The Situation
Denali Fishing is a family-owned performance rod brand founded in 2008, built on the belief that tournament-grade rods shouldn't cost $400. With a loyal following among bass anglers and a growing DTC channel, Denali had the product quality and brand credibility to scale — but lacked the paid media infrastructure, creative strategy, and data systems to do it.
When H Street came on board, advertising was limited to 2-3 core rod lines with feature-focused creative. There was no Google presence, no audience segmentation framework, and no visibility into customer LTV or repeat revenue. Monthly revenue and new customer acquisition started from a modest baseline with only 52 new customers acquired that month.
The H Street Approach
Google Ads Launch
H Street built Denali's Google Search and Shopping presence from the ground up. We optimized the full product feed with new product imagery, rewrote product titles to front-load high-intent keywords in the first 70 characters, and wrote descriptions for every rod and reel series in the catalog. In its first full month live, Google Shopping delivered a 586% ROAS, immediately establishing itself as a high-performing incremental channel alongside Meta.
Financial Forecasting and Media Planning
We built a custom forecasting tool modeling revenue projections through June 2027, incorporating OPEX, COGS, advertising investment, inventory levels, seasonality, and channel mix. This tool became a key strategic asset, providing data-backed justification for budget decisions and enabling long-term inventory and campaign planning alignment with the client.
Conversion Rate Optimization
A post-purchase upsell tool was added to the Denali store, increasing average order value without negatively impacting conversion rates, giving Denali a revenue multiplier on every transaction driven by paid media.
New Product Launch Strategy
H Street developed a launch framework for new products, including the upcoming Titanium Tip FFS rod series. The strategy includes teaser ads to build warm audiences, preorder messaging to drive urgency, and a full launch across Meta and Google Shopping using UGC from field staff on the water.
The Result
- Monthly revenue increased by 414% in three months and is projected to surpass 650% growth within six months.
- New customer acquisition increased by 829%.
- Google Shopping launched and delivered 586% ROAS in it’s first month.
- Product feed coverage expanded from a limited launch catalog to 100% of the product catalog across Meta and Google.
- The Maxis Bass Rod promotional campaign drove demand beyond warehouse capacity, requiring ads to be temporarily paused while fulfillment caught up.
"You are amazing to work with and you really take pride in what you do." — Scott Estes, President, Denali Fishing
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