Case Studies

Handmade Excellence Meets Digital Precision: Tale of Knives’ ROAS-Driven Growth with JumpFly

THE CHALLENGE

Tale of Knives is a premium maker of handcrafted EDC (Every Day Carry) gear and accessories, proudly made in America. With a reputation built on quality, heritage craftsmanship, and functionality, their products are loved by outdoor enthusiasts and professionals alike. However, with growing competition in the custom EDC space, they needed a digital marketing partner who could both scale their reach and preserve their unique brand ethos.

THE APPROACH

The primary approach was to create a solid campaign structure and use the power of automatic bidding, search themes, and audience targeting to drive increased revenue and improve return on ad spend (ROAS). 

A strong focus was put on trimming unproductive keywords and other elements to power ROAS improvement. Tale of Knives supported the effort with images and in-house videos that showcased their quality products.

THE RESULTS

Tale of Knives saw a 40.16% increase in their ROAS in Q2 2025 compared to Q2 2024, along with a 25.19% increase in their conversion value. These gains were accompanied by a 13.23% decrease in their cost per conversion. The business showed solid results in some very turbulent times. 

Positive growth has allowed Tale of Knives to expand into hand-crafted leather belts, hand-crafted leather wallets, and even hand-crafted tape measure holders!