Supplement Mart

21%

Increase
in Conversions

15X

ROAS

43%

Increase in
Revenue YoY

CONTEXT

Supplement Mart is a leading Australian provider of sports nutrition and wellness products, supplying a comprehensive range of high-quality supplements. Catering to the fitness, bodybuilding, biohacking, and wellness audiences, Supplement Mart stocks vitamins, protein and endurance powders, fat burners, and mass gainers to enhance performance, recovery, and overall well-being.

Supported by a knowledgeable team passionate about health and fitness, the company continues to empower individuals to meet their health goals through tailored recommendations, competitive prices and exceptional service, with fast delivery from its online store.

The Challenge

The CEO, Adam Williams, had tried countless agencies before in the hope of being able to successfully get in front of his target audience to raise brand awareness. However, he had almost given up on his search. Intending to generate website traffic to capture customer data and re-engage with website visitors, Adam wanted to build trust and nurture leads to ensure they would not only convert to sales but increase customer lifetime value (CLV) as well.

The Opportunity

The LION team got busy building the SEM channel from the ground up to achieve 15x ROAS. The client gave us a 5-star review after only 6 months of work due to our success in exceeding the client’s goals. LION was able to grow the SEM channel to support a full-time internal specialist, and Adam was pleasantly surprised they had no idea such achievements could be reached, especially in such a short period of time.

Our Approach

LION Digital took a targeted approach to enhance Supplement Mart’s SEM performance by aligning ad strategy with consumer intent, refining targeting, and optimising budget allocation. Our team conducted an in-depth analysis to improve cost efficiency and conversion rates.
We began by implementing strategies for optimal budget utilisation, adjusting the SEM budget with a modest increase of 3.92%, and optimising ad spend to remain stable, increasing by only 0.39% YoY. To boost engagement and maximise return, our SEM team focused on strategic bid adjustments, search term and negative keyword reviews, and ad copy optimisation to drive a more targeted customer response. We continually tested and refined campaigns, monitoring CPA and ROAS to enhance cost-effectiveness.
Tracking and reporting improvements were key to aligning Supplement Mart’s SEM performance with broader business goals. Our team maintained a strong focus on conversions, identifying upselling opportunities to increase AOV, and reinforced the campaign’s profitability by reducing CPA.

WHAT WE DID

The YoY results for Supplement Mart’s SEM campaigns illustrate LION Digital’s success in driving strong growth and efficient performance with a modest budget increase. Revenue, ROAS, and conversions saw substantial improvements, highlighting the effectiveness of the SEM strategy.

By reducing CPA and increasing AOV, LION Digital’s SEM approach not only supported profitability but also contributed meaningfully to Supplement Mart’s broader revenue goals. This case study underscores how strategic SEM campaigns can deliver high returns, improve acquisition efficiency, and support business growth objectives.

Our holistic approach and dedication to achieving client success have proven our eCommerce digital agency as a top-ranking marketing partner for our clients.

This successful campaign underscores the value of LION Digital’s integrated marketing solutions, setting a benchmark for future client engagements.

RESULTS

Over the course of the campaign, LION Digital achieved significant results for Supplement Mart.

For Paid Channel:
Full Site Revenue Impact: Total site revenue influenced by SEM campaigns grew by 42.33% between 2021 and 2022, underscoring SEM’s contribution to overall business growth.
Revenue Growth: 35.39% increase in revenue from 2021 to 2022, showcasing strengthened campaign performance.
ROAS Improvement: ROAS rose by 34.86%, from 745% to 1005%, reflecting the efficiency and profitability of the SEM campaigns.
Conversions: 20.98% growth in conversions, from 3,673 to 4,444, indicating better user engagement and effective targeting.
Cost per Acquisition (CPA): Reduced by 17.02%, dropping from $13.02 to $10.81, demonstrating improved cost-efficiency in acquiring new customers.
Average Order Value (AOV): Increased by 11.91%, from $97.03 to $108.59, reflecting higher per-transaction value due to effective upselling.