JAKROO wanted growth from non-brand demand — the searches that happen before someone already knows the name.

Primary goals:

• Scale top product categories (custom cycling jerseys, bib shorts, team kits, tri suits)

• Increase revenue from Google Shopping / Performance Max while protecting ROAS

• Reduce wasted spend from “cheap / template / DIY / printing” intent

• Build a repeatable structure for Google Ads for sportswear (and broader Google Ads for sports equipment category searches) that can scale by category, not as one blended campaign

JAKROO doesn’t sell impulse buys.
They sell performance, fit, and trust — to athletes who know exactly what they want… and to teams who can’t afford a mistake.

That makes Google Ads for sports equipment and sportswear tricky. You’re not just competing on price. You’re competing against big brands, marketplaces, and “cheap custom jersey” sellers that attract the wrong traffic.

So we built a product-category PPC system that scales cycling gear and sportswear revenue without letting spend get eaten by low-intent clicks.

Category-First Structure (The Foundation for SEO + PPC Scaling)

Most accounts fail because everything is shoved into one campaign and Google decides what to push.

We built a clean category map:

• Custom Cycling Jerseys
• Bib Shorts
• Team Kits
• Tri Suits
• Accessories / Add-ons

Each category got its own budget, search terms, creative angles, and performance visibility — which is exactly what you need when running Google Ads for sports equipment style demand (broad category searches) where intent varies a lot.

Product Feed Optimization That Matches How Athletes Search

In Google Shopping ads for sports equipment and sportswear, your feed is your ad copy.

We rewrote titles and feed structure to align with real search language:

• Category first (Jersey / Bib / Tri Suit)
• Custom + use-case modifiers (team kit, race fit, endurance, triathlon)
• Key decision factors (fit type, fabric/performance cues, customization)

Then we added custom labels to control scaling:

• Best sellers vs testing SKUs
• Margin tiers
• Seasonal pushes
• “Team order / quote intent” vs “single purchase intent”

This stopped the account from wasting budget on SKUs that look nice but don’t convert.

Performance Max Built as a Product-Category Engine (Not a Black Box)

We didn’t run one giant Performance Max campaign that blends everything and hides waste.

We built:

• One PMax per category
• Tight asset groups per product line
• Audience signals based on real buying behavior (category viewers, kit designer users, cart starters, past buyers)
• Brand control so PMax doesn’t “pad” results by taking easy brand clicks

This is how Google Ads for sportswear scales without turning into a budget leak.

Search Campaigns to Capture High-Intent Category Demand

Shopping is great, but search is where category intent is stated clearly.

We built search coverage for terms like:

• custom cycling jerseys
• custom team cycling kits
• triathlon suit custom
• cycling bib shorts
• custom sportswear / custom performance apparel

And we blocked the traffic that kills profitability:

• free, template, mockup, design download
• “printing service” intent that doesn’t match the offer
• unrelated fashion intent
• job/career searches

This combination is what makes Google Ads for sports equipment keywords work: you capture the broad demand, then filter ruthlessly.

Two Conversion Paths: Ecommerce Purchase + Team/Quote Intent

JAKROO has mixed intent:

• Individual buyers ready to purchase
• Teams that need a quote, timeline, proof, and reassurance

So we tracked and optimized separately:

• Purchases (revenue, AOV, margin-sensitive categories)
• Quote/demo-style actions for team orders (high-value lead signals)

That allowed bidding and budget decisions based on real outcomes, not blended “conversions” that hide low-quality actions.

Weekly Query & SKU Governance (Where Most “PPC Management” Ends)

Scaling categories is not “set it and forget it”.

We ran a strict loop:

• Weekly search term reviews + negative keyword expansion
• SKU pruning (pause/limit low performers that drag category ROAS)
• Budget reallocation by category profitability, not feelings
• Testing framework (new creative angles, new category splits, new feed title patterns)

In the first 90 days after restructuring JAKROO’s product category campaigns:

• Non-brand revenue increased by 123%

• ROAS improved by 41% while spend scaled

• Cost per purchase decreased by 19%

• Conversion rate increased by 24%

• Category performance became predictable (each product line could scale independently)

The biggest win: the account stopped relying on brand traffic to “look profitable”.
It started converting the people searching for category terms — the people you actually need when scaling Google Ads for sportswear and Google Ads for sports equipment.

If you’re running Google Ads for sports equipment or sportswear and your budget is being eaten by broad traffic, low-intent searches, or blended campaigns you can’t control — we’ll show you exactly how to restructure your account so each product category can scale profitably. Contact us today.