Fabric Box Google Ads Case Study

Solution

We uncovered the key issues behind the account's performance. Loose targeting, keyword waste, and bidding strategies that were not aligned with actual purchase intent.

There was no single fix. We worked through the account methodically, making targeted changes that built on each other over time. Campaign structure came first. We rebuilt it around buyers who were already searching for specific fabric types like merino wool, deadstock denim, and coating fabrics, rather than casting a wide net with broad generic terms. From there, we went through the search term reports and cut out the irrelevant traffic that was quietly draining the budget. Negative keywords are unglamorous work, but they matter. Every irrelevant click that stops is money redirected toward someone who was actually going to buy.

From there, we reworked the ad copy to reflect what Fabric Box actually sells and who actually buys it: sewists, designers, and makers looking for something specific. We switched to a bid strategy that optimised toward conversion value rather than just volume, and ran a conversion tracking audit to make sure the data feeding the algorithm was clean and accurate. Garbage in, garbage out. The account needed reliable signals before it could perform reliably.