Case study

Barstool Sports

Client description goes here. What does the client do. What’s their business.

Client description goes here. What does the client do. What’s their business.

Paid Search

Barstool Sports is a sports & pop culture blog covering the latest news and viral highlights of each and everyday with blogs, videos and podcasts. By the common man, for the common man.

Image of Barstool Sports Page


Hawke Media was Tasked with Two Goals for Google Ads:

  • To maintain a 5x ROAS
  • Grow revenue as much as possible


So how do you take an account from 0 – 100?

Hawke Media deployed the following to achieve substantial results:

  • A unique strategy focused on monetizing and funneling users from Barstool Sports’ high-traffic blog to their online store by leveraging a range of devices and all Google campaign types (YouTube, Display, Gmail, Search, Shopping, and Discovery).
  • Hawke started by analyzing the overlap data from Barstool’s blog users and their online store users. This key data allowed us to identify avenues of both scale and efficiency when monetizing a robust Barstool community that existed on many channels from podcasts and blogs to social media and YouTube.
  • A systematic approach to scale revenue while maintaining and increasing efficiency by utilizing the “Alpha Beta” campaign structure.

Paid Search


Hawke’s unique approach allowed us to fight and overcome diminishing returns as we scaled Barstool’s paid search campaigns. This allowed us to achieve significant revenue increase while doubling Barstool’s efficiency goals.

An added benefit to the success of Hawke’s campaign structure and targeting efforts was our impact on true incremental revenue. 

Over the course of a multi-year engagement, Hawke Media not only helped Barstool Sports scale and maximize efficiencies in their paid search efforts, together we helped fans bring the brand into their homes.

Accumulated Results:

12.2016 – 05.2020

Grew eCommerce Revenue


Grew Paid Search Budget


Grew Lifetime Return on Ad Spend (ROAS)


Image of Barstool Sports search results on Google