Free Luma

Free Luma is an e-commerce retailer whose year is decided in the fourth quarter. Demand builds through the fall, peaks hard in December, and resets in January. The account's job is to be ready for that peak and to buy it efficiently.

The Challenge

Seasonal concentration punishes hesitation twice. Scale too late and the peak is missed; scale carelessly and December's CPCs burn the year's margin. In this account, monthly spend has to grow nearly 16x from its summer baseline into December, and the return has to hold while it does.

The Solution

• Split search into dedicated brand and non-brand campaigns so peak-season brand demand never masks the true cost of acquisition
• Ran two Performance Max builds against each other: full-asset campaigns versus shopping-feed-only variants, including a top-products feed split
• Kept standard Shopping in the mix, including a campaign dedicated to new customers only
• Tested Demand Gen on YouTube to open a prospecting channel beyond search intent
• Scaled budget with the season, from $2.4K in August 2025 to $37.9K in December, then back down for the new year

The Results

The second December proved the model. With the structure in place, the account absorbed a 16x seasonal budget swing and returned its best month ever at an efficiency above the yearly average.