From $0 to $400K in E-Commerce Sales: How Strategic Refinement Took Seaside Surf Shop to Its Peak
Seaside Surf Shop is a U.S.-based B2C e-commerce brand known for its specialty in cold-water surfing gear and deep ties to the surfing community. Their product catalog spans a wide spectrum—from modern shortboards and classic longboards to high-end wetsuits, surf gear, apparel, skimboards, and skateboards. But the brand’s appeal goes beyond inventory. Seaside offers education, lifestyle content, and surf-specific insights, cultivating a loyal customer base that values both their gear and their guidance.
Despite its reputation for expertise and excellent customer service, Seaside faced challenges in translating this offline credibility into consistent digital growth. While the team had nurtured a loyal following and saw strong customer satisfaction, technical bottlenecks and advertising inefficiencies held back their online sales potential. With digital acceleration becoming a necessity in the retail space, the company found itself at a critical crossroads: in order to scale effectively, it needed a robust digital advertising system, a clean and compliant product catalog, and a marketing strategy designed for profitable growth.
From $0 to $400K Monthly Revenue: Achieving 8x ROAS and 20% Repeat Buyers with Seaside Surf Shop
Seaside Surf Shop, a U.S.-based specialty surf gear retailer, transformed its digital advertising from underperforming campaigns and a suspended Merchant Center to a thriving e-commerce business generating over $400,000 in monthly revenue—quadrupling its initial $100,000 goal in under a year.
The turnaround began with a comprehensive catalog audit and feed optimization that resolved compliance issues, followed by retiring legacy campaigns and implementing a sophisticated Performance Max strategy. This included segmented product groupings, value-based bidding, continuous A/B testing, and remarketing, all aligned with revamped fulfillment logistics to improve customer experience and conversion rates.
Local inventory campaigns and seasonal push efforts further tapped high-intent regional customers. The result: a consistent 8x ROAS, a 20% increase in repeat buyers, and a steady 4% conversion rate—well above industry averages. Today, Seaside Surf Shop operates as a fully optimized digital retailer, equipped with the infrastructure and strategy to sustain scalable e-commerce growth and long-term success.
The Goals
The client faced critical digital infrastructure issues, including a suspended Merchant Center account due to feed disapprovals caused by misconfigured attributes and lack of automation.
Catalog problems, such as incorrect shipping settings for oversized items, led to checkout errors and high abandonment rates, while Smart Shopping campaigns lacked segmentation, optimization, and testing.
There was no local campaign strategy to capture high-intent regional customers, necessitating a full-funnel system rebuild focused on technical fixes, segmented campaigns, and alignment between marketing and fulfillment for sustainable scaling.
Approach
Resolved Merchant Center suspension through a full catalog audit and third-party feed optimization, cleansing and automating product data to meet Google compliance, with ongoing weekly maintenance.
Rebuilt digital ad strategy by retiring legacy Smart Shopping campaigns and adopting Performance Max, structuring campaigns by product margin, seasonality, and inventory velocity, with value-based bidding and continuous A/B testing of ad assets.
Activated Performance Max native remarketing for efficient re-engagement and aligned fulfillment by tagging oversized products with custom shipping labels linked to third-party logistics, improving checkout experience and conversion rates.
Launched geo-targeted local inventory campaigns with location extensions and geo-customizers, promoting in-store availability and regional sales, supported by advance seasonal push campaigns using promotions and countdown timers.
Implemented clear conversion goals, attribution models, and regular data reviews to maintain an adaptive, scalable, and ROI-focused advertising system.
The Results
Monthly revenue grew to over $400,000, surpassing the initial $100,000 target within a year.
Campaign architecture delivered an 800% return on ad spend (ROAS) consistently across sales cycles.
Customer loyalty improved with a 20% increase in repeat buyers, driven by better user experience and remarketing.
Performance Max campaigns maintained a strong 4% conversion rate, exceeding industry averages.
Seaside Surf Shop transformed into a scalable, optimized digital retailer capable of sustained e-commerce growth.
