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CLIENT BACKGROUND AND CHALLENGE
Kinetic Arm entered the market with strong early traction, generating approximately $198K in revenue, but nearly all sales were concentrated in baseball and softball. While the initial revenue goal was $400K, early performance revealed a much larger opportunity across additional sports verticals.
The challenge was to scale revenue beyond a single niche without sacrificing efficiency. Existing paid media efforts were fragmented: non-brand search failed to scale profitably, Performance Max and Shopping campaigns were cannibalizing each other, and Facebook showed promise but plateaued below the client’s 600% ROAS efficiency target. Kinetic Arm needed a strategic growth partner to unlock new demand, diversify revenue streams, and build a scalable system capable of reaching $1M+ in revenue.
Results Achieved
461%
421%
27.66%
Solutions
Implemented
Symphonic built a performance-led growth system that redefined the role of each platform and aligned strategy, creative, and analytics around expansion.
Search and Shopping were optimized to capture high-intent branded and category demand. Brand terms were excluded from Performance Max, allowing Search and Shopping to convert bottom-funnel traffic more efficiently and reduce branded cost inflation. Performance Max was repositioned as a discovery engine focused on non-brand growth, structured around sport-specific asset groups including football, tennis, basketball, volleyball, and pickleball.
Each sport was supported by tailored creative and dedicated landing pages, aligning messaging, imagery, and structure to increase contextual relevance and expand keyword coverage. Facebook was deployed as a complementary demand-creation channel, using sport-specific and geo-targeted campaigns timed around tournaments and key events. Creative and targeting were refreshed regularly to capitalize on organic momentum and stimulate downstream branded search behavior.
Optimization was driven by daily performance analysis and weekly strategic adjustments. Budgets shifted dynamically between Shopping and Performance Max based on conversion efficiency. When data revealed spikes in football-related demand, new creative and landing pages were built rapidly to support momentum. Attribution analysis showed that at peak, up to 30% of revenue came from non-baseball sports, validating the expansion strategy. Facebook engagement data informed geo-targeting and budget allocation across all paid channels, creating a feedback loop between awareness, engagement, and conversion.
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CLIENT FEEDBACK
Lessons Learned
Platform Roles Drive Scale
Growth accelerated when each channel was assigned a distinct function. Search and Shopping captured high-intent demand, Performance Max expanded discovery, and Facebook stimulated new interest. Clarity eliminated overlap, reduced inefficiency, and unlocked incremental revenue.
Expansion Requires Contextual Relevance
Diversifying beyond baseball succeeded because campaigns, creative, and landing pages were tailored to each sport. Aligning messaging with audience context increased engagement, improved conversion efficiency, and validated demand across new verticals.
Efficiency Enables Aggressive Growth
Scaling revenue did not require sacrificing ROAS. Excluding brand terms from Performance Max, dynamically reallocating budgets, and applying continuous optimization preserved profitability while supporting rapid multi-sport expansion.
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