Growing eCommerce Revenue +63% While Cutting eComm CPA by 21%
How a comprehensive Google Ads restructure and custom product feed pipeline turned underperforming campaigns into a 63% revenue lift — and earned us the remaining four Rocky Brands.
In the first six months, Muck Boot's eCommerce revenue grew over 63% year-over-year while eCommerce CPA dropped 21% — meaning the growth came from efficiency, not just larger budgets. A fully restructured campaign architecture eliminated competition between Search and PMax, reallocated budget toward high-ROAS Shopping traffic, and expanded keyword coverage across branded, non-branded, and product-specific queries. A custom data pipeline resolved all Merchant Center disapprovals, unlocking nearly 40% of the product catalog that wasn't serving. The results earned us the remaining four Rocky Brands — Xtratuf, Rocky, Georgia, and Durango — starting July 2025.
The Challenge
When we took over Muck Boot's Google Ads in February 2025, a comprehensive audit revealed systemic issues across the account. Campaign structures were not optimized — several high-value branded keywords were missing entirely, whole product collections and seasonal themes had no keyword coverage, and an overemphasis on branded search with no restriction on click costs was driving up spend without gaining any additional impression share. Search and Performance Max campaigns were competing against each other, with a substantial portion of PMax budget being allocated to Search queries. Standard Shopping — one of the highest-ROAS channels in eCommerce — was significantly under-funded. And nearly 40% of their product feed in Google Merchant Center was limited or disapproved from serving due to missing or incorrectly formatted data coming from Salesforce.
The Goal
Restructure Muck Boot's entire Google Ads account to eliminate wasted spend, unlock neglected high-value traffic, and fix the broken product feed — proving the approach as a trial before expanding to Rocky Brands' full portfolio.
Our Strategy
Comprehensive Account Audit & Restructure
Audited every campaign, ad group, and keyword in the account — then rebuilt the architecture from scratch to eliminate internal competition, close keyword gaps, and reallocate budget toward the highest-ROAS channels.
The existing account had campaigns competing against each other — Search and Performance Max were bidding on the same queries, with PMax cannibalizing a substantial share of Search budget. Branded campaigns had no CPC caps, inflating costs without capturing any additional impression share. Entire product collections and seasonal themes had zero keyword coverage. We restructured everything: separated brand and non-brand campaigns with appropriate bid controls, built out comprehensive keyword coverage across product lines and themes, and rebalanced budget allocation to prioritize standard Shopping — which had been significantly under-funded despite being the highest-ROAS channel in the account.
Custom Product Feed Pipeline
Built a custom pipeline to pull, clean, and format product data from Salesforce for Google Merchant Center — eliminating all disapprovals and unlocking nearly 40% of the catalog that wasn't serving.
Nearly 40% of Muck Boot's product feed was limited or disapproved in Google Merchant Center due to missing or incorrectly formatted data from Salesforce. Products weren't showing in Shopping results — the highest-intent, highest-ROAS placements in Google. We built a custom data pipeline that pulls product data from Salesforce, cleans and formats it to meet Merchant Center specifications, and maintains feed health automatically. Every disapproval was resolved, unlocking the full catalog for Shopping and Performance Max campaigns and enabling us to scale standard Shopping to 7+ ROAS on nearly 40% of total ad budget.
Non-Branded Search Expansion
Expanded into competitive non-branded search traffic that Muck Boot had no presence on — capturing high-intent shoppers searching for product categories rather than the brand name.
Prior to our engagement, Muck Boot was almost entirely reliant on branded search — customers who already knew the brand. Non-branded queries like "waterproof boots," "farm boots," and "insulated work boots" were going entirely to competitors. We built dedicated non-branded campaigns with tailored ad copy and landing page strategies, systematically testing into category and use-case searches to find profitable traffic at scale. This expanded Muck Boot's addressable audience significantly and reduced their dependence on brand awareness to drive sales.
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