Turning One-Time Buyers into Lifelong Athletes.

Paid Ads

TYR

TYR

TYR

The brief

TYR Sports has long been a dominant force in performance swimwear. But with new product lines in CrossFit apparel and training footwear, the brand needed to scale its digital advertising efforts—fast. After a strained relationship with their previous agency, marked by mismanagement, underperformance, and even legal fallout, TYR partnered with Roswell to take back control of their paid media program and drive customer acquisition across Google, Meta, and Bing.

The challenge

TYR’s paid media engine was misfiring. Campaigns lacked structure, creative lacked strategy, and budgets were being spent without a clear roadmap for growth. The ask was simple, but ambitious:

  • Rebuild the paid media program from the ground up
  • Drive efficient new-customer acquisition
  • Improve ROAS across the board

Create a framework to support global growth in multiple product verticals.

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Our audit uncovered

In our initial audit, Google Ads stood out as the greatest opportunity—and the biggest liability. TYR had spent $1.43M in 2024 to generate $4.89M in conversion value, yielding a 3.42 ROAS. Not bad—but not scalable.

What we found under the hood:

  • Performance Max was under-built, running just one active campaign with incomplete assets and no strategic segmentation.
  • Search campaigns were bloated with broad-match terms and mismatched tROAS targets (ranging wildly from 180% to 1400%).
  • Campaigns flagged for policy violations were still running, draining budget with zero returns.

Our strategy

We went back to zero.

  • Segmentation by Sport: We restructured Google campaigns by category—Swim, CrossFit, and Footwear—to better align with product performance and consumer intent.
  • PMAX Rebuild: Each Performance Max campaign was rebuilt with full creative asset sets: 15+ headlines, videos, sitelinks, brand imagery, and optimized targeting signals.
  • Tighter Search Match Types: Broad match was cut dramatically in favor of phrase and exact match to improve intent alignment and reduce wasted spend.

Funnel-First Creative: We introduced layered messaging across the funnel—awareness focused on TYR’s multi-sport legacy and athlete sponsorships, consideration highlighted performance use cases, and conversion pushed promos and urgency to close.

The results

Even with a reduced media budget in 2025, TYR generated 32% more conversions and a 35% increase in conversion value—leading to a 45% lift in ROAS and a 150% increase in CTR. Efficiency wasn’t just a goal—it became a competitive advantage.

Beyond Google: Smart Efficiency on Meta & Bing While Google was the primary lever, we also tightened up Meta and Bing:

  • Meta: Despite a 62% cut in spend, we achieved a 22% ROAS improvement by relaunching with proper segmentation, creative testing, and funnel-based messaging.
  • Bing: Though spend dropped 88%, a restructured campaign approach still improved ROAS by 6% and boosted CTR by 66%.

What's next

TYR’s media program is no longer reactive. It’s deliberate, data-driven, and performance-led. As they expand into new international markets and double down on key product verticals, their foundation is now built to scale—without sacrificing efficiency. One-time buyers are becoming long-term customers, and every dollar spent is accountable to real outcomes.