Sign in with Google Daniela Soares, Moonpig
Impact by the numbers
25%
Reduction in cost per order during seasonal peaks using Google Ads AI
40%
Increase in first-party data activation by integrating offline CRM signals
18%
Improvement in overall conversion rate using automated real-time bidding
The winning formula
The challenge
As the UK’s leading online greetings card and gifting platform, Moonpig faced intense ad auction inflation during compressed seasonal spikes, like Valentine’s Day and Christmas, causing acquisition costs to skyrocket.
The approach
To protect margins and capture urgent shoppers, Moonpig integrated its offline CRM customer signals with Google Ads AI. Feeding historical purchase timing and first-party loyalty data into automated real-time bidding allowed Smart Bidding to prioritise high-margin gift buyers right when seasonal intent peaked.
The results
Real-time bidding responsiveness gave Moonpig a clear edge during high-traffic peaks. The brand reduced cost per order by 25% during its busiest shopping windows and achieved a 40% increase in first-party data activation, while overall conversion rates improved 18%.
By harnessing Google Ads AI tools to activate first-party data during critical seasonal windows, Moonpig turned high-stress retail spikes into highly profitable customer acquisition runs.
