Success story: WolyCasa
In the home decor and furniture sector, WolyCasa has built a solid reputation serving demanding customers who look for sophistication and durability. However, higher-value items (high ticket) bring an inherent marketing challenge, longer decision cycles and buying journeys that require multiple touchpoints and continuous persuasion.
During Black Friday, the busiest and most inflated period for Brazilian e-commerce, the brand's goal was bold, to substantially expand its paid media investment without compromising operating margins. To lead this shift and make sure the budget expansion turned into real net profit, WolyCasa teamed up with Wigoo.
The challenge
The operation faced technical and behavioral obstacles typical of the segment.
- Extended consideration journey: high ticket products demand continuous nurturing and a strong presence to prevent drop-off along the funnel.
- Pressure on margin and auctions: with the sharp budget increase in November, the risk of cannibalization and rising CAC was high.
- Need for granular orchestration: avoiding generic campaigns and directing budget according to the return potential and margin of each product category.
Wigoo's strategic approach
Wigoo architected a scalable, data driven growth model within the Google Ads ecosystem.
- Multi-format full funnel strategy: a coordinated combination of Google Shopping, Performance Max (PMax) and Search campaigns, following the consumer from discovery to purchase.
- Segmentation by profitability clusters: campaigns were structured and split by strategic catalog categories, allocating bids and budgets proportional to each line's commercial margin and browsing behavior.
- Daily dynamic optimization: active bid management, quick budget reallocation toward higher converting products, and strict protection of ROAS efficiency throughout the promotional period.
Client testimonial
“2025's Black Friday was the biggest in WolyCasa's history. With Google Ads as our main acquisition engine, we were able to scale investment while keeping efficiency, turning demand into real revenue growth.”
Mariana Amorim, E-commerce Coordinator at WolyCasa
Consolidated results
| Metric | Result achieved | YoY impact (year over year) |
|---|---|---|
| Revenue growth | +230% | Biggest commercial event in the brand's history |
| Increase in purchase volume | +154% | Faster conversion on high-value products |
| Average ROAS | 13x | Highly profitable return on investment |
| Validated architecture | 100% scalable | Model adopted as the official standard for seasonal calendars |