The Challenge
Woof Gang Bakery faced a challenge in maintaining strong performance during seasonal fluctuations, particularly as grooming demand dropped in the winter months. During Flight 6, ad spend was increased mid-flight from around $500 to $700, which led to a decline in the margin-based ROAS from 6–7x to about 5x. While call volume decreased, scheduling link clicks and form fills saw an uptick, suggesting a shift in user behavior. The business needed a way to balance ad performance with changing consumer patterns and find opportunities to sustain sales during slower periods.
The Solution
To address this, our team developed a new strategy focused on seasonality and product diversification. By analyzing the margin-based ROAS model, the team recommended maintaining a consistent ad spend during slower months when competition is lower, while increasing investment during peak seasons.
A new holiday campaign was also proposed to capture Christmas traffic, shifting the focus toward retail sales such as treats, gifts, and accessories. The campaign would replace the grooming promotion with a more festive offer, such as a free treat or discount on first grooming, supported by targeted keywords like “gifts for pets” and “dog treats.” This approach aimed to drive retail conversions and offset the drop in grooming demand.
The Results
The new campaign direction positioned Woof Gang Bakery to make the most of its micro-peak season while keeping brand visibility high through the slower months. By tailoring the message to holiday shoppers and introducing appealing promotional offers, the strategy is set to increase engagement and generate consistent returns. The steady spend approach ensures year-round visibility, while the dedicated holiday campaign allows the business to capitalize on seasonal buying behavior and strengthen overall marketing performance.
