William Murray Golf: Paid Ads
- Ecommerce
- Copywriting
- Paid Media
- Performance Testing
THE GOAL: Winning Back Confidence in Paid Media
If you’re not familiar with William Murray Golf, get ready to meet a lifestyle apparel brand that screams irreverence in every stitch. Their brand fuses the cheeky humor of Bill Murray and his brothers with modern performance fabrics, bringing a laid-back spirit to a historically buttoned-up sport. Since launching in 2016, they’ve carved out a loyal following with bold designs, limited releases, and an unapologetically unique brand voice.
Reusser has partnered with William Murray Golf since 2020 to improve the UX of their product detail pages. So when the team found themselves in need of a fresh start with paid advertising, it was built on an existing foundation of trust, and a shared obsession with quality.
THE CHALLENGE: ONCE BITTEN, TWICE SHY
After a rocky experience with another agency, the team at William Murray Golf had completely paused paid advertising across all platforms. This left a major gap in their marketing efforts heading into the 2024 holiday season.
Having sunk a serious amount of cash into failed advertising efforts, the team at William Murray Golf had a healthy skepticism around paid media. However, they recognized that they couldn’t stay away from digital advertising forever. Likewise, they felt that, given the positive ROI from our on-page optimization, they’d likely get a good return on investment yet again.
With this in mind, our mission was twofold:
Restore their team’s faith in digital ads through consistent, measurable performance
Do it in a way that honored the brand’s tone, identity, and in-house creative chops
THE WORK: TESTING OUR WAY TO SUCCESS
We took a phased approach to relaunching ads on Meta and Google, starting with a lean test budget and expanding as performance grew. The strategy focused on full-funnel growth: building awareness, reengaging existing audiences, and driving conversions from warm leads and past purchasers.
Our team worked closely with William Murray’s internal designers and marketers to make sure our copy lined up with their ad creative, and that audience targeting made the most of every dollar they spent. We regularly swapped out static ads, tested new hooks, and refined audiences to hone in on what was really working.
Behind the scenes, we were also laying the groundwork for a healthier long-term strategy by implementing better tracking, fine-tuning attribution models, and helping the team think beyond promotions to evergreen campaign planning.
The Result: More Clicks, More Sales
The shift was immediate. After months of sitting on the sidelines, William Murray Golf saw a steady climb in performance that brought paid media back into the spotlight.
By Q2 2024, the brand had fully bought back into paid media as a core revenue channel, and since then has consistently turned to Team Reusser to net them positive ROAS on campaign after campaign, month after month.
In sales from ads over a 4-month period
Impressions, with over 35,000 clicks
ROAS, with a $128 average order value
The Takeaway
William Murray Golf had tested the waters with paid ads before, but the results hadn’t lived up to the investment. Thankfully, the success from our past partnership gave them the confidence they needed to try again—this time, with a positive ROI.
Together, we rebuilt momentum and made paid media a major revenue driver again. If your brand is ready to take another swing at digital marketing, reach out today to get started with a free 30-minute consultation.
