Capturing incremental brand demand during cyber week

Parachute Home uses Last Touch Attributed results captured in Shopify. All figures below are tied to the Business Source of Truth, not reliant on platform attributed results or incremental measures.

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Cyber Week YoY

+39% in Revenue

Year over year revenue growth driven by improved brand coverage and a more granular account structure that captured demand previously missed during Cyber Week.

+9% in ROAS

Despite increased CPC pressure, return on ad spend improved through stronger segmentation, relevance, and keyword coverage.

+32% in New Customer Orders

Expanded brand coverage and improved structure drove meaningful growth in new customer acquisition during Cyber Week.

+10% in CVR

More granular keyword segmentation enabled better ad copy and landing page alignment, improving conversion rates and offsetting higher auction costs.

The problem

As Cyber Week approached, Parachute Home faced escalating competitive pressure in the Brand landscape. Increased competition and deeper advertiser participation in the auction were driving CPCs higher, putting both efficiency and revenue targets at risk during the most critical sales period of the year.

Leading into Cyber Week, Brand Search performance was already showing signs of cost inflation, creating a clear risk that existing account structure would limit Parachute’s ability to fully capture high intent demand without sacrificing ROAS.

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How We Did It

Ahead of Cyber Week, Nodus executed a focused restructuring of Parachute’s Google Ads account designed to improve coverage, control, and efficiency within the Brand landscape.

We increased brand keyword segmentation to expand coverage across high value terms while reducing overlap and self competition. This allowed Parachute to more effectively defend priority brand queries and capture demand that had previously gone unserved due to an overly consolidated structure.

To support more informed optimization, we implemented more granular UTM parameters, enabling deeper performance visibility and clearer feedback loops across keywords, ads, and landing pages. We also developed more keyword specific ad copy to improve relevance, strengthen Quality Scores, and drive better full funnel performance.

Together, these changes positioned Parachute to protect its brand presence more cost effectively while unlocking incremental revenue during its most important trading period.