Client Overview
RackUp+Go (rackupandgo.com) is a specialized outdoor recreation retailer focused on vehicle-mounted sporting equipment carriers. Their product range includes bike racks, cargo boxes, kayak carriers, and related accessories for cars, trucks, and SUVs - helping outdoor enthusiasts transport their gear safely and conveniently.
The Challenge
When we began managing RackUp+Go's Google Ads account in April 2024, they faced several optimization opportunities:
- Existing account with established history but suboptimal performance structure
- Single unified Performance Max campaign combining all product categories
- Highly seasonal demand patterns with significant fluctuations throughout the year
- Target ROAS of 6.0x that needed to be maintained while scaling revenue
- Need to optimize performance while navigating complex seasonality in outdoor recreation market
Our Strategy & Implementation
Phase 1: Account Audit & Restructuring
- Conducted comprehensive account audit to identify optimization opportunities
- Analyzed historical performance data to understand seasonal patterns and category performance
- Separated branded traffic into dedicated Search campaign for optimal brand protection
- Implemented proper conversion tracking and attribution setup
Phase 2: Category-Based Segmentation
- Restructured Performance Max campaigns based on product categories and performance characteristics
- Created dedicated PMax campaigns for major product lines:
- Bike Racks - Hitch, trunk, and roof-mounted options
- Cargo Carriers - Roof boxes and cargo bags
- Water Sports - Kayak and paddleboard carriers
- Accessories - Locks, adapters, and mounting hardware
- Optimized Merchant Center feed with category-specific product titles and descriptions
Phase 3: Seasonal Optimization Strategy
- Developed dynamic budget allocation strategy based on seasonal demand patterns
- Implemented aggressive scaling during peak spring/summer outdoor season
- Created defensive strategies for off-season to maintain efficiency while capturing available demand
- Fine-tuned bidding strategies to adapt to changing competitive landscape throughout seasons
Phase 4: Continuous Optimization & Scale
- Systematically tested different audience segments and creative assets across categories
- Implemented advanced audience targeting using customer purchase behavior data
- Optimized asset groups based on performance data from split-testing
- Maintained strict ROAS monitoring while scaling successful segments during peak periods
Results Achieved
Year-Over-Year Performance Comparison
| Metric | Before (Year 1) | After (Year 2) | Change | Improvement |
|---|---|---|---|---|
| Total Ad Spend | $847k | $769k | -$78k | -9.2% |
| Total Revenue | $5.1M | $6.4M | +$1.3M | +25.5% |
| Overall ROAS | 6.03x | 8.37x | +2.34x | +38.8% |
Key Achievements:
- ROAS increased by nearly 40% (6.03x to 8.37x)
- Reduced costs by 9.2% while growing revenue by over 25%
- Restructured account with category-based approach
- Implemented seasonal optimization strategy
Key Takeaways
The strategic segmentation by product categories combined with our seasonal optimization approach proved crucial for this outdoor recreation retailer. Understanding and adapting to the significant seasonal demand patterns allowed us to maximize performance during peak periods while maintaining efficiency year-round. Most importantly, we exceeded the 6.0x ROAS target by nearly 40% while successfully growing revenue by over 25%, demonstrating that proper campaign structure and seasonal strategy can drive both efficiency and growth in highly seasonal markets.
Ready to Optimize Your Seasonal Campaigns?
We increased RackUp+Go's ROAS by nearly 40% while reducing costs. Let's talk about what we can do for you.
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