You need more traffic. That’s a given. But where do you invest your next dollar? Do you play the long game with SEO, building a foundation for “free” traffic, or do you hit the accelerator with paid ads for instant results? This is the core dilemma of every Canadian ecommerce marketing strategy.

Answering the ecommerce SEO vs PPC Canada question isn’t about picking a side. It’s about understanding how the top brands make them work together.

Instead of debating theory, we’re going to break down the live strategy of a powerhouse Canadian DTC brand to see how they solve this exact problem.

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Disclaimer: Eulav is not affiliated with, endorsed by, or a partner of Mejuri. This analysis is based on publicly available information as of September 2025 and is for educational purposes.

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The Teardown: How Mejuri Dominates Both SEO & Paid Ads

The Brand: Mejuri, the Toronto-based fine jewelry brand that disrupted the industry with its “for everyday” ethos, transparent pricing, and weekly drops.

1. Mejuri’s SEO Strategy: The Gifting & Style Authority

Mejuri’s SEO is built to capture both the specific, product-focused searcher and the broader, occasion-based gift-giver.

• Gifting & Occasion Keywords: They have expertly optimized pages for high-value keywords like “anniversary gift for her” and “bridesmaid jewelry.” This captures customers with a high intent to purchase for a specific event.
• Style & Trend Content: Their content answers questions their audience has, like “how to stack rings” or “gold vermeil vs gold plated.” This builds authority and attracts a style-conscious audience at the research stage.
• The Result: This strategy makes Mejuri a destination for both research and purchase. It’s a perfect example of the best traffic source for ecommerce Canada for brands that want to own a category and build lasting trust.

2. Mejuri’s Paid Ads Strategy: The Visual Drop & Retargeting Machine

While SEO builds their authority, Mejuri’s paid ads are a masterclass in visual storytelling and driving urgency for their famous weekly drops.

• Aesthetic-Driven Creative: Their ads on Instagram and Pinterest are clean, elegant, and highly visual, showcasing the jewelry on real people in relatable settings. The creative feels organic to the platform, not like a jarring ad.
• “New Arrivals” Focus: A huge portion of their ad budget is dedicated to promoting their “New Drops every Monday.” This creates a powerful sense of urgency and a reason for customers to come back every week.
• The Result: Paid ads provide a predictable way to drive hype and sales for new products. When comparing ecom ads or SEO Canada for immediate impact and creating a “must-have” buzz, Mejuri’s drop model, powered by ads, is a clear winner.

The Verdict: How to Choose Your Strategy

Mejuri proves that a winning strategy is a blend of long-term authority and short-term hype.

• Start with Paid Ads if: You have a highly visual product and a regular cadence of new releases. Use ads to build an audience and drive sales for new arrivals.
• Invest in SEO from Day One if: Your products are popular for gifts or special occasions. Create a deep library of content and guides that capture these high-intent searches.
• The Power Move: Use your paid ad campaigns to test different product styles and visuals. The creative that gets the most engagement should be featured prominently on your SEO-optimized category and product pages to increase conversions.