Guitar Brothers
Outperformed last year’s revenue in only 74 days
ROAS grew to 28x- Average Order Value increased by 29.2% MoM
- Basket-to-Order Conversion Rate achieved 15.9%
- Purchases totalled 165 in about 2 months (85% of the previous full-year total)
Guitar Brothers is Australia’s premier guitar store, built by musicians for musicians. Every team member plays guitar and can provide expert advice. Furthermore, they have one of Australia’s most diverse ranges of guitars and accessories, from popular acoustic and electric brands to boutique instruments, effects, amps, and rare vintage models. Known for their friendly service, Guitar Brothers’ team helps every customer find gear that inspires them to play.
However, despite their loyal customer base and extensive guitar range, Guitar Brothers faced poor online sales performance for almost two years. They partnered with LION Digital to increase visibility for their products, and we exceeded their expectations with an outstanding sales increase.
THE OPPORTUNITY
Guitar Brothers faced a difficult 2023 – 2024 period. While there were periods of growth, overall performance lacked consistency. ROAS declined to 4x-5x during the first half of 2024, but the situation deteriorated significantly in early 2025. From December 2024 to May 2025, the company recorded zero purchases from Google Ads campaigns. They had no measurable sales outcomes in six consecutive months of advertising spend. The strategy required urgent actions, so Guitar Brothers contacted LION Digital for professional expertise in paid media.
WHAT WE DID
LION took over in June 2025. Our analysis revealed that campaigns were targeting prospects at the wrong stage of the buying process. They focused on driving website traffic and generating leads but failed to convert visitors into customers. We implemented a comprehensive strategy shift.
Rather than pursuing general website traffic, we focused exclusively on high-intent customers ready to make purchases. We optimised messaging to align with proven conversion patterns and concentrated budget allocation on product categories with strong sales performance.
Our goal was to capture customers searching for specific guitar models and brands and ensure a consistent performance for campaigns targeted at prospecting audiences. As a result, we covered the whole purchase funnel.
Plus, we reconstructed the conversion tracking system to provide accurate performance data.
RESULTS
The transformation delivered immediate and substantial results:
- Within 74 days (slightly more than two months), Guitar Brothers generated more revenue than their entire 2024 performance.
- ROAS has reached exceptional levels: 34x in June, 24x in July, and 27x in just 13 days of August, with an average of 28x. We made each advertising dollar work harder, cutting spend from Q1 yet driving greater returns.
- Purchase volume recovered dramatically. Following six months of zero recorded sales, the campaigns delivered 78 purchases in June, 63 in July, and 25 in early August. The total of 165 purchases across a little more than two months nearly matched their complete 2023 performance of 194 conversions.
Through strategic campaign optimisation, we turned underperforming accounts into strong revenue drivers. This partnership with LION has already helped Guitar Brothers achieve tangible month-on-month increases in sales, and we plan on exceeding those results in future months.
28x
ROAS
29%
Increase in Average
Order Value MoM
343%
Increase in Conversions
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