Case Study

Fabricana

INDUSTRY: Retail + Ecommerce
MARKET: Canada

Family owned and operated fabric store with location in Coquitlam, British Columbia, Canada. Founded in 1970 Fabricana offers 1,000’s of fabrics for garment making, quilting and home decor.

The Numbers You Care About

70%

Increased Revenue

5%

Decreased Cost

80%

Increased ROAS

350%

Increased AOV

Our Role and Process

In July 2024, Fabricana came to us to scale their Google Ads account.

As a well established business with a popular brick and mortar location the company had struggled to grow it’s ecommerce business.

They were in the process of launching a new website and wanted us to drive traffic to the new site using Google ads.

Following on from the completion of our account audit we started to rebuild and relaunch campaigns for the new website.

We created and optimized the shopping feed using Feedonomics, adding new values, custom labels, and a new product type structure.

The new product types would influence how we structured the new campaigns, and have enabled us to create specific ad copy and creative to match segmented groups on products.

Platforms Used

Once the feed was built and performance data was generated we quickly started to see what our most popular categories were.

Once we found the most popular categories we increased spend which enabled us to compete with some pretty stiff competition.

A critical piece of this puzzle we solved early on was seperating store visit and ecommerce goals into two campaign types. Google was previously optimizing for both actions in campaigns and was underperforming as it struggled to prioritize between the two actions.

Scaling this account from the ground up has been fun, but it certainly hasn’t been straight forward! Theres still a long way to go but after more than a years worth of work I’m really pleased with what we’ve achieved so far.