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Winter gear, hotter returns! See how SportAixTrem hit a record 20× ROAS

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SportAixTrem is a multi-season French e-commerce retailer offering ski, cycling, running and streetwear gear. Demand peaks in winter but softens sharply during spring–summer transition months, creating cash-flow pressure and inventory risk.

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Notre approche

Goal

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Keep sales growing in low season and unlock maximum revenue during the winter surge—without letting average customer-acquisition cost rise.

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Challenge

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Seasonality whiplash – traffic and purchase intent can swing >60 % between quarters.
Budget efficiency – scaling spend in peak months must not erode ROAS.

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Strategy in Three Moves

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Product feed rebuild (Feb 2024)
Clean GTINs, richer size/price attributes → Smart Bidding learned faster.
Season-specific Performance Max portfolios (Nov 2024)
Winter budget throttled up automatically; spring budgets dialled back.

Switch from tCPA to “Maximise Conversion Value” bidding (Jan 2025)Let the algorithm chase revenue, not just conversions.