Scaling Ireland's #1 Online Florist
Here's what our client had to say!
Client Overview
Overview
The Flower Factory, a Dublin-based florist, partnered with us to improve the efficiency and profitability of their digital campaigns—particularly during peak seasons like Valentine’s and Mother’s Day.
Although their campaigns had delivered solid volume historically, rising costs and limited strategic segmentation were reducing their overall margin.
Over a 6-month period (Oct 2024 – Mar 2025), we implemented a forecasting-led, margin-first strategy across Google and Meta Ads.
This included restructuring campaigns by location, launching seasonal and evergreen creatives, and aligning budgets to peak conversion windows. The results speak for themselves: a 43% reduction in ad spend, 79% increase in contributing margin, and a 10% uplift in blended RoAS—all while maintaining a stable order volume.
The Flower Factory now operates with a healthier, more scalable paid media framework that maximizes profit and performance across all key trading periods.
Project Background
The Flower Factory already had a solid presence in the Dublin floral market, with steady sales volumes and multiple stores across the city. However, while their online sales were growing, they faced a common challenge: their marketing efforts were heavily reliant on Google Ads and lacked strategic structure—especially during peak periods like Black Friday, Valentine’s Day, and Mother’s Day.
Their ad budget was often scaled up during high seasons, but this didn’t always translate into healthy returns. With increasing CPCs and limited control over campaign performance by location or product category, The Flower Factory needed a smarter, more data-driven approach to scale profitably, reduce waste, and grow their contribution margin.
Challenges Before Our Partnership
Product Seasonality & Launch Timing:
The Flower Factory operates in a highly seasonal industry. Peaks around Valentine’s Day, Mother’s Day, and Christmas drive massive order volumes in short time frames. However, their previous marketing approach didn’t align budgets or strategies to match the shifting conversion windows of these events, leading to inefficient spend.
Platform Limitations:
With most of the budget going to Google Ads, their channel strategy was limited. Rising CPCs and lack of creative diversity led to higher CPAs and stagnant growth outside of peak periods. Meta was underutilized, and there was no synergy between platforms to optimize spend across the funnel.
Campaign Structuring & Tracking:
Campaigns were structured without geographic or audience segmentation, which meant high-performing regions like Dublin were limited by underperforming ones. Conversion tracking was also too broad—relying on micro-conversions instead of tracking real bookings or purchases—making optimization difficult.
Margin Awareness:
Previously, campaign performance was evaluated mostly by ROAS, without factoring in the real contribution to profit. This meant some campaigns with high volume weren’t necessarily profitable due to low-margin products or inefficient ad spend.
Our Approach
We implemented a full-funnel, cross-channel strategy designed to scale The Flower Factory’s performance while protecting margin—especially during high-pressure seasonal periods.
Strategic Restructuring of Google Ads Campaigns
We rebuilt the account from the ground up, segmenting campaigns by location (Dublin, Rest of Ireland, and International) and implementing tailored bidding strategies based on the historical performance of each. This allowed us to push budget where it mattered most and reduce spend in less efficient areas.
We removed high-cost, low-converting keywords and focused on those with a consistent return. Branded and non-branded terms were split for better budget control. Real conversion tracking (purchases) replaced micro-conversions to ensure optimization was based on actual revenue, not vanity metrics.
Seasonal Forecasting for Smarter Scaling
Rather than front-loading budgets across full seasonal periods, we implemented a forecasting framework to identify peak conversion days. Budgets were scaled accordingly—ramping up during windows of high conversion rate and tapering off before and after. This ensured we captured volume when users were most likely to convert, without wasting budget on low-intent days.
Meta Ads Expansion for Lower CPA Acquisition
We launched new evergreen and seasonal campaigns on Meta, structured to promote collections such as birthday bouquets, sympathy arrangements, and seasonal ranges like Valentine’s and Mother’s Day.
Meta gave us a complementary acquisition channel with lower CPAs and helped diversify traffic sources. By building a flexible budget strategy between Google and Meta, we could shift spend in real time based on performance, ultimately driving more efficient conversions.
Contribution Margin-First Product Promotion
We conducted a full product profitability analysis to identify which collections and SKUs had the highest contribution margin. These were prioritized in our campaigns—not just based on ROAS, but also on how much real profit they generated for the business.
Improved Creative & Ad Copy Strategy
Each campaign launch was supported by high-quality, timely creatives tailored to the occasion. This boosted CTRs and improved ad relevance scores across platforms. For example, Meta CTRs increased by over 120% YoY thanks to this tailored creative approach.
Partners we Integrated With...
The Results
Over the six-month period (October 2024 – March 2025), The Flower Factory achieved the following results:
- Ad Spend: Decreased by 43% YoY – Profitability was the Goal. Despite lower advertising spending, sales remained stable.
- Blended ROAS: Improved by 10% YoY
- Blended CPA: Decreased by 9%
- Conversion Value Tracked: (-37% YoY but with a significantly lower budget)
- Click-to-Purchase CR: Increased by 13% YoY
- AOV: Increased by 6%
- Contributing Margin: Up by 79% YoY
- MER: Up by 16%
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