Cloth & Co. Grows Revenue 140%

Cloth & Co. is an Australian ethical fashion brand founded in 2014, making women's natural-fibre apparel that supports artisan communities in production.

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The brand has stayed deliberately premium since launch, which gave it a clear voice but also a specific, harder-to-reach audience.

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The product line was already strong, but the paid media setup underneath it was holding growth back, and the brief was to fix the invisible infrastructure, feeds, account structure, targeting, that was stalling sales before it ever reached customers.

• Campaigns kept rendering beside mainstream fast fashion despite niche targeting, the exact category the brand had spent years differentiating away from
• The brand wasn't surfacing on searches for "sustainable," "ethical," and "natural fibre," the terms it should have owned in SERPs
• The product feed had been left on Shopify's default Google and YouTube app setup, with account architecture across both platforms overlapping and conflicting
• Meta performance had no stable pattern, some weeks worked and most didn't, leaving nothing consistent to optimize against
• AI-generated Meta creative clashed with the brand's considered, premium feel, putting performance and identity at odds
• Campaigns that worked at low spend collapsed when budgets scaled, since the underlying structure couldn't support more volume

• Get the brand ranking for the sustainable and ethical fashion terms it should already own
• Stop competing for placement against the fast-fashion category it was built to differentiate from
• Rebuild the product feed and account architecture on purpose, not on default settings
• Separate new and returning customer messaging instead of treating every visitor the same
• Make campaigns that could scale spend without ROAS collapsing

• Rebuilt the product feed in DataFeedWatch, consolidating variants into clean parent listings, filtering out-of-stock items dynamically, standardizing names and categories, and rewriting AI-generated copy to include fabric, fit, and occasion
• Restructured Performance Max around shopper intent rather than site taxonomy, regrouping products by discover, compare, and buy stages and matching bidding strategy to each
• Separated new and returning users into different campaigns, broader brand-led ads for new visitors and conversion-focused ads for returning ones, the single change that drove 8x+ ROAS on returning users
• Re-engineered the Meta campaign mix with static, video, and dynamic catalog campaigns running in parallel, organized so the brand stopped competing against itself for the same audience
• Treated creative refresh as an operating rhythm, rotating 10+ creatives per ad group continuously to prevent fatigue structurally instead of reacting to it after the fact
• Made the handoff between platforms deliberate: Meta carried awareness, both platforms shared consideration, and Google Shopping closed high-intent searches, with most optimization happening at those handoff points

• 140% revenue growth - Climbed from $9,727 in April to $23,380 in June, concentrated mostly in the final month once foundational fixes compounded
• 71.6% lift in ROAS - Up from 2.29x in April to 3.93x in June
• 8x+ ROAS on returning-user campaigns - The single decision to separate new and returning user messaging drove the strongest return of any segment
• $5K+ in weekly sales, hit consistently - Moved from an occasional good week to a repeatable floor
• 53% increase in purchases - From 43 in April to 66 in June
• 35% increase in CTR - From 2.33% in April to 3.14% in June, the brand's best month on every core metric at once
• 36% increase in clicks - From 3,272 in April to 4,465 in June, more volume arriving at a site that could finally convert it

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