Success story: Linus
Black Friday is traditionally the busiest moment for Brazilian e-commerce. For brands that prioritize sustainability and a solid positioning, like Linus, a national reference in sustainable footwear, the challenge goes far beyond offering aggressive discounts, the goal was to accelerate sales volume while keeping margin consistency and respect for the brand's values.
The commercial target was to grow revenue by 20% year over year. To hit that mark and offset rising cost per click (CPC), Linus relied on a strategic partnership with Wigoo to structure and run an advanced Google Ads strategy driven by artificial intelligence and end to end conversion.
The challenge
During Black Friday, retail brands face intense auctions and high cart abandonment rates. The action plan designed for Linus needed to solve specific operational bottlenecks.
- Expand search coverage: discover new qualified purchase intents without spreading investment across irrelevant terms.
- Real time re-engagement: reactivate recent visitors and recover abandoned checkouts before they migrated to competing offers.
- Budget efficiency: secure a double digit ROAS during the most expensive window of the advertising year.
Wigoo's strategic approach
Wigoo implemented an integrated full funnel architecture in Google Ads.
- Search AI Max: integrated with the institutional campaign to identify search trends in real time and capture new immediate conversion opportunities.
- Full funnel strategy: activation of Demand Gen campaigns at the top and middle of the funnel paired with active Google Shopping and Search formats focused on direct conversion.
- Agile remarketing flows: personalized journeys for frequent visitors and abandoned carts with clear installment and shipping appeals.
- Continuous optimization: daily adjustments to bids, negative terms and dynamic budget allocation across product clusters with the strongest traction.
Client testimonial
“Black Friday was a maturity test for Linus. More than a promotion, it was a strategic moment to attract new audiences. We optimized our Google operation by combining Shopping, regional campaigns and Remarketing, which resulted in 40% revenue growth. We showed that combining data intelligence, the right tools and a brand with purpose creates a sustainable, consistent impact on revenue.”
Mariana Thomasi, Head of Marketing at Linus
Consolidated results
| Metric | Result achieved | Context / goal |
|---|---|---|
| Revenue growth | +40% | Double the stated goal (+20%) |
| Average ROAS | 11x | High campaign profitability |
| Impressions | +108% | Expanded brand coverage |
| Qualified clicks | +76% | Substantial increase in high intent traffic |