SportAixTrem
SportAixTrem is a multi-season French e-commerce retailer offering ski, cycling, running and streetwear gear. Demand peaks in winter but softens sharply during spring–summer transition months, creating cash-flow pressure and inventory risk.
The Approach
Goal
Keep sales growing in low season and unlock maximum revenue during the winter surge—without letting average customer-acquisition cost rise.
Challenge
- Seasonality whiplash – traffic and purchase intent can swing >60 % between quarters.
- Budget efficiency – scaling spend in peak months must not erode ROAS.
Strategy in Three Moves
- Product feed rebuild (Feb 2024)
Clean GTINs, richer size/price attributes → Smart Bidding learned faster. - Season-specific Performance Max portfolios (Nov 2024)
Winter budget throttled up automatically; spring budgets dialled back.
Switch from tCPA to “Maximise Conversion Value” bidding (Jan 2025)Let the algorithm chase revenue, not just conversions.
The Result
Our ROAS hit 20× in March—up 75 % month-on-month
