How La Maison Simons Doubled ROAS with Channable Insights

La Maison Simons, one of Canada’s most recognized fashion retailers, used Channable Insights to automate campaign segmentation, highlight top-performing products, and give low-visibility items the chance to shine. The result: greater control, smarter ad spend, and stronger campaign performance.

Balancing performance and visibility can be challenging for retailers managing extensive online catalogs. Especially with Google’s Performance Max (PMax), and its “black box” nature that puts marketers at the mercy of the algorithm.

Key takeaways

• Automated segmentation of “star” (top performers) and “zombie” (low-visibility) products for smarter budget distribution.
• ROAS increased from ~800% to ~1500% while maintaining similar ad spend levels.
• CPC reduced from $0.37 to $0.30, and CTR increased from 1.45% to 1.86%.
• New Arrivals campaigns were introduced to support newly listed products, achieving 1300% ROAS on average.
• Teamwide efficiency with fewer manual adjustments and faster optimization cycles.

Campaign overview

Back in the day, the team at Simons was separating campaigns based on categories rather than performance. Initially, they used Channable for feed management, but later adopted Channable Insights to connect performance data directly to automated campaign segmentation.

This evolution allowed Simons to separate products dynamically by performance, ensuring “stars” were automatically prioritized, while “zombies” were given dedicated budgets to test and grow their potential.

Struggling with static segmentation and limited visibility

• Campaign segmentation relied on static rules.
• Product-level visibility was limited, restricting how budgets could be allocated.
• Google PMax campaigns dictated product prioritization, often favoring already successful items.
• Manual segmentation and data analysis consumed valuable time.
• Newly released products struggled to gain early visibility due to a lack of prior performance data.

How Channable Insights solved it

With Channable Insights, La Maison Simons gained:

• Performance-based segmentation: Products were automatically grouped into “star” and “zombie” categories based on metrics such as ROAS, clicks, and visibility.
• Dynamic automation: Using Channable’s rule engine, products seamlessly moved between campaigns as performance shifted.
• New arrivals separation: A dedicated “New Products” campaign was created using dynamic date fields to differentiate recent releases from traditional “zombie” products.
• Cross-channel integration: New arrivals campaigns were applied consistently across Google Ads, Meta, Pinterest, Criteo, and TikTok.
• Agile optimization: The analysis window shifted from 30 days to 14 days, improving data accuracy and enabling faster reaction to performance trends.

“The best efficiency that the Insights module and the new arrivals campaigns bring is making sure the budget is spent more evenly. One super popular item no longer takes all the money.” — Etienne Jacques, Digital Campaign Manager, La Maison Simons

Results

• ROAS growth: From ~800% (in 2022) to ~1500% (in 2025), despite maintaining a steady SEM budget.
• Higher CTR and lower CPC: CTR rose from 1.45% to 1.86%, while CPC dropped from $0.37 to $0.30.
• Better AOV: Average order value increased 14%.
• Stronger new arrivals performance: The new arrivals campaigns delivered 1300% ROAS and 2% CVR.
• Efficiency gains: Fewer manual adjustments and faster campaign optimizations.
• Overlooked products in the spotlight: The “underperformers” and “invisibles” campaigns became some of Simons’ most effective campaigns, proving that previously overlooked products could perform exceptionally when given the right visibility.

Strategic learnings from La Maison Simons

• Performance-driven segmentation beats static category marketing.
• Shorter data windows (14 days) capture fresher, more accurate insights in fast-moving catalogs.
• New products require their own ramp-up campaigns before being judged alongside established items.
• Cross-functional collaboration between marketing and IT is essential for seamless automation.
• Automation doesn’t remove control; it enhances it, giving teams clearer data and faster decisions.

“Since switching to Channable, we’ve gained much more control. Our tiered approach splits the catalog according to our needs, rather than just Google’s trending items.” — Etienne Jacques, Digital Campaign Manager, La Maison Simons

Why it works

Unlike static feed setups or opaque algorithmic systems, Channable Insights puts product performance data directly into the hands of marketers.

Simons can now manage segmentation, visibility, and campaign goals dynamically, without the need for custom scripts or external dashboards.

FAQs

Make better decisions based on data-driven intelligence

La Maison Simons has transformed its advertising strategy, moving from static, category-based marketing to a dynamic, performance-driven model. The combination of automated segmentation, deeper visibility, and cross-channel data has unlocked powerful growth without increasing ad spend.

Ready to fuel performance while maintaining full control? Discover Channable Insights and start segmenting smarter today.