Scaling Roadmap

Before you dive in

Hey Greg,

Kammok is running 87 Google Ads creatives right now across video and image formats. That is a real investment. But running ads and running a structured acquisition system are 2 different things. Without clear campaign segmentation between hammocks, the Crosswing, sleep systems, and shelters, it is difficult to know which product lines are actually producing profitable returns and which are absorbing budget.

That matters more now than it did a year ago. You announced in April that tariffs have more than doubled production costs on some products, and you are raising prices across the catalog starting in June. When margins compress, every ad dollar needs to trace back to a sale. Right now, ENO and Grand Trunk are bidding on the same outdoor camping and hammock searches. If Kammok is not capturing high-intent buyers with a structured Shopping and Search system, those competitors are getting traffic that should be yours.

You have the product depth for this. Roo, Mantis, Swiftlet, Crosswing, Firebelly, Bobcat. You have the retail validation through REI. You have 4,000+ 5-star reviews and a Rivian co-brand. The infrastructure is there. What is missing is a system that connects those advantages to the buyers already searching for what you sell.

Below is a 3-phase roadmap we use to install predictable, intent-based customer acquisition for ecom brands. It shows exactly how we would approach this for Kammok, what we would build, and what the results look like when it is running.

Jordan
CRO, Advance and Beyond (anb.) Book Your Free Scaling Roadmap Call →

Your Current State

What You've Built

Premium outdoor gear brand founded in 2010, headquartered in Austin, with over a decade of category leadership in camping hammocks, portable stands, and on-vehicle awnings
Deep product catalog spanning 6 categories: hammocks (Roo Double, Roo Single, Roo XL), portable stands (Swiftlet, Outpost), on-vehicle gear (Crosswing), sleep systems (Firebelly, Bobcat), shelters (Mantis, Sunda, Kuhli), and accessories
Rivian co-branded Crosswing awning designed with Rivian's engineering team, sold through Rivian's gear shop at 1,299.95, establishing Kammok in the overlanding segment
REI retail distribution alongside DTC via Shopify, with 4,000+ 5-star reviews and 9 successfully funded Kickstarter campaigns raising over 1.9 million
Full tech stack in place: Shopify, Klaviyo, Yotpo, GA4, Meta Pixel, TikTok tracking, AvantLink affiliate program, Microsoft Clarity session recording
87 active Google Ads creatives running across video and image formats as of March 2026

The Opportunity

Kammok announced in April 2025 that tariffs have more than doubled production costs on some products, with price increases taking effect in June 2025. When production costs rise and prices follow, the margin for inefficient ad spend disappears. Every campaign needs to trace directly back to revenue.

You are already spending on Google Ads. The question is whether that spend is structured to capture the highest-intent buyers at the lowest cost, or whether it is spread across 87 creatives without clear segmentation by product line, intent level, or funnel stage.

Where Growth Can Improve

Ad spend is active, but campaign structure is unclear

87 creatives running simultaneously across video and image formats without visible segmentation between product categories. Hammocks, stands, awnings, and sleep systems each have different buyer intent and different margins. Treating them as one campaign means overspending on low-margin products and underspending on high-margin ones like the Crosswing.

Competitors are bidding on the same outdoor gear searches

ENO and Grand Trunk are established competitors in the hammock space. Without structured Search and Shopping campaigns protecting Kammok's branded terms and capturing non-branded intent queries, competitor ads are showing up where Kammok should be winning.

Tariff-driven price increases raise the stakes on every ad dollar

With production costs more than doubling on some SKUs, the cost of wasted ad spend compounds. A structured system that ties every click to a conversion becomes essential, not optional, when margins are tighter than they were 12 months ago.

The opportunity is straightforward. Kammok is already investing in Google Ads. The next step is structuring that investment so it captures intent-based demand by product line, protects branded searches from competitors, and produces clear attribution as margins tighten.

The System

The Google AI Intent System in 3 Phases

Diagnose What's Already Working

Goal: Identify the products, messaging, and creatives already producing sales.

Kammok already has data from Shopify analytics, Klaviyo email flows, Yotpo reviews, and your existing Google Ads account. This phase focuses on identifying the strongest signals before restructuring anything.

For Kammok, we analyze:

Which product lines drive the most revenue: Roo hammocks vs. Crosswing awnings vs. Mantis tent systems vs. sleep accessories
Whether adventure-use messaging (overlanding, backpacking, car camping) or product-feature messaging (deploy in 3 seconds, 500 lb capacity) converts better
Which of the 87 existing ad creatives are actually driving purchases vs. consuming budget
How DTC margins compare across price tiers, from 25 Mesa Mats to 1,299 Crosswing awnings

We also audit conversion tracking to ensure every sale can be clearly tied to a traffic source and campaign.

The goal is simple. Identify what is already working before trying to scale it.

Capture High-Intent Buyers

Goal: Put Kammok in front of customers already searching for outdoor hammocks, awnings, and camping gear.

This is where Google becomes extremely powerful for a brand with your product depth. Instead of interrupting someone scrolling social media, we reach buyers actively searching for things like:

best camping hammock with bug net
portable hammock stand for car camping
instant deploy car awning overlanding
ultralight backpacking hammock tent

These buyers are already in decision mode. They know they need outdoor gear. They just have not found Kammok yet, or they are comparing Kammok against ENO and Grand Trunk.

What We Build

Google Search campaigns segmented by product category: hammocks, stands, awnings, sleep systems, and shelters
Google Shopping campaigns for your full product catalog with feed optimization by margin tier
YouTube Shorts ads using your existing adventure and product deployment content
Brand Defense campaigns protecting "Kammok" searches from competitor conquest ads
Conversion tracking so every sale is tied to a specific campaign and product line

This does not replace social media or affiliate channels. It captures demand where purchase intent is strongest.

Scale What Works

Goal: Increase revenue while maintaining stable acquisition costs, especially as prices adjust post-tariff.

Once campaigns begin producing consistent results, scaling becomes a controlled process.

What Scaling Looks Like

Identify campaigns hitting your target CAC by product line
Increase budgets gradually, 20 to 30 percent at a time
Prioritize high-margin products like the Crosswing and Mantis for scaled spend
Monitor CAC and ROAS across DTC, REI wholesale, and affiliate channels

What This System Produces

Predictable customer acquisition segmented by product category
Scalable Google traffic from buyers actively searching for outdoor camping gear
Clear visibility into which product lines and campaigns drive the most revenue per ad dollar
Higher-value customers from intent-based search vs. social interruption

Instead of running 87 creatives without clear attribution, Kammok begins operating on a structured acquisition system where every product line has its own campaign, its own budget, and its own performance data.

Proof

Client Results

Behind The Scenes of MotorTablet, 341k in Total Sales in 2.5 Months

Behind The Scenes of Thompson Watches, 375k in Total Sales in 2.5 Months

Behind The Scenes of Tanner Shoes, 2.1M in Total Sales in 2 Months

A$92,242 in total sales , 454 percent increase, May 2025

329,132 EUR in total sales , 4,586 orders, 29 percent increase, Feb-Mar 2025

1,335,424 in total sales , 9,466 orders, 49 percent increase, Apr 2025

1,701,046 in total sales , 12,254 orders, 344 percent increase, Apr 2025

4.02 ROAS on 46k ad spend , 1,276 purchases, 185k conversion value via Google Ads

264k in total sales, 4.13 ROAS , 96k net profit, 35 percent net margin in 7 days

302k gross sales in 7 days , 1,700 orders, 969 percent increase, Apr 2025

802k gross sales, 693k total sales , 925 orders, 858 percent increase, Apr 2025

How to Build a Predictable, Scalable Acquisition System Using Google Ads & YouTube Shorts
For Greg & Kammok

What You've Built