Outdoor & Bike Retailer — +43% revenue on 6% less spend.
Outdoor & Bike e-commerceUSAJan 2026 — weekly view
ROAS
5.74 → 8.73
Revenue
$53,153
Ad spend
$6,086 (-6%)
AOV
+27%
Turns out one campaign was the problem.
The story
Category-level Performance Max with feed-only control: prune the weak category, lean into bikes and accessories. One week of decisions later — ROAS lifted from 5.74 to 8.73 and revenue grew 43% while spend fell 6%.
Week over week
Every dollar tracked. Every purchase attributed.
| Metric | 13–19 Jan | 20–26 Jan | Change |
|---|---|---|---|
| Ad spend | $6,461 | $6,086 | -5.8% |
| Revenue | $37,111 | $53,153 | +43.2% |
| ROAS | 5.74 | 8.73 | +52.1% |
| Est. orders | ~119 | ~134 | +13% |
| Avg. order value | $312.66 | $396.33 | +26.8% |
| CTR | 1.37% | 1.39% | +0.02 pts |
| Avg. CPC | $0.99 | $1.01 | +2% |
The moves
| Move | Rationale |
|---|---|
| Scale: Bikes & Accessories (feed only) | Category-level PMax with proven conversion value |
| Scale: PMax — accessories | Highest efficiency surface |
| Cut: weak category campaign | Dragging blended ROAS down |
| Weekly audience & location review | 35–44 and 45–54 delivered most clicks |
Why it worked
CPC and CTR stayed flat — the gain came from conversion value, not cheaper clicks.
Higher-value baskets (AOV +27%) and about 13% more orders did the work: roughly $16K more revenue on about $375 less spend.
Top cities: Natick MA, Richmond VA, San Diego CA, Mission Hills KS, Boston MA.
Age data is based on clicks, not conversions — we read it, but we don't worship it.
The bigger picture
Efficiency gains came from pruning one weak category and leaning into what the feed proved. Feed-only PMax gives you category control that blended PMax hides — the data was in the account the whole time.
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