47% Revenue Growth During Peak Season Without Increasing Ad Spend
- Paid Media
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Results
+47%
Revenue
+29%
Number of Purchases
+44%
ROAS
-50%
CPC on Branded Search
Overview
Lunya is a luxury sleepwear brand known for combining elevated comfort with thoughtful design and high-quality materials.
To capitalize on the 2024 holiday season, Lunya needed a strategy that would deliver increased revenue without increasing their media budget. Despite recent challenges—including platform updates affecting conversion tracking and the removal of free shipping—our team at Elk Marketing took on the challenge and delivered exceptional results.
Challenge
Lunya faced a unique challenge: they needed to drive significant holiday sales growth while maintaining a flat ad spend. Complicating matters, changes to cookie policies and free shipping practices led to disruptions in ad performance, threatening to dampen holiday results.
Without restructuring their approach, Lunya risked stagnation during the most crucial revenue period of the year.
Solution
We implemented a strategic overhaul of Lunya’s Google Ads account to focus on efficient spending and optimized targeting. Our new campaign structure was designed to minimize waste, maximize revenue, and prioritize high-performing items during the peak season.
- Segmented campaigns by customer type to reduce audience overlap
- Launched a Performance Max strategy focused on new vs. returning customers
- Increased TROAS settings to boost campaign efficiency
- Reallocated spend away from low-performing product groups
- Enhanced branded search campaigns with a new volume-focused bidding strategy
- Prioritized seasonal high-ROAS items with tailored ad group optimization
Results
Lunya saw outstanding results without increasing their overall ad budget. By focusing on targeted, efficient campaign optimization, we delivered a holiday season marked by increased purchase volume, improved ROAS, and reduced CPC on branded terms.
47%
29%
44%
50%
Recommendations
When ad spend is fixed, efficiency becomes the key to growth. Strategic campaign restructuring and prioritizing high-impact products can drive impressive results without requiring a larger budget.
