Premium Boot Brand Scale Profitably Through Smarter Ads and a Holistic Growth System

Overview

Client: Chisos Boots
Industry: Premium Footwear / Western Lifestyle
Services Provided: Meta & Google Ads Management, Creative Strategy, AI Video Production, and Profitability Analysis (MER Framework)
Ad Spend: Scaled from minimal to $20K+/month combined
Average ROAS: 6x+ (Google), 3–4x (Meta)
Year-over-Year Revenue Growth: +30%

Chisos is a Texas-based premium bootmaker known for handcrafted quality, timeless style, and a commitment to comfort and authenticity.
Before working with Profit Pulse Media, the brand’s founder had reservations about paid ads — especially Google. Most traffic came organically or from loyal repeat buyers, but the advertising potential of their rich brand content and high-quality storytelling was untapped.

Challenge

When Chisos joined Profit Pulse Media, they were facing three major growth constraints:

• Underutilized Google Ads: Running only basic brand search campaigns with low spend and limited data.
  
  
  

• No structure on Meta: Ad testing was inconsistent and lacked a clear scaling framework.
  
  
  

• Attribution delay due to high AOV: With boots priced between $400–$600, most customers didn’t purchase immediately, making last-click ROAS unreliable.
  
  
  

The founder was skeptical about ad scalability — so we needed to prove profitability through clear data, smart targeting, and transparent education on holistic metrics.

Strategy: The Profit Pulse Holistic Growth Framework

Our goal was to transition Chisos from “hesitant ad buyer” to “data-driven, profit-first brand.”

1️⃣ Rebuilding Google From the Ground Up

Instead of launching another generic Performance Max campaign, we focused on precision targeting and feed optimization.

We:

• Created manual and search-based campaigns focused on high-intent, non-brand keywords like “handmade cowboy boots,” “comfortable western boots,” and “leather boots for men.”
  
  
  

• Prioritized the top-performing states for sales (Texas, California, Florida, Arizona, and New York).
  
  
  

• Optimized the Google Merchant Feed for clarity, quality scores, and correct variant tagging.
  
  
  

• Monitored real-time performance and adjusted bids based on margin and conversion rate per region.
  
  
  

Result: Over 6x ROAS on Google with consistent, predictable sales growth.

2️⃣ Structuring Meta for Scale

On Meta, Chisos had no campaign structure or creative testing system in place.
We built a performance framework centered on three key campaign layers:

• TOF (Top of Funnel): Brand storytelling, founder values, and lifestyle content.
  
  
  

• MOF (Middle of Funnel): Product comparison ads, reviews, and UGC videos.
  
  
  

• BOF (Bottom of Funnel): Dynamic product ads and limited-edition drops.
  
  
  

We introduced a testing rhythm that rotated new creatives weekly and measured impact using MER (Marketing Efficiency Ratio), not just ROAS, to account for delayed conversions.

3️⃣ MER Education & Profit-First Mindset

Because Chisos’ high AOV meant long buying cycles, we implemented MER tracking to capture the full picture of ad effectiveness.

We educated the owner on holistic performance by connecting:

• Total ad spend (Meta + Google)
  
  
  

• Shopify revenue (daily and weekly)
  
  
  

• Overall MER vs platform ROAS
  
  
  

This shift in mindset allowed the brand to confidently scale ad spend without reacting to daily fluctuations, resulting in a 30% year-over-year increase in total sales.

4️⃣ AI-Powered Creative Innovation

Chisos had an abundance of high-quality lifestyle content, but it wasn’t being leveraged for paid acquisition.
We introduced AI-assisted creative production using:

• AI voiceovers for storytelling-style videos
  
  
  

• AI-generated music that matched the brand’s western tone
  
  
  

• High-end video edits combining existing assets with fresh hooks
  
  
  

These innovations helped reduce production costs while keeping content on-brand, resulting in improved engagement and stronger click-through rates.

5️⃣ Creative Testing Highlights

We tested multiple creative formats:

• “Before & After” comfort test ads showing how Chisos compares to cheaper boots
  
  
  

• Founder storytelling reels emphasizing craftsmanship and purpose
  
  
  

• UGC-style videos edited with AI voiceovers to match the tone of customer testimonials
  
  
  

Each new creative cycle added incremental performance gains while maintaining consistency across platforms.

Results: Year-Over-Year Growth Snapshot

Creative Highlights

• AI-generated voiceover ads: 3.8x ROAS, improved scroll-stopping power
  
  
  

• Founder story campaign: 4.2x ROAS, strongest engagement on Meta
  
  
  

• Google regional campaigns: 6.1x ROAS (Texas + Florida)
  
  
  

Key Takeaways

• Google Ads success comes from structure, not automation, manual testing and regional focus outperform generic PMax.
  
  
  

• High-ticket brands must measure MER, not just ROAS, to see the full impact.
  
  
  

• AI creative tools can amplify brand storytelling and reduce production time.
  
  
  

• Consistent, data-driven creative testing leads to compounding performance over time.
  
  
  

Transformation

Before Profit Pulse Media:
Minimal ad spend, skepticism around paid media, and limited visibility into true profitability.

After Profit Pulse Media:
6x+ ROAS on Google, structured Meta testing, 30% YOY growth, and a smarter, holistic approach to brand scaling through AI-driven creativity and profitability analytics.