The work here was almost entirely upstream of the ads. Feed, tracking, attribution, account structure. Once those were correct, the same dollar started buying a different outcome, and the reporting could finally show us where the next dollar belonged.
Danielle Schermerhorn
Founder and CEO, Atelier Commerce
BUILT WITH
The work here was almost entirely upstream of the ads. Feed, tracking, attribution, account structure. Once those were correct, the same dollar started buying a different outcome, and the reporting could finally show us where the next dollar belonged.
Danielle Schermerhorn
Founder and CEO, Atelier Commerce
BUILT WITH
A twelve inch beadlock wheel sits on a workshop bench next to a torque wrench. Somewhere in California a UTV is waiting for the fitment to be right. The buyer already knows the bolt pattern. What he does not know is that the ad he clicked on Google Shopping is running against three resellers listing the same wheel at a lower price under the manufacturer's own name. That is the shape of paid media in off road wheels in 2025.
A twelve inch beadlock wheel sits on a workshop bench next to a torque wrench. Somewhere in California a UTV is waiting for the fitment to be right. The buyer already knows the bolt pattern. What he does not know is that the ad he clicked on Google Shopping is running against three resellers listing the same wheel at a lower price under the manufacturer's own name. That is the shape of paid media in off road wheels in 2025.
What Metal FX walked in with
Metal FX Offroad sells custom and premium wheels for UTVs, off road trucks, side by sides, and sand cars. The brand had product market fit, a dealer network, and a Shopify catalog. What it did not have was a paid media program built for a category where roughly nine in ten ranked commercial keywords are high competition and the strongest kit terms carry several dollars per click. Ads were losing money. Spend was happening. The system that would make spend pay back was not.
The picture we drew was structural, not clever. A product feed engineered before it reached Google, so titles carried bolt pattern and thread size and taxonomy pushed each wheel into the exact Google category. Tracking that survived cookie loss, ad blockers, and bot traffic. Attribution that named the true cost to acquire a first order and the real return on the tenth. A Google account rebuilt around intent, with a Brand Protection campaign holding the line against competitors bidding on the Metal FX name, and a dynamic Zombie campaign pulling low impression products into their own budget so hidden bestsellers could prove themselves. Meta wired in two layers, with dynamic remarketing as the bottom, cold prospecting with hook led product videos as the top. One system, held together by the same feed.
What Metal FX walked in with
Metal FX Offroad sells custom and premium wheels for UTVs, off road trucks, side by sides, and sand cars. The brand had product market fit, a dealer network, and a Shopify catalog. What it did not have was a paid media program built for a category where roughly nine in ten ranked commercial keywords are high competition and the strongest kit terms carry several dollars per click. Ads were losing money. Spend was happening. The system that would make spend pay back was not.
The picture we drew was structural, not clever. A product feed engineered before it reached Google, so titles carried bolt pattern and thread size and taxonomy pushed each wheel into the exact Google category. Tracking that survived cookie loss, ad blockers, and bot traffic. Attribution that named the true cost to acquire a first order and the real return on the tenth. A Google account rebuilt around intent, with a Brand Protection campaign holding the line against competitors bidding on the Metal FX name, and a dynamic Zombie campaign pulling low impression products into their own budget so hidden bestsellers could prove themselves. Meta wired in two layers, with dynamic remarketing as the bottom, cold prospecting with hook led product videos as the top. One system, held together by the same feed.
How the foundation was built
The rebuild ran on Shopify, engineered through GoDataFeed into Google Merchant Center, tracked server side through Littledata, and expressed across Google Shopping, Brand Protection, and Meta. Small choices, kept in the right order.
Product data was processed before it reached Google. GoDataFeed mapped google_product_category down to Off Road and All Terrain Vehicle Rims and Wheels, held the identifier_exists rule so missing GTIN or MPN did not disapprove the catalog, expanded additional_image_link from four to ten plus per product, parsed set of five straight out of product titles into a multipack attribute, and rebuilt titles through an AI prompt architecture that preserved bolt pattern and thread size while staying inside Google's character limit. Merchant Center reached full approval. Promotions ran because the filtering was precise enough to run them. Littledata moved tracking server side, so transactions and events landed in Google Analytics 4, Google Ads, and Meta without leaking to browser restrictions. Custom attribution surfaced customer acquisition cost, first and repeat purchase value, lifetime value, and true paid return next to the standard reports. Shopping opened with a full catalog campaign, then priority products carved out by demand and margin, with the Zombie campaign catching the ones the algorithm was starving. Reseller price monitoring watched Google Shopping and named which resellers were undercutting the direct site and where, so the dealer channel could be defended rather than absorbed. Meta then extended past remarketing into cold prospecting. The ad account stopped feeling like a series of experiments. It started feeling like infrastructure.
How the foundation was built
The rebuild ran on Shopify, engineered through GoDataFeed into Google Merchant Center, tracked server side through Littledata, and expressed across Google Shopping, Brand Protection, and Meta. Small choices, kept in the right order.
Product data was processed before it reached Google. GoDataFeed mapped google_product_category down to Off Road and All Terrain Vehicle Rims and Wheels, held the identifier_exists rule so missing GTIN or MPN did not disapprove the catalog, expanded additional_image_link from four to ten plus per product, parsed set of five straight out of product titles into a multipack attribute, and rebuilt titles through an AI prompt architecture that preserved bolt pattern and thread size while staying inside Google's character limit. Merchant Center reached full approval. Promotions ran because the filtering was precise enough to run them. Littledata moved tracking server side, so transactions and events landed in Google Analytics 4, Google Ads, and Meta without leaking to browser restrictions. Custom attribution surfaced customer acquisition cost, first and repeat purchase value, lifetime value, and true paid return next to the standard reports. Shopping opened with a full catalog campaign, then priority products carved out by demand and margin, with the Zombie campaign catching the ones the algorithm was starving. Reseller price monitoring watched Google Shopping and named which resellers were undercutting the direct site and where, so the dealer channel could be defended rather than absorbed. Meta then extended past remarketing into cold prospecting. The ad account stopped feeling like a series of experiments. It started feeling like infrastructure.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
