Results at a Glance
The Client
Signature Lacrosse is a leading lacrosse equipment brand best known for making the #1 selling ball in the sport. With a loyal following among players and coaches and a growing catalog of sticks, balls, and gear, the brand had built real credibility on the field, but had not yet turned paid social into a growth channel for its Shopify store.
The Challenge
Signature Lacrosse came to Conversion Engine wanting to make Meta ads a reliable growth channel for the business. They had a strong product and a strong reputation in the sport, but no proven paid acquisition engine behind their online store. The goal was straightforward and ambitious at once: turn brand credibility into profitable, scalable online sales, starting with their core products, sticks and balls.
Our Approach
We started the way we start every engagement: with a Brand DNA Analysis. Before writing a single ad, we did a deep dive into Signature Lacrosse's brand, its competitors, the broader lacrosse equipment market, and the products themselves. This gave us a clear picture of what made the brand different and what would actually move a lacrosse player, parent, or coach to buy.
From that foundation, we built a Meta ad campaign strategy designed specifically to grow online, Shopify-based sales, with sticks and balls as the primary growth drivers.
The most effective part of the work was creative strategy. Because we understood the brand, the products, and the customer so well, we were able to design ad creative that positioned Signature Lacrosse's products, and the brand itself, as the best in the game. That positioning, backed by disciplined campaign structure and targeting, is what let the ads scale profitably rather than just generate clicks.
Expanding the Channel Mix
Once the Meta campaigns proved consistently profitable, Signature Lacrosse's management team asked us to bring the same approach to Google Ads. Those campaigns performed just as well, giving the brand a second highly profitable acquisition channel working alongside Meta.
Sustained Results Over 2+ Years
Conversion Engine worked as Signature Lacrosse's paid media partner for more than two years, guiding growth through product launches, Black Friday and other major sales moments, and the normal ebb and flow of the lacrosse season. Throughout, the campaigns have held a consistent 3.5+ ROAS on Meta, and in the first 12 months of the partnership, online sales grew 46% year-over-year.
Why It Worked
The throughline across every phase of this partnership is the same: take the time to deeply understand the brand, the product, and the customer, then build creative and campaigns around that understanding rather than generic best practices. For Signature Lacrosse, that meant ads that didn't just sell a ball or a stick, they sold the idea that Signature Lacrosse makes the best equipment in the game, to the players who were ready to take their game to the next level.
