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Google Ads setup: scaling dessert sales during periods of peak holiday demand

How to capitalize on seasonal demand for desserts without losing advertising efficiency during periods of high competition

#PPC

Input data

Holiday periods are traditionally accompanied by increased demand for confectionery products and sweet gifts. Thanks to a well-structured advertising strategy, the brand was able not only to capitalize on seasonal demand but also to significantly increase the number of online orders, attract new customers, and improve the efficiency of its advertising investments.

Client: a confectionery brand specializing in original desserts with its own online store and delivery.

Timing: since June 2025.

Team: contextual advertising specialist, analyst, project manager, designers, proofreaders.

Problem: high competition during the holidays leads to increased competition in the ad auction, which makes it difficult to scale sales without losing profitability. The main challenge was to cover peak demand in a timely manner, while avoiding a rapid increase in the cost of attracting an order.

Tasks:

increase the number of online orders during periods of increased demand;

scale brand visibility among potential buyers;

attract a new audience looking for gifts and desserts for the holidays;

optimize the cost per order.

List of works

Demand analysis revealed clear seasonality in the dessert niche: before holidays, users actively search for cakes, sweet gifts, and desserts for the festive table. Therefore, it was decided to increase advertising activity specifically during peak periods.

We used Search campaigns to capture existing demand through targeted search queries. Seasonal ads were launched in line with holiday events. We worked with high-converting keywords related to desserts and gifts.

We used Performance Max to promote the product range through a product feed. Ads were launched across Shopping, YouTube, Display, Discover, and Gmail. We set up automated new customer acquisition using Google’s algorithms. We scaled reach through visual ad formats.

Results

Thanks to a systematic approach to setting up and optimizing advertising campaigns, we were able to maximize the potential of the period of increased demand. This not only improved key advertising performance metrics but also ensured steady growth in online sales during the most competitive season.

Dynamics of changes in key metrics by traffic source

During the period of active holiday demand, the following results were achieved:
- +72% in online orders;
- -15% in CPA;
- +35% in website traffic;
- an increased share of new customers.

Examples of ad creatives

The combination of Search campaigns and Performance Max allowed us to capture existing demand while simultaneously attracting new users at different stages of the purchase decision-making process. Another key success factor was high-quality product photography, which increased the appeal of the offer and helped convert ad clicks into orders.

Results

Dynamics of changes in key metrics by traffic source

During the period of active holiday demand, the following results were achieved:
- +72% in online orders;
- -15% in CPA;
- +35% in website traffic;
- an increased share of new customers.

Examples of ad creatives

Conclusions

Seasonal demand can become a powerful growth driver for an e-commerce business when a brand strengthens its presence in the advertising space. The combination of Search and Performance Max allowed the company to maximize the potential of the holiday period, increase the number of orders, attract new customers, and improve the overall performance of its advertising campaigns.

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