Top Hat Provisions

Top Hat Provisions makes craft beverages: sodas, tonics, ginger beers, keto-friendly options, and bulk syrups, with a wholesale side serving RTD manufacturing. A catalog that spans one-off retail orders and bulk buyers needs more than one campaign doing everything.

The Challenge

In December 2024 the account was spending under $1K a month and tracking $2.5K in revenue. The catalog has clear product families with different buyers and price points; scaling required giving each family its own campaign, and keeping the brand’s own demand measured separately from cold traffic.

The Solution

• Segmented Performance Max by product family: dedicated campaigns for soda BIBs, tonic, ginger beers, and keto-friendly products, so each line earns budget on its own numbers
• Isolated branded demand in its own Search campaign, which returned $20.3K on $3.9K in spend, a 5.2x return
• Ran a stripped-down Performance Max test with no assets or audience signals to measure pure feed-driven performance against the full build
• Pointed a separate Search campaign at wholesale buyers searching for RTD manufacturing and bulk syrups

The Results

Revenue grew as the segmentation matured. From a $2.5K first tracked month, monthly revenue reached a $13.5K peak in March 2026, and the account has held a 3.8x blended return across its whole history.