A paid media program built across Google, Meta, and StackAdapt for a hunting and outdoor brand – with cross-channel attribution, a full-funnel structure tuned to the category, and 51% year-over-year growth to show for it.
When Marsupial Gear partnered with OMG to run their digital advertising, the goal was straightforward: turn paid media into a measurable, scalable revenue channel for the brand. The path there ran through three platforms, a rebuilt tracking foundation, and a full-funnel strategy designed specifically for how hunters and outdoor buyers actually shop.
A year later, Marsupial Gear’s program is up 51% year-over-year, posted its strongest month on record in November 2025, and runs as a coordinated Google, Meta, and StackAdapt engine with full attribution behind every dollar.
This is how it was built.
Why the Outdoor Category Is Different
Most agencies treat hunting and outdoor brands like general ecommerce. They aren’t.
The outdoor buyer researches differently, shops on a seasonal cycle tied to hunting seasons and gear cycles, and responds to creative that reads as authentic to the field rather than staged for a studio. Platform behavior differs too – what works for a hunting brand on Meta isn’t what works for an apparel brand, and the audiences that convert are built on signals most agencies outside the category never learn to read.
That category knowledge is the foundation everything else sits on. We’ve spent years building a team specifically for hunting, fishing, firearms, and outdoor brands, and that expertise is what lets the paid media program perform – because the targeting, the creative direction, and the channel strategy are all built around the real buyer, not a generic ecommerce template.
Building the Foundation
The program started with infrastructure. Before scaling spend, we rebuilt Marsupial Gear’s tracking and attribution from the ground up – clean conversion tracking, properly configured pixels, and a measurement layer that made performance visible across every channel for the first time.
That visibility is what makes everything downstream possible. Without trustworthy attribution, every optimization is a guess. With it, we could see exactly which channels, campaigns, and creative were driving revenue and move budget toward what was working in close to real time.
From there we restructured the account architecture across all three platforms – Google, Meta, and StackAdapt – so each channel played a defined role in the funnel instead of competing for the same conversions.
The Three-Channel Engine
Google. Rebuilt campaign structure across search and shopping, with keyword and product coverage mapped to how outdoor buyers actually search. Google revenue doubled over the program.
Meta. Audience development tuned to the hunting and outdoor category, paired with creative direction built for the field rather than the studio. Meta grew 96% as the audiences and creative compounded.
StackAdapt. Programmatic display brought in to extend reach and take CPC pressure off Google and Meta, adding a prospecting layer that fed the rest of the funnel and broadened the top of the audience.
The three channels run as one coordinated program. Seasonal pushes, the Holiday Gift Guide rollout, and the full Black Friday and Cyber Monday strategy were planned and executed across all three at once, with attribution tying the whole thing together so every channel’s contribution was measurable.
Where the Program Landed
The headline is 51% year-over-year growth, but the numbers underneath tell the real story:
- 51% year-over-year revenue growth
- 45% month-over-month growth at peak
- 96% growth on Meta as audiences and creative compounded
- Google revenue doubled over the program
- Improved ROAS across all three channels
- Reduced cost per conversion
- November 2025 was the strongest month on record
Marsupial Gear’s paid media now runs as a coordinated three-channel program with full attribution, built and managed by a team that knows the outdoor category from the inside. The growth compounds because the program was built to learn.
“Working with OMG has been a great experience. They’re easy to work with, highly responsive, and genuinely invested in the success of our brand. I’d recommend them without hesitation.”
– Jared Kaiser, COO, Marsupial Gear
Want This Kind of Growth for Your Outdoor Brand?
If you’re a hunting, fishing, archery, or outdoor brand looking at your paid media and wondering whether it’s actually built for your category – or whether it could scale the way Marsupial Gear’s did – we should talk. Our team builds programs like this for outdoor and shooting-sports brands every month. Tell us what you’re working on using the form below.