Overview
An athletic/tactical wear brand offering compression socks designed for moisture control, blister prevention, and support during intense training. Their Google Ads focus was primarily product retargeting and general awareness; customer acquisition from cold ads was underexploited.

Challenges

• Heavy reliance on existing or warm audiences

• Cold campaigns struggled with performance due to competitive niche

• Shopping ads unsegmented by product technology/features

Strategy
Built cold-first campaign structure highlighting product innovation and performance benefits:

• Search campaigns targeting intent terms (“performance socks for training”, “no-blister athletic socks”)

• Shopping feed segmented by key tech features (moisture wicking, compression)

• Performance Max with audience signals (athletic training groups, tactical athletes, hiking/outdoor fans)

• Testing angles around product science and testimonials

Results (60–90 days)

• 30–40% increase in first-time customers

• 25% lower CPA on cold campaigns

• Cold campaigns quickly matched retargeting performance in efficiency and volume