Football retail · Google Ads
ProKit UK
Grassroots to professional.
ProKit UK kits out footballers from grassroots to professional: boots, goalkeeper gloves, balls and teamwear from Adidas, Nike, Puma, Joma, Macron and its own PKT brand, with printing, personalisation and online club shops for hundreds of local teams. It sells from its store in Harold Wood, Essex, and from prokituk.com. Pivotal put ProKit onto Linnworks, hosted its Magento store on our managed hosting, and for nearly two years has run its Google Ads.
- Return on Google Ads spend
- 15x
- Orders from Google Ads
- 10,500+
- Store visits from ads
- 830+
Results for ProKit UK: 15x return on Google ads spend; 10,500+ orders from Google ads; 830+ store visits from ads.
The Opportunity
A specialist football retailer sells the same boots and the same branded teamwear as the national chains, so it has to win on range, service and being found at the right moment. ProKit runs a shop floor, a website and online club shops for local teams at once, with stock arriving from dozens of suppliers. Every one of those channels needed to draw on the same stock, and the website needed to be fast, secure and in front of players the moment they searched.
The Operations
Linnworks, taken live on site. As a Linnworks partner, we took ProKit live with our consultants on site in Harold Wood: purchase orders, supplier feeds, fulfilment and stock levels shared across every channel, so what sells online, in store and through the club shops comes out of one stock count.
A team that knows the system. A few months later we went back for two full days of hands-on training with ProKit's staff, and passed their ideas for better mobile stock counting straight to the Linnworks product team. ProKit was pleased enough to introduce two other football retailers to us, after showing them its own set-up running.
The Platform
A managed home for the store. We moved ProKit's Magento 2 store off a self-managed cloud server onto our managed hosting, kept Cloudflare in front of it for speed and protection, and re-pointed the site to serve from Magento's recommended public folder, closing off files that should never be reachable from the web.
The Growth
A product feed Google can trust. We started on Google Ads by fixing the product feed and Merchant Center, so every boot, glove and kit shows with the right price, stock and images. Shopping ads then moved to a comparison-shopping service partner, which cut the cost of each click by around a fifth.
Campaigns built around the season. Shopping and Performance Max put ProKit's range in front of players searching for it, with new creative for the moments that matter, from the start of the season to Black Friday and Christmas. Every online order is tracked back to the ad that won it, visits to the Harold Wood store are counted too, and ProKit gets a report and a review call every month.
The Results
In its first full month, Google Ads returned more than nine times its spend. In under two years, ProKit's Google Ads have turned £57,900 of spend into more than 10,500 online orders and over £876,000 in sales, a return of 15 times the spend, reaching 18.5 times in its best month. Ads have also sent more than 830 people through the door of the Harold Wood store.