Outdoor Adventure Gear - E-commerce
When this adventure gear brand approached us, they were stuck in the mud, overspending on traffic that wasn't converting profitably from their Performance Max campaigns. With a wide product range they needed a partner who could drive profitable growth while navigating the peaks and troughs of demand. They were ready to scale, but lacked the campaign structure and clarity to do so efficiently. We stepped in to clean house, revamp their strategy, and help them carve out a more dominant position in a competitive space.
Before
No Product Segmentation
Best-sellers were treated the same as low-margin SKUs, no prioritization or targeting based on performance data.
No Targeting Segmentation in PMax
All audiences, products, and intents were lumped into a single asset group, offering zero visibility into performance drivers and blocking meaningful optimization.
Generic Messaging Across All Campaigns
Ads lacked differentiation by product type or audience intent, leading to low engagement and missed conversion opportunities.
No Negative Keyword Strategy
Irrelevant search terms chewed up budget daily, with no exclusions in place to protect ROAS or improve lead quality.
Before & After Results
What we did
Performance Max Overhaul
- Split campaigns by product category and performance tiers
- Built dedicated asset groups for top SKUs and branded traffic
- Enabled custom bidding and tailored creative per segment
Feed & CRO Optimization
- Optimized product titles, images, categories, and attributes
- Added CRO elements: reviews, urgency, and clear CTAs
Negative Keyword Strategy
- Identified and excluded irrelevant traffic via a robust negative list
- Blocked low-intent searches draining budget and skewing data
- Preserved conversion quality and protected account ROAS
Targeting Segmentation Strategy
- Structured asset groups by audiences and products
- Created persona-specific messaging variations
After
Find out where your next $1M of work is coming from.
Book a 30-minute Quote Pipeline Audit. We'll look at your business and where your next jobs could come from, and show you what we'd do. You can use it with or without us.