Cloth & Co. x Mavlers: 140% Revenue Lift, 71.6% ROAS Boost in 90 Days
Industry: Retail
About Cloth & Co.
Cloth & Co. is an Australian ethical fashion brand founded in 2014, with a focus on sustainable, natural-fibre womenswear, and a commitment to empowering women and supporting artisan communities through environmentally and socially responsible production.
Aligning with the client's goals and success metrics
Cloth & Co. had clear performance goals to guide their paid media strategy. The focus was on sustainable growth, strong returns, and brand integrity. They wanted to:
- Scale digital presence via paid media
- Hit $5K/week revenue, 3x ROAS
- Build a sustainable acquisition funnel using Meta and Google Ads
- Prioritize consistency, efficiency, and adaptability to seasonal shifts
- Stay true to their ethical, premium brand image
The challenges of low visibility, poor setup, limited scalability…
The brand had a strong mission and clear product-market fit, but performance marketing failed to deliver consistent results. The main challenges were:
Ads competed with irrelevant competitors outside the sustainable clothing niche despite niche targeting.- Low SERP visibility for sustainable search terms.
- Disorganized account structure and poorly set up product feed via Shopify's Google & YouTube apps.
- Meta campaigns underperformed with inconsistent results.
- AI-generated Meta creatives often clashed with the brand's aesthetic.
- Limited flexibility to adapt to fast-changing inventory and new launches.
- Campaigns lacked scalability, with ROAS declining as budgets increased.
The Mavlers solution: Rebuilding strategy with optimized feeds
Mavlers completely reengineered Cloth & Co.'s paid media strategy, starting with a deep dive into the technical roadblocks that were holding performance back. Once the foundation was solid including product feeds, account structure, and tracking, we moved into continuous creative experimentation and strategic media refinement, aligning every campaign with the brand's goals, inventory, and evolving market dynamics.
01.Optimizing ad performance funnel
Combine product variants
Streamline product catalog for clarity
Filter out of stock items
Reduce cart abandonment by removing unavailable items
Standardize product naming
Ensure consistent and informative product descriptions
Launch multiple campaigns
Diversify ad format to capture audience attention
Monitor asset performance
Continuously analyze and adjust ad creatives
02 The Meta Ads transformation
- Rebuilt product feed using DataFeedWatch(feed optimization tool) to combine variants, improving catalog clarity and avoiding duplicate listings.
- Dynamically filtered out-of-stock items to reduce cart drop-offs.
- Standardized product naming and categorization; created and optimized AI-generated headlines and descriptions with full product details.
- Launched multiple campaign types: static images, video, and dynamic catalog.
- Organized ad groups and asset groups to prevent audience overlap and improve funnel execution.
- Monitored and rotated 10+ creatives per ad group to prevent ad fatigue.
03The Google Ads transformation
- Restructured Performance Max campaigns into intent-based funnels, grouping products by customer intent, not site taxonomy.
- Applied tailored bidding strategies by funnel stage.
- Aligned product feeds with Google Shopping best practices.
- Split campaigns into new user and returning user groups, showing broader ads to new users and shopping-focused ads to engaged users, achieving 8x+ ROAS.
04
Optimized campaign structure: Maximizing reach, relevance, and ROI
While we maintained a clear funnel strategy across both Google and Meta platforms, guiding users from awareness to consideration and finally conversion, the true key to success lay in meticulously organizing campaigns at the ad group and asset group levels.
Without this detailed structure, overlapping audiences and conflicting targeting would dilute performance, causing budget inefficiencies and reduced ad relevance. By carefully segmenting and grouping assets, we ensured that each audience was reached with the most relevant message, minimizing internal competition between ads.
Results: $5K+ weekly sales, 140% growth, 71.6% ROAS
With a restructured strategy and continuous optimization, Cloth & Co. saw achieved, measurable gains across key metrics. Over just three months, the brand achieved:
- Revenue up by 140% from Apr to Jun
- ROAS up 71.6% in the same period
- Hit $5K+ weekly sales consistently in June
- Highest monthly revenue in 12 months
The results exceeded expectations across both platforms. As you can see below, June was the strongest performing month among the three shown, with the:
- Highest CTR (3.14%)
- Most purchases (66.03)
- Highest revenue ($23,379.76)
- Best ROAS (3.93)
| Year - Month | Clicks | Impr. | CTR | CPC | Cost | Purchases | Revenue | ROAS |
|---|---|---|---|---|---|---|---|---|
| Jun-2025 | 4,465 | 142,158 | 3.14% | $1.33 | $5,951.56 | 66 | $23,379.76 | 3.93 |
| May-2025 | 4,399 | 213,784 | 2.06% | $1.02 | $4,491.58 | 42 | $12,199.59 | 2.72 |
| Apr-2025 | 3,272 | 140,146 | 2.33% | $1.3 | $4,251.64 | 43 | $9,727.28 | 2.29 |
The campaign generated nearly $4 in revenue for every $1 spent on advertising.
The revenue more than doubled from April to June, representing a total increase of $13,652.48 or approximately 140% growth over the two-month period. This shows strong momentum building through the quarter, with June delivering exceptionally strong results compared to the baseline April performance.
Monthly performance metrics
| Characteristic | Apr 2025 | May 2025 | Jun 2025 |
|---|---|---|---|
| Purchases | 43 | 42 | 66 |
| Revenue | $9,727.28 | $12,199.59 | $23,379.76 |
| ROAS | 2.29 | 2.72 | 3.93 |
"This is fantastic. Thank you for your dedication to getting our SEM working so well! Hopefully, we can scale this successfully even through our slower months. We're thrilled to be making such positive steps forward!"
Daisy Burgess
Co-founder, Head of Operations, Cloth & Co.Conclusion
Mavlers worked from the ground up, fixing what was holding performance back, tightening the creative approach, and restructuring campaigns to move in sync with how people actually shop.
The result: Cloth & Co. didn't just scale digital sales—they did it on their terms.
With a steady strategy and new collections on the way, the brand is primed for sustainable, long-term growth.