First edition of : Single Malt Growth by Web Tonic
We test, we analyze, we measure.
Welcome to the first edition of Single Malt Growth by Web Tonic .
Each month, we'll deliver concrete, actionable insights on digital marketing: proven strategies, in-depth analyses, and trends that will transform your marketing investments into measurable results. No nonsense, just the essentials to boost your growth.
What are we talking about today?
- Google and its algorithms that change (again)
- Google Ads Local can work wonders (if optimized)
- Why don't you convert?
According to a survey conducted by Saks Global, 58% of consumers plan to maintain or increase their spending on luxury goods.
A trend that highlights a notable resilience of the luxury market , despite current economic uncertainties.
This means it is essential to continue targeting this high-end clientele by adapting your marketing strategies to meet their specific expectations.
Google Ads Local at $12.66 per conversion
❌ Problem:
Plomberial Inc., a leader in plumbing services on the North Shore, saw its CAC explode with overly generic campaigns.
The result: unqualified leads and wasted budget in uncovered areas.
✅ Applied strategy:
• Hyper-local keywords ( “emergency plumber Laval” , “sump pump installation North Shore” )
• Strict geo exclusions (limited to the North Shore, Laval, St-Jérôme)
• Emergency announcements with clear CTA ( “Call a pro available now → 450-XXX-XXXX” )
Google changes the rules of the game (again)
Since the end of 2024, Google Ads has rolled out a new bidding algorithm, incorporating even more sophisticated machine learning that redefines how audience signals are interpreted. If you manage a large budget, expect to see your CPA and ROAS change before the end of the quarter.
What this means for you:
• Less manual control over auctions
• A rise in machine learning that needs to be guided
• The need to optimize your audience signals to avoid wasting your budget
Eyes burning, but head boiling
🔍 | Google: AI in the service of advertising:
Google is integrating AI to optimize its advertising campaigns, making the user experience more intuitive and boosting overall performance. - Read more
📈 | Growth of advertising investment in APAC:
Dentsu's report predicts a 5.9% increase in advertising spending in Asia-Pacific in 2025, opening up new opportunities for digital brands globally. - Read more
📣 | Relevant ads: 94% of consumers prefer:
A study shows that 94% of consumers prefer contextually relevant ads over those based solely on their browsing history, a strong signal to refine your targeting strategies. - Read more
📱 | LinkedIn x VCCP Campaign: Gen Z Inspiration:
The "Got Itchy Feet?" campaign encourages Generation Z to rethink their career paths, demonstrating the importance of authentic and inspiring communication to attract top talent. #HR
⚾ | New Era x MLB: The clash of the hottest caps (and what it says about retro-marketing in 2025)
Baseball is making a comeback, and with it, the retro aesthetic that appeals to all generations. This collaboration between New Era and MLB perfectly illustrates how brands are capitalizing on nostalgia to create iconic products. Expect to see retro marketing explode in the coming weeks—and not just in sports. Read more
🏆 | Women's sport, the best ROI of the moment: +56% advertising effectiveness vs. 2023
With a booming audience and record engagement, campaigns associated with women's sports are performing better than ever. A 56% boost in ad effectiveness means lower acquisition costs and increased retention. Brands that embrace this movement now have a head start in the market. - Read more
Web Tonic Tips
Why isn't your Performance Max converting as much as it should?
❌ Common mistake:
Too many poorly defined audience signals lead to inefficient budget allocation.
✅ Solution:
In Case You Missed It…
🔎 | Generative AI, the future of digital marketing
From creating personalized content in seconds to automating repetitive tasks, this technology opens up unprecedented growth opportunities.
Reduce CAC, increase conversions and transform marketing strategies: check out this article to understand how to stay ahead of the race and transform innovation into concrete results.
📈| Creating a website is good. Making it perform well is better!
A website without a strategy is like a compass without a needle: it spins in circles. Poorly defined objectives, unclear targets, and cluttered design... These common mistakes harm your visibility and conversion rates.
In this article, we'll explain how to structure an effective content strategy so your website attracts, engages, and converts properly.
👀| Google Ads no longer holds any secrets for us
Google Ads is a powerful tool... provided you know how to use it. Imprecise targeting, poorly calibrated bids, or insufficient monitoring, and your budget goes up in smoke.