Crack The Pack x Sabre Digital
Bespoke Shopify store built from a logo and a product range. Google Ads launched 27 October with a soft launch compliance strategy for branded TCG goods. £150k+ revenue in the first 90 days at 8.1x average ROAS.
- No website, only a logo and product range
- No ecommerce infrastructure
- No Google Ads or paid acquisition
- No email marketing or retention strategy
- No experience navigating branded goods compliance
- No sourcing relationships for accessories
- Fully bespoke Shopify store with animated front end
- Google Ads live and scaling at 8.1x average ROAS
- £150k+ revenue in the first 90 days
- Branded Klaviyo flows with lightweight HTML
- Clean Google Merchant Centre with zero compliance issues
- TCG accessories sourced from China, samples approved
Crack The Pack is a UK-based TCG (Trading Card Game) reseller specialising in Pokemon, Topps and other collectible card products. They came to Sabre on 7 October 2025 with a logo, a product range and no online presence. They needed a full ecommerce operation: website, ads, email and a strategy that could navigate the compliance challenges of advertising branded goods on Google.
Sabre built a fully bespoke Shopify store using Custom Liquid, designed the entire front end around the TCG theme with animated homepage sections, and created custom policy pages, footer and reseller documentation specifically to satisfy Google Ads compliance requirements.
Google Ads launched on 27 October 2025 using a soft launch strategy developed from Sabre's experience with branded goods resellers. Month one delivered five figures in revenue at 5.6x ROAS while testing the ads strategy. Month two delivered over £60,000 at 8.2x ROAS. Month three (January) delivered another £60k+. In total, Crack The Pack generated over £150,000 in the first 90 days of running ads at an 8.1x average ROAS.
In 2026, Sabre is continuing to scale the brand with new marketing channels, CRO improvements and a global sourcing operation for TCG accessories.
A Logo and a Product Range. Nothing Else.
Sabre received only a logo and product catalogue. Everything else was built from scratch: the brand identity, the store, the content, the compliance infrastructure and the technical foundation for paid acquisition.
The entire front end was built using Custom Liquid sections, designed around the TCG theme with the brand's colour palette. The homepage featured animated sections that played into the collectible card aesthetic, giving the store a distinctive identity from day one.
Every section was custom coded. Policy pages were written in HTML for indexing and built specifically to meet Google Ads compliance requirements. The footer included reseller details, business information and trust signals. This was not cosmetic: every element served a compliance or conversion purpose.
The store was built to pass Google's Merchant Centre review on first submission. For branded goods resellers, this is where most stores fail. The technical setup had to be immaculate: no crossed wires between the Merchant Centre, Ads account and website, with clean product feeds including GTINs and all required authenticity details.
Store built in under 3 weeks from brief to ads live. Passed Google Merchant Centre review on first submission. Every page custom coded in Liquid with compliance and conversion built into the architecture.
- Fully bespoke Custom Liquid front end from a logo and product range
- Animated homepage sections designed around the TCG theme
- Custom HTML policy pages for indexing and compliance
- Bespoke footer with reseller details and trust signals
- Product feed with GTINs and authenticity data for Google Merchant Centre
- Clean technical setup across MC, Ads account and website
- Branded Klaviyo email flows with lightweight HTML for deliverability
- Loox reviews integrated for social proof on landing pages
Build Timeline
Branded Goods. Zero Suspensions.
TCG products like Pokemon and Topps are some of the hardest branded goods to advertise on Google. Most stores get suspended within days. Sabre launched Crack The Pack without a single compliance issue.
The soft launch strategy was built from Sabre's experience with TCG stores and branded goods resellers. The first two weeks used keyword Search campaigns to gather data and establish the account. No Shopping or Performance Max until Google had built trust in the account, the Merchant Centre and the website.
Once the key ratios were healthy and the account had established credibility, Sabre introduced Performance Max campaigns and began building out Shopping. The strategy followed an 80/20 approach: scaling winners, killing losers, and working within the inventory the client had available.
Month one (November) delivered five figures in revenue at 5.6x ROAS while testing the strategy. Month two (December) delivered over £60,000 in revenue at 8.2x ROAS. Month three (January) delivered another £60,000+. In total, £150k+ in the first 90 days at an 8.1x average ROAS. Achieving this with branded goods on Google Ads is increasingly difficult, and most agencies do not have the compliance knowledge to even get the account live.
£150k+ revenue in the first 90 days at 8.1x average ROAS. Five figures in month one testing. £60k+ in month two. £60k+ again in month three. Zero compliance issues. Zero suspensions.
- Soft launch strategy: keyword Search first, PMax later
- Immaculate product feed with GTINs and authenticity details
- No crossed wires across MC, Ads account and website
- Account trust established before scaling
- 80/20 approach: scale winners, kill losers
- Working within available inventory
- 5.6x ROAS in month one (testing phase)
- 8.2x ROAS and £60k+ revenue in month two
- £60k+ again in month three (January)
- £150k+ total in first 90 days at 8.1x average ROAS
- Zero compliance issues or suspensions
Performance
Sourcing Accessories. Direct from the Factory.
Sabre identified a market-leading manufacturer in China for TCG accessories and managed the entire sourcing process from samples to freight.
To increase AOV and margin, Sabre identified an opportunity to introduce TCG accessories alongside the core product range: binders, sleeves, rigid card holders and protective storage for Pokemon, Topps and other collectible cards.
Sabre sourced a manufacturing partner in China who is a market leader in exactly this category. Samples were ordered, quality assessed and approved by the client. The products were high quality at very competitive pricing, significantly below UK wholesale rates.
Sabre is now negotiating final rates, arranging freight into the UK and planning the integration of these products into the store through CRO upsells and Klaviyo email flows designed to increase average order value and customer retention.
- Market-leading TCG accessories manufacturer identified in China
- Binders, sleeves, rigid card holders and protective storage
- Samples ordered, assessed and approved by client
- Competitive pricing significantly below UK wholesale
- Freight into the UK being arranged
- CRO upsells and Klaviyo flows planned to increase AOV
Sourcing Pipeline
- Supplier identified and vetted
- Samples delivered and approved
- Final pricing negotiation in progress
- Freight and logistics being arranged
- CRO upsell integration planned
- Klaviyo retention flows in development
Scaling Channels. Increasing Margin.
With Google Ads profitable and the store converting, 2026 is focused on introducing new marketing channels, increasing AOV through sourced accessories and building long-term customer retention.
The 2026 roadmap includes launching TikTok Ads and Meta Ads to diversify acquisition beyond Google. The TCG audience is active on both platforms, particularly TikTok where pack opening content drives significant organic engagement.
On the CRO side, sourced accessories will be integrated as upsells and cross-sells throughout the purchase flow. Klaviyo flows will be expanded to drive repeat purchases and increase customer lifetime value. The combination of higher AOV from accessories and improved retention from email is designed to make the business significantly more profitable per customer.
- TikTok Ads launch for TCG audience acquisition
- Meta Ads to diversify beyond Google
- Sourced accessories integrated as CRO upsells
- Klaviyo flows expanded for retention and repeat purchases
- AOV and margin growth through product range expansion
- Customer lifetime value optimisation
TCG Ecommerce FAQ
Yes, but it requires a careful compliance strategy. Google's policies around branded and resold goods mean that most TCG stores get suspended within days of launching. Sabre uses a soft launch strategy that builds trust with Google Merchant Centre before scaling, including keyword Search campaigns first, compliant product feeds with GTINs, bespoke policy pages and a clean technical setup.
With the right strategy, revenue can begin in the first month. Crack The Pack generated five figures in month one, over £60,000 in month two and over £60,000 again in month three, totalling £150k+ in the first 90 days at 8.1x average ROAS. The key is launching with a compliant store, clean product feeds and a phased ads strategy that builds account trust before scaling.
Yes. Sabre offers global sourcing services including supplier identification, sample negotiation, quality control and freight management. For Crack The Pack, Sabre sourced TCG accessories from a market-leading manufacturer in China at pricing significantly below UK wholesale rates.
Yes. Sabre regularly builds fully bespoke Shopify stores from minimal starting materials. For Crack The Pack, the client provided only a logo and a product range. Sabre designed and coded the entire front end using Custom Liquid, including animated homepage sections, custom policy pages and a compliance-ready architecture for Google Ads.
Selling Branded Goods Online?
If you sell branded or resold products and need a Shopify store, Google Ads strategy or compliance support, Sabre has the specialist knowledge to launch without suspensions. In a free 30-minute call Harry will review your situation and give you honest advice on what to do first.
Book a free strategy call
30 minutes with Harry. No pitch, just honest insights for your store.
- ✓ Review your branded goods compliance
- ✓ Identify your Google Ads launch strategy
- ✓ Get honest advice on what to build first
- ✓ No obligation, no contracts
We only take on 2-3 new brands per month to ensure hands-on strategy.
