Meta purchase value up 61% on almost the same spend for a Queenstown snow and surf store
How numero® grew Meta sales through the snow season for NZ Shred, Queenstown’s snowboard, surf and skate specialists.
The client
Queenstown’s snow and surf specialists since 1986
NZ Shred was New Zealand’s first dedicated snowboard store, started in 1986 and still in central Queenstown. Owners Jase and Jon and their team sell snowboards, splitboards, surf, SUP, wake and skate gear, in store and online.
The challenge
Two seasons, one store, and every sale has to pay back
NZ Shred sells snow gear in winter and surf, wake and SUP in summer. Its Meta ads had to switch with the seasons, reach riders who can buy the same brands elsewhere, and bring back more sales without more spend.
Two seasons, two ranges
Snowboards and goggles in winter, wake vests and paddleboards in summer. The ads change when the range does.
Brands riders know
Jones, Burton, Nitro and Arbor are sold in many places. NZ Shred has to be the store riders pick.
Steady spend, more sales
Spend stayed level, so growth had to come from better campaigns and creative.
What we did
Launch, follow the seasons, then sharpen
Google and Meta launched together, then the Meta ads were reshaped around the seasons and what sells.
Launch
Google and Meta live together.
- Google Performance Max and search live, June 2024
- Meta catalogue sales campaigns live, July 2024
- Prospecting and remarketing split into separate campaigns later in 2024
Follow the seasons
Ads switch with the range.
- A summer watersports sale campaign, March 2025
- Switch to snow gear from May 2025: goggles, splitboards, snowboards
- A video sales campaign added, May 2025
Sharpen
Spend moved to what sells.
- Catalogue ads under a 4× return turned off, July 2025
- Brand ads for Nitro, Arbor, wake vests and FASE bindings, October 2025
- Creative refreshed in April, June, July and August 2026
Meta cost per purchase: $37.80 in Jul – Sep 2025 → $29.31 in Jul – Sep 2026.
The results
More sales from the same spend
Comparing July–September 2026 with the same months last year, the peak of the snow season: Meta-reported purchases up 33%, purchase value up 61% and cost per purchase down 22%, on 3% more spend. GA4 shows the same direction across the whole online store, with orders up 20% and revenue up 48%. September 2026 brought the most Meta purchases in a month in our data.
Meta purchases per month
online orders across the whole store, July – September year on year (GA4, 337 → 404)
online revenue across the whole store, same periods (GA4)
Meta-reported return on ad spend in July – September 2026, up from 10.4× a year earlier.
Meta-reported purchases over ten months, December – September year on year (254 → 342).
Meta cost per purchase over the same ten months ($43.63 → $38.88).
Why it worked
What made the difference
Ads that follow the seasons
Snow gear in winter, surf, wake and SUP in summer, switched when the range changes.
New and returning shoppers apart
Prospecting and remarketing each run as their own catalogue campaign.
Creative judged on sales
Video, brand and product ads refreshed through the year, and turned off when they don’t sell.
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