DroneFishing.co.nz had what most ecommerce brands dream of. A proven high-ticket product, a loyal community, and clear demand when the season hit.
But scaling just wasn’t working.
Performance dropped as soon as spend increased. Ads were stale. Campaigns were unstructured. And going into their biggest revenue period of the year, they had no system to support real growth.
“We had the audience. We just didn’t have the system to convert them at scale.”
— Founder, DroneFishing.co.nz
This wasn’t a product issue. It was structural.
The business had momentum, but no way to control it. Every time they pushed spend, ROAS collapsed. Revenue was tied to seasonal spikes, which meant unpredictable cash flow and rollercoaster margins.
Here’s what was holding them back:
• Campaigns weren’t structured for scale
• Website UX made the buying journey harder than it needed to be
• There was no creative system or testing cadence
• Off-season strategy didn’t exist
• No real funnel, just a scattered set of ads pointing to product pages
They didn’t need more traffic. They needed a system that could turn interest into revenue, consistently.
Rebuild the engine. Build for speed. Scale with structure.
There was no silver bullet here, just a messy set of systems that needed to be pulled into alignment.
The first step was to treat the brand like a high-ticket operation, not a hobby brand. We knew we couldn’t scale traffic without first fixing what happened after the click. So we stepped back and rebuilt everything with one goal in mind — make it easy for the right customer to say yes.
That meant looking at where performance was breaking:
Ads weren’t mapped to funnel stages, so new customers got the same message as returning ones
Creative fatigue was killing Meta efficiency, and no one was testing systematically
Google was overspending on brand terms while ignoring high-intent, high-value searches
The site was trying to be everything to everyone — which meant it converted no one well
We realigned every touchpoint around how buyers actually think and behave. That meant clearer categories, cleaner offers, and smarter journeys — from ad to landing to checkout.
Most importantly, we introduced a rhythm:
Creative testing wasn’t occasional — it was weekly.
Campaign structure wasn’t scattered — it was precise.
Seasonality didn’t dictate performance — it informed strategy.
The idea was simple.
If someone lands on this site — no matter the time of year — they know what the brand sells, why it matters, and what to do next.
That’s how you build scale that doesn’t break.
We rebuilt their Meta and Google accounts from the ground up. Every campaign was mapped to buyer intent and product path.
• High-frequency creative testing to keep ads fresh
• Segmented Google Search campaigns for buying keywords
• Performance Max split by SKU to manage spend and avoid waste
• ROAS tracking based on true profitability, not just front-end metrics
Best Practice
Performance dies when structure breaks. We built one that could scale without falling apart.
We redesigned the site experience around clarity and conversion.
• Rebuilt collection pages to reduce friction and improve product discovery
• Bundled accessories into intent-based groups like “First-Time Buyer Essentials”
• Introduced clean navigation and hierarchy to push up AOV without pressure
Best Practice
The easier it is to understand what to buy, the more people buy. Sounds simple. Most brands miss it.
We planned six months ahead and removed the guesswork from seasonality.
• Created promotional pacing around peak seasons
• Filled off-season gaps with value-based retargeting and community engagement
• Turned spikes into repeatable, measurable growth periods
Best Practice
If your brand is seasonal, build a system that works 12 months a year, not just when the sun’s out.
| Metric | Outcome |
|---|---|
| Revenue Growth (Peak) | 140 percent |
| Off-Season Revenue | 5× increase |
| Cost Per Acquisition | 40 percent reduction |
| ROAS | 14× sustained at scale |
| Conversion Rate and AOV | Significantly improved |
This wasn’t some media buying trick or creative hack. It was a full system rebuild.
We fixed the structure. Tightened the messaging. Cleaned up the site. Put the right creative in front of the right people. And we planned the year with intention, not just last minute panic.
That’s how a brand goes from reactive to reliable.
If you’re in the same place, strong product, inconsistent results.
it’s not about pushing harder. It’s about building the system that allows you to grow without burning out.
Let’s build it, together.
When you work with us, you don’t just get someone to manage your ads. We’re your growth partner — your landing page team, your offer strategist, your creative lead, and your performance arm.
We treat your business like it’s ours. We look at the full picture and focus on what actually moves the needle.
It’s not about how many brands we work with. It’s about working with the right ones.
So what’s it going to be — growth or guesswork?
