An Oregon outdoor brand was spending $12K/month on Meta ads targeting "outdoor enthusiasts." Broad interest targeting. 80% of clicks came from people who like hiking photos but never buy gear online. Pretty engagement. Zero revenue. Expensive content distribution, not advertising.

Outdoor and lifestyle brands face a unique paid media challenge — the interest audience is massive but the buyer audience is a fraction. Millions of people enjoy outdoor content. A small percentage actually purchase gear, supplements, or sustainable products online. Targeting the interest without filtering for purchase behavior means you pay to entertain, not sell.

We rebuilt with purchase-behavior audiences. Lookalikes from actual buyers, not followers. Retargeting based on product page views and cart adds, not content engagement. Exclusion of content-only engagers. ROAS went from 1.3x to 4.1x because every impression went to someone with buying behavior.

GOSH Digital manages paid media for Eugene brands with buyer-focused precision. 150+ clients. Serving remotely.