/Provided Services
- Google Ads Campaign Optimization
- Meta Ads Strategy & Management
- Email Marketing Automation
- Multi-Channel Funnel Development
- Funnel Strategy & Audience Segmentation
- Performance Analytics & Reporting
The Challenge
Leather Jacket Shop is an established Australian e-commerce brand specializing in premium leather jackets and bags for men and women. With a global customer base and a decade of experience, LJS came to us after their previous agency had been burning through ad budget with poor targeting, declining ROAS, and campaigns that weren’t driving profitable growth.
They were facing high CPCs on ineffective campaigns, struggling to convert first-time visitors into loyal customers, and lacked a cohesive funnel strategy that connected their paid efforts. Their existing approach was fragmented – running generic ads without proper audience segmentation or strategic campaign structure.
The previous agency’s broad-targeting approach was generating expensive, low-quality traffic that wasn’t converting. LJS needed a complete overhaul of their paid marketing strategy to drive consistent, profitable sales.
The Approach
- Separated campaign goals by funnel stage: TOFU, MOFU, BOFU
- Allocated Google Ads to reach new users with lifestyle-driven messaging
- Retargeted warm audiences via Meta with offer-led conversion creatives
- Used Bing Ads to capture low-competition branded queries
- Built and automated email flows for cart recovery, upsells, and seasonal promos
- Implemented weekly reporting cycles to prune inefficiencies and scale wins
5.1x
Return On Ad Spend
$22,090
Total Revenue Generated
$0.47-$1.04
Competitive Google CPC
Google Ads Campaign Optimization
We completely restructured their Google Ads approach, moving away from generic broad campaigns to strategic TOFU (Top of Funnel) campaigns designed to capture high-intent traffic at competitive costs. Our focus was on Dynamic Search Ads, carefully selected Broad Match Keywords, and seasonal promotional campaigns.
The strategy centered around lifecycle marketing – creating campaigns for Early Season Promos, Holiday Sales, and Special Events that aligned with customer buying patterns. We used Smart Bidding strategies optimized for low CPC while maintaining high click-through rates.
Top Performing Campaigns:
- Australia Day Sale: $423.96 spend, 4x ROAS, $0.47 CPC, 1.89% CTR
- Easter Sale: $404.83 spend, 5.10x ROAS, $0.73 CPC, 1.97% CTR
- Mother’s Day Campaign: $446.31 spend, 2.14x ROAS, $1.04 CPC, 1.83% CTR
Meta Ads Strategy & Management
Our Meta strategy focused purely on BOFU (Bottom of Funnel) conversion campaigns, targeting warm audiences who had already shown purchase intent. Instead of competing in the expensive cold traffic space, we used Meta for strategic retargeting and conversion optimization.
We developed sales-driven creative strategies including customer testimonials, product demonstrations, and time-sensitive promotional offers. The campaigns were built around seasonal events and special occasions when purchase intent naturally peaks.
Key Results:
- Mother’s Day Campaign: $512.68 spend, 12 purchases, $42.72 cost per purchase
- Total Meta Performance: 42 purchases generated, strategic retargeting focus
- Integrated Funnel Approach: Meta campaigns supporting Google traffic conversion
Email Marketing Automation
Email marketing became our secret weapon for converting TOFU traffic and re-engaging prospects who didn’t purchase immediately. We developed automated flows for seasonal campaigns, cart abandonment recovery, and post-purchase upselling.
The email strategy included targeted seasonal newsletters, automated nurture sequences, and event-driven campaigns that aligned with our paid advertising promotions.
Performance Highlights:
- Mother’s Day Email Campaign: 19.7% open rate, 0.79% click rate, direct revenue attribution
- Automated Flow Integration: Email sequences supporting paid campaign objectives
- Multi-Channel Coordination: Email campaigns timed with ad campaign launches
Multi-Channel Performance Analytics
We implemented comprehensive tracking across all channels to understand true attribution and optimize budget allocation. This allowed us to see which channels were driving the highest-value customers and adjust spending accordingly.
Results & ROI
The transformation was significant and measurable. We moved LJS from ineffective broad targeting to a strategic, multi-channel approach that generated consistent profitable growth.
Campaign Performance:
- Total Revenue Generated: $22,090.94
- Best Campaign ROAS: 5.10x (Easter Sale)
- Sustained Performance: 4x+ ROAS on multiple campaigns
- Cost Efficiency: $0.47-$1.04 CPC on Google (highly competitive)
Channel Distribution:
- Google Ads: $14,245.94 in attributed sales
- Meta Ads: Strategic retargeting with $42.72 cost per purchase
- Email Marketing: 19.7% open rates driving direct conversions
- Total Orders: 98 orders with $240.73 average order value
Business Impact:
- Profitable Growth: Consistent 4-5x ROAS across best performing campaigns
- Strategic Channel Mix: Optimized budget allocation based on performance data
- Scalable System: Built foundation for continued growth and expansion
- Performance Benchmarks: Established clear KPIs for ongoing optimization
What We Learned
The biggest mistake agencies make is treating all traffic the same. LJS’s previous agency was running generic campaigns hoping the algorithm would figure out targeting. When we segmented their approach – Google for high-intent TOFU acquisition, Meta for warm audience conversion, and email for nurturing – each channel could do what it does best.
The lesson isn’t just about platform optimization. It’s about understanding customer journey stages and building campaigns that work together instead of competing against each other. LJS went from burning budget on broad campaigns to generating 4-5x ROAS because we gave each platform a specific role in the conversion funnel. The brands succeeding in 2024 aren’t the ones with the biggest budgets – they’re the ones with the clearest strategy.
