Overview
Orange Insoles is a Michigan-based manufacturer of high-support insoles designed to increase movement, improve alignment, and reduce joint pain. The brand was built on the idea that most people don’t need a new pair of shoes as much as they need better support inside the shoes they already wear. Today, Orange Insoles offers a product lineup designed for a wide variety of footwear and use cases, including work boots, athletic shoes, dress shoes, cleats, flats, high heels, and western boots.
The Problem
After shifting to a new agency, Orange Insoles experienced inefficiencies tied to broad keyword expansion strategies that failed to deliver expected results. Rising competition on Amazon further intensified the need to control costs, improve conversion rates, and ensure ad spend delivered meaningful returns. The brand needed a partner who could quickly stabilize performance while supporting sustainable growth.
The LP team has been with us from the beginning and has become a major asset. We trust them to take care of the things that are most important to us. Whether it’s specific marketing initiatives or broader strategy concepts, we know that our brand reputation and bottom line are top of mind. They’ve become a valuable partner to our business and are great at what they do. The numbers speak for themselves!
— Owen Keenoy, Business Development Executive, Orange Insoles
The Solution
To quickly regain control of performance and outmaneuver competitors, LP deployed a multi-channel strategy focused on efficiency, brand protection, and the discovery of new high-intent opportunities.
Amazon Video
Sponsored Brand video ads were used to increase engagement and conversions across key shopping moments. Seasonal creative was continuously tested and rotated around trends like New Year’s fitness goals, hiking season, and back-to-school shopping. These campaigns consistently performed near ACOS targets while supporting both paid and organic growth on Amazon.
Search Efficiency
Branded search and dynamic search campaigns were strengthened to protect Orange Insoles’ market share in a competitive market category. This kept the brand visible for high-intent shoppers while limiting competitor conquesting, maintaining efficient cost-per-clicks, and avoiding unnecessary bidding pressure.
Amazon Conversion Focus
Amazon campaign structure and spend allocation were refined to prioritize efficiency and profitability. By reducing wasted spend and tightening targeting, the account maintained revenue while lowering ACOS. A continued focus on conversion rate improvement helped sustain performance gains, even during slower seasonal periods.
PPC Product Positioning
Shopping and Search campaigns were structured around niche footwear types and pain-related use cases to create brand separation. Optimized titles, descriptions, dedicated landing pages, and upper-funnel Demand Gen campaigns helped capture long-tail searches, improve brand defense, and create a scalable path to incremental growth.
Together, these optimizations stabilized performance and created a more resilient advertising engine, positioning Orange Insoles to compete more effectively while capturing incremental growth across channels.
Outcome
LP’s optimizations delivered immediate efficiency gains and stronger performance:
11%
ACOS
Below the 14% account target
+46%
Conversion rate
42% reduction in ad spend
+32%
Conversion Value
Cost per conversion decreased by 23%
+24%
Return on Ad Spend
Cost per click decreased by 32%
+43%
Impressions
Click-through rate increased by 10%
+57%
Clicks
Supported by 39% increase in conversions
Sustained Growth Achieved
The partnership continues to focus on long-term growth through ongoing testing, cross-channel alignment, and disciplined budget management—ensuring Orange Insoles remains a step ahead of the competition.
