Home & Garden Giant Grows Conversion Value with Retargeting Ads

Leroy Merlin is the leading French omnichannel retail brand in DIY and home improvement. The company is part of Adeo, the third-largest DIY market player in the world. With a strong current focus on innovative omnichannel customer experiences, its digital sales tripled between 2019 and 2021, making Leroy Merlin France one of the top French e-commerce websites.

Leroy Merlin France aimed to challenge its existing retargeting activities in order to get better performance. This new strategy would take into account values such as transparency, brand safety, and client exposure capping. The main challenge for RTB House was to complement existing channels, bring proven incrementality, and meet clearly defined ROAS performance indicators.

The RTB House team first outlined projections for the campaign, setting a strong ROI goal from the outset. We used metrics from the client’s site–such as average order value and conversion rate–to establish this goal and then set about finding the right campaign mix to hit the targets.

The campaign utilized classic retargeting banners, leveraging templates designed in-house by RTB House. With such a wide inventory comprising the Leroy Merlin product offering, it was imperative to make sure that all products in the feed could be shown in ads and that precise tags were used to define individual users within the audience. This allowed us to show relevant products to individual clients and optimize campaign efficiency.

Although the initial projections for the campaign were ambitious, RTB House was able to meet and exceed the expectations of Leroy Merlin France. Success in the opening months allowed us to review projections and adjust the campaign budget, switching over to a permanent campaign model after three strong months. Leroy Merlin France saw a threefold increase in Return on Ad Spend (ROAS) and a 9x increase in conversion value from retargeting ads.