Case Study

Pakketo - Growth Case Study

How we increased online revenue by 69.2% while reducing Channel Spend % through a full-funnel growth & efficiency strategy

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+69.2%

Online Revenue

-9%

Channel Spend %

+86.4%

Conversion Rate σε Sales Campaigns

-17.06%

CPA

+278.22%

Discovery Visibility

+37.6%

Branded Search Volume

The Challenge

How do you achieve growth when performance costs are rising?

At the beginning of 2025, Pakketo set a clear but highly ambitious goal: to increase online revenue by 18%, while also reducing Channel Spend %, meaning the ratio between advertising spend and net revenue, by 4%. The challenge was not simply to generate more sales. It was to achieve growth with greater efficiency. The market environment made this goal even more demanding. In the home & furniture industry, cost per click increased by 17.25% year over year, limiting the ability to scale through traditional performance channels. In simple terms, the brand had to grow in a market where acquiring traffic was becoming more expensive. At the same time, however, the market presented a significant opportunity. Major players had reduced their presence, creating room for brands that could move quickly, strategically, and efficiently. For Pakketo, this meant that growth would not come only from increasing budget, but from making better use of every channel, every placement, and every product signal. This was not simply a performance marketing project. It was an effort to build a more balanced growth system, where search, discovery, conversion optimization, product intelligence, and omnichannel awareness would work together.

The Approach

From performance scaling to full-funnel efficiency

The strategy was built around one core principle: in an environment of rising costs, growth cannot rely only on capturing existing demand. It must also create new demand, improve efficiency, and strengthen the brand’s touchpoints across the full funnel. First, we secured a strong presence across search placements, which were the brand’s main revenue driver. Search remained critical because it captured users with immediate commercial intent. However, due to the rising cost per click, the strategy could not remain limited to search. To achieve sustainable scaling, we expanded into Google paid discovery placements, which allowed the brand to reach new users at a lower cost. In this way, Pakketo did not focus only on responding to existing demand. It started creating new demand. At the same time, the strategy became more omnichannel, with presence on TikTok through organic content and targeted TV bursts during the period from mid-August to early September. The goal was to strengthen awareness, increase interest in the brand, and transfer that demand back into performance channels through branded searches and higher purchase intent.

Our Strategy

Three layers: demand capture, demand creation, performance intelligence

Phase 01

Search Optimization & Demand Capture

The strategy started by securing a strong presence across search placements. Search campaigns remained a core pillar, as they captured users who were already close to purchase. The priority was to maintain commercial performance, while managing budget more strictly and focusing more heavily on traffic quality. To support this, we used automated processes for search term analysis and keyword optimization. Through this process, we identified opportunities, low-quality queries, and performance deviations, ensuring that budget was directed toward searches with a higher probability of conversion. The goal was not simply more clicks. It was better clicks.

Phase 02

Discovery Expansion & Demand Creation

As search costs increased, the strategy expanded into Google paid discovery placements. Discovery placements were not used simply as a supporting channel. They were treated as a key growth driver, with the goal of increasing visibility, reaching new users, and creating demand before the user reached the purely commercial search stage. This approach helped the brand reduce its dependence on more expensive search placements and create a more balanced media mix. Growth was not based only on capturing intent. It was also based on creating intent.

Phase 03

Omnichannel Awareness μέσω TikTok και TV

Alongside performance channels, Pakketo invested in additional audience touchpoints. TikTok was used through organic content, strengthening the brand’s presence in an environment where users discover products and ideas in a more natural, visual, and lifestyle-oriented way. At the same time, targeted TV bursts were launched from mid-August to early September. TV acted as an awareness accelerator, increasing brand recognition and interest. This impact did not remain limited to the offline environment. It translated into an increase in branded searches and strengthened the overall performance of the performance channels. Offline awareness became online demand.

Phase 04

Product Intelligence & Conversion Rate Optimization

One of the most critical parts of the strategy was conversion rate optimization through a deeper understanding of product performance. Through in-depth analysis of products and inventory, specific products and categories were selected for promotional actions based on their actual commercial performance. This process was supported by the development of Python scripts that pulled data from Google Ads, Google Analytics, Google Merchant Center, and Meta APIs. The scripts dynamically categorized products based on metrics such as conversion rate, view-to-purchase rate, cart-to-purchase rate, and revenue per view. As a result, promotional decisions were not based only on commercial intuition or broad product categories. They were based on real performance signals. At the same time, a competitiveness index was integrated, based on the comparison between product prices and market benchmarks. This enabled more targeted product selection for promotional actions, taking into account not only internal performance, but also each product’s position against the competition.

Phase 05

Real-Time Monitoring & Automated Optimization

The strategy was supported by scripts that continuously monitored campaign performance and identified deviations at category or product level. This allowed for faster strategic interventions, better budget allocation, and immediate action when a category, product, or campaign started to deviate from its targets. Automation was not used to replace strategic thinking. It was used to make it faster, more accurate, and more efficient.

Phase 06

Commercial Actions Based on Demand Signals

At the same time, commercial actions were designed based on demand and user behavior. A key example was the implementation of free shipping above specific thresholds, adapted to different geographic areas and purchasing patterns. In this way, the strategy was not limited to media buying. It was connected to the brand’s commercial policy, with the goal of increasing conversion rate without a corresponding increase in acquisition cost. Growth did not come only from where the brand appeared, but also from how the purchase proposition was shaped.

The Results

+69.2%

Online Revenue

The strategy led to a 69.2% year-over-year increase in online revenue, significantly exceeding the initial 18% target. This result showed that growth did not come simply from greater advertising investment, but from the creation of a more complete growth system, where search, discovery, product intelligence, and omnichannel awareness worked together.

-9%

Channel Spend %

Alongside the increase in revenue, Channel Spend % decreased by 9%, exceeding the initial target of a 4% reduction. This was one of the most important outcomes of the strategy, as it proved that the brand did not achieve growth at the expense of efficiency. Instead, it increased revenue while reducing the ratio between advertising spend and net revenue.

+86.4%

Conversion Rate in Sales Campaigns

The conversion rate of purely sales-focused campaigns increased by 86.4%. This increase confirms that the strategy did not focus only on attracting more users, but on improving traffic quality, selecting better-performing products, and creating more effective commercial actions.

-17.06%

CPA

CPA decreased by 17.06%, showing that stronger results were achieved with improved efficiency. During a period when cost per click in the industry was rising, the reduction in CPA was a strong indication that the media mix, search campaign optimization, and use of discovery placements worked effectively.

+278.22%

Discovery Visibility

Investment in discovery placements led to a 278.22% increase in visibility. This result significantly strengthened the upper funnel, allowed the brand to reach new audiences, and created new demand at a lower cost compared to more competitive search placements.

+37.6%

Branded Search Volume

The impact of the TV activity was clearly reflected in the increase in interest for the brand. From the launch of the TV campaign until the end of the year, branded search volume increased by 37.6% compared to the same period of the previous year. This confirmed the connection between offline and online channels: TV increased awareness, awareness increased branded searches, and branded searches supported the performance of the performance channels.

Ready to grow without sacrificing efficiency?

Let’s design a growth system that does not rely only on more spending, but on better data utilization, a smarter media mix, more efficient campaigns, and commercial actions connected to real user behavior.

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