ROAD iD has built a loyal customer base by leading with personalization and purpose. Their products aren’t just accessories; they’re deeply meaningful, often worn by athletes, adventurers, and everyday people who valued safety and identity.

But after years of relying on branded search, growth began to plateau. The account was being sustained by loyal returning customers, while new customer acquisition had stalled.

To reignite momentum, ROAD iD needed a strategy that would unlock scalable growth and bring new audiences into the fold, without sacrificing performance. That meant moving beyond branded terms and building a full-funnel approach that could introduce ROAD iD to the next generation of customers.

The challenge was clear:
How can we scale spend efficiently while tapping into net-new customers?