| Month | Spend (CAD) | Δ Spend | Impressions | Clicks | CTR % | Δ CTR | Purchases | Δ Purch. | Revenue | ROAS | Δ ROAS | CPP | CPC |
|---|
Bargain Boot Rack campaign drove 112 purchases at $5.05 CPP on just $566 spend. Exceptional efficiency from highly targeted footwear clearance. A model to replicate every late summer.
Black Friday + World Cup Ball campaigns combined for 234 purchases at 3.14x ROAS. The largest single month in spend ($8,907) and revenue. Q4 is clearly the revenue engine.
$2,766 spent across 30%-off footwear/general campaigns with 54 purchases but below-target ROAS. Deep discounting drove volume but compressed margins. Revisit discount depth for 2026.
No campaigns ran in April 2025. A spring soccer season campaign in April targeting youth team coaches and recreational players could add significant mid-year revenue at lower CPCs.
| Campaign | Spend | Impressions | Clicks | CTR | CPC | Purchases | CPP | Revenue | ROAS | Verdict |
|---|
Largest campaign by purchases (369 purchases at $15.67 CPP). The Oct–Dec relaunch of this campaign consistently outperformed all others. Scale budget +30% in Jan 2026 and maintain through Q1.
The 25off_Puma_Ad drove an extraordinary 21 purchases at $23.80 CPP on $500 spend with $15,960 revenue. A seasonal Puma-focused campaign at discounted prices is a proven revenue lever.
$2,994 spend with only 42 purchases and $2,962 revenue. Nearly 1:1 — no profit. The generic footwear clearout in October was outclassed by Bargain Boot Rack running simultaneously. Deduplicate in 2026.
$2,987 spend across the pack campaign with 49 purchases and modest returns. Strong video creative (PUMA_Ultra6_Video: 4.46x) buried within the broader campaign. Isolate the video creative.
| Gender | Spend | Purchases | Revenue | ROAS | CPP | Share of Spend | Rating |
|---|
Female audience outperformed in 2025 with 572 purchases at $36.73 CPP — significantly more efficient than male. Concentrate creative testing on female-focused messaging.
Female ROAS of 3.16x indicates higher cart values. May reflect team kit buyers, parent purchasers for youth players, or gift buying patterns. Develop dedicated female-audience campaigns for Q1 2026.
Male spend ($23,951) at 2.20x ROAS still profitable but below the female benchmark. Test male-specific creative emphasizing performance, product specs, and team play to close the ROAS gap.
Small sample (371 spend, 14 purchases) but exceptional efficiency. These may be retargeting or look-alike audiences. Investigate the unknown cohort — could be high-intent returning visitors not fully profiled.
| Placement | Spend | Share | Impressions | CTR | Purchases | Revenue | ROAS | CPP | Verdict |
|---|
Feed placement drove 739 of 1,117 purchases (66%) — the account's core converter. $39.89 CPP. Continue prioritising Feed but test creative refresh as frequency grows through the year.
Only $46 spend but 10 purchases with $1,422 revenue. Desktop Right Column is severely underinvested. Test a $200–300/mo dedicated budget to validate scalability of this placement.
Contrary to the Feb 2026 report, 2025 Instagram Reels drove 75 purchases at $19.90 CPP with the second-best ROAS. Short-form video creative was highly effective — increase Reels budget in 2026.
$290 spend yielded 17 purchases at $17.08 CPP and 5.0x ROAS. Stories inventory is underutilised. Dedicated Stories-format creative (vertical, text-overlay, clear CTA) could unlock a high-efficiency channel.
| Province | Spend | Share | Impressions | Clicks | CTR | CPC | Priority |
|---|
Core market leads with $23,050 spend. Strong engagement base. Maintain investment while building out Ontario as a co-primary market. Consider B.C.-specific seasonal soccer promotions for spring.
34.9% of spend, 1.29% CTR. Canada's largest consumer base with lower CPC ($0.75 vs BC's $1.08). Dedicate a specific Ontario ad set with localized creative — highest ROI expansion opportunity.
Only 7.2% of budget yet highest CTR province at 1.63% — 32% above account average. Quebec remains chronically underfunded. Allocate an additional $500/mo minimum with French-language creative.
Manitoba (1.27%), Nova Scotia (1.33%), Saskatchewan (1.17%) collectively show above-average engagement on minimal spend ($2,058 combined). Expand combined test budget to $300/mo in 2026.
Soccer Express delivered a profitable 2025 with blended 2.69x ROAS — each CAD invested returned $2.69 in tracked revenue across 1,117 purchases worth $122,256 CAD. The account ran 10 campaigns across 10 active months with April the sole gap in activity.
September 2025 was the standout month with 20.83x ROAS — the Bargain Boot Rack clearance campaign achieved 112 purchases at just $5.05 CPP. November was the revenue peak ($27,997) with the Black Friday + World Cup Ball combination campaign delivering strong volume. The year shows clear seasonality with Q4 (Oct–Dec) accounting for over 60% of annual revenue.
- 🏆 Bargain Boot Rack Sep → 20.83x ROAS, $5.05 CPP, 112 purchases
- 📱 Instagram outperformed Facebook: 3.15x vs 2.32x ROAS
- ♀ Female audience: 3.16x ROAS vs Male 2.20x — clear outperformer
- 🛒 Black Friday Nov → $27,997 revenue peak, 234 purchases
- 💎 Right Column hidden gem: 30.7x ROAS on minimal test spend
- 🔴 April gap — $0 spend, missed spring season entirely
- 💸 Oct Fall 25% Off: $2,994 at 0.99x ROAS — near-zero return
- 📊 June 30% Off: 1.26x blended — discount depth eroded margin
- 🌍 Quebec/Atlantic provinces chronically under-invested
- 🔒 Campaign structure siloed — limited A/B testing protocol
2025 revealed a clear dual-peak pattern: May (Puma 25% off: 11.14x ROAS) and September–October (Bargain Boot Rack clearance: 13–21x ROAS). These clearance-style events dramatically outperform general awareness or brand campaigns. The absence of April activity represents a missed spring registration season — youth soccer teams typically purchase equipment in March–April. A spring clearance event targeting coaches and club administrators could generate significant incremental revenue.
Female audiences achieved 3.16x ROAS vs 2.20x for male, reversing the pattern seen in the Feb 2026 single-month data. This 2025 annual view suggests females are Soccer Express's most efficient buying cohort overall — likely driven by parent purchasers, fanwear buyers, and gift purchasers. The Puma 25% off Fanwear campaign targeting female audiences in May was a standout example. Dedicated female-first creative strategy should be a 2026 priority.
Instagram delivered 3.15x ROAS vs 2.32x for Facebook annually, with Instagram Reels emerging as a high-performing placement (5.08x ROAS, 75 purchases) — contrary to the February 2026 single-month data showing zero conversions on Reels. The 2025 annual data strongly indicates Reels is a viable conversion channel with the right creative. The Right Column placement (30.7x ROAS on minimal test budget) deserves serious scaling exploration in 2026. Feed remains the backbone (78.3% of spend, 66% of purchases) but diversification to Reels and Stories should be a 2026 priority.
1. Replicate the Bargain Boot Rack Model Quarterly. September's 20.83x ROAS on clearance footwear proves deep-discount clearance events are Soccer Express's highest-return campaign type. Plan Q1, Q2, and Q3 clearance events in addition to the proven fall/winter runs.
2. Launch April Spring Campaign ($2,000 budget). Target youth soccer coaches and club administrators with bulk purchase discounts for the spring registration season. Anticipated ROAS: 3–5x based on analogous campaign patterns.
3. Female-First Creative Strategy. With 3.16x ROAS, female audiences are the 2025 champion demographic. Create dedicated female-targeting campaigns with fanwear, gift, and team-purchase messaging. Target 40% budget allocation to female by Q2 2026.
4. Quebec French-Language Expansion ($500/mo). Highest CTR province (1.63%) with only 7.2% of budget. French or bilingual creative will unlock significant untapped revenue. Anticipated CTR improvement of 20–30% with localized copy.
5. Scale Instagram Reels and Right Column. 2025 data proves both placements convert. Double Reels budget and add $300/mo to Right Column test. These represent the highest ROAS placement opportunities outside Feed.
- Generic % Off clearouts without specific product focus (Oct 0.99x)
- June deep-discount general ads — erodes margins without volume
- Duplicate campaigns running simultaneously (Oct 2025 overlap)
- Facebook-heavy budget allocation (IG outperformed by 36%)
- Bargain Boot Rack model → run Q1, Q2, Q3, Q4 clearance events
- Instagram Reels creative → proven 5.08x ROAS in 2025
- Female-targeted campaigns → 3.16x ROAS, highest cohort
- Right Column placement → 30.7x ROAS, test $300/mo expansion
- April spring season campaign — $2,000 budget, coach targeting
- Quebec French-language creative — $500/mo dedicated geo
- Ontario-specific ad set — 34.9% spend, underperforming CTR
- Facebook Stories dedicated creative — 5.0x ROAS in 2025
- Implement 7-day attribution comparison across all campaigns
- Set ROAS automated rules: pause if < 2.0x for 3 consecutive days
- Consolidate overlapping campaigns during promotional periods
- Build structured A/B testing protocol for all new creatives
→ Annual ROAS: 2.69x → 3.5–4.0x (eliminate wasted spend, add spring campaign)
→ Annual CPP: $40.65 → $28–33 (Bargain Boot Rack model + Reels scale)
→ Revenue uplift: +35–50% (April gap + Quebec + Female creative + Reels)
→ Instagram ROAS parity maintained with 60% IG / 40% FB budget split