Challenge
Aurora Lifestyle had doubled its paid media budget for the holiday quarter, yet performance slipped as auctions became saturated. The internal team lacked visibility into which audiences and search intents were still profitable, and creative refreshes lagged behind competitors.
Strategy
Mpeak first stitched together channel data with Aurora’s CRM to expose the combinations of intent keywords, creative formats, and promotions that drove lifetime value. We deployed query clustering to isolate inefficient search terms, reallocated spend to insulated micro-markets, and introduced a weekly testing cadence for video and social placements informed by these insights.
Results
- 76% increase in blended ROAS within six weeks.
- 34% drop in wasted spend from non-converting keywords.
- New creative insights library documented for Aurora’s in-house team, accelerating future refreshes.