All Star Pool Parts Case Study: 1,246% ROAS

The numbers

From one Australian warehouse to the world.

Pool parts are a search-driven, seasonal, price-compared category, which makes it one of the hardest places to hold a return on ad spend. All Star holds an average of 1,246%.

1,246%Average return on ad spend across Google Ads and Shopping

400%Business growth in five years

1 → 3Warehouses

5Regions: Australia, New Zealand, USA, Europe and Asia

$12.46Back for every $1 of ad spend

5Years running the program

AustraliaNew ZealandUnited StatesEuropeAsia

What we did

Shopping feeds, search and SEO built around margin, not clicks.

The program is a full ecommerce engine: Google Shopping and search campaigns for thousands of parts, SEO that ranks the store for the model numbers and problems pool owners search, and follow-up that brings customers back every season.

Track 1

Google Shopping and Ads

Every part findable, every bid tied to margin.

Product feed built and maintained for thousands of SKUs
Campaigns structured by category, brand and margin
Bidding and testing run with AI, decisions made by a senior marketer
Seasonal budgets that rise and fall with the pool calendar
Expansion campaigns for New Zealand, the USA, Europe and Asia

Average return on ad spend 1,246%

Track 2

SEO

Rank for the part, the model number and the problem.

Category and product pages written to rank and convert
Content for the questions pool owners search before they buy
Technical SEO across a large catalogue
International targeting as new markets opened

Organic revenue that compounds every season

Track 3

Follow-up and growth

Turn first orders into customers for life.

Seasonal email campaigns to a growing customer base
Remarketing across Google and Meta
Reporting on revenue, return and cost per order
Growth planning as warehouses were added

Business up 400% in five years, one warehouse to three

Why it worked

A search-driven category, run on data every day.

Three things made the difference, and they are the same three we build into every ecommerce program.

Margin in the bidding

Every product has a different margin, so every product has a different bid. The campaigns are structured so the spend follows profit, not revenue.

The season in the budget

Pool parts sell with the weather. Budgets and creative move ahead of the season, so the store is already winning when demand arrives.

Scale without starting over

The same feed, structure and reporting carried the store into New Zealand, the USA, Europe and Asia without a rebuild.

"It has been an absolute pleasure to work with Rhys. I can feel confident that his team is monitoring everything and they alert us as soon as we need to pay attention to something. After six months of working together we were up over 300% compared to the previous year. Can't complain about that!"

CEO · All Star Pool Parts

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