The Client
Bear Komplex is a leading direct-to-consumer brand in the CrossFit and functional fitness space. Selling hand grips, knee sleeves, lifting belts, and other training accessories through bearkomplex.com, they've built a loyal following among competitive athletes and everyday gym-goers alike.
The Challenge
- The functional fitness accessories market is crowded with both premium brands and low-cost Amazon sellers, creating intense price competition on Shopping placements.
- Bear Komplex's product catalog includes many items under $40, meaning campaigns needed to maintain efficiency at low average order values where margins are tight.
- Brand awareness was strong within the CrossFit community but limited outside it, requiring campaigns to expand into general fitness audiences without diluting ROAS.
- Seasonal demand tied to competition seasons (CrossFit Open, Regionals) and New Year's resolution traffic required agile budget management.
Our Approach
- Segmented Shopping campaigns by product margin and historical conversion rate, creating priority tiers that ensured top-performing products received the majority of impression share.
- Built Search campaigns around both CrossFit-specific terminology and broader fitness keywords, with separate ad groups for branded, competitor, and generic terms.
- Launched Performance Max campaigns targeting in-market fitness audiences with dynamic product feeds that showcased best-sellers alongside seasonal promotions.
- Implemented a cross-sell strategy within ad extensions and product groupings, encouraging buyers of grips to discover knee sleeves and belts in the same session.
- Ran continuous A/B testing on ad copy, rotating urgency-driven messaging against community-focused creative to identify what resonated across audience segments.
The Results
- Generated $5.92 million in ad revenue on $1.49M in total spend, sustaining a 4.0x ROAS across all active campaigns.
- Produced 72,500+ conversions, reflecting both the high volume of transactions and the effectiveness of campaigns at driving repeat purchases.
- Expanded the customer base beyond core CrossFit athletes, with general fitness Search campaigns contributing 35% of new customer ad revenue.
- Maintained profitability on products with average order values under $40 by keeping cost-per-click below $0.85 on Shopping campaigns through aggressive negative keyword filtering.
- Increased ad revenue by 45% during Q1 New Year's traffic surges with pre-built campaign structures ready to absorb seasonal demand.
About This Campaign
This engagement covers a long-term partnership managing Google Shopping, Search, and Performance Max campaigns. All revenue data is tracked through Google Ads conversion integration with the Bear Komplex Shopify storefront.