RackUp+Go

RackUp+Go is an outdoor recreation retailer specializing in vehicle-mounted gear solutions—bike racks, cargo boxes, kayak carriers, and accessories for cars, trucks, and SUVs. They serve both casual weekend adventurers and serious outdoor enthusiasts who need reliable transport solutions for their gear.

The Challenge

RackUp+Go had an existing Google Ads account, but it was severely underperforming. A single Performance Max campaign grouped all product categories together, preventing category-specific optimization. Highly seasonal demand created massive swings between peak summer months and slower winter periods, yet no seasonal strategy existed—the same approach was used year-round. Budget allocation inefficiencies meant underperforming categories were consuming budget that high-performing ones needed, all while trying to maintain a 6.0x ROAS target and scale revenue upward.

The Solution

• Conducted a comprehensive account audit and detailed seasonal analysis to map demand patterns across product categories throughout the year
• Separated branded traffic into a dedicated campaign to protect brand queries and accurately measure acquisition performance
• Restructured Performance Max into dedicated campaigns for each major product category—Bike Racks, Cargo Carriers, Water Sports, and Accessories—each with its own budget and bidding strategy
• Optimized product feeds with category-specific titles, descriptions, and custom labels
• Implemented dynamic budget allocation that shifted spend between categories based on seasonal demand curves
• Developed aggressive scaling strategies for peak season and defensive off-season strategies to capture early-bird shoppers at efficient costs
• Systematically tested different audience segments and refined bidding strategies based on category-specific conversion patterns and seasonal performance data

The Results

The combination of category segmentation and seasonal optimization was the key unlock for RackUp+Go. Each product category has its own demand curve, and treating them as individual businesses within the account allowed us to allocate budget where and when it would generate the highest returns. By building a dynamic seasonal framework rather than a static campaign structure, we exceeded the 6.0x ROAS target by 40% while also driving significant revenue growth.