Case study
Discount Party Supplies
Almost four years of holding roughly 10x blended ROAS while spend scaled, through the peak seasons and the quiet months alike.
The brief
The challenge
Party supplies is a tough category to grow profitably. Order values are modest, the range runs to thousands of SKUs, and demand swings hard with the calendar: Halloween, Christmas, Book Week and every birthday in between. At that scale, a small drop in advertising efficiency doesn’t dent the result; it eats it.
The job wasn’t a quick campaign win. It was to build a paid-media engine that could hold its return while spend scaled hard, year after year.
Delivery
One engine, every channel
We run the growth program end to end, so every channel pulls in the same direction instead of competing for credit.
Google Ads & Microsoft Ads
Demand captured at the moment of intent
Paid search catches people while they’re actually planning a party, structured around search intent rather than a vanity keyword list. Microsoft is the quiet achiever: less traffic than Google, but traffic few competitors are bidding hard for.
Facebook Ads
Present between occasions
Meta campaigns keep the brand in front of shoppers between birthdays, Book Week and Halloween, so Discount Party Supplies is the store they think of when the next occasion lands.
SEO & Email Marketing
Revenue that isn’t rented
SEO builds the organic base underneath the paid activity, and email through Dotdigital brings past buyers back for the next occasion, the channels that keep working when the ad budget is off.
CRO
Traffic that turns into orders
Ongoing conversion work makes sure the traffic we pay for actually checks out. Just as much effort goes into what we don’t spend: seasonal categories punish set-and-forget budgets, so spend is pulled back where the economics don’t stack up and pushed hard where they do.
Results
Four years of holding the line
Figures relate to Discount Party Supplies Australia only, covering July 2022 to May 2026. ROAS is blended across paid channels; organic search is reported separately and never blended in. Anyone can hit 10x for a month, holding it for almost four years while spend scaled is the hard part.
Blended ROAS
Years at target
What’s next
The same discipline, your store
Party supplies taught us how to grow a seasonal, modest-order-value store without burning the budget in the quiet months. If your category has a Halloween, a peak that decides the year, the same playbook applies: hold efficiency all year, then lean in hard exactly when demand arrives.
Let’s work together
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