Peak CPMs, tighter margins: A paid Strategy for every season

Challenge

Urban Farm-It struggled to maintain efficiency year-on-year, during peak periods like Black Friday when CPMs were highest, putting pressure on profitability and scalability.

Solution

We rebuilt the paid strategy around seasonality, intent, and full-funnel performance.

1. Planning spend around key buying moments.
Matched campaign spend to the brand’s commercial calendar, putting more focus on the periods when customers were most ready to buy.
2. Balancing new customers and returning buyers.
Created a clearer split between campaigns for new customers and campaigns for people who had already bought or shown interest.
3. Creating campaigns around real purchase triggers.
Shaped the messaging around moments that naturally drive sales, including payday, gifting, seasonal demand, and peak retail periods.
4. Adjusting campaigns month by month.
Updated the campaign approach throughout the year, so the messaging, budget, and creative stayed aligned with customer demand.
5. Scaling spend without losing efficiency.
Increased spend in line with performance, helping Urban Farm-It grow revenue while keeping profitability under control.