Tommaso Cycling
Disciplined PPC optimization delivered ~33% weekly growth, scaling from $150K to $200K in ad-driven sales.
The Challenge
Tommaso operates in a highly competitive cycling footwear category where ad costs are high and buying decisions are comparison-driven. Growth was further disrupted by low-priced copycat listings from overseas sellers, creating intense price pressure and brand dilution. Scaling PPC without inflating ACOS and TACOS remained difficult, especially during high-traffic promotional periods.
High CPC pressure in a competitive athletic footwear category
Low-priced copycat products impacting pricing power and brand perception
Scaling spend while maintaining efficiency week over week
Managing performance across multiple SKUs and shoe variations
Balancing aggressive visibility with sustainable ROAS
The Solution
We implemented a disciplined, data-led PPC framework focused on structured scaling rather than reactive adjustments. Campaigns were clearly segmented across brand defense, category capture, and competitor targeting to ensure spend was intentional and measurable. Budgets and bids were optimized weekly based on ROAS and TACOS trends, while continuous search-term harvesting and negative keyword refinement protected efficiency as impression volume increased.
The Result
Tommaso achieved consistent, repeatable PPC performance at scale, even in a highly competitive category.
Weekly PPC sales consistently exceeding $95K–$109K
4.3×–5.3× ROAS maintained across multiple periods
ACOS largely controlled between 18%–23%
Sustained impression and click growth supporting long-term brand visibility
Stabilized performance and regained growth momentum despite copycat price pressure
