How Commonwealth Running Company Achieved 75% Revenue Growth
A multi-store specialty retailer transforms Google Ads performance with Shoppable Video and data optimization
Client
Commonwealth Running Company is a multi-store specialty running retailer with three distinct storefronts, serving dedicated runners with expert guidance and premium products.
The Challenge
After months of significant investment in Google Ads, Commonwealth Running Company was struggling to achieve profitable growth. Ad spend was high, but Return on Ad Spend (ROAS) was hovering around breakeven.
The Core Issue
A disconnect between ad spend and on-site performance, driven by signal loss, broken attribution, and a suboptimal user experience.
The Solution
Zenbundle implemented a strategic, three-phase approach designed to build a performance flywheel.
The strategy centered on deploying Zenbundle's unique Shoppable Video experience, supported by foundational data fixes and intelligent bidding optimizations.
1 Building the Foundation
Month 1
The initial phase focused on integration and fixing critical signal loss issues. Before we could optimize, we had to ensure a clean data flow between the client's e-commerce platform, Google Ads, and on-site analytics.
Technical Integration
Seamlessly integrating Zenbundle with the client's existing stack to resolve broken attribution in Google Ads.
Shoppable Video Content Strategy
Building out a portfolio of compelling video content and strategically targeting it to high-value product pages, laying the groundwork for the user experience transformation.
2 Data Enrichment & Bidding Optimization
Month 2
With a clean data foundation in place, the second phase focused on enriching the signals being sent to Google's algorithm. This was not just a "data fix," but a strategic enhancement designed to make every ad dollar work harder.
GMC Product Enrichment
A comprehensive cleanup of the Google Merchant Center (GMC) feed (size, gender, color, category) to improve product-to-query matching.
Smart Ad Eligibility
Implementing rules to exclude low-availability and low-value products from ad campaigns, immediately reducing wasted clicks.
3 The Flywheel in Full Flow
Month 3
By the beginning of the third month, the flywheel was in full motion. The foundational data and on-site experience improvements from the first two phases began to compound, leading to a breakthrough in performance.
Full Deployment of Shoppable Video
The new, highly engaging Shoppable Video units were now live across all key product pages, transforming the user journey with features like live-stock linking, in-player size/color selection, and 1-click Add to Cart.
Algorithmic Response
Google's Smart Bidding algorithm, now armed with cleaner data and stronger on-site conversion signals, began to operate with dramatically improved efficiency.
The Results: A Virtuous Cycle in Action
The impact of this phased approach was a dramatic performance turnaround in the third month.
The Headline Numbers
revenue growth
ROAS improvement
ad spend
The "Smoking Gun": Algorithmic Efficiency
A shopping campaign with a static daily budget saw its spend utilization jump from 46% to 105% after the data enrichment—a 130% increase in algorithmic efficiency. This proved that better data and a better on-site experience directly translate to more effective budget deployment.
Explosive User Engagement & Conversion
The Shoppable Video units were the centerpiece of the user experience transformation:
- The new units achieved a 68.6% click-through rate, a +64 percentage point increase over the legacy units.
- 1-day conversion rates for users arriving from Google Ads increased by 40-75% across the main stores.
The Power of an Integrated Strategy
This case study demonstrates that sustainable growth is not achieved through isolated tactics, but through an integrated strategy that builds momentum over time.
By starting with a strong foundation, layering in data enrichment, and culminating in a superior on-site experience with Shoppable Video, Zenbundle created a virtuous cycle where each improvement amplified the next.
The result was not just a temporary lift, but a fundamental shift in performance that set the stage for scalable, high-ROAS growth.