PPC Performance Optimization - Appliance Retailer

Appliance Canada is a leading retailer of premium refrigerators, cooktops, dishwashers, and other home appliances. To support brand growth and capture high-intent shoppers, 9thCO was tasked with improving the efficiency of its paid media program.

The Challenge

The challenge: boost conversions across multiple product categories while navigating a highly competitive search landscape. Our team focused on the audiences, devices, and locations that delivered the strongest engagement, in order to reallocate budget and tailor messaging to those high-value segments and maximize return on ad spend.

Initial State

Operated in a crowded market with price-driven competition.
Campaigns targeted broadly, resulting in inconsistent performance.
Budget spent on low-performing keywords, demographics, and times of day.
High mobile traffic, but low mobile conversion rates.

The Solution

9thCO reviewed campaign performance across audiences, devices, locations, and times of day to uncover trends, and deployed a data-driven optimisation program that included:

Audience Targeting: Increased bids on top-performing lifestyle segments, aligning creative with premium design and lifestyle messaging.
High-Performance Creatives: Tested and pinned winning ad headlines to consistently showcase top-performing messages.
Geo-Targeting: Shifted budget toward locations with stronger conversion rates while reducing spend in underperforming markets.
Dayparting & Device Optimisation: Applied bid modifiers for high-performing time slots (e.g., Sunday mornings) and devices (e.g., tablets).
Creative Experiments: Added “sale” keywords and offer-based messaging to capture bargain-driven shoppers.
Channel Mix: Reallocated budget from Display to Discovery campaigns, which produced stronger engagement and lower bounce rates.