Scaling e-commerce in the US market: from thousands to hundreds of thousands of USD a month

Designing a scalable performance marketing system that translated into rapid growth in e-commerce sales.

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SCOPE OF WORK

Performance strategy
Google Ads campaigns
Meta Ads campaigns
Bing Ads campaigns
TikTok Ads campaigns
E-commerce development support

The work with Big Rig World grew over time and covered many areas of digital and development. The turning point came with the need to build an efficient performance marketing system – one that would not only increase revenue but also keep results stable and predictable in one of the most demanding e-commerce markets there is.

Key project goals and challenges

Building a scalable performance marketing system
Integrating the advertising channels
Putting the e-commerce fundamentals in order before scaling budgets
Building an effective system for remarketing and closing sales
Staying profitable through rapid revenue growth

Growth that needs a system

A very broad assortment covering hundreds of thousands of products, significant differences in size and the specifics of the US market mean that every element of the buying process has a direct bearing on how well paid campaigns perform.

The goal was not simply to increase revenue, but to create a structure that delivers stability, predictability and resilience to change in individual ad platforms.

It was clear early on that further growth had to rest on consistency between the store’s offer, the ad systems and the real conditions of purchase. The performance strategy was therefore designed so that every channel – from search to social media – supports the same long-term business goal.

Logistics as the foundation of effective campaigns

One of the key things that had to be sorted out before scaling paid campaigns was logistics. In the US market delivery time is not a fixed value – it depends on the weight of the product, its dimensions and the destination. That is especially true of parts for heavy duty trucks, which are often shipped LTL: seats, wheels, engines and the like.

The answer was to implement dynamic shipping cost calculation that accounts for all the key variables. As a result:

the product feeds faithfully reflected the store’s actual offer,

Google Ads campaigns and on-site data met the strict requirements of Google Merchant Center

the advertising message was consistent with the final basket.

Getting that in order became the foundation for scaling the performance work further.

Consistency across feeds, ads and the basket

Bing Ads

Strengthening existing demand

Data analysis showed that Bing was already generating valuable organic traffic. Users arriving from that channel showed high purchase intent, which clearly pointed to room for further growth.

Launching Bing Ads made it possible to:

strengthen visibility at key moments in the decision process,
capture demand that had not been fully monetised before,
build a stable, predictable sales channel.

In practice the paid campaigns not only failed to weaken organic traffic – they contributed to growth in total revenue, steadily pushing past levels that had previously acted as a natural ceiling.

Google Ads

Sales built on scale and intent

The Google Ads structure evolved as the business grew. Over the years campaign types were adapted to the current growth phase, and the account’s present configuration is the result of gradual tidying and optimisation.

As things stand, the Google Ads work rests mainly on sales campaigns, with the emphasis on Performance Max shopping campaigns, which make it possible to scale a very broad assortment while keeping control over efficiency.

These are complemented by:

brand campaigns that protect the brand’s visibility,
dynamic search campaigns (DSA) that react to changes in the offer,
campaigns focused on the highest-margin products,
campaigns dedicated to the client’s own brands.

Brand awareness work was also carried out, including upper-funnel video campaigns on YouTube. The brand recognition built that way became a solid backdrop for the sales activity that followed.

Meta Ads

Sales and remarketing at the centre of the strategy

Meta Ads played a key role in growing sales and closing the buying process. The strategy rested above all on dynamic remarketing, which accounted for a substantial share of conversions.

The work covered:

ads for products added to the basket,
campaigns based on categories browsed,
product carousels matched to user behaviour,
sales campaigns aimed at new audiences (prospecting),
promotion of the client’s own-brand products.
campaigns with creative split by Kenworth and Peterbilt trucks

In parallel, at an earlier stage of the engagement, brand awareness campaigns were run – in Meta Ads among others – which laid the groundwork for scaling sales later on. In the most effective periods, the cost per conversion in test ad sets was as much as half that of standard campaigns, while purchase volume grew at the same time.

TikTok Ads

An additional lever for growth

TikTok Ads was rolled out as the next stage in developing the performance system. Although the channel was not an obvious choice for this product category, testing quickly confirmed its sales potential.

As the campaign structure was optimised and the creative tuned to the platform, TikTok began to act as a genuine source of revenue rather than merely an experimental channel. Used well, conversion campaigns delivered very high cost efficiency.

The scale of growth as context for the strategy

Scaling the work systematically translated into clear, measurable revenue growth. From around USD 2,000 in 2020, the business moved to hundreds of thousands of dollars per quarter, with record months reaching USD 935,000 in revenue. The compound annual growth rate (CAGR) came to roughly 138%, and 2025 brought the highest quarterly results in the project’s history.

That scale was the result of building a system step by step, not of a one-off sales spike.