Outdoor gear — US & Canada
Alturra Outdoor — built for the season, not scared of it.
An expedition-gear brand whose entire year lives or dies in one quarter. The mandate: enter the season at full power instead of ramping through it — and hold 5x while spending $310k a month.
| Campaign | Spend | ROAS | CPA | Purchases |
|---|---|---|---|---|
| Meta — A+ Shopping · Core catalog | $128,000 | 5.20x | $35.96 | 3,559 |
| Meta — Prospecting · Expedition story | $74,000 | 4.40x | $42.50 | 1,741 |
| Meta — Prospecting · UGC test matrix | $39,000 | 3.90x | $47.97 | 813 |
| Meta — Retargeting · ATC 7d | $33,000 | 8.10x | $23.09 | 1,429 |
| Google — Shopping, PMax & Brand | $36,000 | 5.79x | $32.32 | 1,114 |
| Peak month total | $310,000 | 5.22x | $35.81 | 8,656 |
The working view
Peak month, in the accounts.
November 2026 — the month that decides Alturra's year. Everything below reconciles to $310,000 of spend and $1.62M of revenue.
| Campaign | Delivery | Budget | Purchases | Reach | Impressions | Cost per result | Amount spent | Purchase ROAS |
|---|---|---|---|---|---|---|---|---|
ALT · A+ Shopping — Core catalog Sales · Advantage+ Shopping | ActiveSales | $4,270/day | 3,559 | 3,810,442 | 11,204,880 | $35.96 | $128,000 | 5.20 |
ALT · Prospecting — Expedition story Sales · Manual · Broad | ActiveSales | $2,470/day | 1,741 | 2,418,904 | 6,712,330 | $42.50 | $74,000 | 4.40 |
ALT · Prospecting — UGC test matrix Sales · Manual · Broad | ActiveSales | $1,300/day | 813 | 1,604,218 | 3,148,006 | $47.97 | $39,000 | 3.90 |
ALT · Retargeting — ATC 7d Sales · Manual · Custom audience | ActiveSales | $1,100/day | 1,429 | 308,776 | 2,882,514 | $23.09 | $33,000 | 8.10 |
| Results from 4 campaigns | $9,140/day | 7,542 | 5,904,118 | 23,947,730 | $36.33 | $274,000 | 5.15 |
Meta Ads Manager — peak month$274,000 of Meta spend at 5.15x, across four campaigns that had all exited learning before the season opened.
→ swipe the panel sideways to see every column
| Campaign | Status | Budget | Impr. | Clicks | CTR | Avg. CPC | Cost | Conv. | Cost / conv. | Conv. value / cost |
|---|---|---|---|---|---|---|---|---|---|---|
| Alturra — Shopping · Core catalog Shopping · tROAS 450% | Eligible | $515/day | 3,104,880 | 42,180 | 1.36% | $0.37 | $15,400 | 493 | $31.24 | 6.00 |
| Alturra — Performance Max · Seasonal Performance Max · tROAS 400% | Eligible | $460/day | 4,210,664 | 38,942 | 0.92% | $0.35 | $13,800 | 362 | $38.12 | 4.90 |
| Alturra — Search · Brand Search · Manual CPC | Eligible | $140/day | 88,412 | 12,310 | 13.92% | $0.34 | $4,200 | 216 | $19.44 | 9.60 |
| Alturra — Search · Non-brand gear terms Search · tCPA $45 | Limited by budget | $90/day | 142,806 | 2,208 | 1.55% | $1.18 | $2,600 | 43 | $60.47 | 3.10 |
| Total: account | $1,205/day | 7,546,762 | 95,640 | 1.27% | $0.38 | $36,000 | 1,114 | $32.32 | 5.79 |
Google Ads — peak month$36,000 across Shopping, PMax and Brand. The non-brand test stayed budget-limited on purpose — it was never the job.
→ swipe the panel sideways to see every column
The creative bank
Forty assets, locked six weeks early.
Four of the forty. The gift angle died in week two of the ramp — in September, when killing it cost nothing. That is the entire argument for planning a season backwards.
Wave 1 · Expedition
Wave 2 · Spec teardown
Wave 2 · UGC guide
Wave 1 · Gift angleWhat we tested
Six months of verdicts, before the season opened.
| Test | Hypothesis | Spent | Result | Verdict |
|---|---|---|---|---|
| Pre-season ramp vs in-season ramp | Exiting learning early is worth more than saving budget | $96,000 | Peak weeks ran on proven ads | WON |
| Spec-teardown creative | Product truth beats lifestyle for technical gear | $11,400 | Best CPA of the account | WON |
| Gift-guide angle | Gifting widens the audience in Q4 | $9,200 | 1.8x — killed week 2 | LOST |
| Catalog bundles (+$60 AOV) | Bundles lift AOV without hurting CVR | $0 (offer) | AOV $167 → $187 | WON |
| UGC guide testimonials | Authority beats production value | $18,600 | 3.9x, held into peak | OPEN |
| PMax with vs without brand terms | Excluding brand stops PMax stealing credit | $7,800 | Cleaner incrementality | WON |
| Broad vs interest stacks | Advantage+ finds the buyer cheaper | $22,000 | Broad −19% CPA | WON |
Before Orvalis
- Ramp started inside the season — learning phase ate the best weeks
- Creative shot in October for November
- One catalog campaign doing every job
- AOV flat at $167 — no bundle architecture
- Previous best month: $410k revenue
After the engagement
- Account at full power before the season opened
- Creative bank locked six weeks ahead — 40+ assets
- Separated jobs: core, story prospecting, UGC lab, retargeting
- AOV $187 through catalog bundles, CVR unchanged
- New best month: $1.62M at 5.2x blended
The problem
Seasonal brands make one mistake on repeat: they start scaling when the season starts. Learning phases, creative approvals and budget ramps then consume the exact weeks that pay for the year. Alturra had lived that cycle twice.
What we did
We planned the season backwards. The six-month window was staged so that every structure exited learning before demand arrived: months one to three built and validated the machine at $40–120k spend; months four and five pre-scaled it; month six ran it at full power. Creative was the other half — a 40-asset seasonal bank briefed, produced and tested in advance, so peak weeks ran on proven ads instead of hopeful uploads.
The unglamorous work mattered just as much. Catalog bundles lifted AOV from $167 to $187 with no drop in conversion rate — which, at peak spend, is worth more than any bid adjustment we could have made.
What happened
The brand's biggest month ever — $1.62M at 5.2x blended — with a $61k peak day that the account absorbed without a wobble, because nothing about it was improvised. The structure now serves as the template for every season that follows.
The six months
A season planned backwards from its peak.
Build and validate
$40k → $120k/month. Every structure built, tested and taken out of learning while the stakes were low.
Pre-scale
$120k → $240k/month. Creative bank of 40 assets briefed, produced and tested before demand existed.
Full power from day one
$310k/month. No new structures, no new learning phases — only budget on proven ads.
$61k in one day
Absorbed without a wobble, because nothing about it was improvised.
Where the money went
Channel mix, peak month.
Placement mix at $310k/month
Reels carried the expedition-story creative; Feed carried the spec teardown. Different surfaces, different jobs.
For the first time we entered our season ready instead of hopeful. The peak day didn't even feel dramatic — it just worked.
Jonas F., co-founder — Alturra OutdoorNext step
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