Choosing real data over vanity metrics. A 'sliding doors' moment for this wardrobe builder.
- Search Engine Optimisation
- Google Ads Management
- Meta Ads Management
- Website Improvements
The Requirement /Brief
When Wardrobes Direct Australia came to us, they weren’t looking for flashy marketing. They needed clarity. They needed direction. And most importantly, they needed results. After purchasing the business, the new owners were under pressure. Revenue had dropped. Conversion rates were slipping. And their marketing? Disconnected, underperforming, and hard to manage. They had a solid product and a proven business model. What they didn’t have was a clear path forward. Wardrobes Direct wasn’t starting from scratch, but it wasn’t far off, with a Shopify website that worked, but wasn’t optimised for conversions, Google Ads campaigns under-spending and underperforming, Meta Ads running broad, low-quality traffic campaigns, SEO with minimal structure and very limited keyword visibility, and a noticeable drop in revenue after the business changed hands. On top of that, the new owner was navigating all of this for the first time. No in-house marketing team. No clear reporting. No confidence in what was working. They didn’t need more noise. They needed a plan.
The Solution
That’s where we stepped in. We started with audits. No assumptions. Just real data.
From there, we rebuilt the strategy across three key channels, SEO, Google Ads, and Meta Ads, and made improvements to the website within its existing Shopify framework to maximise the investment the new owners had made in the business.
SEO: Maximising free traffic from Google
We focused on one thing: quality traffic that converts.
- Rewrote and optimised meta data across almost every product and page
- Targeted high-intent, revenue-driving keywords
- Improved site structure and crawlability
- Built search visibility steadily over time
Google Ads: Providing ROI from high-intend searches
We cleaned up what wasn’t working and doubled down on what was.
- Fixed campaign structure and budget allocation
- Resolved under-spending issues
- Built out high-intent search campaigns
- Optimised campaigns for eCommerce sales
- Ongoing testing, refinement, and exclusions
Meta Ads: Leveraging social media for sales, not likes
We scrapped the broad traffic campaigns and rebuilt from the ground up.
- Introduced proper sales and remarketing campaigns
- Targeted renovators, builders, and DIY audiences
- Tested creative variations and scaled what worked
- Focused on lowering cost per purchase while increasing volume
Website improvements
We didn’t rebuild the site, we made it work harder.
- Simplified messaging that was hurting conversion rates
- Improved user clarity across key pages
- Supported better alignment between ads and landing experience
The Outcome
This wasn’t about chasing vanity metrics. It was about performance.
SEO performance: More qualified traffic. Better conversions. That’s the goal.
- Search visibility increased by 130%
- Keywords in positions 1–3 grew from 13 to 87
- Organic revenue consistently increased despite lower traffic
In fact, compared to the previous year, fewer visitors are now generating more revenue:
- January: +162% revenue with the same traffic
- February: +29.5% revenue with 11.5% LESS traffic
Over 12 months:
- +91% increase in transactions
Google Ads performance: Better campaigns, more scalable and focused on sales
- +68% increase in transactions
- ROAS consistently above 1,400%
Last 30 days of results:
- ROAS over 1400%
- Continued improvement month-on-month
Meta Ads performance: From a misconfigured campaign to high-performing revenue channels
- +172% revenue growth
- ROAS sitting around 2,800%+
Last 30 days of results:
- +67.6% increase in ROAS
Traffic is down. Revenue is up. That’s not a problem, that’s progress. We’ve shifted the focus from “more clicks” to better customers. People who are ready to buy. People who convert.
The business now has:
- Clear, easy-to-understand performance data
- Campaigns that are tested, refined, and improving
- Strong visibility across high-intent search terms
- A consistent flow of online sales
And most importantly, confidence in what’s happening and what to do next. For an eCommerce website, that’s what a well-executed digital marketing strategy should deliver.
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