| Month | Spend (CAD) | Impressions | Clicks | CTR % | Purchases | Revenue | ROAS | CPP | CPC |
|---|
September delivered the year's best ROAS with 76 purchases at $12.34 CPP on just $938 spend — driven by the clearance-focused Largest Footwear Collection campaign. This hyper-efficient clearance model is the account's most replicable playbook.
Black Friday + World Cup Ball campaigns combined drove 151 purchases and $28,275 revenue at 1.94x ROAS. Q4 (Oct–Dec) accounted for over 51% of annual revenue — the account's clear seasonal engine.
Only $700 spend generated just 1 purchase and $244 revenue. The PUMA Untamed Pack launch saw poor efficiency in July with $1.42 CPC and 0.66% CTR. Avoid low-relevance launches in mid-summer without stronger creative.
No campaigns ran in January or April 2025. A spring soccer season campaign in April targeting youth coaches and recreational players, and a January post-holiday clearance event, could add significant incremental revenue.
| Campaign | Spend | Impressions | Clicks | CTR | CPC | Purchases | CPP | Revenue |
|---|
Top campaign by purchases with 267 purchases at $33.07 CPP and $46,954 revenue on $8,829 spend. This campaign is the account's single largest revenue driver — scale budget +25% and maintain through the full year.
Best ROAS campaign with 27 purchases at $111.10 CPP on $3,000 spend generating $17,760 revenue. Seasonal Puma-discounting in May is a proven high-ROAS lever — extend to a 6-week window in 2026.
$3,146 spend with only 15 purchases and $3,123 revenue — nearly break-even. The generic August discount campaign ran simultaneously with the stronger Footwear Collection. Deduplicate campaigns and consolidate in 2026.
$10,997 spend (the biggest single campaign) delivered only 105 purchases at $104.74 CPP and 1.59x ROAS. High volume but low efficiency — review Black Friday creative and audience targeting strategy for 2026.
| Gender | Spend | Purchases | Revenue | ROAS | CPP | Share of Spend | Rating |
|---|
| Age Group | Spend | Impressions | CTR | Purchases | Revenue | ROAS | CPP |
|---|
Female audience outperformed in 2025 with 298 purchases at $78.50 CPP and $62,499 revenue — significantly more efficient than male at $96.23 CPP. Concentrate creative testing on female-focused messaging.
The 45–54 age group is the standout performer with 236 purchases at $74.79 CPP and $59,260 revenue on $17,651 spend. This bracket likely represents high-intent parent purchasers and club buyers — increase budget allocation here.
The 25–34 age group spent $6,098 but returned only 47 purchases at $129.75 CPP and 1.40x ROAS. Low efficiency suggests the creative and offer type does not resonate — test product-focused, performance-first messaging for this segment.
Small sample ($1,045 spend, 10 purchases) but 2.96x ROAS — the highest among all gender segments. These may be retargeting or look-alike audiences. Investigate the unknown cohort — could be high-intent returning visitors.
| Placement | Spend | Share | Impressions | CTR | Purchases | Revenue | ROAS | CPP | Verdict |
|---|
Feed placement drove 418 of 572 purchases (73%) — the account's core converter with $87.63 CPP. Continue prioritising Feed but refresh creative to combat frequency fatigue in Q4.
Only $45 spend but 4 purchases with $527 revenue. Desktop Right Column is severely underinvested. Test a $200–300/mo dedicated budget to validate scalability of this high-efficiency placement.
Facebook Reels outperformed Instagram Reels on ROAS (3.19x vs 2.75x) with 30 purchases at $64.03 CPP. This placement is underutilised — increase Reels budget across both platforms in 2026.
Instagram delivered $62,236 revenue at 2.70x ROAS vs Facebook's $54,005 at 1.99x ROAS on comparable budgets. Rebalance toward a 55% Instagram / 45% Facebook split in 2026 to capture efficiency gains.
| Province | Spend | Share | Impressions | Clicks | CTR | CPC | Priority |
|---|
Core market leads with $22,970 spend. Strong foundation with 1.09% CTR. Maintain investment while building Ontario as a co-primary market. Consider B.C.-specific seasonal soccer promotions for spring registration.
34.7% of spend, 1.24% CTR. Canada's largest consumer base with lower CPC ($0.79 vs BC's $1.10). Dedicate a specific Ontario ad set with localized creative — highest ROI expansion opportunity in 2026.
Only 7.0% of budget yet highest CTR at 1.55% — 28% above account average. Quebec remains chronically underfunded. Allocate an additional $500/mo minimum with French-language creative in 2026.
Manitoba (1.25%), Nova Scotia (1.29%), Saskatchewan (1.14%) collectively show above-average engagement on minimal spend ($2,019 combined). Expand combined test budget to $300/mo in 2026.
Soccer Express delivered a profitable 2025 with blended 2.31x ROAS — each CAD invested returned $2.31 in tracked revenue across 572 purchases worth $116,240 CAD. The account ran 13 campaigns across 10 active months with January and April the main gaps in activity.
September 2025 was the standout month with 12.57x ROAS — the clearance-focused Largest Footwear Collection campaign achieved 76 purchases at just $12.34 CPP. November was the revenue peak ($28,275) driven by Black Friday and World Cup Ball campaigns. The year shows clear seasonality with Q4 (Oct–Dec) accounting for over 51% of annual revenue.
- 🏆 Largest Footwear Collection: 5.32x ROAS, $33.07 CPP, 267 purchases
- 📱 Instagram outperformed Facebook: 2.70x vs 1.99x ROAS
- ♀ Female audience: 2.67x ROAS vs Male 1.96x — clear outperformer
- 🛒 Nov Black Friday + World Cup Ball → $28,275 revenue peak
- 💎 Right Column hidden gem: 11.58x ROAS on minimal test spend
2025 revealed a clear seasonal pattern: May (25% Off Footwear: 5.92x ROAS) and September (Largest Footwear Collection: 12.57x ROAS). Clearance-style events dramatically outperform general awareness or brand campaigns. The Q4 November revenue peak ($28,275) confirms Black Friday as the account's single largest revenue month — but efficiency (1.94x ROAS) lags behind the mid-year clearance events, suggesting creative and targeting refinements are needed for 2026's Q4.
Female audiences achieved 2.67x ROAS vs 1.96x for male. The 45–54 age bracket delivered the strongest ROAS at 3.36x with 236 purchases — likely driven by parent purchasers, club administrators, and gift buyers. The 25–34 segment underperformed at 1.40x ROAS despite meaningful budget allocation ($6,098 spend) — creative strategy for this cohort needs a complete rethink toward performance-based, gear-focused messaging rather than discount-led campaigns.
Instagram delivered 2.70x ROAS vs 1.99x for Facebook annually on comparable spend. Facebook Reels (3.19x ROAS) and Instagram Reels (2.75x ROAS) are both high-performers that remain significantly underinvested. The Right Column placement (11.58x ROAS on only $45 test spend) deserves serious scaling exploration. Feed remains the backbone (72.9% of spend, 73% of purchases) but a diversification strategy toward Reels and Stories should be a 2026 priority.
1. Replicate the Clearance Event Model Quarterly. September's 12.57x ROAS on clearance footwear proves discount-clearance events are Soccer Express's highest-return campaign type. Plan Q1, Q2, and Q3 clearance events in addition to the proven fall runs.
2. Fix Black Friday Strategy ($11K Spend, 1.59x ROAS). The biggest single campaign underperformed. Narrow audience targeting, increase creative variety, and add early-access and abandoned-cart retargeting sequences to improve conversion rates.
3. Female & 45–54 First Creative Strategy. With 2.67x and 3.36x ROAS respectively, these are 2025's champion demographics. Create dedicated campaigns with parent-purchaser, team-kit, and gift-buyer messaging. Target 45% budget allocation to 45–54 female audience by Q2 2026.
4. Quebec French-Language Expansion ($500/mo). Highest CTR province (1.55%) with only 7.0% of budget. French or bilingual creative will unlock significant untapped revenue.
5. Scale Facebook Reels & Right Column. 2025 data proves both placements convert efficiently. Double Reels budget across both platforms and add $300/mo to Right Column test. These represent the highest ROAS placement opportunities outside Feed.
- Generic % Off clearouts without specific product focus (0.99x ROAS)
- Duplicate campaigns running simultaneously (Aug 2025 overlap)
- Facebook-heavy budget allocation (IG outperformed by 36%)
- Broad 25–34 targeting without creative differentiation
- Largest Footwear Collection model → run quarterly clearance events
- Facebook & Instagram Reels creative → 3.19x / 2.75x ROAS
- Female + 45–54 targeted campaigns → highest ROAS cohorts
- Right Column placement → 11.58x ROAS, test $300/mo expansion
- January post-holiday clearance campaign — $1,500 budget
- April spring season campaign — $2,000 budget, coach targeting
- Quebec French-language creative — $500/mo dedicated geo
- Ontario-specific ad set — 34.7% spend, underpenetrated market
- Set ROAS automated rules: pause if < 2.0x for 3 consecutive days
- Consolidate overlapping campaigns during promotional periods
- Build 45–54 / Female lookalike audiences from top converters
- Implement structured A/B testing protocol for all new creatives
→ Annual ROAS: 2.31x → 3.0–3.5x (eliminate wasted spend, add clearance events)
→ Annual CPP: $87.81 → $55–65 (Clearance model + Reels scale + 45–54 targeting)
→ Revenue uplift: +40–55% (Jan/Apr gaps filled + Quebec + Female creative + Reels)
→ Instagram ROAS parity maintained with 55% IG / 45% FB budget split