Luxury Home & DécorPaid MediaShopify
How Lalique Increased Orders 23% and Nearly Doubled Google Ads Conversions
CAKE Commerce helped Lalique build a more efficient paid media engine designed to reach more qualified luxury buyers and generate more customer actions without increasing Google media investment.
Results at a Glance
The Brand
Founded in Paris in 1888, Lalique is a French luxury house known for its crystal sculptures, lighting, home décor, jewelry, and limited-edition collaborations. Today, the brand reaches luxury consumers through its eCommerce experience and physical locations, including its NYC Townhouse.
The Challenge
Lalique already had something many brands work hard to achieve: strong engagement from the people who discovered it. Competitive analysis showed visitors spending nearly two and a half minutes on the site and viewing more pages per session than much of Lalique’s luxury competitor set.
The larger opportunity was discovery. Lalique was generating a fraction of the traffic of comparable luxury brands and relied heavily on Organic Search and Direct traffic. The data pointed to an opportunity to expand Lalique’s reach among qualified new audiences while making its existing paid media investment work harder.
For a heritage luxury brand with both an eCommerce business and a physical NYC Townhouse, the goal wasn’t mass-market reach. It was getting Lalique in front of more of the right people.
What CAKE Changed
CAKE Commerce built a more efficient, diversified paid media program around precision rather than volume.
Restructured Paid Search
CAKE refined Lalique’s Google Ads campaign mix across Branded Search, Shopping, and Performance Max to capture existing demand more efficiently while creating more opportunities to reach new customers. A dedicated Demand Gen campaign also supported awareness around Lalique’s NYC Townhouse, connecting the brand’s digital presence with its broader luxury retail experience.
Built a More Precise Audience Strategy
Across Meta, CAKE leveraged Lalique’s product catalog and dynamic creative to showcase individual products to highly relevant audiences. Rather than optimizing solely for broad reach, the strategy prioritized consumers whose interests and behaviors aligned with Lalique’s luxury customer profile, including luxury shoppers and audiences interested in interior design, art, and other high-value categories.
Made Efficiency the Growth Lever
The strategy wasn’t built around simply spending more. CAKE focused on campaign structure, audience quality, creative, and ongoing optimization to generate more customer actions from Lalique’s existing media investment.
The Results
The strategy produced one of the clearest signs of healthy eCommerce growth: more customer transactions alongside dramatically improved paid media efficiency.
Shopify order volume increased 23% year over year, demonstrating stronger transaction volume and customer demand. Google Ads generated 98% more conversions while cost per conversion decreased 53%.
Those efficiency gains were achieved while Google media spend actually decreased approximately 6%. Rather than relying on increased investment to drive performance, Lalique was able to generate significantly more customer actions from its Google Ads program while making each conversion substantially less expensive.
Why It Worked
Luxury growth isn’t about reaching everyone. It’s about reaching more of the people who are actually capable of becoming customers.
Instead of treating additional media spend as the solution, CAKE focused on improving how Lalique’s existing investment worked through better campaign structure, more intentional audience targeting, and a paid media mix designed around qualified discovery.
The result was a stronger acquisition engine built around a simple principle:
The quality of the audience matters just as much as the size of it.
Services Provided
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