How Our Paid Ads Helped Iris Setlakwe Grow eCommerce Revenue by 146%
Anne-Sophie Blais
Careful, hot take ahead. When it comes to marketing, multiplying ads isn’t how you get the best results. What actually moves the needle is timing, precision, and a deep understanding of who you’re speaking to.
When Iris Setlakwe, a Montréal-based womenswear brand known for its refined silhouettes and local craftsmanship, reached out to Casa Media, the goal wasn’t to chase trends or flood the internet with ads. They were looking for a paid advertising agency that could build a strategy aligned with their values, support their business realities, and deliver real, measurable growth.
What followed wasn’t a short-term spike. It was a sustained performance turnaround. One that made 2024 the strongest year in the brand’s eCommerce history. And 2025 followed suit in that success.
A Brand Built on Intention, Not Excess
Founded in 2001, Iris Setlakwe was created to fill a clear gap in the Canadian fashion market: clothing that feels elegant, inclusive, and genuinely wearable. From day one, the brand has stood for thoughtful design, superior tailoring, and local production.
That level of intention sets a high bar for marketing. Every initiative needs to feel aligned, respectful of the brand’s DNA, and purposeful.
When Iris Setlakwe approached us, our challenge was clear. How do you scale eCommerce revenue in a competitive, seasonal, ever-shifting fashion landscape… without compromising brand identity?
Our Role: Paid Advertising as a Growth Engine, Not a Shortcut
At Casa Media, we don’t believe paid advertising is about pushing harder. We believe it’s about working smarter.
As a paid advertising marketing agency, our mandate covered the full paid media lifecycle: campaign creation, launch, day-to-day management, optimization… and above all, agility. Fashion doesn’t wait, and neither can performance marketing. Collections change, demand fluctuates, and sales windows open and close quickly.
Our role was to stay ready for it all.
We work closely with Iris Setlakwe’s internal creative director and content team, receiving brand-approved visuals and assets that we then adapt, optimize, and deploy across paid channels. This collaboration ensures ads stay true to the brand, while still being built for performance.
Our approach allowed the brand to adapt in real time:
Promoting key collections at the right moment
Supporting sale periods without devaluing the brand
Adjusting budgets and messaging based on performance, inventory, and seasonality
Rather than locking the strategy into a rigid structure, we built a flexible paid ecosystem that could bend with the realities of the fashion industry. And the results speak for themselves.
A Turning Point in 2024
From January 1 to December 31, 2024, Iris Setlakwe’s online store generated their highest revenue, representing:
+146% vs. 2023
+104% vs. 2022
+45% vs. 2021
+37% vs. 2020
+26% vs. 2019
+38% vs. 2018
After several years of decline from 2021 to 2023, our first year working together became the best-performing year in their eCommerce history.
Stability at a Higher Level in 2025
In 2025, online revenue reached a new high, confirming that growth wasn’t a one-off result, but a new baseline.
+16% vs. 2024
+185% vs. 2023
+136% vs. 2022
+69% vs. 2021
Channel Performance: Where Paid Media Made the Difference
Looking at GA4 and Shopify data, paid channels played a clear and strategic role.
Google Ads
2024: ROAS of 4.81
2025: ROAS of 7.77
Google Ads became a reliable revenue driver, representing 23% of total online revenue.
Meta
2023: ROAS of 1.62
2024: ROAS of 13.09
2025: ROAS of 10.58
Together, Google and Meta accounted for roughly 25% of total eCommerce sales, proving that paid ads aren’t just an awareness tool. They’re a serious growth lever.
Why This Worked
This success didn’t come from aggressive spending or flashy creatives. It came from deeply understanding who Iris Setlakwe is at its core, and translating that into performance.
Showcased a brand with a strong identity and high-quality product
Built campaigns around business goals, not vanity metrics
Optimized continuously using real data
Stayed reactive to the fast pace of the fashion industry
We don’t believe paid advertising should feel disconnected from your brand, or pushy. When done right, it feels seamless, like a natural extension of the story you’re already telling.
What This Means for Brands Considering Paid Advertising
Effective paid media isn’t about being everywhere. It’s about being intentional.
When campaigns are built by a paid ads agency that truly understands your business, they can:
Drive sustainable revenue growth
Support seasonal industries without burnout
Strengthen brand positioning instead of diluting it
Our work with Iris Setlakwe is proof that performance and brand don’t have to compete. With intentionality, they reinforce each other.
If you’re looking for a Montreal marketing agency that treats paid advertising as a strategic growth tool, not a shortcut, we’d love to talk.
← Back to blog