INTRODUCTION

This case study was built to demonstrate how I transformed underperforming Google Ads campaign for the Kansas City Chiefs, increasing their Return on Ad Spend (ROAS) from 0.05 to 20.98 in just 27 days. My goal was to optimize their ad budget, drive ticket sales (conversions), and deliver measurable results through strategic pivots and data-driven decisions.

CAMPAIGN OVERVIEW

‍The campaign began with a Google Display Campaign on July 26, 2024, aimed at promoting Kansas City Chiefs ticket sales. After poor initial results, I shifted to a Google Search Campaign on August 26th, running it through December 20th. This case study highlights my approach, the challenges I faced, and the results I achieved.

INITIAL APPROACH: GOOGLE DISPLAY CAMPAIGN

SETUP AND STRATEGY (JULY 26TH - AUGUST 25TH)

‍I launched a Google Display Campaign on July 26, 2024, with a controlled daily budget of $219 to ensure cost efficiency. My targeting focused on a specific audience: males aged 25+, with interests in "Sports Game Fans" and "Kansas City Chiefs," using affinity-based segments. I placed ads on relevant platforms like nfl.com and used targeted topics such as "Event Ticket Sales." For geo-targeting, I focused on a tighter radius around Kansas City, MO, to capture local fans, though this was later expanded for the Search campaign.

CREATIVE ASSETS

The display ads, promoted Chiefs games against the Cincinnati Bengals, Baltimore Ravens and many other NFL teams. They featured bold visuals, team logos, and clear calls-to-action like "Save Your Seats" and "Book Now," designed to drive ticket purchases.

PERFORMANCE AND CHALLENGES

‍After 16 days (by August 11th), the results were disappointing:

• Impressions: 850K
• Cost: $2.65K
• Conversion Value: $300
• ROAS: 0.11x (11.33% when calculated as a percentage)

NOTE: ROAS under 1.00 means the ads are not profitable

I adjusted the targeting, ad copy, and geolocation, extending the campaign until August 25th to ensure I avoided confirmation bias. However, the ROAS dropped further:

• Clicks: 6.45K
• Cost: $5.62K
• Conversion Value: $300
• Actual ROAS: 0.05 (5.34% when calculated as a percentage)

The display campaign struggled to convert, as it prioritized reach over high-intent traffic, leading to low conversions (ticket sales) despite high impressions and clicks.

STRATEGIC PIVOT: LAUNCHING GOOGLE SEARCH CAMPAIGN

DECISION TO PIVOT (AUGUST 26TH, 2024)

‍Recognizing the display campaign’s limitations, I recommended a shift to Google Search to the Chiefs team. Search ads would target users actively looking for tickets, ensuring higher intent and better conversion potential. I launched the new campaign on August 26th, planning to run it until December 20th.

SETUP AND TARGETING

The initial daily budget was set at $50 to balance cost control and ROI, later scaled to over $300 while keeping ROAS stable. The campaign began with a website traffic objective and purchases as the conversion goal. Targeting focused on a 125-mile radius around Arrowhead Stadium, the Kansas City Chiefs’ home base, later expanding to 200 miles, including Kansas and Missouri. I conducted thorough keyword research with tools like Google Keyword Planner and Ahrefs, leveraging broad, phrase, and exact match types for precision, while incorporating negative keywords to exclude irrelevant searches.

CREATIVE AND OPTIMIZATION

‍I crafted search ads with compelling copy by using AI tool like Chat-GPT, focusing on urgency (e.g., "Don’t Miss Chiefs vs. Broncos. Book Tickets Today!") and leveraging the Chiefs’ brand strength. I continuously monitored performance, refining keywords and ad copy to optimize conversions.

RESULTS: RAPID ROAS TURNAROUND

TIMELINE OF ROAS GROWTH

‍The Search campaign delivered immediate improvements, with ROAS climbing steadily:

• September 3rd: 4.73x – A strong start, showing the power of search intent.

• September 16th: 13.65x – A significant jump after refining ad copy and targeting.

• September 22nd: 20.98x – Peak performance, achieved in just 27 days from the campaign launch.

• October 6th: 19.33x – Sustained high performance with minor adjustments.

• November 17th: 14.06x – Still delivering strong returns, well above industry benchmarks.

KEY METRICS COMPARISON

• Display Campaign (July 26th - August 25th):
  • ROAS: 0.05
  • Cost: $5.62K
  • Conversion Value: $300
• Search Campaign (August 26th - November 17th):
  • ROAS: 14.06
  • Cost: $23.8K
  • Conversion Value: $335K

WINNING STRATEGY

WHAT I DID DIFFERENTLY

• Shifted to High-Intent Traffic: I moved from display to search ads, targeting users actively searching for Chiefs tickets.
• Expanded Geo-Targeting for Search: I used a 200-mile radius around Arrowhead Stadium, plus Kansas and Missouri, to capture a broader yet relevant audience for the Search campaign.
• Optimized Keywords: I leveraged 89 keywords like "kansas city chiefs tickets" to align with user intent. Implemented different match types and negative keywords.
• Controlled Budget: I kept the daily budget from $50 to $300 (approx.), ensuring efficiency while scaling conversions.
• Continuous Optimization: I monitored performance weekly, tweaking keywords, ad copy and targeting to sustain high ROAS.

WHY IT WORKED

The Search campaign’s success stemmed from its focus on high-intent users, precise targeting, and my proactive adjustments. By aligning the campaign with user behavior and maintaining cost control, I turned a failing campaign into a high-ROI success.

TAKEAWAYS

BUSINESS IMPACT

‍In just 27 days, I increased the Chiefs’ Google Ads ROAS from 0.05 to 20.98—a 419x improvement. The search campaign, costing $23.8K, generated over $335K in conversion value, recouping the display campaign’s $5.62K cost and $300 conversion value. This ensured our ad budget drove significant ticket sales, maximizing ROI and supporting KC Chiefs marketing goals.

WHAT I LEARNED

This campaign reinforced the importance of adaptability in digital marketing and paid media strategy. Display ads can build awareness, but for conversions, search campaigns are often more effective. Precise targeting and continuous optimization are key to sustaining high performance.

RECOMMENDATIONS FOR FUTURE CAMPAIGNS

• Start with search campaigns to capture high-intent audiences from the outset.
• Use broader geo-targeting (e.g., 200-mile radius plus relevant states) for search campaigns to maximize local and regional reach.
• Conduct thorough keyword research and A/B test ad copy to optimize conversions.
• Monitor campaigns weekly, reallocating budget to top-performing channels.
• Maintain controlled budgets to ensure efficiency while scaling results.

CONCLUSION

This case study highlights my ability to adapt swiftly and deliver exceptional results under pressure. By pivoting from a struggling display campaign to a high-performing search campaign, I boosted the Kansas City Chiefs’ Google Ads ROAS from 0.05 to 20.98 in just 27 days. My data-driven approach, precise targeting, and proactive optimization ensured every dollar spent delivered maximum value, making this campaign a standout success in my portfolio. Thanks for reading!

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