Figures are as reported in the Google Ads account for the comparison windows named in this study. Conversion attribution follows the settings configured on that account; we do not apply a separate model here.

SEO title: SportAixTrem outdoor sports — WeAdU

Client

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

Challenge

The goal was to keep sales growing in the low season and unlock maximum revenue during the winter surge — without letting average customer-acquisition cost rise. Two obstacles stood in the way:

Seasonality whiplash — traffic and purchase intent can swing more than 60.00% between quarters.
Budget efficiency — scaling spend in peak months must not erode ROAS.

Approach

We built a three-move plan to smooth seasonality and let the algorithm chase revenue:

Product feed rebuild (Feb 2024). Clean GTINs and richer size and price attributes helped Smart Bidding learn faster.
Season-specific Performance Max portfolios (Nov 2024). Winter budgets throttled up automatically while spring budgets dialed back.
Switch from tCPA to Maximize Conversion Value bidding (Jan 2025). We let the algorithm chase revenue, not just conversions.

Results

ROAS hit 20.00× in March — up 75.00% month-on-month. Against the previous period, the account delivered:

+32.00% ROAS overall — vs. the previous period.
−18.00% CPA — cheaper acquisition.
+56.00% conversions (YoY) — winter portfolio.

By rebuilding the feed and letting season-specific portfolios and value-based bidding do the heavy lifting, SportAixTrem grew through the peak without letting acquisition costs climb.