Q3 2025 (July–September): Foundational Work and DTC Groundwork
In mid-2025, we focused on building the infrastructure needed to turn an underused website into a reliable revenue channel. Our initial work centered on establishing a paid search foundation and setting a clean conversion baseline before scaling spend.

Account and Feed Foundation

• Set up Google Merchant Center to feed the full product catalog into shoppable campaigns.
• Audited website listings to confirm they were conversion-ready before driving paid traffic.
• Established a measurement baseline to track performance from the first dollar spent.

Initial Campaign Architecture

• Launched Performance Max campaigns to reach high-intent buyers searching outside of Amazon.
• Built Search campaigns around category and competitor terms to capture motivated shoppers.
• Defined audience signals to point spend toward the buyers most likely to convert.

Q4 2025 (October–December): Scaling Traffic and Off-Season Resilience
As demand softened heading into the off-season, we sharpened targeting and expanded reach to keep the channel growing through traditionally slow months. The goal was to prove that disciplined Google Ads for outdoor recreation brands could drive sales even outside peak windows.

Traffic Growth and Targeting

• Refined audience signals to feed the campaigns cleaner conversion data over time.
• Expanded keyword coverage to capture more of the off-season search demand.
• Tested ad creative and messaging to lift click-through rates and qualified traffic.

Channel Diversification

• Positioned the website as a margin-rich complement to marketplace revenue.
• Reinforced how to drive traffic to a Shopify outdoor store without relying on Amazon alone.
• Sharpened brand positioning against inflatables and traditional hard-shells to convert the most motivated buyers.

Q1 2026 (January–March): Optimization and Record Performance
With the category contracting and supply pressures mounting, we doubled down on efficiency to protect margins while pushing revenue higher. Continuous optimization turned the website into the brand’s strongest growth story during one of the category’s hardest stretches.

Continuous Optimization

• Reallocated budget toward the campaigns and products delivering the strongest returns.
• Adjusted bidding and targeting to defend efficiency as competition and costs rose.
• Monitored performance closely to catch and correct waste before it spread.

Compounding the Channel

• Scaled spend into proven segments to widen top-of-funnel awareness.
• Captured demand that the declining marketplace category was leaving on the table.
• Built a repeatable, scalable revenue stream alongside existing Amazon and retail channels.