From traffic to sales: TennisShop.ae's growth story
Services
Performance Marketing
Ecommerce
Client
TennisShop.ae
Sector
Sports & Fitness
Question
How do we turn a niche sports retailer into UAE's most visible tennis destination profitably?
Answer
By building a product-led performance engine targeting high-intent shoppers, scaling bestselling SKUs, and shifting spend from generic search ads to product-focused ads that convert.
TennisShop.ae is the UAE's number one online destination for tennis, padel, and pickleball stocking premium brands like Wilson, Head, Babolat, Asics, Nike, and ON across rackets, shoes, apparel, and accessories. The brand required a more strategic and performance-driven approach to accelerate profitable online growth and effectively compete in a market dominated by large sports retailers with far larger budgets.
When we took over performance marketing, we built a data-driven growth engine focused on product-first advertising, bestseller scaling, and continuous optimisation. The result: a complete turnaround in ROAS, a significant reduction in customer acquisition cost, and sustained revenue growth across the year.
Precision targeting for profitable growth
Standing out in a crowded court
The UAE sports retail market is highly competitive, with major multi-category platforms commanding large budgets and brand recognition. TennisShop.ae faced the challenge of driving high-quality traffic and converting it efficiently without the luxury of broad awareness spends. Early campaign data showed inconsistent ROAS, high CAC, and underperforming search campaigns that consumed budget without meaningful returns.
The challenge was twofold: improve discoverability for high-intent tennis and padel buyers, and build a conversion engine that turned product interest into purchase.
Engineering growth, one product at a time
We rebuilt the performance strategy from the ground up with a product-first approach. Instead of broad search and display campaigns, we leaned into Shopping and Performance Max campaigns that showcase products directly to buyers who are ready to purchase. High-value products and bestsellers were prioritised to improve ROAS, while lower-priced, high-converting items were scaled to improve conversion volume and reduce CAC.
Lifestyle creatives that connected
By aligning our creatives with major tennis tournaments, we capitalized on periods of peak audience interest using offer-led messaging and lifestyle-focused visuals. This approach showcased the products in a more relatable fashion, enabling us to engage high-intent buyers at the right moment and increase purchase intent.
Turning intent into measurable growth
Strategic product advertising and data-led optimisation enabled TennisShop.ae to capture high-intent buyers across tennis, padel, and pickleball, driving profitable growth, lower acquisition costs, and a sustained improvement in ROAS throughout the year.
Shifted budget away from broad Search and Display campaigns and prioritized PMax campaigns to showcase products directly to high-intent shoppers. This approach improved product visibility, increased qualified traffic and drove stronger conversion rates and overall revenue growth.
Identified and scaled top-performing SKUs to focus investment on proven revenue drivers. Alongside this, we strategically promoted lower AOV products to improve customer acquisition costs, expand the customer base, and create future retargeting opportunities that increased overall LTV.
Implemented a continuous bid optimisation framework with monthly adjustments based on ROAS, conversions, and seasonal demand. By aligning bids with peak periods such as tournament seasons, we improved campaign efficiency, maximised returns, and maintained sustainable growth throughout the year.
A year of sustained performance
The results reflect a performance strategy that consistently improved month after month. Through product-focused campaign structures, continuous bid optimisation, and smarter budget allocation, we drove stronger returns and scalable growth over the course of the year.
8.04X
Peak ROAS achieved in a month
158%
Growth in ROAS (Jan → Dec)
69%
Reduction in Customer Acquisition Cost (Jan → Oct)
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