Checking out stronger Peak Performance for Madison's Niche

Madison’s Niche was heading into an important trading period without the level of consistency or efficiency it needed.

Performance over the summer had been volatile, with spend trending higher than planned and returns fluctuating more than they should. Organic traffic had also declined, putting added pressure on paid channels to pick up demand and support revenue growth. At the same time, some key areas of the account were underperforming, particularly Free People, a strategically important brand for the business.

There was also a wider coordination challenge. Paid media needed to work harder alongside promotional activity and Klaviyo, especially around VIP sign-up events and peak trading moments.

This was not about chasing quick wins in isolation. It was about putting a better structure in place, improving efficiency, and giving Madison’s Niche a stronger platform for Peak season.

What they needed from us:

• Stabilise performance ahead of peak after a volatile summer.
• Improve revenue performance without letting spend run away.
• Strengthen visibility in search and capture more existing demand.
• Support traffic and revenue across strategically important brands.
• Get seasonal campaigns back into better shape.
• Use paid media more effectively alongside Klaviyo and VIP activity.

We focused first on the areas most likely to drive impact quickly, while also rebuilding the structure around the account so performance was not overly dependent on one or two pockets of activity.

Key elements of our approach included:

1. Launching a branded search campaign to strengthen visibility at the top of search results and capture demand more effectively. This helped offset weaker organic traffic, delivered a 6.10 ROAS, and generated an additional £21K in revenue.
2. Building a dedicated campaign around Free People after traffic declined in that category began to drag on wider growth. ROAS here was not especially strong, but the campaign still played an important role in supporting overall site performance.
3. Reworking previously successful campaign areas, including holiday, winter accessories, and perfumes and fragrances, then aligning them more tightly with promotional periods.
4. Improving consistency across Google and Meta so promotional messaging worked harder. That included updating ad extensions and refreshing creative with sale-led imagery to better support conversion.
5. Using Meta lead generation activity to drive incremental audience growth around VIP sign-up events, helping Madison’s Niche strengthen engagement ahead of key sales periods and build more valuable retargeting pools.
6. Working more closely alongside Klaviyo so paid media was not operating in a silo. Those larger, better-qualified audiences gave us more to work with from a retargeting perspective and helped improve the effectiveness of wider campaign activity.
7. Continuing to lean into the campaigns that were working, while managing spend carefully across weaker areas to protect overall sitewide return.

The Results

The end result was a much stronger Q4, with Madison’s Niche delivering significant year-on-year growth in sales and return while keeping spend growth comparatively controlled.

Google drove a substantial uplift in traffic, revenue and conversion rate. Meta became materially more efficient, generating stronger returns on a much lower spend base. Sitewide, the blended picture improved in exactly the way it needed to heading through peak.

Key outcomes included:

Sitewide performance (Oct–Dec 2025 vs the same period in 2024)

• Net sales reached $303K, up 44% year on year.
• Spend reached $41K, up 9% year on year.
• Blended ROAS improved to 7.39, up 35% year on year.

Google

• Traffic reached 62K, up 48%.
• Conversion rate increased to 4.47%, up 18%.
• Revenue reached $187.2K, up 50%.
• Spend reached $37K, up 25%.
• ROAS improved to 5.05, up 20%.

Meta

• Traffic reached 4.4K, down 20%.
• Spend reduced to $4.8K, down 46%.
• Sales increased to 484, up 10%.
• Revenue reached $55.5K, up 17%.
• ROAS improved to 11.50, up 118%.

Not every element of the account became a star overnight. Free People, for example, remained a weaker area from a pure efficiency perspective but budget was managed carefully, the wider mix stayed healthy, and the brand continued to out perform year on year and year to date.

Just as importantly, the work created a stronger link between paid media and Klaviyo, giving Madison’s Niche more scope to build audiences, improve retargeting and get more from key promotional moments.