What I Do at

Borderline Outdoor

As the digital marketing lead at Borderline Outdoor, I’m responsible for launching full-funnel campaigns on Meta Business Suite and Google Ads , from strategy and execution to reporting. At the same time, I manage our Instagram content direction, balancing aesthetic storytelling with seasonal promotions and community engagement.

Google Ads Performance

Google Ads: Capturing Intent, Driving Revenue

Text:
Our Google Ads strategy focused on blending local intent with seasonal demand.

Top campaign highlights (May 2025):

  • Performance Max - Apr22
    ROAS: 17.32 | Cost/Conversion: CA$4.92 | Conversions: 170+

  • Exact Search Campaign - May 13 (Canada)
    ROAS: 14.56 | Conversion Rate: 25.54%
    Focused on branded keywords and “tent sale” queries.

What made it work:

  • Created granular asset groups by tent type (lightweight / glamping / family)

  • Added store visit extensions and location-based promos

  • Constantly monitored keyword performance and paused low-converting groups

  • Used A/B descriptions to match seasonal headlines with landing page content

  • Built remarketing list from Google Analytics for returning users

    I also used UTM tracking to trace performance across platforms and cross-analyzed with organic traffic for full-funnel insight.

Meta Ads: Turning Clicks Into Sales

IOne of our best-performing campaigns was launched in April for our Spring Sale. Here’s what worked:

  • Targeted warm audiences via retargeting (7-day view + IG engagers)

  • Ran A/B tests on creative formats: UGC-style vs. lifestyle product shots

  • Optimized for "Add to Cart" and switched to "Purchase" after 50+ conversions

  • Layered in discount urgency using countdown captions + shopping tags

  • Coordinated IG feed & story content to reinforce visual consistency

This campaign drove significant conversions with a ROAS above 17x.

Due to account access limits, screenshots are not available, but performance reports can be shared upon request.