Omni Paid Media: +103% Conversions, +104% Store Visits, and an App Launch for a Wellness Retailer

The challenge

A Canadian natural health retailer selling vitamins, supplements, and organic foods needed paid media to do three things at once: grow online conversions, drive real foot traffic to physical stores in two Alberta metros, and launch a brand-new mobile app from scratch with no install base and no benchmark to optimize against.

The supplements category made it harder. National players and large online retailers were bidding on the same high-intent terms, keeping click costs elevated and making efficiency hard to hold.

What I did

Channels:Meta + Google (Search, Performance Max, Display, App campaigns)

• Built the app launch from zero across Google App campaigns and Meta in two markets simultaneously, starting on awareness to seed algorithmic signal before shifting to conversion optimization
• Ran a true omnichannel structure where Google Search and Performance Max carried both online conversions and store visits on the same budget
• Tested seasonal creative against evergreen across both platforms. Holiday and local-moment themes won decisively (1.59% vs 1.10% CTR on Meta); “support local” messaging drove a +260% CTR lift on Performance Max
• Optimized each metro independently rather than averaging them together, reallocating budget toward the market with materially lower CPI ($1.61 vs $4.93) while building an awareness plan for the laggard
• Concentrated spend on supplement and organic-food terms that actually converted, and ran competitor-conquesting tests to contest share in a crowded auction

Results
+103% online conversions MoM at 32% lower cost per conversion
+104% in-store visits
830 app installs at $3.76 blended CPI, dropping to $1.61 in the stronger market
1.51% Meta app launch CTR vs 1.15% comparable local benchmark
+87% supplement conversions, +96% organic food conversions
Meta CPC down 34% while conversions rose 192%

Monthly spend in the low five figures across both platforms. Results reported on platform + app analytics, cross-checked against GA4.

What this demonstrates

Running paid media as a connected system across five campaign types and two platforms, launching an app from nothing in two markets, and improving efficiency while scaling volume in a competitive vertical.