Munro Footwear Group boosts ROAS by 56% with AI-powered GO campaigns

56%
GA Last-click ROAS YoY
+36%
COS efficiency
+31%
COS efficiency MoM for Midas

Challenge

Navigating a competitive retail landscape with smarter advertising

Munro Footwear Group, one of Australia’s leading footwear companies, manages a broad portfolio of beloved brands including Styletread, Williams, Midas, Mathers, Ziera, Diana Ferrari, and Mountfords.

Faced with growing economic uncertainty and aggressive competition, the company needed to sharpen its advertising strategy. As consumers grow more price-conscious and the shift to online shopping accelerates, Munro Footwear Group focused on efficiency, profitability, and digital performance— especially as competitors ramped up pricing tactics and omnichannel promotions. The challenge: achieve more with less while maintaining a strong presence across multiple brands.

Solution

Activating AI-driven campaigns across multiple brands

In partnership with Adcore, Munro Footwear Group launched GO campaigns across several brands starting in May 2025. The initial focus was on GO Maximize Conversion campaigns to drive higher return on ad spend, followed by GO Acquire New Customer campaigns to attract fresh audiences for select brands.

Powered by Criteo’s AI-driven optimization, these campaigns dynamically adjusted bids and targeting based on real-time conversion signals, ensuring efficiency and performance at scale. The close collaboration between Munro Footwear Group, Adcore, and Criteo was key to achieving success. By combining automation with strategic oversight, the team implemented planned optimizations for each brand, enabling faster performance improvements and freeing resources to focus on broader growth strategies. While most campaigns ran across the open web, Mathers also activated social placements to further expand reach.

Results

Driving stronger ROAS and sustained brand growth

From July to October 2025, Munro Footwear Group achieved a 56% year-over-year increase in GA Last Click ROAS, surpassing its minimum ROAS target across multiple brands. The campaigns also improved cost efficiency by 36%, helping the company scale smartly in a challenging market.

Performance momentum carried into individual brands as well. Midas saw a 31% month-over-month COS increase, while Mountfords recorded a 44% COS uplift.

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