6.4x ROAS and 4.1 MER Held Post-Christmas, French Cookbook Retailer, Google Ads

The challenge

A French retailer selling cookbooks wanted to extend Q4 2025 momentum into the new year without spend efficiency collapsing post-holiday. Most retailers see ROAS halve in January as buying intent drops, this account needed steady performance, not a January cliff.

What we did

• Carried Q4 2025 winners into early 2026 with rebalanced bid strategies for post-peak demand

• Optimised the product feed for higher-margin titles and bestsellers

• Improved landing page speed to lift conversion rate on cold mobile traffic

• Centred optimisation on MER as the primary signal, not channel ROAS in isolation

The results (January-February 2026)

• ROAS: 6.38x

• MER (Marketing Efficiency Ratio): 4.14

• nCAC: reduced vs prior period

• Purchases: ~2,140 generated

• Ad spend: €12.9K

Why it matters

Holding 6.4x ROAS into the post-Christmas dead zone is what separates a tuned account from a seasonal one. With MER at 4.14, the business was earning four euros across all channels for every euro spent on Google Ads. Paid acquisition was lifting all boats, not just the one it was attributed to.

Publishing or retail brand wanting steady post-peak performance? Book a strategy call.