How we took an Australian kayak brand from single-market, manually managed campaigns to 50x ROAS and five new international markets — by restructuring around PMax, segmenting by performance, and capitalising on peak season demand.
Oney.Studio · Performance MarketingAn Australian-owned leader in high-quality, transportable kayaks — designed for durability, high performance, and ease of transport. A strong emphasis on design, materials, and manufacturing precision had built a loyal customer base domestically. The challenge: unlocking the international scale their product quality deserved.
Operating with a limited budget, targeting only Australia, and running campaigns manually meant the brand had hit a ceiling. ROAS fluctuated heavily by season with no strategy to capitalise on peak periods. The product feed lacked segmentation, so top-sellers weren't being prioritised. And with no international setup, five high-potential European markets sat completely untouched.
Fix the structure, segment by performance, expand into new markets, and build a bidding system that knows when to push and when to hold. Each move compounded the one before it.
Shifted the entire account strategy to Performance Max campaigns with feed-only asset groups, deliberately prioritising the brand's best-selling products. By removing the reliance on manual Search campaigns and letting PMax operate with clean, structured signals, the algorithm could find high-intent buyers across all Google surfaces — Search, Shopping, Display, YouTube, and Gmail — without manual throttling.
Feed-only PMax structureSegmented campaigns by product performance tier and funnel stage, creating dedicated budget pathways for hero products versus supporting range. This separation allowed for controlled, sequential budget increases — scaling what was working without cross-contaminating performance data or diluting ROAS from products with lower conversion rates. Profitability was maintained throughout each budget increase.
Performance-tiered budget controlLaunched fully localized campaigns across five key European markets — adapting language, currency, and creative to match each audience's context. Kayaking cultures, search behaviour, and purchase intent vary significantly between markets: generic campaigns don't work. Each market received campaigns built specifically for local seasonality, local search terms, and local pricing expectations — not translations of the Australian campaigns.
5 markets · localized end-to-endImplemented custom bidding strategies aligned with high-conversion periods — the windows when serious kayak buyers are actively researching and purchasing. Budget and ROAS targets were calibrated to capitalise aggressively on peak kayaking seasons and pull back intelligently in off-peak periods, rather than maintaining static targets that wasted budget in low-intent windows and missed the peak entirely.
50x ROAS in peak seasonPremium outdoor equipment buyers don't respond to generic ads. Every piece of copy was written for a specific buyer: the experienced paddler upgrading, the adventure family buying their first, the European buyer searching in their own language. Intent-matched, market-adapted, and built to filter for the buyers who convert at premium price points.
From a capped single-market account to a globally scalable paid media engine. 6x ROAS in the first month, 50x at peak season, and a foundation that continued compounding into 2026.
Conv. value snapshot: Before (inconsistent, single market) → Month 1 ($12,399 / 6x ROAS) → March 2025 ($70,885 / 50x ROAS) → March 2026 (~$112K / 38x ROAS). PMax restructure, smart segmentation, European localisation, and seasonal bidding drove sustained compounding growth across two peak seasons.
Five European markets entered with fully localised campaigns — not translations, but market-specific creative and bidding. Each market launched with its own audience signals, seasonal calendar, and currency targeting.
Feed optimisation and performance-tiered campaign segmentation meant budget flowed to hero products — the models with the highest conversion rates and margins — driving faster inventory turnover on best-sellers.
The structure built for this engagement was designed to scale: new market launches, new product ranges, and seasonal budget pushes can all be activated without rebuilding from scratch.
We couldn't believe the results — expanding to new countries while getting up to 50x ROAS in our best months. The team knew exactly where to focus.
- Client · Premium Kayak Brand · Australia · E-Commerce · NDA
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