Context
A defense industry client selling personal-defense apparel was looking to grow its revenue in Google Ads. Operating in a highly regulated and competitive market, they would go through peak demand windows followed by crashes in sales.
The client’s major pain points included stabilizing revenue and optimizing the media channels, as the demand spikes would cause euphoria followed by anxiety about lower sales. In this scenario, the Ad campaigns had a major strategic value in making sales more stable.
Challenges
- Niche market with strict platform compliance.
- High demand and spend fluctuation, sometimes going from $65k to $250k/month in spends.
- Limited runway to test — every dollar had to count.
- Operations required weekly reporting syncs.
Actions
- Adapted ad strategy around peak demand periods and stock turnover using advanced platform settings.
- Implemented new high-performing creatives to take advantage of the peak demand periods.
- Created a direct coordination loop with the client team via weekly meetings.
Results
- Hit all of the Media Targets (+75k to 250k monthly spend at >5 ROAS)
- Reduce the account dependancy on Branded from 40% to 12%.
- Established repeatable structure for aggressive, time-sensitive growth.
- Built client trust through transparency, speed, and precision.