PPC Case Study: Costs Cut in Half During Winter Sales

About

Kanuk is a luxury outerwear brand based in Montreal known for its premium coats and jackets designed to withstand Canada’s severe winters. Since the 1970s, Kanuk has evolved from a local favorite into a globally recognized name in luxury cold-weather apparel. 

Objectives

The company had previously paused advertising efforts due to a recent acquisition. However, they wanted to resume campaigns by mid-November, in time for the critical winter season. This timing was strategically set to align with peak shopping periods, including major sales events crucial for maximizing visibility and sales.

Expectations

• Increase in overall revenue
• Improved efficiency in ad spend allocation
• Clear, measurable YoY
• Data-driven and strategic approach to PPC management

The primary goal was to jump-start the paused campaigns to drive significant revenue increases, capitalizing on the high consumer buying intent during the winter season. Kanuk aimed to optimize the advertising budget, ensuring that each dollar spent contributed to substantial returns.

Moving away from intuition-based decisions, Kanuk needed a comprehensive, data-informed PPC campaign strategy. The main KPIs to track were revenue, spend, and ROAS.

Approach

Taking over Kanuk’s advertising account in mid-November, our team was immediately tasked with strategizing and launching effective ad campaigns. With a critical shopping period fast approaching, we focused our efforts on Meta and Google Ads. We had to capitalize on the high-demand period beginning with Black Friday and extending through Christmas and Boxing Day—key sales events in Kanuk’s marketing calendar.

Tailored localized strategy

Understanding that Kanuk’s identity is deeply intertwined with its Montréal heritage, we adopted a localized approach to our campaigns. We developed advertising content in both English and French to resonate with the local audience. Additionally, we targeted specific regional locations based on language preferences, optimizing our reach and impact where it mattered most.

Seasonal promotions

We timed our campaign launch to align with pivotal retail events, starting with Black Friday promotions. This initial push was meant to draw immediate sales and build momentum leading into the December holiday season. 

We then seamlessly transitioned into Christmas and Boxing Day promotions, maintaining engagement and capitalizing on continued consumer shopping behaviors. The phased approach allowed us to keep visibility and interest in Kanuk’s products throughout the entire peak season, maximizing opportunities for engagement and sales during the busiest shopping time of the year.

Results

The results from both platforms showed significant increases in average order value and revenue with cost reductions. Our campaigns maximized visibility and profitability during the most crucial sales quarter of the year. Here’s a detailed breakdown of November-December 2024 results compared to the same period in 2023.

Google Ads

• +135% average order value
• +9% revenue
• -58% costs
• 20.84 ROAS

Meta Ads

• +48% average order value
• +93% revenue
• -45% costs
• 13.58 ROAS

If you need a fail-proof strategy for your most crucial ad campaigns, our PPC experts are here to help. Reach out today for a free consultation.

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