CONTEXT
DASH OffRoad is a proudly Australian-owned business dedicated to making off-roading fun and accessible for everyone. They offer premium products that enhance the excitement of off-road adventures and support popular 4WD ranges. Beyond selling products, DASH OffRoad has built a thriving community through events and social media, fostering newcomers into the 4WD lifestyle.
DASH OffRoad partnered with LION Digital in June 2025 to build a Google Ads presence from the ground up – we told this story in another case study. Twelve months on, that partnership has reached a significant milestone, delivering a full year of sustained, disciplined performance.
THE CHALLENGE
DASH OffRoad hit 16.77x ROAS within 60 days, remarkable for a brand-new account built from zero, with no historical data to guide it. But a strong first quarter and a strong first year are two different problems. Most agencies can produce a good number once. Far fewer can hold it for twelve months without it quietly sliding back down.
As the account matured, early wins needed to become a repeatable system. To make that happen, we focused on smarter targeting and bidding. DASH OffRoad’s product range spans multiple vehicle models and part categories, each with different margins and demand patterns. Treating them as one pool would have diluted performance as the account grew, so we needed a new structure.
There was also a data integrity challenge. Purchase values, transaction IDs, and conversion actions all needed to stay clean and accurate as volume increased, with no double-counting and no conflicts between tracking systems. Every following optimisation decision would depend on that.
WHAT WE DID
LION Digital built the account structure around how DASH OffRoad customers actually shop: by vehicle model. We segmented the product feed by vehicle range and by product type, covering protection, exhausts, 12V electrical, and recovery gear. Shopping and Performance Max asset groups used the same segmentation, so budget and target ROAS could flow to the margins and demand of each specific range.
Before spending a dollar, we locked down conversion tracking through GTM, ensuring purchase value and transaction ID were passed correctly. We set purchase as the primary conversion action to avoid double-counting and confirmed that DASH OffRoad’s existing GTM container and Meta pixel weren’t conflicting. Accurate revenue data was the foundation of our strategy.
We couldn’t use automated bidding right away, so we worked in stages. We launched on Maximise Conversion Value without a target for the first two to three weeks to gather data, then moved to target ROAS once each campaign reached 30 or more conversions. This way, the algorithm had enough signal to perform well, and campaigns easily transitioned to automated bidding.
We paired Performance Max with a tight brand-defence Search campaign to protect DASH OffRoad’s own name in search results. Alongside this, we built high-intent non-brand Search campaigns targeting exact- and phrase-match queries like “Y62 rock sliders” and “Jimny bull bar.” These model-plus-part searches carry the strongest buyer intent, and the margins support the higher click costs they command.
Once the account had volume, we scaled into target ROAS bidding, expanded non-brand Search coverage, and layered in remarketing to recapture engaged shoppers.
RESULTS
Twelve months in, the account isn’t just still performing – it’s performing consistently. DASH OffRoad achieved 16.9x blended ROAS across the full year, with generic non-brand traffic alone delivering 13.4x ROAS. It’s proof that the account performs strongly even on cold, high-intent traffic, not just on branded searches from existing customers.
Cost efficiency told the same story. Cost per conversion fell by over 81% between the account’s first month and its strongest month, as tROAS bidding gained the data it needed to target high-value customers more precisely.
Conversion value also grew steeply as the campaign structure evolved, climbing nearly eightfold between the first month of activity and November 2025. This was the best month – delivered 26.87x ROAS – capitalising on Black Friday opportunities. But it wasn’t a single spike. The non-promotional months showed consistent performance, with six of the twelve months delivering ROAS above 16x, and June 2026 closed out the year at 15.86x ROAS.
The system built to handle Black Friday’s surge held just as well in a quiet month, which is the difference between a good quarter and a growth engine.
A year in, DASH OffRoad isn’t managing a campaign that needs constant attention to stay afloat; they have a scalable SEM system that performs whether or not there’s a sale on. That’s the kind of foundation you can plan the next twelve months of growth around.
Dash Offroad year One with Lion
| Year | Month | ROAS |
| 2026 | Jun-26 | 15.86 |
| 2026 | May-26 | 13.59 |
| 2026 | Apr-26 | 11.75 |
| 2026 | Mar-26 | 12.42 |
| 2026 | Feb-26 | 20.09 |
| 2026 | Jan-26 | 22.04 |
| 2025 | Dec-25 | 16.73 |
| 2025 | Nov-25 | 26.87 |
| 2025 | Oct-25 | 16.77 |
| 2025 | Sep-25 | 14.31 |
| 2025 | Aug-25 | 20.28 |
| 2025 | Jul-25 | 7.29 |
| Total | 16.91 |
