4.6x ROAS and CHF 224k Monthly Revenue for Apexterra Athletics

Overview

Apexterra Athletics is a direct-to-consumer sporting goods and outdoor equipment brand based in Zurich, selling outdoor gear, training equipment, and performance accessories exclusively through Shopify at a CHF 86 average order value. We started working with Apexterra in May 2025, when monthly revenue sat around CHF 72,000 on CHF 66,000 of average monthly ad spend, blended ROAS at 2.1x, and CPA at CHF 41. Today, monthly revenue has grown to CHF 224,000, blended ROAS sits at 4.6x, CPA is down to CHF 27, and the 75-day accessory attach rate has more than doubled, from 11% to 24%.

A focus problem, not a demand problem

A 2.1x starting ROAS isn’t broken — this wasn’t primarily a demand problem. It was a focus problem: spend was spread too thin across the catalog instead of concentrated on proven winners, creative looked good but didn’t say why the product actually worked, and there was no disciplined plan for a category — outdoor gear — that’s inherently seasonal.

We treated this as a focus problem, not a raw demand problem, and built the account around concentrating spend and message on what actually sold.

Five phases, and the two months that compounded

This account is organized as a dated timeline rather than a channel-by-channel list.

Phase 1: Rebuild & Prioritization

We restructured Google Shopping and Meta with product-level controls focused on top performers, because spend had been spread too thin across a catalog that didn’t yet have a clear hero-product strategy. Real-use video creative and clearer, benefit-focused product pages launched alongside it.

Phase 2: First signal that concentration was working

Blended ROAS rose to roughly 2.9x and monthly revenue reached the CHF 105,000 to CHF 115,000 range — the first real evidence that concentrating spend on proven winners was working.

August – September 2025

The source material is explicit that this is the clearest inflection period, and it’s a two-month span, not a single dated month — we’re not going to force false precision onto it. Hero-product focus and real-use video creative matured together. Monthly revenue crossed CHF 160,000 and blended ROAS moved above 3.8x on a sustained basis. Some campaigns began showing standout efficiency during this window — the account’s peak 11.3x figure traces back to this period of maturation, but that 11.3x wasn’t itself a sustained August–September figure; it’s a later, individual-campaign peak, not this period’s average.

Phase 4: Growth continues, with a seasonal caveat

Growth continued with better seasonal capture, and we want to be honest about that: some of this phase’s lift is seasonal — outdoor and winter sports demand naturally rises in this window in Switzerland — not purely a media effect. Revenue moved into the CHF 200,000 to CHF 230,000 range.

Phase 5: Steady at 4.6x, and still climbing

The system reached steady, mature performance. Current monthly revenue sits at CHF 224,000 with blended ROAS of 4.6x — the account’s present-day headline figures, reached during this phase, not a separate later data point.

CPA, conversion rate, and Google Shopping’s growing share

Three ROAS figures appear in this account, and they’re not interchangeable.

CPA fell from CHF 41 to CHF 27, a 34% reduction. Site-wide conversion rate rose from 1.7% to 2.9%, up 71%. Google Shopping’s own revenue share rose from 31% to 48%, and top 8 hero products grew from 36% to 61% of total revenue — the clearest evidence that concentrating spend actually worked. Repeat purchase rate rose from 14% to 26%, solid progress, just under double at roughly 1.86x — we’re reserving “more than doubled” for the attach rate, which genuinely qualifies.

Across the first 11 months, the engagement generated approximately CHF 2.05 million in cumulative revenue — a reconciled figure we’re using with full confidence, not a total we’re hedging. We don’t think all of this came from the media program alone: outdoor and training equipment is inherently seasonal, and some of the October–January acceleration reflects genuine winter outdoor sports demand in Switzerland, not media performance alone.

From an action-oriented ad to a repeat purchase

The path an Apexterra customer takes today is built to extend into a second, related purchase.

Top 8 hero products’ share of total revenue

Concentration, not more spread across the catalog

Four workstreams ran across the engagement, summarized here and detailed in the table below.

Services delivered

Channel / Workstream	What We Did	Why It Mattered
Google Shopping & Meta	Product-level controls concentrating spend on top performers.	Fixed the core focus problem — hero products grew from 36% to 61% of total revenue.
Creative Production	Real-use training/outdoor video, replacing lifestyle-only imagery.	Mature Meta video campaigns delivered 4.8x–6.2x ROAS, well above the blended average.
CRO	Product pages with clear benefit call-outs.	Gave buyers a reason the product actually worked, not just how it looked.
Lifecycle Email	Post-purchase accessory and next-product email sequences.	Drove the 75-day attach rate from 11% to 24%.

Apexterra against a typical sporting goods / outdoor DTC account

Apexterra Athletics compared with a typical account

Metric	Typical Sporting Goods / Outdoor DTC Account	Apexterra Athletics (Actual, CHF)
Google Shopping ROAS	Google Shopping typically runs 4x–8x ROAS for ecommerce broadly, per Prooflytics' 2026 channel benchmark report — outdoor hard goods (tents, packs, footwear) tend to perform especially well here. 1	Blended account ROAS: 4.6x, up from 2.1x (Google Shopping specifically now 48% of revenue, up from 31%)
Repeat Purchase Rate	DTC average repeat purchase rate runs 25%–30% on a 90-day window, per Prooflytics' 2026 repeat purchase benchmark report — general DTC context, since no outdoor-specific figure is available. 2	26%, up from 14%

Hero products now carry 61% of revenue

Blended ROAS moved from 2.1x to 4.6x. Monthly revenue grew from CHF 72,000 to CHF 224,000, up 211%. CPA fell from CHF 41 to CHF 27. The 75-day attach rate more than doubled, from 11% to 24%. None of this happened in a straight line, and we don’t think it happened from the media program in isolation.