Caribou Gifts
A year-round paid engine for a Canadian gifting business.
What they came to us with.
Caribou was already known in the Canadian gifting space but over-indexed on Q4. Q1–Q3 revenue was inconsistent, ad spend was seasonal, and every year the business held its breath waiting for the November spike. The goal: build a paid engine that carried the brand year-round, then poured fuel on the fire when Q4 hit, without eroding margin.
What we did.
Paid Search (Google)
Google Shopping became the always-on demand-capture engine. We built segmented Shopping campaigns for gifting occasions and continuously optimized by margin tier.
- Year-round Google Shopping infrastructure
- Gifting-occasion keyword targeting (birthdays, anniversaries, holidays)
- Branded search + non-brand demand capture
- Seasonal budget expansions with tight ROAS floors
Paid Social (Meta)
Meta shifted from a Q4-only channel to a year-round demand-generation partner. We built a creative testing calendar tied to gifting moments across all 12 months.
- Dynamic Product Ads across the full catalog
- Reels-first creative rooted in gifting stories
- Seasonal creative refresh calendar aligned to real gifting occasions
- Retargeting flows for engaged non-buyers
Q4 Scale Phase
When Q4 hit, we scaled budgets thoughtfully across both platforms with pre-tested creative and clear learning thresholds, protecting margin while capturing peak-season demand.
- Pre-tested Q4 creative queued and ready
- Weekly spend rebalancing across Meta + Google
- Real-time margin monitoring via Fiddle Stats
“They truly listen, understand, and genuinely care about helping small businesses scale and grow. Best of all, they deliver real results.”
Want results like Caribou Gifts?
Schedule a 60-minute call with Emma. She’ll get to know your business, talk through how we could help you grow, and be honest about whether we’re the right fit.