How Arajet Increased Purchases by 197% with Multi-Channel Optimization

Challenge

Arajet, an international low-cost airline, needed to scale digital acquisition across multiple markets while improving cost efficiency and increasing total revenue. Challenges included optimizing for both cost of sale (CoS) and revenue, increasing channel profitability, and refining creative and geo-targeting strategies for high-priority routes such as Punta Cana.

Objectives

• Shift focus from efficiency-only to a balanced CoS and revenue strategy
• Scale revenue-driving campaigns on TikTok, Meta, and Google
• Improve conversion volume across PMax, search, and remarketing campaigns
• Strengthen creative testing and geo-specific ad performance

Business Impact

Using a full-funnel cross-platform approach, 829 helped Arajet significantly improve paid performance across TikTok, Google, and Meta while building a scalable structure for continued growth.

Our TikTok advertising restructuring in Q4 generated a 197% increase in purchases, 129% increase in revenue, and 63% drop in cost of sale. Engagement metrics showed remarkable improvement with average video view time increasing by 167%, making TikTok a top channel for cost-effective user acquisition. 

Optimizing Google Search performance resulted in 46% more purchases, 30% increased revenue, and a 20% drop in cost per purchase quarter-over-quarter. Conversion rate improved by 24%, driven by our targeted regional campaigns, optimized bidding strategies, and successful holiday promotions. 

PMax and Display campaigns achieved both a 74% QoQ ROAS improvement from awareness-based campaigns and a 27% reduction in costs. These campaigns also generated a 167% lift in conversion rate, signaling strong creative resonance and funnel advancement. 

This data-driven, multilingual strategy enabled Arajet to scale performance in Canada and the U.S., improve cost-efficiency, and prepare for broader regional expansion in 2025.