GIPANIS Case Study: How to increase wholesale footwear orders by 62% in 3 months and maintain ROAS at 370%
Wholesale footwear trade in the mass-market segment is heavily tied to seasonality and requires continuous expansion of the buyer base (regional stores, joint purchase organizers, and large retail chains). During the off-season, maintaining planned sales volumes becomes particularly challenging. The GIPANIS brand faced this exact challenge: the company needed to quickly attract new wholesale buyers online and stabilize its financial performance. The main task the client brought to the agency was to establish a stable flow of inquiries through the gipanis.in.ua website. Comprehensive setup of contextual advertising allowed for the launch of effective promotion tools, which provided the business with predictable conversion growth from the first weeks of operation.
To achieve maximum results, specialists focused on smart shopping campaigns and detailed audience segmentation.
Over 3 months of project execution, the team systematically implemented a range of tasks:
- End-to-end analytics setup – integrating e-commerce tracking to accurately record wholesale inquiries, calls, and specific target actions.
- Regional segmentation – dividing advertising campaigns by geographical criteria to optimize impressions in areas with the highest purchasing power.
- Client type targeting – creating separate ads for large-scale wholesale and small-scale wholesale organizers, which allowed for personalized commercial offers.
- Launching Performance Max campaigns – deploying smart algorithms in conjunction with standard search to reach a high-intent audience.
- Assortment prioritization – continuous monitoring of profitability and demand with budget reallocation to the most profitable and popular footwear categories.
Proper budget allocation helped Google's algorithms learn quickly and reduce the overall cost per lead acquisition.
What returns did integrated PPC advertising bring to the business
Clear separation of traffic flows and a focus on wholesale buyers provided the GIPANIS footwear brand with excellent commercial metrics:
- Wholesale Orders – the total number of confirmed inquiries on the website increased by 62%.
- Cost Per Acquisition (CPA) – the average cost of acquiring one targeted wholesale inquiry was recorded at 128 UAH.
- Return on Ad Spend (ROAS) – the average return on marketing investment was a stable 370%.
Such a systematic approach allowed the footwear manufacturer to completely mitigate the seasonal decline factor and establish a reliable distribution channel.
Results of gipanis.in.ua promotion and the value of regional segmentation for the wholesale B2B segment
The GIPANIS project case study confirms that in the wholesale footwear niche, it is critically important to segment the audience by purchase volume and geography. Launching Performance Max with clearly defined priorities helps attract targeted partners without overpaying for irrelevant retail traffic.
Does your e-commerce project or wholesale manufacturing business need a steady stream of buyers and sales scaling? Our team's specialists will conduct a thorough market audit, segment your target audience, and set up effective advertising tools. Professional Google contextual advertising from Locomotive Digital experts will help your brand reduce lead costs, establish itself in the niche, and ensure predictable profit growth.
