Wild Top: Scaling Profitably through Feed Optimizations

Overview

Wild Top partnered with our agency in December 2024 to help stabilize and grow Google Ads performance. Over nine months, we combined methodical budget increases with comprehensive Merchant Center optimizations. The result: +77% average monthly spend, +92% ROAS, and +162% monthly conversions. Evidence that fitment‑aware feed quality enables profitable scale.

The Challenge

When we inherited Wild Top's account in December 2024, the brand was experiencing a critical performance crisis. Analysis of the three months prior to our takeover revealed:

Declining Performance Metrics

• ROAS deterioration: 4.21x → 3.26x in three months
• Low conversion volume: Only 24 monthly conversions
• High CPA: $370 per conversion
• Conservative budgets: ~$9,127 average monthly spend limiting scale

Shopping Feed Issues

• Weak product presentation: 1.66% CTR indicated low appeal
• Limited impression volume: Only 1.3M over three months
• Generic titles: Reduced search relevance for Shopping Ads
• Missing USPs: No differentiation in feed attributes
• Loose category mapping: Products surfaced for irrelevant searches

The account was on a dangerous trajectory. ROAS had declined 23% in just three months, signaling fundamental issues that required immediate intervention.

Our Two-Pronged Strategic Approach

We focused on two levers that compound each other at scale.

1. Merchant Center & Feed Quality

Recognizing that feed quality directly impacts performance at scale, we rebuilt the shopping feed to improve relevance and conversion intent. For Wild Top’s fitment‑specific catalog, we used dynamic title templates that combined brand with vehicle make, model, and year, along with bed length and variant/category modifiers. We added clear USPs in titles and product descriptions, and tightened category/attribute mapping to the most specific google product category automotive soft top nodes. We introduced custom labels for vehicle make/model/year, bed length, and performance tiers so bids and budgets could be controlled more granularly. We tested continuously across titles, images, and attributes to learn quickly and keep the best‑performing combinations running.

2. Campaign Architecture & Bidding

We re‑architected Google Ads campaigns around vehicle make and models, and aligned Performance Max asset groups to the feed structure we had optimized. Asset and product groups were segmented by vehicle makes and models, so that our image assets, headlines, and descriptions all catered to drivers of a specific vehicle make and model. Audience signals were refined as well, with customer match and high‑value segments. We used value‑based bidding (tROAS) with margin considerations and scaled budgets where we saw strong performance. This concentrated spend in the best performing SKUs, which further improved ROAS while monthly budgets increased.

Performance Highlights

• Spending & Scaling: +77% average monthly spend, peaking over $23k in July 2025.
• Efficiency Improvements: −CPAs decreased by 33% which caused ROAS to increase by 92%. All while budgets increased.
• Conversion Growth: Average monthly conversions increased by 162% from the higher spend.
• Visibility Gains: 13.8x more impressions and 2.8x more clicks while maintaining traffic quality.

Key Wins & Strategic Insights

• Feed optimization enabled aggressive scaling without sacrificing efficiency.
• Systematic testing (titles, images, USPs, categories) identified repeatable winners.
• Value-based bidding and smart structure improved ROAS while budgets grew.
• Shopping visibility gains translated into meaningful market share capture.

What We Learned

Strategic feed optimization, rigorous testing, and structured scaling worked together to unlock profitable growth. By improving product relevance and aligning budgets to proven winners, we increased efficiency while expanding volume, showing that scale and ROAS gains can coexist when the foundation is right.

Conclusion

The Wild Top transformation demonstrates the extraordinary results achievable through the combination of technical feed expertise and strategic campaign management. By increasing monthly spend by 77% while improving ROAS by 92% and growing conversions by 162%, we've proven that aggressive growth and improved efficiency aren't mutually exclusive, they're complementary when executed properly.

Our comprehensive Merchant Center optimization and google ads campaign restructuring work showcases how feed improvements can dramatically expand market reach.

Wild Top now enjoys sustainable, profitable growth with a robust foundation for continued expansion.

Where We Go From Here

We will continue to optimize and A/B test our product feed with seasonal title variants and additional fitment attributes, and continue structuring Performance Max asset groups around make/model families. Our next phase focuses on controlled budget expansion with profit‑based bidding.

Ready to transform your Google Ads performance? Book a strategy call to discuss how we can drive similar results for your business.