CASE STUDY · MAP WALL ART · MUIR WAY
Breaking a $50K/Month Plateau to $488K in 60 Days
Muir Way is a US Shopify brand selling relief maps, 3D maps and topographic map art. Its revenue had stalled around $50K a month, and every attempt to scale Google Ads spend pushed ROAS below break-even. Logical Gecko split the account into prospecting, consideration and retargeting, opened new audiences and rewrote product titles for search intent. In 60 days, from $125K of spend, the account generated $488,000 in tracked revenue: 3.92x ROAS with 2.86K conversions.
- Revenue$488K
- Ad Spend$125K
- Conversions2.86K
The client
Muir Way
Muir Way sells relief maps, 3D maps, and topographic map art to homeowners, outdoor enthusiasts and people shopping for gifts. The brand had a strong product, a loyal following and product-market fit, but no scalable acquisition system.
- Industry
- Relief Maps, 3D Maps, Topo Map Art
- Category
- Home Decor, Map Wall Art
- Market
- United States
- Platform
- Shopify + Google Ads
- Period
- Nov 16, 2021 to Jan 16, 2022
- Goal
- Break the revenue plateau without destroying ROAS
The challenge
A hard ceiling at $50K per month
Spend increases were going straight into the same saturated audiences. Without upper-funnel demand and a proper campaign hierarchy, every extra dollar bought a more expensive version of the same audience.
- Revenue plateau at roughly $50K per month
- ROAS collapsed whenever spend increased
- Audience reach limited to people who had already bought
- Seasonal demand swings in wall art and gifting
- Growing competition in decor and gift categories
- No structured creative or offer testing
Our strategy
How we approached the account
Build the full funnel
Separated prospecting, consideration, and retargeting so each stage had its own budget, target, and creative set.
Expand demand, not just bids
Opened new audience segments and product-theme campaigns to reach people the account had never touched.
Scale on data, not hope
Increased budget only where incremental ROAS held, using a weekly scale-or-cut rule per campaign.
What we did
The work behind the numbers
Campaign Architecture
- Prospecting, consideration, and retargeting split
- Product-theme based Shopping segmentation
- Best sellers isolated with their own budgets
- Brand and non-brand traffic separated
Audience Expansion
- Custom intent segments for outdoor and decor audiences
- Lookalike and first-party contact list audiences
- Gift-occasion targeting layered in
- Cold audience testing budget ring-fenced
Feed & Shopping Optimization
- Product titles rewritten for search intent
- Feed attributes and product types cleaned
- High-margin products prioritized
- Low performers deprioritized, not deleted
Creative & Offer Testing
- Rotating asset tests across top campaigns
- Seasonal and gifting angles tested
- Landing page alignment per campaign theme
- Winners scaled, losers cut weekly
Bidding Strategy
- Tiered target ROAS by campaign stage
- Gradual budget increases
- Dayparting and geo adjustments
- Continuous bid signal monitoring
Measurement
- Conversion value tracking verified end to end
- Reporting split by new and repeat purchases
- Blended ROAS monitored alongside platform ROAS
- Weekly scale-or-cut decision framework
The result
$488K in tracked revenue in 60 days at 3.92x ROAS
In a 60-day window the account generated $488,000 in tracked revenue from $125K of spend, at 3.92x ROAS and 2.86K conversions, well past the previous monthly ceiling.
Before Logical Gecko
- Stuck around $50K per month in revenue
- ROAS dropped whenever spend increased
- Reaching mostly existing and warm audiences
- No structured testing program
- Seasonality driving unpredictable months
After Logical Gecko
- $488,000 in tracked revenue in 60 days
- 3.92x ROAS maintained while scaling spend
- 2.86K conversions at $43.77 cost per conversion
- New audience segments reached profitably
- Repeatable weekly scaling framework in place
Key lessons
What other brands can take from this
Plateaus are structural, not budgetary
Adding spend to a flat structure just raises CPA. New revenue needed new campaign layers and new audiences.
Feed quality drives Shopping performance
Rewriting titles for real search intent opened up impressions the account was never eligible for. Our Google Shopping ads guide explains why titles matter so much.
Scale in steps
Gradual budget increases gave Smart Bidding time to adjust as spend grew.
Track first-time purchases separately
Blended ROAS hid the fact that growth was coming from repeat purchases. Splitting it changed the strategy.
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Related Services and Guides
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