. R\u00e9\u00e9quilibrer la diffusion<\/strong> pour continuer \u00e0 faire exister les autres mod\u00e8les, et ainsi pr\u00e9server la richesse du catalogue.<\/li>\n<\/ol>\n\n\n\n

    En parall\u00e8le, nous avons exploit\u00e9 la r\u00e9duction d\u2019investissement m\u00e9dia des revendeurs en France pour diminuer les ench\u00e8res globales et r\u00e9cup\u00e9rer des parts d\u2019audience \u00e0 moindre co\u00fbt.<\/p>\n\n\n\n

    Une part d\u2019audience \u00e0 reconqu\u00e9rir, \u00e0 condition d\u2019y allouer le bon budget, sur les bonnes requ\u00eates.<\/p>\n\n\n\n

    <\/p>\n\n\n\n

    Les actions<\/strong> pour augmenter le ROAS<\/h3>\n\n\n\n

    Nous avons d\u00e9ploy\u00e9 :<\/p>\n\n\n\n

      \n
    • Deux campagnes Shopping distinctes<\/strong> :\n
        \n
      • l\u2019une d\u00e9di\u00e9e \u00e0 la Derbie, pour maximiser la performance sur le produit phare,<\/li>\n\n\n\n
      • l\u2019autre couvrant l\u2019ensemble du reste du catalogue, afin d\u2019\u00e9largir la port\u00e9e.<\/li>\n<\/ul>\n<\/li>\n\n\n\n
      • Du search ma\u00eetris\u00e9 sur des mots-cl\u00e9s g\u00e9n\u00e9riques premium<\/strong>, pour capter de nouvelles audiences et renforcer la pr\u00e9sence sur les requ\u00eates \u201cintentionnistes\u201d, celles qui signalent un r\u00e9el int\u00e9r\u00eat d\u2019achat haut de gamme.<\/li>\n<\/ul>\n\n\n\n

        Aucune PMax n\u2019a \u00e9t\u00e9 utilis\u00e9e pour cette strat\u00e9gie. Cette articulation entre campagnes sp\u00e9cialis\u00e9es et visibilit\u00e9 \u00e9largie a permis de redonner du souffle \u00e0 la marque sur tous les fronts : notori\u00e9t\u00e9, acquisition et rentabilit\u00e9.<\/p>\n\n\n\n

        <\/p>\n\n\n\n

        R\u00e9sultats<\/strong> sur Google Ads<\/h3>\n\n\n\n

        Les r\u00e9sultats parlent d\u2019eux-m\u00eames : Paraboot a doubl\u00e9 son ROAS en un an, atteignant un record de 27\u00d7 retour sur investissement publicitaire.<\/p>\n\n\n\n

        Une performance exceptionnelle dans un univers o\u00f9 la comp\u00e9tition se joue \u00e0 l\u2019ench\u00e8re pr\u00e8s.<\/p>\n\n\n\n

        Signe fort : la marque parvient \u00e0 conjuguer croissance rentable et positionnement haut de gamme, en prouvant qu\u2019une strat\u00e9gie digitale bien calibr\u00e9e peut \u00eatre un levier de valorisation du patrimoine autant que de performance.<\/p>\n","protected":false},"excerpt":{"rendered":"

        D\u00e9couvrez comment Paraboot a doubl\u00e9 son ROAS sur Google Ads et atteint un record de 27\u00d7 gr\u00e2ce \u00e0 une strat\u00e9gie digitale sur mesure, alliant performance publicitaire et prestige de marque.<\/p>\n","protected":false},"featured_media":17419,"template":"","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}}},"categories":[119],"tags":[180],"white_paper_industries":[],"class_list":["post-17418","case_studies","type-case_studies","status-publish","has-post-thumbnail","hentry","category-etude-de-cas","tag-paraboot"],"acf":[],"_links":{"self":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/case_studies\/17418","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/case_studies"}],"about":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/types\/case_studies"}],"version-history":[{"count":1,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/case_studies\/17418\/revisions"}],"predecessor-version":[{"id":17420,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/case_studies\/17418\/revisions\/17420"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/media\/17419"}],"wp:attachment":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/media?parent=17418"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/categories?post=17418"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/tags?post=17418"},{"taxonomy":"white_paper_industries","embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/white_paper_industries?post=17418"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}