To overcome the challenge, Terfuu's paid social team accurately identified the need to implement a more prominent top-of-funnel presence, which meant expanding successful search acquisition strategies and exploring new audiences to market to. This allowed the team to focus on top-of-funnel tactics like YouTube video ads and expand keyword targeting and new display audiences to increase brand awareness.The paid search team curated Redge Fit’s most popular products into their own Smart Shopping and Dynamic Search Ads (DSA) campaigns, which enabled them to allocate more budget on the highest-converting products to aggressively scale the account. This optimized approach helped the team to identify the most profitable products and services and allocate the budget accordingly.Part of the biggest Paid Social push was the adoption of TikTok, whose growing, billion-plus user base proved ideal for acquiring and converting fitness-loving Gen Z shoppers. The team also created fresh content by leveraging influencer-created UGC and investing in TikTok’s newly released Spark Ads. With data-backed strategies, the team tested hooks, angles, and content formats to identify new opportunities for growth and extend reach to additional audiences.