Promotions: Where to invest for extraordinary growth
Promotions make your paid channels perform better. But the impact isn’t equal across the board.
Some channels excel at driving incremental performance during promotions. Others show much weaker uplifts. Knowing the difference is crucial. It dictates how you should change your investment strategy inside and outside of promotional periods to assure growth.
When we isolate the incremental performance of each channel, we can separate the pure uplift in ROAS from the promotion itself, and the uplift from the promotion making the channel more effective. This is how we ensure every incremental pound drives incremental revenue.
This is how leaders win.
The Channels That Thrive on Promotion
Not all channels are created equal. When promotions are live, certain channels consistently outperform others, converting increased interest into measurable revenue. Our analysis shows a clear hierarchy of effectiveness.
Channels with Strong Promotional Uplift
Google Search (Brand and Non-Brand) shows very strong promotional uplift. The reason is simple. When a potential customer is actively searching for your product or a solution you provide, a compelling offer significantly increases the conversion rate. This directly improves the channel’s effectiveness, turning search intent into immediate sales.
Meta Retargeting and Affiliates also show strong promotional uplift. These channels target in-market customers who are already familiar with your brand or are close to making a purchase. A competitive price change or an exclusive offer is a powerful driver for this audience, effectively pushing them over the finish line.
Channels with Smaller Promotional Uplift
Meta Prospecting, Google Demand Gen, and YouTube show positive but smaller promotional uplifts. These channels are primarily focused on building awareness and creating demand among audiences who may not be actively shopping. While promotions can still capture their attention, the impact on immediate conversion is less pronounced compared to channels targeting high-intent users.
Reshaping Your Investment Strategy
Your marketing spend should not increase equally across all channels during a promotion.
The data is clear. To maximise returns, you must reallocate your budget strategically, prioritising channels that deliver the strongest promotional uplift. This isn’t about simply spending more; it’s about spending smarter.
By understanding the distinct impact of promotions on each channel’s effectiveness, you move beyond guesswork. You create a deliberate, data-driven investment strategy that ensures your incremental spend drives real, measurable growth. This is the new standard for promotional success.
Your next move
Stop treating all marketing channels as one.
Start by analysing your own channel performance during promotional periods. Separate the base performance from the promotional lift. This will give you the clarity needed to build a fearless investment strategy that amplifies your results.
Adapt your budget to what the data tells you. Invest in the channels that are proven to perform, and pioneer a new level of growth for your brand.
