Case Studies - Google Ads
How We Drove
Record-Breaking Sales and ROAS for a Tactical Gear Brand with Google Ads
Case Studies - Guard The Line - Google Ads
How We Drove
Record-Breaking Sales and ROAS for a Tactical Gear Brand with Google Ads
Table of contents
Key Stats
8.62
ROAS
at peak performance
4.31
ROAS
within 1st month of optimizations
Highest
ever sales recorded in a week
Company Introduction
This brand is a trusted provider of tactical gear storage solutions, founded by a law enforcement officer and his wife to meet the real-world needs of professionals.
Designed to keep police officers, military personnel, and first responders organized, their products are crafted for durability, efficiency, and ease of access. While their reputation was strong, their Google Ads performance wasn’t where it needed to be.
Scaling revenue and optimizing return on ad spend (ROAS) required a strategic overhaul, and that’s exactly where we stepped in.
Scaling was difficult because existing campaigns weren’t optimized for high-performing products.
The Challenge: Low ROAS and Struggles with Scaling
🌟 Early ROAS was inconsistent,
🌟 Scaling was difficult
🌟 Improve Query Management Efficiency:
meaning new customer acquisition was expensive.
The Strategy:
A Three-Pillar Approach to Profitable Scaling
1. Focusing on Best-Selling Products for Maximum ROI
Running ads across all products wasn’t the most effective approach, so we concentrated on top-selling items with higher average order values (AOV). This helped Google’s algorithm recognize strong performers faster, leading to better optimizations and more efficient conversions.
Ad spend was redirected to proven winners, ensuring that budget was used where it mattered most. When a best-seller went out of stock, the structured campaign setup allowed Google to quickly identify and push another high-converting product, preventing any dip in performance.
This approach made the ad strategy more flexible and scalable, keeping results strong even as inventory changed.
2. Diversified Campaign Structure for Maximum Coverage
The brand had previously been relying too heavily on one type of campaign, limiting its reach.
To fix this, we restructured the entire account to leverage multiple ad formats:
🔍Search Ads: Focused on high-intent buyers actively searching for tactical gear solutions.
🛍️Shopping Ads: Allowed visual display of products directly in search results.
🌟Performance Max (PMax) Ads: Used Google’s AI to optimize across search, shopping, YouTube, and display networks.
This multi-campaign approach ensured:
✅Search Ads captured demand from people actively looking for products.
✅Shopping Ads improved conversion rates with strong visuals.
✅PMax expanded reach and found new high-value customers through AI-driven optimizations.
Each campaign type had a distinct role, ensuring no wasted budget and full-funnel coverage.
3. Launching a Dynamic Search Ads (DSA) Campaign for Additional Conversions
A Dynamic Search Ads (DSA) campaign was launched to tap into new demand and capture search traffic that wasn’t being reached before.
Unlike traditional search ads that rely on specific keywords, DSA automatically matched ads to relevant searches, helping the brand show up for more potential buyers. This made it easier for Google’s algorithm to find high-converting opportunities and expand its reach.
Just a few days after launching, DSA delivered its first purchase—a big win considering it came from a search campaign that had never converted before. Shortly after, something interesting happened.
The General Search group, which had been struggling to bring in sales, started performing better. Two more purchases rolled in, bringing the total to three in a short time.
Scaling was difficult because existing campaigns weren’t optimized for high-performing products.
💎Focused on best-sellers to drive stronger ROI Redirected spend to top products for consistent performance—even as inventory shifted.
💎Full-funnel strategy for maximum reach
Used Search, Shopping & PMax to capture demand, showcase visuals, and unlock new audiences.
💎DSA unlocked new conversions
Brought in sales fast and boosted underperforming campaigns.
The Results: A Massive ROAS Surge and Record-Breaking Sales
Performance skyrocketed after monthsof optimization, reaching new heights:
The last week of January saw a record-breaking 16 purchases—the best week since we started.
Plus, DSA campaigns continued to drive conversions, proving the impact of an optimized search structure.
1. Google’s Algorithm Reset to Find a New Best-Seller
One of the top-performing products went out of stock, forcing Google’s algorithm to find another winning product to push. Because we had already built a strong account structure with months of quality data, this transition happened seamlessly, leading to a major ROAS boost.
2. Accumulated Optimization Paid Off
Google had months of well-structured data to pull from. The combination of our strategy, audience targeting, and campaign structure made it easier for the system to adjust and optimize efficiently.
3. Dynamic Search Ads Opened a New Revenue Stream
The DSA campaign broke through stagnant search performance, unlocked previously missed conversions, and maintained a ROAS of 2.6—a strong number for a search campaign, especially for cold traffic.
Given that this ad group was running on a small budget, these early results are promising. In just a short period, the DSA campaign generated $349.98 in revenue, proving that this strategy is capable of delivering profitable conversions.
While it may take longer to scale due to budget limitations, the performance so far confirms that DSA is an effective long-term opportunity for driving additional revenue.
The Impact: A Blueprint for Scalable Success
Months of optimization and strategic refinements led to a breakthrough, creating a scalable Google Ads system that will continue driving long-term growth.
With a data-driven approach, a diversified campaign mix, and continuous optimization, we helped the brand:
Hit its highest ROAS yet, reaching up to 8.62.
Drive 16 sales in a single week—the best since launch.
Achieve a 4.31 ROAS within our first month of taking over.
📈 And this is just the beginning
How do we know?
🔁 Because we know that Google Ads
📊 With the right structure, Google’s AI optimizes smarter,
🚀 With ongoing optimizations and strategic refinements,
the potential for even higher ROAS and sustained revenue remains strong.
While it may take longer to scale due to budget limitations, the performance so far confirms that DSA is an effective long-term opportunity for driving additional revenue.
