How G Fuel Increased TikTok GMV by 80%
And New Customer ROAS by 139% in One Month
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Before mid-2025, many eCommerce brands, including G Fuel, ran TikTok Shop ads using standard product or video shopping campaigns (e.g. “Product Sales” objective within TikTok Ads Manager), until TikTok introduced dedicated campaign types built specifically for TikTok Shop.
G Fuel leveraged paid campaigns to “boost” volume of top creatives from their affiliate program and organic content to drive sales. But as TikTok changed its ad infrastructure, all TikTok Shop Ads must now be run via GMV Max, forcing brands to evolve their strategy.
G Fuel’s goal was to migrate from legacy campaign formats into a fully GMV Max-driven acquisition engine while still leveraging their affiliate and organic creator resources.
Together, these changes meant G Fuel had to quickly adapt to a new, less controllable system while still finding a path to profitable growth.
Our process started with pausing all underperforming ads within legacy campaigns and keeping only the proven winners. In tandem, we launched GMV Max with conservative bids and auto-selected posts to maximize the range of creative inputs available for the new campaigns.
Once GMV Max was live, we optimized bids and budgets week over week to steadily improve results. To ensure we were focusing budgets to products that would drive the most impact, we also implemented spend holdouts on all hero SKUs. This allowed us to identify the best opportunities for product seeding and allocate spend toward the areas that showed the strongest potential.
The move to GMV Max changed how campaigns had to be managed, but by taking a steady approach we were able to adapt quickly. Pausing legacy campaigns, starting GMV Max with conservative bids, and feeding it a wide range of creatives gave the algorithm the right inputs to stabilize.
From there, simple week-over-week optimizations on bids and budgets delivered consistent improvements. The process was straightforward and repeatable, showing how GMV Max can be managed effectively over time.
