A 95% YoY increase in Q4 sales through a budget growth strategy

An average 185% YoY growth in the advertising budget for Q4, while maintaining an average MER of 4.16%.

2025-05-12

When we launched Maison Olive, we knew we wanted to do things differently, but we didn't realize how much of a key role digital would play. With mint., we discovered much more than an agency: a true growth partner. They understand our challenges, our on-the-ground reality, and adapt each strategy to our pace. Thanks to them, digital advertising has become a powerful engine for our online store.

Sabrina Ménard, Owner

Compagnie

Maison Olive

Siège social

Beloeil, QC

Nombre d’employés

1-10 employees

Industrie

Furniture and Decor

https://maisonolive.com/en

Objectifs

Increase online sales.
Maintain the current ROI on advertising spend.

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Défis

Consumers' reluctance to purchase furniture online without seeing it first.
High shipping costs: Due to the bulky and heavy nature of furniture, delivery fees are high, which can lower the online conversion rate.
Intense competition with international retailers: Giants like Wayfair and Amazon offer a wide selection of furniture and decor, with lower shipping costs and more competitive prices.

Stratégies employées par mint.

Turning Promotions into a Sales Driver

Capitalize on promotional periods to maximize sales by using high-performing and engaging visuals.

Scaling Budget with Performance

Establishing clear and precise budget growth rules based on Maison Olive's overall sales.

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Expanding the Brand Beyond Quebec

Expand the brand beyond Quebec’s borders by implementing an acquisition strategy in Ontario.

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Comment avons-nous atteint l’objectif ?

Eye-Catching and Performance-Driven Visuals During Promotional Periods

We designed and integrated videos with music into our advertising campaigns to maximize both the visual and auditory impact of the ads. The goal was to create captivating ads that not only grab attention but also encourage immediate action, while clearly showcasing the promotional offers in a striking way. This dynamic approach led to a 0.25% higher click-through rate for video ads, while generating a ROAS that was $23 higher than static ads.

Result:

A ROAS of $61.87 with this creative, which generated 52% of the sales for the Thanksgiving sale campaign.

Gradual Scaling of the Advertising Budget

Budget scaling involves gradually increasing advertising investments in a consistent manner while maintaining optimal performance. For Maison Olive, this approach was implemented methodically: before any increase, we first stabilized key metrics (CPA, ROAS, frequency, CTR).

A key element of our investment scaling strategy is the Marketing Efficiency Ratio (MER), which measures the percentage impact of our advertising investment on a company's overall net sales. This KPI is unaffected by attribution models, cookie banners, or anything else that may impact platform performance measurement, providing a comprehensive view of profitability. It is, therefore, our primary guide for growth, scaling down, and budget reallocation.

The goal of scaling is to maximize sales without compromising profitability. By adopting a gradual and controlled approach, we were able to quickly identify any signs of audience saturation or ad fatigue and adjust our strategy accordingly.

We therefore defined a target MER not to be exceeded in order to ensure profitability. During budget increases, we followed the following principles:

A temporary increase in MER after a budget increase was normal. If the ratio stabilized below our target threshold within a month, we continued the scaling.
If the ROAS on the platforms was high but the MER exceeded the target, we adjusted the campaign structure (redistribution of budgets, testing).

Thanks to this tactic, we were able to increase advertising investments by 185% while maintaining a MER below the target. This approach generated significant sales growth while maintaining excellent advertising performance.

Result (during Q4):