Improvement in paid media efficiency
Growth across priority markets
New affiliate partnerships established
The Brief
To improve the efficiency and quality of Savoir’s digital marketing, strengthening its ability to reach high-value audiences and generate meaningful commercial enquiries. The focus was on refining paid media performance, aligning creative and messaging with the brand’s ultra-luxury positioning and building a more effective route from initial interest through to showroom appointments and sales.
The Challenge
The existing account structure was generating reach and traffic, but investment was fragmented across too many campaigns, audiences and creative variants. Broad targeting and low-value search terms also meant the accounts were behaving more like those of a mass-market bedding retailer than an ultra-luxury, consultation-led brand.
Tracking issues made it difficult to distinguish meaningful enquiries from lower-value actions, limiting the platforms’ ability to optimise towards genuine commercial outcomes.
The Process
We deliberately accelerated activity during the first two months to restructure both channels, correct measurement issues and generate enough data to optimise quickly.
Across Google, we tightened search intent, introduced stronger negative-keyword controls, restructured Performance Max and Shopping activity, improved conversion tracking and began incorporating first-party audience data. We also worked to strengthen Savoir’s local showroom presence.
Across Meta, we consolidated more than 500 fragmented ads and variants into a clearer campaign structure. We simplified the conversion hierarchy, prioritised the strongest markets and introduced a more disciplined creative-testing and refresh programme.
The strategy refocused both platforms around Savoir’s true commercial model: attracting discerning prospects into a highly considered, consultation-led purchasing journey.
The Results
Google Ads
15 July–16 September 2026 compared with the preceding equivalent period
19% less media spend
35% more recorded conversions
20% lower cost per click
13% more conversions for every 1,000 clicks
Year on year, conversions increased by 9.8% while CPC fell by 24.7%. Impressions more than doubled and clicks increased by 53%, demonstrating that the account generated substantially greater visibility and traffic without sacrificing efficiency.
Meta Ads
15 July–16 September 2026 compared with the preceding equivalent period
4.2% less media spend
16.5% more recorded results
13.4% more landing-page views
4.9% lower CPM
2.9% lower CPC
Reach and impressions remained broadly stable, but the campaigns generated more results and more website visits from a lower investment—demonstrating stronger media efficiency following consolidation.
Why Structured Performance Media Matters for Heritage Luxury Brands
Connecting Century-Old Craftsmanship With Considered, High-Value Buyers
A bed that takes over 100 hours to handcraft is never an impulse purchase. Luxury heritage brands like Savoir are selling permanence, craft and legacy to a global audience who need time, trust and the right story before they commit to a significant investment.
A disciplined, phased approach to PPC and paid social — stabilise, then scale, then connect — allows heritage brands to protect efficiency while they rebuild their foundations, ensuring that increased investment only follows once the account, tracking and creative are proven to convert considered buyers.
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