aeropilates.eu

SITUATION

AeroPilates is a European e-commerce brand specialising in Pilates reformer machines and home fitness equipment, operating a direct-to-consumer model with Shopify as its primary sales platform.

As the business scaled, higher acquisition costs and longer buying cycles—particularly for higher-ticket products—created the need for stronger attribution, lifecycle automation, and revenue-led optimisation. Standard Shopify-only workflows were insufficient to support paid media efficiency, lead recovery, and repeat purchase growth.

AeroPilates required a CRM-led commerce architecture that connected advertising, customer data, and automation—while remaining flexible and future-proof.

SOLUTION

One PPC implemented a Shopify-first, CRM-driven growth framework, using:

• Shopify as the transaction and fulfilment engine

• Go High Level (GHL) as the CRM, automation, and attribution layer

• Google Ads as the primary demand capture and optimisation channel

• Zapier selectively, only where custom logic or cross-tool orchestration was required beyond native integrations

Shopify & Go High Level Core Integration

Native Shopify–GHL integration was used to:

• Sync customers and orders into GHL

• Enrich contacts with order history, LTV, last purchase date, and products purchased

• Trigger post-purchase automation from GHL (email, SMS, WhatsApp, internal tasks)

This created a single customer view across sales and marketing, with Shopify handling transactions and GHL managing growth.

Pre-Checkout Lead Capture & Attribution

GHL was used to capture leads before purchase, including:

• Embedded forms for product enquiries and assisted sales

• Behaviour-based tagging by product page, collection, and traffic source

• Capture and storage of GCLID / FBCLID to preserve attribution across longer buying cycles

Zapier was used only where required to:

• Pass enriched attribution or custom events not natively supported

Abandoned Cart & Lifecycle Automation

• Shopify checkout events triggered multi-step recovery workflows in GHL

• Multi-channel follow-ups (email, SMS, WhatsApp) replaced Shopify’s email-only recovery

• Conditional logic prioritised high-value carts for manual follow-up
  

Post-purchase workflows supported:

• Product onboarding

• Cross-sell and upsell by SKU or category

• Review requests and repeat purchase reminders

Google Ads Optimisation & Offline Conversions

• Revenue and customer status were sent back into Google Ads via GHL

• Enabled value-based bidding and optimisation around profitable products and customers

• Supported exclusion of low-value segments and scaling of high-margin SKUs

Zapier was used selectively for:

• Custom offline conversion logic

• Edge cases not handled by native integrations

First-Party Audiences & Reporting

• Built CRM-driven audiences based on:

  • High-LTV customers

  • Repeat buyers

  • Category-specific purchasers

• Synced to Google Ads for Customer Match and AI training

• GHL acted as the central reporting layer for lead-to-sale attribution and channel ROI

IMPACT

The integrated Shopify, GHL, and Google Ads framework delivered:

• Improved paid media efficiency through revenue-led optimisation

• Higher recovery of pre-checkout and abandoned cart users

• Increased repeat purchases via lifecycle automation

• Cleaner first-party data for audience building and AI bidding

• Reduced operational overhead through automation and centralised reporting

By using Zapier only where necessary and relying on native integrations where available, AeroPilates gained a lean, scalable, and future-proof growth system—aligning e-commerce, CRM, and advertising into a single performance engine.