Seiko Ireland: 47% More Revenue From Google Ads Over Black Friday and Christmas

For Seiko Ireland, as for every online retailer, Black Friday to Christmas is when the year is made or broken. It is also when Google Ads gets most expensive, and when the biggest retailers outspend everyone else.

Seiko Ireland brought Vroom in for a focused peak-season Google Ads project. The aim: grow online revenue through the busiest weeks of the year without simply throwing more money at it. Revenue grew 47% year on year, and every euro spent worked 50% harder.

At a glance

• Client: Seiko Ireland, luxury watches sold online
• Service: Google Ads for ecommerce, including Performance Max, Shopping and brand search
• Project: Black Friday to Christmas 2025
• Results: +47% revenue, +50% return on ad spend, +35% clicks

The challenge: peak season on a sensible budget

Every small or mid-sized online retailer recognises this problem. In November and December:

• Costs per click rise sharply, as every retailer bids for the same Christmas shoppers
• Big retailers and marketplaces outbid you on the obvious searches, often at a loss you cannot afford
• High-value products take time to sell. People research, compare and come back several times before buying a watch
• Creative and planning get squeezed, because the people running the business are also running the shop floor, the warehouse and the deliveries

Seiko needed growth in the busiest weeks of the year, on a budget that had to be spent carefully, not a blank cheque.

Smart moves for a small ecommerce budget

This is the thinking behind the project. It applies to any online retailer heading into peak season with a budget that has to work hard.

1. Pick your battles. You will not win the most expensive generic searches against the biggest retailers, and you do not need to. Product-led placements, such as Shopping ads and Performance Max, let people see your product, price and brand side by side with the big names, often for far less.

2. Back your best sellers. Instead of spreading budget across the whole catalogue, put it behind the products that already sell. Peak season is not the time to test.

3. Protect your own name. People searching for your brand are your cheapest, most likely buyers. Make sure competitors and resellers do not take those clicks at the moment someone is ready to buy.

4. Spend when people are buying. Weight your budget towards the days that matter, from Black Friday weekend through to your last delivery date, rather than spreading it evenly across the month.

5. Plan creative early. Performance Max is only as good as the images, video and copy you give it. Brands with a wide set of assets reach more people, more often. Start gathering them in September, not December.

6. Make the message seasonal. Gift-led messaging in November, then clear last-delivery dates in December, turn interest into orders before the cut-off.

What we did for Seiko

We concentrated the budget on the two places it would work hardest: Performance Max to drive sales across Google, and brand search to make sure people looking for Seiko found Seiko. Lower-impact campaigns were scaled back to fund them.

The product feed was focused on Seiko’s best-selling watches, spend was weighted towards Black Friday and the Christmas run-up, and ads shifted from gift ideas to last delivery dates as Christmas got closer. The account was adjusted throughout as demand moved.

Results

Black Friday to Christmas 2025 was the strongest peak season the Seiko account had delivered.

• 47% more revenue from Google Ads, year on year
• 50% higher return on ad spend, so each euro worked harder
• 35% more clicks in December year on year, with spend almost flat
• Performance Max became the main sales driver, powered by the focus on best sellers

Is this you?

If you run an online store and peak season feels like a battle you cannot afford to fight, you do not need the biggest budget. You need a sharp plan, the right products in front of the right people, and creative ready in time.

Talk to us about your peak season, or see our Google Ads, Google Ads for ecommerce and ecommerce SEO services.

As a business owner, you’re constantly juggling priorities, so it’s important to work with an agency you can trust to keep things moving in the right direction. Even when I couldn’t dedicate as much time as I wanted, the team at Vroom continued to push performance and make smart, positive changes. The results and level of service spoke for themselves.

Keith Wall, Seiko Ireland