Overview
SCOTTeVEST is a direct-to-consumer apparel brand known for innovative clothing designed with functional storage for travelers and professionals. For more than 20 years, the company has specialized in vests, jackets, hoodies, shirts, skirts, and dresses featuring concealed pockets that keep everyday essentials secure and easily accessible. Built around practicality, SCOTTeVEST designs apparel that simplifies life on the move.
The Problem
Increased competition from brands with larger advertising budgets drove cost-per-click (CPC) rates up by more than 100% year over year. As acquisition costs climbed, maintaining the client’s ROAS target became increasingly difficult without reducing ad spend. Rather than limiting growth, we maximized the value of available data to improve account efficiency.
The Solution
To scale revenue, we needed to improve efficiency, which required stronger data inputs to better align bidding with campaign objectives.
Data Foundation
Enhanced Conversions, powered by encrypted first-party data, improved conversion matching accuracy and strengthened the quality of signals feeding Google Ads. Supporting infrastructure upgrades enabled secure data sharing via API while improving cross-channel visibility and overall performance measurement. Automated alerts identified budget constraints and emerging opportunities, particularly during high-impact selling periods.
High-Value Audience Signals
Conversion-based Customer Match lists refreshed signal-rich audiences to identify high-lifetime-value customers to build in-market and affinity audiences for travelers in Google Ads. These audiences were activated across Smart Bidding and Optimized Targeting, allowing audience insights to inform real-time bid adjustments and ad delivery. This multi-layered Customer Match approach strengthened targeting and fed richer signals into Google’s bidding algorithms.
Optimizing Bidding for Revenue
Richer data improved campaign learning, prioritizing value-based performance across Non-Brand Search and Display Remarketing campaigns. Optimizing campaigns toward conversions most likely to generate meaningful revenue rather than simply maximizing conversion volume.
AI-Powered Prospecting
Performance Max campaigns leveraged Customer Match audiences to guide machine learning and improve targeting. These signals informed New Customer Acquisition bidding, prioritizing first-time buyers in high-value product categories. Shifting budget to top-of-funnel Demand Gen campaigns introduced the brand to high-value audiences, offset rising CPCs, and efficiently fed the remarketing pipeline.
This strategy created a more intelligent account structure that improved efficiency across every stage of the funnel. By strengthening signals, refining targeting, and aligning bidding with revenue, the account scaled performance despite rising advertising costs.
Outcome
Providing Google with more relevant data led to better AI decisions, dramatically improving efficiency and driving year-over-year growth (2025).
+140%
Q4 Revenue
Increased 74% across the entire year
+126%
Conversions
Increased 67% across the entire year
+100%
Marketing Efficiency Ratio
Due to first-party data
+84%
Return on Ad Spend
Increased 29% across the entire year
+5%
Average Order Value
Product bundle targets
+36%
Advertising Investment
Balanced by efficient gains
Sustained Outcomes Achieved
With a stronger data foundation, more informed optimizations have created lasting performance gains. SCOTTeVEST now operates with greater efficiency, scalability, and resilience to combat outside market forces.
