Optimizing Sessions and ROAS for Digital Growth
Challenge
Leroy Merlin faced a complex challenge: reaching users searching for specialized home products, furniture solutions, and support for practical activities, with the goal of increasing the number of site sessions, boosting revenue, and improving ROAS (Return on Advertising Spend) year over year.
The objective was to maximize digital performance through a strategic mix of channels and dynamic budget allocation, capable of adapting to the results achieved and optimizing each campaign.
Omnichannel Strategy and Dynamic Budget to increase Sales and ROAS
SOLUTION
We responded to the challenge by structuring a budget-channel architecture that combined brand and promotional campaigns. Brand campaigns stimulated demand and gave visibility to promotions, while promotional campaigns increased sales. Through a Modern Search strategy on Google and Bing, based on automation and first-party data, we optimized SEA activities. Local Inventory Ads supported the omnichannel approach, and on social media, we focused on automated Product Recommendations for targeting, bids, and placements.
Affiliates and price comparison sites ensured conversions based on revenue share, completing the digital ecosystem. Thanks to a dynamic approach, the budget was redistributed across channels to maintain a positive ROAS and a sustainable margin. During Leroy Merlin Days, the budget was reallocated from upper funnel channels to performance channels. This approach led to increased sales and ROAS, balancing short- and long-term goals.
Key Facts
