Dawson Sports
Project Overview
Dawson Sports is a leading sports equipment and fitness products retailer across the Middle East, offering an extensive range of gear for team sports, individual fitness, outdoor recreation, and professional athletic training. With a strong physical presence and a growing e-commerce offering, Dawson Sports serves schools, sports clubs, fitness enthusiasts, and professional athletes throughout the region.
Pixelique Digital managed Google Ads campaigns to drive both e-commerce sales and in-store footfall across their UAE locations, targeting sports and fitness buyers actively searching for equipment and gear across a wide range of categories and price points.
What We Delivered
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Multi-Category Search & Shopping Campaigns, Built Google Search and Shopping campaigns structured around Dawson Sports' major product categories, from football equipment and gym machines to outdoor gear and fitness accessories, ensuring coverage across the full range and capturing buyers at every level of purchase intent.
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E-Commerce & In-Store Sales Focus, Ran parallel campaigns targeting online purchase intent and local store visits, using location extensions and UAE geo-targeting to drive foot traffic to physical locations alongside direct online conversions, giving Dawson Sports a complete omnichannel performance view.
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ROAS-Focused Optimisation, Implemented revenue-based conversion tracking to measure actual e-commerce return on ad spend at the category and product level, enabling data-driven budget allocation toward the highest-performing ranges and seasonal demand peaks.
Frequently Asked
We use a combination of structured Shopping campaigns (fed by a clean product data feed) and category-level Search campaigns. Shopping campaigns handle product-specific intent automatically, while Search campaigns capture broader category terms and brand queries. The account is structured so budget can be shifted between categories based on performance data, seasonality, and stock availability.
Yes, Google Ads supports both objectives simultaneously. Online sales are tracked through e-commerce conversion tracking, while in-store visits are supported through location extensions, call extensions, and store visit conversion measurement (where available). Separate campaign objectives ensure each goal is optimised independently rather than competing for the same budget.
Sports retail follows predictable seasonal patterns, school term starts, Ramadan, major sporting events, and holiday gifting periods all create demand spikes for different product categories. We plan budget increases and category-specific campaigns around these peaks in advance, ensuring Dawson Sports is highly visible and competitive at exactly the moments when buyer intent is highest.