What we did

We didn’t rush in with a huge campaign push. Instead, we treated the first phase like a careful experiment — and linked it up to our Google Ads services so we could prove what actually works without losing the brand’s calm energy.
We started by auditing their previous Google Ads performance. At the time, they were seeing:

• Conversion Rate: 2.59%
• Monthly Conversions: 408.18
• Cost per Conversion: $10.36
• Conversion Value per Cost: 6.16
These numbers weren’t terrible, but they weren’t moving the business forward either. Conversions were too expensive, and the revenue return didn’t leave much room to scale confidently.
Our first move was to restructure the campaigns by category. Fabrics aren't all searched the same way; someone looking for heavyweight linen isn’t the same as someone browsing for merino wool. So we grouped campaigns more logically based on fabric type, audience intent, and seasonal relevance.

We rewrote ad copy to match the searcher's mindset, not just product details, but the feeling of working with quality materials. We cleaned up keyword match types and limited the budget. wastage on generic terms, and optimised the product feed to highlight the most in-demand and high-margin SKUs.

We also tightened up the landing page experience, ensuring users were sent to relevant pages that reflected the ad promise and made browsing easier. Within weeks, performance took a major step forward.

Here’s what the next phase (after optimisation) looked like:

• Conversion Rate: 3.30%
• Monthly Conversions: 609.19
• Cost per Conversion: $6.96
• Conversion Value per Cost: 8.84

That’s a 49% lift in conversions and a 32% drop in cost per conversion, without increasing the ad budget. The store was suddenly getting more sales, from more qualified traffic, at a better return.