Target Darts: Scaling Media Investment by 195% While Sustaining Exceptional ROAS
The Challenge
With the popularity of darts surging across the UK, Target Darts sought to seize this audience opportunity to grow their business, committing to an increase in PPC investment of 195% year-on-year. The core challenge was to prove that Fifty’s strategy could successfully sustain an exceptional blended ROAS of between 12.5x and 17.5x as spend scaled to nearly three times the prior level. Tasking Fifty with ensuring profitability alongside massive growth.
The Solution
Fifty's unique audience-led approach used custom audience segments based on Fifty platform insights which provided a continuous, adaptive view of the customer. This intelligence powered a dual-pronged strategy: Protecting Brand Demand with premium, brand-reinforcing ads, and Driving Incremental Conversions with targeted, non-branded campaigns. To maximise profitability across a 1,500+ product catalogue, we employed a tiered product segmentation model based on GA4 data, prioritising high-value products to ensure efficiency was maintained at scale.
“Fifty helped us scale our paid media investment significantly while maintaining outstanding efficiency, delivering meaningful and profitable growth for the business.”
Adam Thompson Marketing Director, Target Darts
The Results
From April 2024 to April 2025, Fifty scaled spend to nearly three times the previous period’s budget while exceeding our ambitious efficiency targets. Against a ROAS goal of 12.5x–17.5x, the campaign delivered a >20 blended ROAS within paid media—a 3.2x uplift on prior results. This performance, including a 14x Non-Branded ROAS, demonstrated that Fifty’s audience-led, tiered campaign structure could profitably scale B2C sales at pace, delivering an outstanding business impact for the client.
