Overview

Leather Jacket Shop (LJS) 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 partnered with us to overhaul their paid marketing strategy and drive consistent sales through Google Ads, Meta Ads, Bing Ads, and Email Marketing.

What We Did

– Revamped Google Ads to focus on TOFU (Top of Funnel) awareness campaigns
– Ran BOFU (Bottom of Funnel) conversion campaigns on Meta Ads
– Used Bing Ads for supplementary brand visibility
– Created high-converting email campaigns for lead nurturing and customer retention

Challenges

LJS was facing high CPCs and declining ROAS on their BOFU-heavy campaigns. They also struggled to bring in new traffic and convert first-time visitors into loyal customers. Saturation and lack of nurturing touchpoints created an urgent need for a holistic funnel-based paid strategy.

Campaign 1: Google Ads – TOFU Strategy

Objective: Generate brand awareness and attract new potential customers at a lower CPC.

Strategy:
– Focused on Dynamic Search Ads, Broad Match Keywords, and Early Season Promos
– Created ad copy centered around lifestyle appeal and high-quality product positioning
– Used Smart Bidding strategies to optimize for low CPC and higher CTRs

📌 *Insert screenshot of high-performing TOFU ad here*

Results:
– Total Spend: $44,038.14
– ROAS range: 3.91x – 8.17x
– Best Performing Campaign: Early Autumn Sale (ROAS 5.19x, CPC $0.75)

📌 *Insert Google Ads Manager performance screenshot here*

Campaign 2: Meta Ads – BOFU Conversion Focused

Objective: Convert warm leads and retarget traffic with strong purchase intent.

Strategy:
– Pure BOFU campaigns focused on conversion and purchase objectives
– Used sales-driven ad creatives including testimonials and product promos
– Retargeted traffic from Google Ads and website visitors with strong call-to-actions

📌 *Insert screenshot of a high-performing Meta ad creative here*

Results:
– Total Spend: $43,960.49
– ROAS: Up to 5.19x (Mother’s Day Sale)
– CTR: Avg. 2.5% | CPC: $0.92
– Lowest performer: Christmas Sale Ad 3 (ROAS: 1.41x, Cost per Purchase: $112.39)

📌 *Insert Meta Ads Manager screenshot here*

Supporting Channel: Email Marketing

Email campaigns helped convert TOFU traffic and retarget non-purchasing users through:
– Seasonal newsletters
– Automated flows
– Post-purchase upsells
– Cart abandonment recovery

Results:
– Average Open Rate: 17.5%
– Average Click Rate: 0.65%
– Total Revenue Generated: $3,232.48
– Best Campaign: Mother’s Day Email (21.7% open rate, 1.22% CTR, $1,309 revenue)

📌 *Insert Klaviyo or Email Campaign screenshot here*

Overall Outcome

Total Paid Marketing Sales: $22,090.94
Marketing Attributed Sales: $2,493.60
Sales from Google: $14,543
Sales from Facebook: $3,401
Sales from Bing: $1,022
Conversion Rate: 0.47%
Sessions by Channel: Direct ($12,564), Search ($6,680), Social ($819)

📌 *Insert Shopify Sales Dashboard screenshot here*

Conclusion

By diversifying LJS’s paid strategy across TOFU and BOFU funnels, and by pairing it with nurturing email sequences, we were able to reduce dependency on high-cost conversion ads. The TOFU-first approach on Google significantly expanded brand reach while Meta Ads and Email brought those leads back to convert—yielding consistent sales across all channels.