Reima USA’s sales from Google Ads are up 52% on last year, and sales to new customers from the same channel are up 46%. The figures compare 2026 with 2025 in Triple Whale attribution data and were published by Oskar Ahlgren of Intentio, the agency that runs the account together with Reima’s team.
The account is built on a clear division of work: Reima sets the commercial direction, Expanly turns that direction into product priorities the campaigns can use, and Intentio builds and runs the campaigns. Oskar lists five things the team has built into the account, and this article goes through each of them.
Reima Had Already Tested Its Product Priorities
Reima is a Finnish brand of children’s outdoor and functional clothing. Its North American marketing is led by Paula Brown, Marketing Director North America. The Google Ads account is run by Intentio, a Finnish performance marketing agency, where Oskar Ahlgren is Partner and Senior Growth Consultant. He worked on the account this year together with his colleague Emmi Lehto.
Reima had already put product priorities to the test. An earlier case study describes a 19-day A/B test in which Reima’s Expanly priority model ran against the previous feed setup, and net profit was 32% higher with the priorities in place. This year the team built the rest of the account around them.
Five Things the Account Does
1. Product priorities come from Reima’s business data
Google’s campaigns see a product feed, clicks and conversions. They do not see which products Reima wants to move this month. With Expanly, Reima’s own business data becomes a product-level priority the campaigns can use: seasonal focus such as shoes in spring and winter jackets in winter, availability in popular sizes, and stock that needs to move. Intentio decides how the campaigns use that priority.
2. Bidding works toward profit
The account is steered on POAS, profit on ad spend, where many accounts still use ROAS as the only target. Two orders with the same revenue can leave very different amounts of profit behind, and a discounted product is the obvious example. Our guide to margin-based advertising explains the difference between the two measures.
3. One campaign exists to win new customers
A separate campaign optimizes toward a conversion event that is recorded only when the buyer is a new customer. That campaign is judged on first purchases, and repeat orders from existing customers do not count toward its goal.
4. Rain triggers rain gear
When it starts to rain somewhere in the United States, the account shows rain gear in that area. Reima and Intentio first tested the idea in spring 2024, when weather data was brought into product prioritization with Expanly. An automated rain-gear advertising test across 3,098 US counties, from 11 April to 8 May 2024, recorded 75% higher POAS and a 47% higher conversion rate.
5. Demand Gen and YouTube look for people who have not bought yet
Demand Gen and YouTube campaigns are used for acquisition. Existing customers are excluded from the targeting, so the campaigns focus on reaching new customers. The team also uses US population data to decide where these campaigns run.
The Results
| Measure | Change on last year |
|---|---|
| Sales from Google Ads | +52% |
| Sales to new customers from Google Ads | +46% |
Source: Triple Whale attribution data, 2026 compared with 2025, as reported by Intentio.
The figures are a year-on-year comparison, and they reflect the five elements working together.
Automation Still Needs Direction
Oskar’s own conclusion is about the craft more than about any tool:
Those of us who run advertising are pushed more and more toward handing control to the algorithms. Steering the algorithms in the right direction still helps a great deal. That is why I would urge everyone to think carefully about their advertising strategy and account structure before handing all the optimization power to Google.
Oskar Ahlgren
Partner & Senior Growth Consultant, Intentio
Each of the five elements is a decision somebody made on purpose: which products matter this season, what counts as a good sale, who counts as a new customer, where demand is about to appear and which customers the account should stop paying to reach again. Google’s automation still does the bidding and the matching. It does that work inside boundaries that Reima and Intentio have set.
The division of roles is the same one we see working elsewhere. The retailer owns the commercial priority, the specialist owns the campaign, and both can check whether the intended products received the support. We describe that split in How Retail Teams and Google Ads Agencies Can Share Product Priorities.
Before the Busiest Season
Reima and Intentio now head into the most important sales season of the year with this structure in place.
A retailer reading this does not need all five elements. A useful start is to take one account and write down which of these decisions somebody has made on purpose, and which have been left to the platform’s defaults. The second list is where to look first.
