Profit-Led Paid Media for a Complex Retail Catalogue With Rollersnakes

Rollersnakes is a UK-based skate and streetwear retailer specialising in skateboards, inline skates, scooters, apparel, footwear, and accessories for urban and action sports enthusiasts.

Client

Rollersnakes

Date

March 11th, 2026

All work

+44%

Revenue Growth

+36%

Profit

+20%

POAS

Client overview

Rollersnakes is a UK-based skate and streetwear retailer specialising in skateboards, inline skates, scooters, apparel, footwear, and accessories for urban and action sports enthusiasts. Combining a love of skate culture with expert product knowledge, Rollersnakes serves both beginners and seasoned riders through its online store and community-focused brand. Positioned as a passionate alternative to mainstream sports retailers, Rollersnakes emphasises curated, high-quality gear and authentic engagement with the skate community, operating within the broader retail e-commerce and skate & action sports industry.

The challenge

When Rollersnakes partnered with Propel, they faced two core performance challenges. As a reseller, profit margins varied significantly by brand and product category, but platform-level conversion data was based on revenue alone, offering little visibility into true profitability. This made it difficult to confidently scale paid media. In addition, product variant availability differed widely across sizes and colours. Popular products with limited stock were still receiving significant spend, despite poor availability suppressing conversion rates, leading to wasted budget and inefficient campaign performance across key ranges.

How We Helped Solve the Challenge

We helped Rollersnakes overcome these challenges by re-engineering how performance was measured and optimised. We implemented a server-side tracking solution across Google and Meta to import order-level margin data, allowing campaigns to be optimised toward true profit rather than revenue alone. Alongside this, we built a product availability scoring system using real-time backend stock data. This enabled budgets to be dynamically reallocated toward products with strong size and colour availability, ensuring spend was focused where conversion rates, and returns, were highest.

Our Work

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