Turning high intent liquor category into ad revenue: How Pick n Pay’s Beer Advertiser achieved 8.81 ROI with Sponsored Product Ads

Background:

Pick n Pay is one of South Africa's leading online grocery retailer with over 10K+ mobile app downloads. A significant share of shoppers actively browsed high-intent categories like liquor which weredriven by searches for multipack lager and non-alcoholic options.

This presented a clear monetisation opportunity. With purchase decisions increasingly happening at the point of search, the digital shelf became a critical lever to influence outcomes. There was an opportunity to better convert this demand into measurable ad revenue.

Solution:

To capitalise on this opportunity, Osmos identified high-intent search behaviour within the liquor category (L1) and enabled Pick n Pay to convert this demand into a scalable monetisation engine.

• Implemented Sponsored Product Ads across search and sub-category liquor pages (L2 and L3 categories), ensuring all the specific category brands were visible at the point of purchase.
• Leveraged a high-intent targeting approach, focusing on key category searches such as multipack and non-alcoholic lager to maximise relevance and conversion.
• Osmos’ cost-per-click (CPC) model, directly linked advertiser spend to shopper engagement and measurable outcomes.

Impact:

The quarter-long campaign delivered strong, measurable results for a leading beer advertiser:

• R44,772 in attributed sales in JFM’26
• 8.81 ROI