A few months ago, I connected with the team at Superare Fight Shop, a boxing and Muay Thai gear company based in New York City’s Lower East Side. They operate both a strong Shopify store and a brick-and-mortar retail location serving a loyal community of fighters, fitness enthusiasts, and streetwear-minded customers.
They originally found me through LinkedIn while looking to improve the profitability and efficiency of their Google Ads program.
And that distinction matters.
A lot of digital marketing conversations revolve around “scaling,” expanding aggressively, testing endlessly, or chasing every new tactic that platforms promote. But Superare already runs a mature business. They’ve already gone through many of those growth stages over the years.
The focus here was different:
improve efficiency, reduce waste, tighten execution, and increase net profitability.
A More Focused Google Ads Strategy
When I started working with Superare around November 2025, the opportunity wasn’t necessarily to reinvent everything. It was more about refining the account and focusing harder on what was actually producing profitable outcomes.
That included:
- Consolidating campaigns around stronger performers
- Reducing unnecessary spend and overlap
- Cleaning up campaign structure
- Tightening product focus
- Improving Standard Shopping and Performance Max setup
- Removing inefficiencies that had built up over time
- Prioritizing profitability over vanity metrics
In many mature ecommerce businesses, success isn’t about “doing more.”
It’s often about becoming more selective and intentional.
The Results
From November 2025 through April 2026 year over year:
- Google Ads spend decreased by nearly 40%
- Net profit increased by approximately 27% after factoring in cost of goods sold and advertising costs
That’s the kind of outcome many established businesses actually care about most.
Not inflated revenue numbers.
Not platform-reported ROAS screenshots without context.
Not simply spending more because Google recommends it.
Just better operational efficiency and stronger profitability.
Working With an Established Brand
One thing I appreciate about Superare is that they have a very clear identity as a company.
They’re deeply connected to fight culture, with a strong mix of boxing, Muay Thai, apparel, and lifestyle products that feel authentic to New York City and the community around the sport. Their Lower East Side showroom reflects that personality as well.
I recently stopped by the shop and got to see the updated showroom in person. Pat and Zach were kind enough to send me back home with some gear, including an awesome hoodie and shirts for both me and my son, which was very appreciated.
Final Thoughts
Sometimes the best Google Ads work is not flashy.
It’s thoughtful account management, cleaner structure, stronger prioritization, and understanding the actual business economics behind the campaigns.
That was the goal here:
improve profitability, reduce waste, and help a mature ecommerce business operate more efficiently through paid search.
And so far, that’s exactly what’s happened.