Cost per order from ads↘ −31 %
−0%
Season 2025/26 vs. 2024/25. Last winter it rose 8 %.
last winter100
this winter69
Index, last winter = 100. Lower is better.
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Last winter a third of orders vanished. This winter a quarter came back. Same budget, cost per order from ads −31 %.
For Vše pro pejska, winter is the season: from October people buy jackets and hoodies for small dogs, then comes Black Friday, Christmas and the January sales. But the previous winter the shop sold a third fewer orders than the year before. We took over Google Ads on 9 October 2025, a few weeks before the peak. Six days later the first campaign just for dog clothes was live.
Winter in four numbers.
Cost per order from ads = what the ads cost per order Google Ads attributes to them; we show it only as a percentage change. The season counts from our first day: 9 Oct 2025 – 28 Feb 2026 against 9 Oct 2024 – 28 Feb 2025.
Orders from ads↗ +46 %
+0%
With ad spend up 1 %.
last winter100
this winter146
Attributed by Google Ads, same tracking both winters.
Orders in the e-shop↗ +25 %
+0%
Whole shop, all channels. Last winter: −33 %.
last winter67
this winter84
Index, winter 2023/24 = 100.
Orders in Black Friday week↗ +65 %
+0%
21 Nov – 1 Dec 2025 vs. the same week of 2024.
2024100
2025165
Shop admin, all channels.
Month by month.
Where winter won and where it didn’t. Hover or tap a bar for the exact number.
Against last winter
Four winning months out of five.
Change against the same month a year earlier: shop orders and revenue from ads. *October: ads from 9 Oct, shop for the whole month.
Best month+45 %January, shop orders
The exception−3 %December, shop orders
shop ordersrevenue from ads
Three winters
Winter came back — not all the way yet.
9 Oct – end of February, 2023/24 = 100. Whole shop, all channels.
How to read it: from 67 back up to 84 — the 2023/24 level isn’t reached yet.
Who carried the winter
The clothes campaign brought more than it cost.
Share of spend and of revenue from ads by campaign, Oct 2025 – Feb 2026.
share of spendshare of revenue
How to read it: Dog clothes carried a fifth of the budget at 16.3 % ad cost — the cheapest campaign outside brand. The inherited catch-all fell from 81 % of spend in September to about half.
Winter 2024/25 × winter 2025/26.
9 Oct 2025 – 28 Feb 2026 against 9 Oct 2024 – 28 Feb 2025. Ads from Google Ads, the shop from its admin.
←→
Cost per order from adsWinter × winter
Before → after−31 %↘
Last winter it rose 8 %.
01 / 06Orders from adsWinter × winter
Before → after+46 %↗
With 4 % fewer clicks.
02 / 06Revenue from adsWinter × winter
Before → after+30 %↗
Same budget.
03 / 06Ad spendWinter × winter
Before → after+1 %↗
Practically unchanged.
04 / 06Ad conversion rateWinter × winter
Before → after+52 %↗
The right people landed in the right category.
05 / 06Orders in the e-shopWinter × winter
Before → after+25 %↗
All channels, from the admin.
06 / 06The season: winter × winter
Ads attributed by Google Ads, shop from the admin
| Metric | Last winter | This winter | Change |
|---|---|---|---|
| Cost per order from ads (index) | 100 | 69 | −31 % |
| Orders from ads (index) | 100 | 146 | +46 % |
| Revenue from ads (index) | 100 | 130 | +30 % |
| Ad spend (index) | 100 | 101 | +1 % |
| Ad conversion rate (index) | 100 | 152 | +52 % |
| Google Ads ad cost of revenue | 22.7 % | 17.5 % | −23 % |
| Orders, all channels (index) | 100 | 125 | +25 % |
| Revenue, all channels (index) | 100 | 111 | +11 % |
Month by month
Change against the same month last winter
| Month | Cost per order from ads | Shop orders | Shop revenue |
|---|---|---|---|
| Oct* | −20 % | +21 % | +4 % |
| Nov | −35 % | +39 % | +16 % |
| Dec | −25 % | −3 % | −11 % |
| Jan | −34 % | +45 % | +33 % |
| Feb | −37 % | +23 % | +21 % |
Why it matters: clicks from ads were 4 % fewer, orders 46 % more. The ads didn’t bring more people — they brought the right ones: whoever clicked a jacket for a small dog landed straight in the clothes category, not on the homepage.
Every month: an order from ads was cheaper in every month of the season. The shop grew in four months out of five — December is the exception.
Got a season ahead?
Send us access to Google Ads. Within a week we’ll tell you whether the campaigns are ready for it — and what to build while there’s time.
The client
An e-shop that lives off the Czech winter: 60 % of the year’s orders in under five months.
Vše pro pejska is a Czech family e-shop for dogs, specialising in small breeds — chihuahuas, dachshunds, yorkies, pinschers. Exactly the ones that freeze most in winter, so from October people buy jackets, hoodies, sweaters and overalls. Plus beds, Christmas presents and Black Friday deals.
If winter fails, the rest of the year can’t catch up. Last winter failed. So after the takeover we treated it not as “more months” but as a project with its own campaigns and budget.
Sound familiar? Every seasonal shop knows it: in September it’s still quiet, in November it’s too late to build anything. To win winter, campaigns have to be running before the first frost.
Chapter 1 · Last winter.
Season 2024/25 lost a third of its orders — and the ads sold more expensively than the year before.
Between October 2024 and February 2025 the shop sold 33 % fewer orders with 31 % lower revenue than the winter before. Google Ads brought 25 % less revenue and each order from ads cost 8 % more.
At the takeover we found an account set up for summer rather than winter: 81 % of the budget went in September into one campaign for all products. Jackets for dachshunds competed for the same money with bowls and toys.
- Seasonal range without its own campaign. Clothes, beds and hoodies had no Performance Max with a budget and target just for them.
- Three weeks to the peak. No time for long tests — building had to start at once.
A small-dog owner doesn’t buy “dog clothes”. They buy a jacket that fits and won’t pinch.
Chapter 2 · Six days to the first campaign.
We pulled clothes, beds and hoodies into their own campaigns. Each got its own budget, target and creative.
- 9 Oct 2025
We take over
Tracking and structure check. Tracking is right, the budget is in the wrong campaign.
- 15 Oct 2025
PMax Dog clothes
Four banner motifs, five videos, copy about sizes, fastening and exchange. A campaign just for clothes.
- Oct – Dec
Budget follows the clothes
Share of new campaigns in the budget: 8 % in October, 23 % in November, 44 % in December.
- 12 Nov 2025
PMax Dog beds
Two weeks before Black Friday. “Home is where the bed is” and six videos from the shop.
- 21 Nov – 1 Dec
Black Friday week
The clothes campaign has five weeks of learning on real purchases behind it. The peak of the season.
- Dec · Jan
Trim after Black Friday, add in January
December spend −18 % vs. last year, January +11 %.
- 11 Feb 2026
PMax Hoodies
End of winter and into spring: fleece and cotton hoodies.
Chapter 3 · Winter creative: a real dog, a real size.
A chihuahua owner doesn’t buy “dog clothes”. They buy a jacket that fits their dog and won’t pinch.
The shop’s videos, not Google’s
Without its own video, a campaign gets one Google assembles from images and text. Instead we used short reviews and unboxings from the shop’s YouTube channel: a jacket on a mannequin, the zip, the fleece inside, bed seams up close. We show only videos we put into the campaigns ourselves.
How to build several ad concepts from customer reviews and questions is covered in general in How to turn one customer review into five ad concepts.
Black Friday · a week prepared for five weeks.
For the same money, 79 % more orders from ads.
We compared Black Friday week (21 Nov – 1 Dec 2025) with the same-placed week a year earlier. The clothes campaign had five weeks of learning on real purchases behind it, the beds campaign nine days. Ad spend was almost the same (+2 %), revenue from ads 61 % higher and cost per order 43 % lower.
In the shop admin that meant 65 % more orders, 46 % higher revenue and 27 % higher gross margin than in Black Friday week 2024.
Black Friday week
2025 against 2024.
21 Nov – 1 Dec 2025 vs. 22 Nov – 2 Dec 2024. Green = better; for cost, a shorter bar is better.
What Vše pro pejska gets out of it.
A winter that grew again after a year of decline — and campaigns ready for next winter already in September.
01 · Cheaper orders
−31 %
An order from ads 31 % cheaper, in Black Friday week 43 %.
02 · More customers
+25 %
25 % more shop orders over the season. November +39 %, January +45 %.
03 · Campaigns for next year
3
Clothes, beds and hoodies have their own campaigns, creative and last winter’s data. Next season doesn’t start from zero.
Beds for Black Friday and Christmas, hoodies for the end of winter.
The fine print.
Everything that would make these numbers look better than they are, said out loud.
December didn’t work. After Black Friday we cut the budget 18 % year on year and revenue from ads rose only 5 %. The shop had 3 % fewer orders and 11 % lower revenue in December than a year earlier. Part of the Christmas shopping probably moved into Black Friday week — an explanation, not an excuse. Next December we plan the budget differently.
More orders didn’t mean more margin. Shop revenue grew 11 % over the season, orders 25 % — the average order fell 11 %. Gross margin stayed at last year’s level (−0.2 %) and fell from 49.9 % to 44.8 % of revenue. Discounts and cheaper items drove the season. Prices are the client’s call, but the result is clear: winter brought more customers, not more profit.
Search for clothes was more expensive. The search campaigns for clothes and breed-specific clothes, inherited and running since 2 October, had 29 % and 24 % ad cost in the season — well above Performance Max for clothes (16 %). We kept them for the most specific searches, but their efficiency is a job for next winter. The hoodies campaign launched late (11 Feb) and ended at 26 %.
Not just Google. The shop also advertises on Facebook, Instagram and Seznam — not managed by us. We don’t credit the whole shop’s order growth (+25 %) only to ourselves; our yardstick is cost per order from ads. And even after this winter the shop isn’t where it was in 2023/24: orders are at 84.
What exactly we measure. Orders and revenue from ads are what Google Ads attributes to ads — with the same tracking in both years. Shop figures are from the admin, including shipping and payment. Ads count from 9 October, our first day; in the monthly table the shop is for the whole of October.
More case studies.
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