Repositioned a niche Jeep cable brand to premium — AOV up 54% over 5 years.
Jeep Cables makes Big 7 cable kits — battery, starter, and ground cables engineered for Wranglers, Gladiators, and JK/JL builds, all made in the USA. We restructured Google + Meta ads, built the SEO foundation, and stood up lifecycle email/SMS. The premium repositioning is paying off — AOV is up 54% over 5 years and paid ROAS is hitting 12-15x consistently.
- Google & Meta Ads
- SEO
- Email & SMS
- CRO
// The Challenge
The Challenge
Starting point
Jeep Cables had a great product line in a tight, brand-loyal niche, but their Google Ads structure wasn't isolating branded vs. non-branded traffic, their SEO footprint was thin, and they had no lifecycle email program. We restructured paid media (Standard Shopping for branded queries, DCT on Meta targeting Wrangler/Gladiator owners), built the SEO foundation, and stood up the full email + SMS lifecycle stack — all four channels now run in lockstep.
// Headline KPIs
Headline KPIs
Last 90 days
5-year arc · premium repositioning paying off
Standard Shopping campaign — account's all-time best
Trailing 90 days · 237 purchases on 418K unique reach
Attributed revenue YoY · 22% of store revenue
// What We Did
What We Did
The playbook
Google Ads
Search + Standard Shopping structure with branded campaigns isolated to protect ROAS. Branded exact-match keyword 'Jeep Cables' hits 13.16% conversion rate and 47.2% CTR with quality score 10/10. Peak campaign hit 15.33x ROAS; account averages 11.30x.
Meta Ads
DCT engine on Facebook + Instagram targeting Wrangler/Gladiator owners. UGC creative sourced from real install photos. 237 purchases over 90 days at 12.28x ROAS reached 418K unique users at 1.9 frequency. Top ad set converting at 31.9%.
Email & SMS
Built the lifecycle program from launch — welcome, browse abandon, cart recovery, post-purchase (cables → terminals → tools), and SMS shipment alerts. Email + SMS attributed revenue is up +1,184% YoY with 93% from automated flows. Open rate sits at 58% (industry-leading).
SEO
Niche keyword universe (Big 7 wiring kits, Jeep-specific cable gauges) but high commercial intent. Ranking for 483 keywords driving 1,622 organic visits/mo at $1,066/mo equivalent ad value.
// Premium repositioning over 5 years
Premium repositioning over 5 years
Annual rollups
AOV climbed +54% while revenue grew +83% — order volume nudged up just 23%, so every sale is now coming from a higher-value customer.
2021
Year 1 baseline
Early product line · AOV baseline
2023
Year 3
+17% AOV vs. 2021 baseline
2025
Year 5
+54% AOV · revenue +83% vs. 2021
Today
Premium stable
Holding · 12.28x Meta · 15.33x peak Google
// Year-over-year growth
Year-over-year growth
Year-over-year
Annual YoY growth — early breakout years + 5-year cumulative
5/5 metrics up// Channel-by-channel results
Channel-by-channel results
Live data
Google Ads
'JO | Standard Shopping' is the account's peak campaign at 15.33x ROAS. Branded exact-match keyword 'Jeep Cables' converts at 13.16% with 47.2% CTR — quality score 10/10.
Meta Ads
DCT engine on Facebook + Instagram targeting Wrangler/Gladiator owners. UGC creative sourced from real install photos. Reached 418K unique users at 1.9 frequency over 90 days. Top ad set 'Crissy New ads' converting at 31.9%.
Email & SMS
Welcome series, browse abandon, cart recovery, post-purchase upsell (cables → terminals → tools), and SMS shipment alerts. 93% of attributed revenue from flows. 58% open rate sits in the top decile for eCommerce.
SEO
Niche but high-intent keyword universe — Big 7 wiring kits, Jeep-specific cable gauges, terminal upgrades. 1,622 organic visits/mo at $1,066/mo equivalent ad value.
// Paid ROAS — recent months
Paid ROAS — recent months
Rolling 30-day window
Rolling 30-day windows. Both channels climbed steadily through the quarter; Google peak campaign hit 15.33x.
Meta Ads
Google Ads
GOAT figured out what nobody else did — branded shopping isolation. Our ROAS on the Jeep Cables keyword went from a black box to 15x almost overnight. SEO and email came online right after.
// How We Got Here
How We Got Here
Engagement timeline
- Month 1–2
Google Ads restructure — branded shopping isolated
- Month 3–4
Meta DCT launch on Wrangler/Gladiator audiences
- Month 5–6
Email + SMS flows live, SEO audit + on-page rollout
- Today
$194 AOV (+54% 5-yr) · 12.28x Meta · 15.33x peak Google