Outdoor & Adventure · 9 months

Tack Shack - Google Ads Built From Nothing, Cost per Sale Down 99%

Month one was a standing start. Nine months on, the account sells at a fraction of a percent of the cost per sale it began with.

-99.7%

Cost per Acquisition

-55%

Google CPC

These figures are a snapshot taken on 6 August 2026. This account is still running, and the numbers have moved since.

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Client

Tack Shack

Service

Outdoor & Adventure

The story

A South African equestrian supplier selling tack, gear and stable equipment to riders and yards, both retail and wholesale, and manufacturer of the Capriole product range.

Objectives

Build a Google account from nothing for a specialist retailer whose buyers know exactly what they are looking for.

Our approach

Equestrian buyers search in specifics — a brand, a size, a discipline. Building the account around that language rather than broad category terms is why the cost per sale fell as far as it did.

The results

The account went from effectively no tracked sales in month one to selling consistently at a cost per sale down 99.7%.

Cost per acquisition down 99.7% and cost per click down 55% against month one.
Conversions and revenue grew by more than a thousandfold, but month one was close to zero — so that figure describes a channel being built, not a channel being improved. We would rather show you the caveat than the headline.
The cost figures are the honest measure here, and they are the ones we lead with.

"A channel that did not exist now sells at a cost per sale the account can build on."

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