Case Study: Google Ads & Paid Social for a Canadian Specialty Retailer
Industry: Specialty retail
Services: Google Ads management, Facebook and Instagram advertising, conversion tracking and ongoing optimization
Improving Google Ads conversions and paid social engagement through ongoing optimization
For this established Canadian specialty retailer, the objective was to make digital advertising work harder across Google, Facebook and Instagram. With a broad range of products and customers researching across several channels, the strategy focused on improving existing campaigns, increasing high-value customer actions and getting better results from ongoing ad spend. Rather than simply buying more exposure, ForceFive measured how well campaigns attracted interested shoppers and moved them to act.
Results at a glance
As of November 2, 2026.
Google Ads, October 2026 compared with October 2025
- 42.9% increase in reported conversions
- 29.7% reduction in average cost per conversion
- 43.3% increase in impressions
- 62% more conversions than in September 2026
Facebook and Instagram, January 1 to November 2, 2026, compared with the same period in 2025
- 10% increase in link clicks
- 17% improvement in link click-through rate
- 4.2% reduction in cost per link click
- More than 5 million ad impressions over the period
Increasing Google Ads performance
A successful campaign is not just about more people seeing an ad. It is about reaching relevant audiences and prompting meaningful actions. October 2026 delivered 43.3% more impressions than October 2025, and, more importantly, reported conversions rose 42.9% over the same period while the average cost per conversion fell 29.7%. More conversions at a lower cost each is the result of reviewing campaign performance consistently and refining the strategy every month.
Improving Facebook and Instagram engagement
Over the 2026 reporting period, the retailer's Facebook and Instagram ads produced 10% more link clicks, a 17% higher link click-through rate and a 4.2% lower cost per link click. These gains came even though total impressions declined compared with the previous year.
That distinction matters: the campaigns generated more website clicks from fewer impressions, which points to ads that turned exposure into engagement more effectively.
Why it matters
Retail advertising balances several objectives: brand awareness, product discovery, website traffic and conversions. Here, Google Ads delivered stronger conversion results while Facebook and Instagram sent more shoppers to the retailer's website. Together, the results show the value of looking past reach and impressions to how customers actually respond to advertising.
Want results like these? ForceFive Media helps Canadian businesses improve their Google Ads, Facebook and Instagram campaigns through campaign management, conversion tracking and ongoing optimization. Whether the goal is more qualified traffic, better efficiency or more conversions, we can find the opportunities in your existing campaigns.
Start your digital advertising review, or read how we approach Google Ads and paid social management.
Results based on Google Ads reporting for October 2025 and October 2026, and Meta Ads reporting for January 1 to November 2, 2026, compared with the same period in 2025. Google conversions are platform-reported actions and should not be read as verified completed purchases or revenue. Client identity is withheld. Results vary by business, audience, campaign and reporting period.