About the Client
Gentle Boom Sports (GBS) was founded in 2000 by a skilled knitting tape professional who, inspired by his children's love of outdoor play, began designing innovative yard toys centered around slacklines. Since then, GBS has grown into a dedicated advocate for outdoor fun, creating products like the Ninja Line Obstacle Course to bring excitement to backyards everywhere. Committed to safety, playability, and environmental responsibility, GBS plants a sapling for every product sold, partnering with environmental organizations to help preserve nature for future generations.
Our Approach
Demand for outdoor furniture can be heavily influenced by local weather patterns, with warm spells spiking interest and unseasonably cold or rainy periods reducing it, requiring adaptable ad strategies to optimize efficiency. Additionally, outdoor furniture is often a substantial purchase, leading to longer consideration cycles; this demands effective retargeting to keep GentleBoom Sports top-of-mind as customers evaluate options. High shipping costs and geographic limitations also play a role, as the expense and logistical complexities of delivering large items may deter customers or reduce conversions, making it essential for ads to address these concerns to maximize ROI. Style preferences, ranging from modern to rustic, heavily influence consumer choices in outdoor furniture, requiring targeted ad strategies to appeal to different aesthetics and improve engagement. Finally, because customers want to visualize how items would look in real outdoor settings, high-quality images or videos are essential, yet these visuals can be costly and time-intensive to produce, adding another layer of complexity to advertising for the outdoor furniture market.
WeAdU’s Strategy & Implementation
To address these challenges and drive measurable results for GentleBoom Sports, we implemented a comprehensive Google Ads strategy encompassing the following key components:
What We Did:
1. Performance Max (PMax) Campaigns with Product-Specific Feed-Only Asset Groups
We initiated PMax campaigns by creating feed-only Asset Groups for each product category, such as patio sets, loungers, and accessories. This approach focused on high-conversion networks like Google Shopping and Dynamic Remarketing, allowing us to gather quality data on purchase-ready audiences. Once an Asset Group achieved sufficient conversions, we expanded its reach by adding tailored headlines, descriptions, and images to engage users across Search, Display, YouTube, and Discovery networks.
2. Audience Signals Tailored to Outdoor Enthusiasts
We developed custom audience signals targeting individuals interested in outdoor living, home improvement, and interior design. By guiding Google's AI with these signals, we enhanced ad relevance and attracted high-quality leads from users likely to engage with GentleBoom Sports’ offerings.
3. High-Intent Keyword Targeting for Long Purchase Cycles
Since outdoor furniture purchases often involve extensive research, we focused on high-intent keywords that aligned with common research phrases, like “high-quality patio sets” or “durable outdoor sofas.” By targeting keywords geared toward serious buyers, we ensured that GentleBoom Sports ads reached customers further along in their purchase journey, increasing the likelihood of conversions.
4. Bundle Promotions to Increase Average Order Value
We developed ad campaigns promoting product bundles, such as “Patio Set with Matching Accessories” or “Outdoor Seating Set with Storage Covers.” By presenting complete outdoor solutions, we increased the average order value while appealing to customers who were looking for convenient, all-in-one options for their outdoor space.
5. Detailed Competitor Benchmarking for Strategic Messaging
Using competitor benchmarking, we identified areas where GentleBoom Sports could differentiate itself, such as exclusive styles or eco-friendly materials. We crafted ad copy to emphasize these unique selling points, positioning the brand as a premium and sustainable choice in the crowded outdoor furniture market.
6. Ad Extensions Showcasing Key Features and Benefits
We used ad extensions to highlight GentleBoom Sports’ unique product features, such as “all-weather wicker,” “fast, free delivery,” and “5-year warranty.” These extensions added immediate value to each ad by showcasing product benefits that resonated with high-intent customers, improving click-through rates and setting GentleBoom Sports apart.
7. Seasonal Campaign Adjustments for Maximum ROI
By aligning campaigns with seasonal trends, we proactively adjusted ad spend and focus. For example, in spring and summer, we prioritized ads for outdoor dining sets and sun loungers, while in fall we promoted fire pits and outdoor storage. This approach enabled us to capture demand peaks in the right seasons, ensuring GentleBoom Sports’ ads were highly relevant and converting effectively.
8. Custom Landing Pages for High-Intent Campaigns
We created custom landing pages optimized for high-intent keywords and seasonal campaigns. These pages featured popular products, seasonal promotions, and direct calls-to-action, delivering a seamless user experience for ad-clickers and increasing conversions by making it easy for visitors to find exactly what they were looking for.
9. Cross-Device Remarketing for a Consistent Customer Journey
Understanding that outdoor furniture shoppers often browse across multiple devices, we used cross-device remarketing to keep GentleBoom Sports’ ads consistent across mobile, tablet, and desktop. This approach allowed us to guide customers smoothly through their research and purchasing journey, resulting in a higher likelihood of conversions from users engaging on multiple platforms.
gentleboomsports.com
With these focused strategies, we successfully scaled GentleBoom Sports’ Google Ads campaigns, reaching high-intent audiences and driving substantial growth while maintaining a strong ROAS. Our tailored approach enabled GentleBoom Sports to connect with their ideal customers and strengthen their position as a premium outdoor furniture brand.
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see an increase in ROAS
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