Scaling eCommerce Performance During a Seasonal Slump

Date

2025

Client

Displaysense

Location

Displaysense is a UK-based leader in signage and display solutions, catering to retail, hospitality, and corporate sectors. With a broad product range-from digital signage to promotional displays-they’re known for delivering high-impact visual communication tools for businesses.

The Challenge

Scaling in January-Is It Possible?
Following a successful December, Displaysense faced a significant sales drop in January-common for many eCommerce brands. But the business encountered deeper issues beyond seasonality:

Sales stagnation despite increased ad spend
Low ROAS across Performance Max campaigns
Keyword visibility challenges and poor impression share
Ineffective campaign segmentation impacting overall performance
Heavily competitive search environment in a slow season

Our Strategy & Execution

We built a granular, data-led strategy focused on maximising returns while correcting campaign inefficiencies:

Data-Driven Product Prioritisationidentity
Grouped products into high, medium, and low-priority based on performance
Assigned ad budget accordingly (30%, 20%, 10%)
Reserved 20% of budget for remarketing & brand awareness
Diversified Campaign Setup PMAX Campaigns:
Targeted volume with lower ROAS targets Dedicated Search Campaigns:
Smaller budget, higher ROAS focus Shopping Campaigns:
Optimised for a 20% higher ROAS than target Dynamic Bidding Strategies:
CPA-targeted bidding at ad group level
Real-Time Optimisation
Continuous performance monitoring
Ongoing bid & budget adjustments at the product model level
Enhanced visibility via PMAX, Display, and Meta remarketing