# TopGun Arabia: Client-reported 20X ROAS after Shopify cleanup and an SEO audit

> A connected engagement spanning Shopify store cleanup, a technical SEO/AEO audit, and paid-campaign restructuring, with a client-reported 20X ROAS result still pending final approval.

Source: https://www.truenorthmarketing.ae/en/case-studies/topgun-arabia-growth
Client: TopGun Arabia
Published: 2026-07-15
Disciplines: Performance Marketing, Shopify Store Cleanup, Technical SEO & AEO, Campaign Restructuring
Publisher: True North Marketing (truenorthmarketing.ae)

## Challenge

TopGun Arabia's paid growth was constrained by a bloated Shopify implementation, weak technical SEO that made products and collections hard to discover, and campaigns optimizing against events the store did not record cleanly.

## Approach

True North removed Shopify bloat, ran a technical SEO audit that surfaced previously unknown gaps, and rebuilt the paid campaigns into one connected system, adding metadata fixes, JSON-LD, llms.txt, and server-rendered content along the way.

## Outcome

The owner's approved testimonial reports reaching 20X ROAS, and supplied case material shows more than 6.9 million content views and 1.28 million reach plus a fifth retail store opened within a year. Those figures still await reporting-window, export, and approval confirmation.

## What We Did

Shopify store cleanup, a technical SEO and AEO audit, campaign restructuring, structured data and llms.txt implementation, and server-rendered content for discoverability.

## Full article

![TopGun Arabia Shopify, SEO, and paid growth case study](../images/case-topgun-cover.png)

TopGun Arabia's case is useful because the intervention crossed the boundary that often weakens ecommerce work: advertising was not treated as separate from the Shopify store or the search foundation.

Frank, the owner of TopGun Arabia, describes the work directly: True North removed Shopify bloat, ran an SEO audit that exposed gaps the team had not seen, and rebuilt the campaigns into a system that could scale. His approved testimonial reports reaching 20X ROAS.

That is strong client evidence. We present it as the owner reported it, and keep the underlying attribution, spend, and reporting-window detail with the client.

The 20X ROAS is taken from TopGun Arabia's approved owner testimonial. It is a historical client-reported outcome, not a forecast or an independently audited benchmark.

  
  
  

## The connected problem

Paid growth can stall even when the media team is active. A bloated Shopify implementation can slow the buying path or duplicate scripts. Weak technical SEO can make product and collection architecture hard to discover. Campaigns can then optimize against events that the store does not record cleanly.

The testimonial supports addressing those areas together rather than sending each problem to a different vendor queue. The confirmed technical scope also included metadata fixes, JSON-LD, `llms.txt`, and server-rendered content so search and answer engines could read important page content without client-side execution.

## The AEO and GEO layer

We treated AI discovery as an extension of the site's information architecture. Metadata described each page, JSON-LD expressed key entities, `llms.txt` provided a focused machine-readable guide, and server-rendered content kept the visible answer in the initial response. These foundations improve clarity and eligibility; they do not guarantee citation or ranking.

## What the evidence currently supports

| Area | Supported statement | Evidence status |
| --- | --- | --- |
| Shopify | Store bloat was cleaned up | Approved owner testimonial |
| SEO | An audit surfaced previously unknown gaps | Approved owner testimonial |
| Paid media | Campaigns were rebuilt for scale | Approved owner testimonial |
| Performance | Client reports reaching 20X ROAS | Approved owner testimonial; reporting context pending |
| Social | Supplied slide shows more than 6.9M content views and 1.28M reach | Export, dates, and paid/organic split pending |
| Retail | Supplied slide reports a fifth store opened within one year | Timeline and publication approval pending |

## Why the sequence matters

I would not present this as three unrelated deliverables. Store cleanup protects the traffic being purchased. Technical SEO clarifies the site's structure and discoverability. Campaign restructuring then operates on a cleaner commercial and measurement foundation.

The final case study should explain the exact sequence only after the delivery record confirms it. A neat chronology invented after the result would make the story easier to read and less trustworthy.

## What another retailer can reuse

- Audit the buying path and event integrity before scaling spend.
- Make SEO findings operational rather than leaving them in a slide deck.
- Tie campaign decisions to product, inventory, and store behaviour.
- Keep platform ROAS beside margin and fulfilled revenue.
- Treat social reach and retail expansion as separate outcomes unless evidence connects them.