ASRV
Google Ads for Premium Performance Sportswear
See how we untangled ASRV's blended campaign structure to eliminate wasted brand spend, build a true prospecting engine, and scale budgets 50% — all while holding a 250% ROAS.
Key Results
Measurable growth that drives real business impact.
The Situation
When we took over ASRV's Google Ads account, roughly 70% of the total budget was concentrated in Performance Max campaigns that co-mingled brand and non-brand traffic in the same asset groups — with no visibility into which dollars were driving new revenue versus simply recapturing customers already searching for ASRV by name. This is a critical blind spot for any DTC brand: when brand and non-brand compete in the same campaign, Google's automated bidding gravitates toward the path of least resistance — branded queries — leaving an account that looks healthy on paper but is quietly starving its own growth by over-investing in existing demand and under-investing in new customer acquisition. ASRV had strong products, a loyal community, and a catalog with real depth; what was missing was a campaign architecture that could put the right products in front of the right new customers — and prove the incremental revenue impact of every dollar spent.
Our Approach
Brand vs. Non-Brand Segmentation
- Dismantled the blended PMax structure and rebuilt the account with a clean brand / non-brand separation, creating clear lines of accountability for every dollar spent.
- Launched dedicated brand campaigns across Search and Shopping — giving us granular control over branded queries without letting them cannibalize prospecting budgets.
- Reduced brand spend by 95% with zero measurable impact to overall business performance, proving the majority of branded traffic was already arriving organically.
Prospecting-First Campaign Architecture
- Redirected the freed budget into a prospecting-focused Shopping and PMax strategy, purpose-built to reach high-intent shoppers who had never heard of ASRV.
- Structured Shopping campaigns around ASRV's core product strengths to maximize relevance for each audience segment.
- Used PMax asset groups to align creative to specific product lines, ensuring Google's automation was working with meaningful signals rather than broad brand assets that blur intent.
High / Mid / Low / Zombie Product Tiering
- Implemented a four-tier product performance framework — High Performers, Mid Performers, Low Performers, and Zombie Products — across the full ASRV catalog.
- High Performers received maximum budget priority and enhanced bidding to maximize visibility during peak search windows; Mid Performers were nurtured with controlled spend to identify breakout candidates.
- Low Performers and Zombie Products were systematically suppressed or excluded, eliminating wasted impressions and keeping the feed lean and competitive.
- The tiering model was refreshed on a rolling basis so budget allocation continuously reflected current sales velocity and margin data — not stale assumptions.
Key Results
- ↳50% budget scaled while maintaining efficiency.
- ↳250% ROAS held across scaled spend.
- ↳95% reduction in brand spend with zero impact to overall business performance.
- ↳60% increase in new customer acquisition.
- ↳Best-in-Class Feed Health: the four-tier product structure ensured top performers captured disproportionate visibility at the moments that mattered most, while the catalog as a whole became leaner, faster, and more competitive in auction.
The Impact
By separating brand from non-brand, tiering the product catalog, and pointing the bulk of the budget toward genuine prospecting, we gave ASRV's Google Ads account a completely different job to do — and it delivered.
What They Said
"We deeply value our partnership with Blue Forest Digital and can't say enough good things about them. They've helped us improve our Meta results substantially Y/Y, while also supporting us across multiple other channels. They are truly our partners. Work with them!"
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