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Case Study

Optimizing paid search with AI

Impact

In a complex market where every dollar counts, we helped Sail fundamentally rethink its media performance.

By combining artificial intelligence, first-party data, and offline signals, we optimized every lever to maximize the real impact of its investments.

The result: 549% ROAS, $16M in online revenue, and an increase in average order value, proof that a well-structured approach can transform marketing performance into concrete business results.

Client Objectives

Your AI Integrations Your profitability Your growth

Services and Technologies

Media and Adtech Artificial Intelligence Adtech Media Consulting Media Activation and Performance Analytics Platforms Marketing Performance Measurement Data Collection and Engineering

Industry

Retail

The mandate

In a context shaped by inflation, evolving privacy regulations (Law 25), and increased competition, SAIL needed to fundamentally rethink its acquisition strategy to sustain performance and drive growth.

The mandate was to transform paid search campaigns to maximize return on investment while ensuring compliance and integrating richer business signals into media optimization.

The objective: build a smarter, more agile approach aligned with real business value — both online and offline.

 

+549%

de ROAS

The strategy

Reframing paid search around business data

Rather than optimizing solely for conversions, the strategy focused on integrating key business variables (inventory, margins, forecasts) directly into bidding algorithms. 

Building a compliant and sustainable foundation

A structured effort was made to ensure compliance with Law 25, including implementing a consent management platform and optimizing data collection. 

 

Unlocking the full potential of AI

Smart Bidding algorithms were enhanced with custom data inputs to improve targeting precision and decision-making. 

Bridging online and offline performance

A critical component was integrating offline data into digital campaigns to optimize based on true business impact. 

Increasing operational agility

Automation and AI-powered dashboards enabled the team to focus on strategic optimization and adapt quickly to market changes. 

In a cookieless environment, media performance depends on the quality of first-party data and its ability to fuel algorithms.

Key steps

Compliance and data foundation

Implementation of a consent management platform and optimization of tracking through Google Consent Mode and Enhanced Conversions. 

Structuring business data

Identification and preparation of key variables (inventory, margins, forecasts) to enrich algorithms. 

Offline data integration

Implementation of mechanisms to import offline data into campaigns to improve the quality of optimization signals. 

Campaign optimization

Deployment of advanced strategies (power pairs, broad match, portfolio bidding) to maximize coverage and performance. 

Automation and segmentation

Dynamic import of first-party audiences and use of tools like Optmyzr to automate operations. 

Data-driven decision-making

Creation of custom dashboards powered by AI to monitor performance and continuously guide decisions. 

Our process

Start with compliance

Build a strong, future-proof data foundation 

Enhance signals

Go beyond media metrics with business data 

Connect ecosystems

Align online and offline performance 

Automate with purpose

 Free up time for strategic decisions 

Continuously optimize

Leverage advanced dashboards to stay agile 

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