The team behind popular TV show Jay Leno's Garage partnered with SCUBE to relaunch its Google Ads program for a Shopify store selling premium auto detailing supplies. While brand awareness was strong, the direct-to-consumer channel required a paid media system that could convert demand efficiently and support sustained growth.
The objective was to increase DTC sales while improving campaign profitability. SCUBE rebuilt the Google Ads program with clearer structure, stronger product-level visibility, and tighter control over demand capture.
Within six months of launch, monthly revenue increased by 355%, more than 1,600 new customers were acquired, and ROAS increased by 134%. As performance stabilized, the ecommerce channel became a credible growth driver alongside the brand’s broader media presence.
Brand recognition alone does not guarantee ecommerce performance.
Demand existed, but the paid media system was not structured to convert interest consistently or scale profitably. Campaigns lacked clear separation across intent levels, and product data was not being used to control where spend flowed.
The relaunch needed to do more than improve efficiency. It needed to establish a foundation that could support growth without degrading as volume increased.
SCUBE treated the engagement as a system rebuild rather than a campaign refresh. The focus was on correcting structural constraints that limited performance and restoring control as spend scaled.
Clear KPIs were set based on business objectives to create a consistent reference point for evaluating performance as volume increased.
Campaigns were segmented by buyer journey stage to separate high-intent demand from broader discovery. Search and Shopping were rebuilt to prioritize product relevance and purchase intent, while remarketing supported conversion without absorbing disproportionate spend.
Product feed management became a central lever, ensuring visibility aligned with merchandising priorities rather than catalog completeness.
Seasonal promotions were executed deliberately, aligned with commercial moments rather than platform defaults. Keyword and query management reduced waste as volume increased, and testing was used to reinforce structure rather than chase short-term gains.
Across the system, ROAS functioned as a constraint. It limited downside risk but did not define success. Performance was evaluated through revenue behavior, customer acquisition, and the system’s ability to hold as scale increased.
Within six months of relaunch:
As performance stabilized, the strength of the ecommerce channel attracted attention from large retailers, leading to opportunities to sell products in physical stores nationwide.
“Thanks to SCUBE Marketing's work, web sales were increased by 350% and maintained four times return on ad spend. The team communicated effectively through bi-weekly meetings and monthly review meetings.”
Chris Walters
Director of Marketing, Jay Leno's Garage
The outcome was not a short-term lift. It was a paid media system capable of supporting direct-to-consumer growth without quietly breaking.
The SCUBE Game Plan is a focused review of how complex, spec-driven catalogs behave inside paid channels. It’s designed to surface what’s contributing to performance, what’s masking underlying issues, and where structure is quietly working against you. If there’s a fit, we walk through the findings in a ~60 minute conversation, looking at:
The goal is a clearer picture of how the system is behaving, so decisions stop relying on averages or assumptions.
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