Got an Email Template, Landing page, or Banner requirement? Head to Email Mavlers

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.

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.