Record-Breaking Q4 Across Five Footwear Brands — eCommerce Revenue Up 56% YoY
How we scaled Google Ads across Rocky Brands' full portfolio to deliver a record-breaking quarter — growing eCommerce revenue +56% YoY while cutting CPA by 20% through account restructures, a platform migration, and a fundamental shift to performance-based budget allocation.
Q4 2025 was a record-breaking quarter for Rocky Brands' eCommerce business. Across all five brands, eCommerce revenue grew +56% year-over-year while blended CPA dropped 20% — meaning the majority of growth came from efficiency gains, not just larger budgets. Spend increased only +27%, but eCommerce conversions grew +60%, driving a 13x+ blended ROAS that exceeded the 6x target by more than double. A fundamental shift to ROAS-threshold budget allocation allowed us to scale aggressively during Black Friday, Cyber Monday, and the holiday season while conserving during lower-conversion windows. The result set company history records for eCommerce sales and validated the full-portfolio partnership that Muck Boot's H1 performance had earned.
The Challenge
After proving the impact of our approach for The Original Muck Boot Company — where we grew eCommerce revenue +63% while cutting eCommerce CPA by 21% in the first half of 2025 — Rocky Brands brought us on to manage Google Ads across their entire portfolio: Muck Boots, Xtratuf, Rocky Boots, Georgia Boot, and Durango. We inherited four more accounts from the previous agency, each requiring a full audit, restructure, and platform migration from Salesforce to Shopify — all with Q4 peak season approaching. Budgets had historically been managed on a fixed pre-allocation model: spend a set amount per month regardless of performance, no more, no less. This left money on the table during high-conversion periods and wasted spend during low-intent windows.
The Goal
Apply the same restructure playbook that drove Muck Boot's results across all five brands — while migrating to Shopify, optimizing product feeds, and fundamentally shifting budget strategy from fixed allocations to a performance-based model — in time to capitalize on Q4's peak eCommerce season.
Our Strategy
Portfolio-Wide Account Restructure
Applied the same audit-and-restructure playbook that transformed Muck Boot's account to the remaining four brands — fixing campaign architecture, closing keyword gaps, and rebalancing budget allocation across all five accounts.
Each account had the same structural issues we'd found and fixed on Muck Boot: Search and Performance Max campaigns competing for the same queries, under-funded Shopping traffic, missing keyword coverage across product lines and seasonal themes, and branded campaigns with no bid controls inflating costs. We audited all five accounts, rebuilt campaign architectures from scratch, built out highly segmented standard Shopping campaigns, expanded branded and non-branded keyword coverage, and established proper budget allocation toward the highest-ROAS channels — all within the first two months of the engagement.
Salesforce to Shopify Migration
Helped Rocky Brands migrate all five eCommerce storefronts from Salesforce to Shopify during July and August — ensuring conversion tracking, product feeds, and campaign infrastructure transitioned seamlessly ahead of Q4.
Migrating eCommerce platforms mid-year — months before peak season — required careful coordination to avoid disrupting campaign performance. We ensured conversion tracking was properly implemented on the new Shopify storefronts from day one, rebuilt product feed pipelines to pull clean, optimized data for Google Merchant Center, and re-established all campaign integrations. The migration also resolved the product feed issues that had plagued the Salesforce setup — where missing or incorrectly formatted data had limited product visibility in Shopping results.
ROAS-Threshold Budget Strategy
Proposed and implemented a fundamental shift from fixed monthly budget allocations to a ROAS-threshold model — scaling spend aggressively during high-conversion periods and conserving during low-intent windows to maximize Q4 returns.
Rocky Brands had historically managed ad budgets on a fixed pre-allocation basis: each brand received a set monthly budget, spent no more and no less, regardless of whether campaigns were returning 20x or 5x ROAS. We proposed a fundamental change — shift to a ROAS-threshold approach where we continued to scale spend as long as campaigns exceeded efficiency targets. Through advanced forecasting and daily budget management, we allocated heavily during the highest-performance windows — Black Friday, Cyber Monday, and the pre-Christmas rush — and pulled back during lower-conversion periods like the immediate post-holiday window. This flexibility is what turned a strong Q4 into a record-breaking one: revenue grew +57% YoY while ROAS improved +23%, because every incremental dollar of spend was held to a performance standard.
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