SteelSeries Case Study

We increased overall net sales in Q3 2023 by +35% through paid channel initiatives.

49% Decrease in Paid CAC
Arrow 60% Increase in Google Paid Search net sales
Arrow 25% Increase in site-wide net sales through PMax Campaigns

Who is SteelSeries?

SteelSeries is a prominent name in the online gaming industry known for producing high-quality and innovative gaming gear such as gaming mice, keyboards, headsets, and other gaming-related products. Along with its cutting-edge hardware, SteelSeries also owns and operates proprietary software apps that elevate the gaming experience. As the preferred choice of professional gamers and esports teams around the world, SteelSeries has solidified its reputation as a top-tier brand in the competitive gaming arena.

The Challenge

SteelSeries partnered with NoGood to help increase net sales driven by the brand’s dotcom business. SteelSeries was in the process of expanding its product offerings in a competitive landscape and was searching for growth opportunities to capitalize on during peak periods of e-commerce traffic. Primarily, SteelSeries sought out a growth partner to help incorporate and capitalize on the brands’ first-party data.

  • Drive website sales
  • Need for a full-funnel paid acquisition strategy
  • CRO across the website and within their gaming software
  • Specific cohort targeting to drive efficient revenue at scale
  • Lifecycle retention strategy to sustain and grow the brand’s community


The brand experienced a +49% increase in net sales driven through paid social alone from Q2 to Q3, indicating the impact of a strong audience match.

SteelSeries experienced rapid month-over-month growth throughout 2023 led by a combination of paid acquisition efforts, marketplace management and optimization of the user journey.

Met with aggressive revenue targets, we worked to identify and target individual cohorts of users most likely to make repeat purchases. By incorporating site-wide first-party data, including purchase behavior & unique customer touch points, we increased overall revenue by +36% through paid channels.

SteelSeries increased monthly revenue 5x in a calendar year, showing impressive long-term growth for the brand. We collaborated to expand to additional verticals and target markets to continue to capitalize on revenue opportunities, primarily in the non-brand space.

18% Increase in overall ATC rate in Q3 vs. Q2
14% Increase in website engagement rate in Q3 vs. Q2
25% Increase in Google Ads conversion rate Q3 vs. Q2
15% Increase in purchases driven by organic results

Services Provided

  • Performance marketing – paid media (CAC, Conversion Rate, ROAS
  • Performance creative/branding (engagement rate, brand recall, direct traffic)
  • Creative matrix experimentation (segmented creative elements tied to results)
  • Growth Acquisition – paid media, SEO, CRO (orders, revenue)
  • Growth strategy implementation – (orders, revenue)
  • Revenue forecasting – (% to goal)
  • Website strategy – (CVR, ATC)
  • Content direction – (traffic, clicks)
  • Audience discovery and validation


  1. Utilized first-party data to push sales on the website by refining the brands’ positioning and expanding reach while focusing on specific conversion touch points.

  2. Target specific cohorts of past purchasers, engagers and interest-based audiences to drive efficiency at scale.

  3. Launch of upsell & retargeting campaigns to increase AOV and overall site revenue.

  4. Ongoing experimentation and expansion of paid channels into deeper regions & specific products lines.

  5. Deliver and implement site wide SEO recommendations to boost organic visibility.


Isabel Bellino

Isabel Bellino


Christian Pain

Christian Pain

Sr. Growth Strategist

Ayushi Gupta

Ayushi Gupta

Growth Strategist

Abanoub Nabil

Abanoub Nabil

Growth Marketing Manager

Daniel Le

Design Lead

Creative Samples

SteelSeries gaming equipment advertisement
SteelSeries limited edition Call of Duty mousepad advertisement

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