Smart Toys & Games: More Conversions at a Lower Cost
Smart Toys & Games had underperforming Google Ads and an inconsistent social presence. Gadsly restructured their campaigns around high-intent keywords and product categories, and ran a consistent organic and paid social program. Conversions rose 25%, cost per conversion fell 30%, CTR averaged 6.5%, followers grew 50% and overall website traffic grew 20%.
- increase in conversions
- 25%
- reduction in cost per conversion
- 30%
- average Google Ads CTR
- 6.5%
- increase in social followers
- 50%
- increase in social engagement
- 40%
- rise in overall website traffic
- 20%
- Client
- Smart Toys & Games
- Industry
- Ecommerce / Toys
- Services
- Paid Media, Social Media
- Live site
- smarttoysandgames.com
Smart Toys & Games sells educational and innovative toys. They partnered with Gadsly to grow their online presence and sales, with a focus on Google Ads and social media: reach the right audience, bring more people to the site and convert more of them.
The challenge
- Low ad performance: previous Google Ads campaigns had high costs per click and limited return.
- Inconsistent social presence: accounts lacked cohesive branding and regular engagement.
- Reaching the right buyers: parents, educators and gift buyers, in a competitive market.
What we did
Google Ads management
We rebuilt the Google Ads account to improve return and drive conversions:
- Keyword optimization: high-intent keywords like "educational toys," "STEM toys for kids" and "learning games."
- Ad copy: action-oriented copy highlighting product benefits and promotions.
- Campaign structure: campaigns split into targeted ad groups by product category to raise relevance.
- Performance tracking: analytics set up to monitor results, refine strategy and allocate budget.
Social media management
We ran a consistent social media program to grow visibility and engagement:
- Content mix: product showcases, customer testimonials, educational tips and seasonal promotions.
- Visual branding: bright, on-brand imagery across every channel.
- Community engagement: prompt replies to comments and messages.
- Paid social: targeted Facebook and Instagram ads to drive site traffic and promote offers.
The results
Google Ads
- 25% increase in conversions (purchases and inquiries).
- 30% reduction in cost per conversion.
- 6.5% average click-through rate, above industry benchmarks.
Social media
- 50% increase in followers.
- 40% increase in likes, comments and shares from interactive posts like polls and giveaways.
- 20% rise in overall website traffic from social referrals.
Better structure on the paid side and consistency on the social side added up to more sales from the same market.
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