A Small Holiday Budget, Spent Right, Across Two Markets

The Challenge

A two-market mattress retailer needed a small holiday ad budget to work hard in two very different markets, without letting one market drain spend that should have gone to the other.

What We Did

BTG managed the two-market holiday campaign with daily pacing checks so neither market outspent its allocation, then ran a post-holiday keyword restructure to cut spend that had climbed to 75 percent of budget in one market.

Results

• $508 in total holiday ad spend across two markets, under budget
• 10 high-intent conversions: calls and direction requests
• 8.93 percent conversion rate in the Florida market at $38.72 per conversion, 27 percent cheaper than the retailer's Northeast market
• A post-holiday keyword restructure cut wasted spend that had reached 75 percent of budget in one market