Toy Planet Case Study: +92% Google Ads ROAS

Toy Planet is one of Spain's leading online toy stores. Over the past few months, at Línea Gráfica we have combined Marketing Automation with Connectif, an SEO strategy also focused on visibility across AI platforms, and Paid Media management on Google Ads and Meta Ads, with the goal of turning traffic into an active database and scaling ad investment without losing profitability.

The challenge

We identified a set of challenges tied to making the most of traffic, the database, and ad investment profitability within a highly seasonal catalog.

Turning traffic into contacts

A large share of traffic reached the site without leaving a trace, with no system in place to turn it into identified contacts.

Recovering abandoned carts

Some purchases stalled midway through checkout, with no flow guiding the user to complete it.

Prioritizing active contacts

With hundreds of thousands of contacts in the database, it was necessary to distinguish active users from dormant ones to keep sending frequency in check.

Gaining visibility in AI

Searches on ChatGPT, Perplexity and other AI platforms were starting to drive qualified traffic.

Making ad investment more profitable

Google Ads and Meta Ads campaigns were generating sales, but there was room to improve returns without increasing budget.

Adjusting campaigns to demand

The catalog has sharp demand peaks by season and margin, and campaigns needed to be restructured around that.

Our work

The work was structured around three areas: automating the contact lifecycle, organic and AI visibility, and Paid Media optimization.

Subscription and welcome

Capture flows on the website and product pages to turn anonymous visitors into identified contacts.

Cart recovery

Dynamic flows showing the exact products left in the cart, plus an on-site alert for users without a registered email.

Segmented remarketing

Hyper-segmented flows by audience (Geek Fan, Board Games, Dolls, Bargain Prices) and back-in-stock alerts.

SEO and GEO strategy

Internal link architecture, content by vertical, and Toy Planet's visibility across AI platforms.

Campaign restructuring

Reorganizing structure and bidding across Google Ads and Meta Ads to maximize budget return.

Creative optimization

Copy, video and image assets refreshed with each promotion, in line with the business's seasonality.

Results

Marketing Automation, SEO and Paid Media have driven Toy Planet's revenue across its main acquisition channels, with paid traffic also gaining in quality.

+40%

Organic revenue (March–June)

+66,7%

Growth in the subscriber base

+92%

ROAS on Google Ads

+51%

Sales on Meta Ads

I want those results!

Your ecommerce can grow like this too

If you want to turn your traffic, your database and your ad investment into measurable revenue, at Línea Gráfica we'll design the automation, SEO and Paid Media strategy you need.

I want you to be my team!