Client Overview

TrailerJacks.com is a major specialty retailer focused on trailer parts and equipment, serving commercial operators, recreational users, and automotive professionals. Their extensive product catalog includes trailer hitches, trailer jacks, trailer wiring systems, winches, cargo management solutions, towing accessories, and comprehensive trailer maintenance equipment.

The Challenge

When we took over TrailerJacks.com's account in February 2023, we faced several strategic challenges:

• Starting during their lowest seasonal period, requiring preparation for peak summer towing season
• Extremely simplified account structure with only branded search campaign and single Performance Max campaign
• Massive product catalog of approximately 110,000 SKUs requiring sophisticated organization and segmentation
• Limited scalability potential due to lack of campaign segmentation and category-specific optimization
• Complex product data management across thousands of brands, models, and specifications

Our Strategy & Implementation

Phase 1: Performance Analysis & Strategic Planning

• Conducted comprehensive analysis of historical seasonal performance patterns
• Evaluated existing simple campaign structure and identified scaling limitations
• Developed category-based restructuring plan aligned with website navigation and user behavior
• Prepared timeline for pre-season optimization and summer scaling preparation

Phase 2: Catalog Segmentation & Campaign Architecture

• Systematic segmentation of 110,000+ SKUs based on product categories, price points, and performance potential
• Implemented advanced product feed optimization strategies to handle massive catalog complexity
• Developed custom labeling system for efficient campaign targeting and budget allocation
• Completely restructured account with dedicated Performance Max campaigns for each major product category
• Created sophisticated product priority system to ensure optimal visibility for high-performing SKUs

Phase 3: Traffic Diversification & Testing

• Launched targeted Search campaigns focusing on category-specific high-intent keywords
• Implemented Dynamic Search Ads (DSA) to capture long-tail product model queries
• Tested traditional Shopping campaigns alongside Performance Max for performance comparison
• Developed remarketing strategies targeting users who viewed specific product categories

Phase 4: Summer Season Scaling

• Aggressively scaled successful category campaigns in preparation for peak towing season
• Implemented seasonal budget adjustments based on historical demand patterns
• Optimized for summer-specific use cases (vacation travel, boat launching, RV trips)
• Maintained performance monitoring while rapidly increasing investment during peak months

Phase 5: Sustained Growth & Optimization

• Continued category-specific optimization based on performance data insights
• Implemented year-round strategies for off-season equipment maintenance and preparation
• Fine-tuned audience targeting using purchase behavior patterns across categories
• Maintained scalable structure for handling seasonal demand fluctuations

Results Achieved

Key Takeaways

The transformation from a basic two-campaign structure to a sophisticated category-based architecture proved essential for unlocking TrailerJacks.com's growth potential. Managing and segmenting 110,000+ SKUs required specialized expertise in large-scale catalog optimization, which became a cornerstone of our strategic approach. Starting during the off-season allowed us to build and test the foundation needed for aggressive summer scaling. The 7.6x ROAS achievement while generating over $11M in revenue demonstrates that proper campaign segmentation combined with advanced catalog management can drive exceptional results in specialized B2C markets. The category-specific approach not only improved performance but also provided the scalable framework necessary for handling both seasonal demand fluctuations and massive product diversity in the towing and trailer equipment industry.