Kirks Flyshop has been a long-standing TOMIS client, and the core challenge for 2025 was to grow revenue and improve efficiency without significantly increasing budget in the face of rising Google CPCs. To achieve this, our Paid Ads team focused on aligning Google Ads budgets with true seasonality and search demand, ensuring every dollar was deployed during the highest-opportunity periods and campaigns. Following a full account audit, we streamlined retargeting by removing the redundant RLSA campaign, allowing PMax to handle audience targeting more efficiently. This data-driven restructuring improved ROAS across the majority of campaigns and ultimately drove substantial year-over-year growth while maintaining flat overall spend.