Bully Darts had strong products, a clear audience, and an opportunity sitting inside the catalogue.
The problem was not that the products could not sell.
The problem was that too many of them were not being seen.
Before working with Shoptimised, just 5% of products generated 100% of revenue. At the same time, 73% of products had zero clicks, and 33% of budget was being spent on products that were not converting.
That meant a huge part of the catalogue was live, but not really getting a chance to compete in Google Shopping.
Bully Darts needed to grow Google Shopping revenue without pushing more budget into the same small group of products.
This is a common problem in Shopping accounts.
The products that already perform well continue to get the visibility, clicks, and spend. The rest of the catalogue sits in the background, often with little to no traffic.
For Bully Darts, this created two clear issues.
Too few products were carrying revenue, and too much budget was still going towards products that were not converting.
The opportunity was not to start again.
It was to find the products being missed, separate them from the core activity, and give them a better route into Shopping.
We used Shoptimised Incremental Sales to identify the products that were not contributing properly.
That included products with zero clicks, products that were not converting, and products that had not been given enough visibility to prove what they could do.
Instead of disrupting the products already working in the core campaigns, we created a separate incremental route for the underused parts of the catalogue.
This meant Bully Darts could keep the existing high performers protected, while giving missed products their own chance to compete.
Once the underperforming products had been identified, we built a focused incremental feed around them.
That feed was then optimised to improve the quality of the product data and give those products a stronger starting point in Google Shopping.
The aim was simple.
Get more of the catalogue into play, without asking the same products to keep carrying the account.
The impact was clear.
Between July 2025 and April 2026, Bully Darts achieved a +234% overall revenue increase, with Incremental Sales campaigns delivering a 12x return.
The biggest shift was in catalogue coverage.
There was a +565% increase in products contributing to sales, meaning revenue was no longer so heavily concentrated in the same small group of products.
Previously inactive products started generating revenue. More of the catalogue began to convert. Budget had a clearer role, and the account was able to grow from a much wider product base.
Google Shopping growth does not always come from adding more products or increasing spend.
Sometimes, the biggest opportunity is already sitting in the catalogue.
For Bully Darts, the growth came from identifying the products that were not getting clicks, not converting, or not contributing, then giving them a clearer route to sales.
The result was a stronger Shopping account, a broader base of products generating revenue, and a much bigger return from the existing catalogue.
Want to see which products your account is missing?
Book a demo and we’ll show you where your catalogue could be leaving revenue behind.
Book a demo and we’ll show you where your catalogue could be leaving revenue behind.
