Dink USA case study
Margin-based Performance Max for a D2C brand
Case study by Jan Wischniewsky
Dink USA sells customisable pickleball paddles and gear from California. Campaigns were restructured around product margin instead of top-line revenue, backed by new creative.
- E-commerce, D2C
- USA
- Google Performance Max
- Demand Gen
- Google Search
- Meta
+185%
Online revenue
3.8x
ROAS
-22%
Customer acquisition cost
+150%
Social engagement
Challenge
Revenue-based ROAS targets pushed budget into low-margin products.
Creative assets did not speak to the pickleball community.
Approach
Segment Performance Max by margin tier, optimise towards profit contribution, and support it with lifestyle creative and first-party audiences.
What I did
- Produced branded videos and lifestyle imagery for the pickleball community
- Built PMax campaigns segmented by product margin to steer budget
- Lookalike and retargeting audiences from customer data across Google and Meta
- Switched optimisation from revenue ROAS to profit contribution using margin data
Project scope
- Role
- Hands-on execution
- Services
- PMax structure, Creative strategy, Audience building, Profit-based bidding
Learnings
- Margin data in the bidding signal changed which products scaled, not just how much budget they got.
Tools
- Google Ads
- Performance Max
- Demand Gen
- Meta Ads Manager
- GA4
- Google Merchant Center