From 2 Sales in Week 1 to 4.72X ROAS

The Client

A premium handmade knitwear brand based in Greece, selling luxury chunky knit cardigans, sweaters, scarves, and accessories via Shopify. Every product is handcrafted by skilled artisans, positioned at the intersection of sustainability, cultural heritage, and premium fashion. The brand represents the growing movement of independent creators building luxury businesses through e-commerce, with a loyal following on social media but untapped potential in paid acquisition channels. Average Order Value ranges from EUR 288 to EUR 373 depending on the period and product mix, placing the brand firmly in the premium segment. Core markets include the United States, United Kingdom, and Germany, with expanding reach across wider Europe and Canada.

Mumshandmade had built a beautiful premium brand and a loyal organic following, but had zero paid advertising infrastructure of any kind. No Meta Ads account, no Google Ads campaigns, no retargeting pixels installed, no systematic paid acquisition strategy. All revenue came through organic social media, word of mouth, and direct referrals -- channels that were delivering steady but limited growth insufficient for the brand's ambitions. The founder knew paid advertising was the path to scale but lacked the expertise and bandwidth to build a multi-platform acquisition system from scratch. The brand needed to expand internationally across the US, UK, Germany, and wider Europe, with each market requiring distinct creative approaches, cultural positioning, targeting strategies, and budget allocation. With an Average Order Value above EUR 300, the purchase cycle was naturally longer than fast-fashion impulse buys -- customers needed multiple touchpoints before committing to a premium handmade product. This meant the advertising system had to support the full journey from initial awareness through consideration and into conversion, with retargeting infrastructure to recapture visitors who did not purchase on their first visit. Timing added urgency: knitwear demand peaks sharply in Q4 as the autumn and winter season drives consumers toward warm, premium garments. The system needed to be built, tested, and scaled before the peak season window opened, while simultaneously establishing infrastructure that would serve the brand year-round.

The four-platform approach created compounding effects that no single channel could achieve independently. Meta drove top-of-funnel awareness and built the retargeting pool -- every visitor who browsed products but did not purchase entered the remarketing funnel. Google captured the downstream intent from users who searched for the brand after seeing Meta ads, delivering 34.17X Brand Search ROAS by converting already-warmed prospects. Pinterest diversified discovery across a different audience demographic that over-indexes for premium handmade goods, feeding additional traffic into the remarketing system. Klaviyo recovered abandoners across three distinct flows -- browse, cart, and checkout -- with A/B-tested sequences that identified winning subject lines, content layouts, and timing intervals. The combined system created a closed loop: Meta introduced, Google captured, Pinterest expanded, and Klaviyo recovered.

How It Works Day-to-Day

Campaign management followed a structured weekly cadence across all four platforms. Each week began with a performance review analysing spend, revenue, ROAS, conversion rates, and audience performance across every geography and funnel stage. Underperforming ad sets were paused or adjusted, winning creatives received budget increases, and new test variants were launched. Meta campaigns were the most actively managed, with creative rotation, audience refinement, and bid strategy adjustments happening weekly. Google Ads were monitored for search term quality and bid adjustments, with negative keywords added to prevent wasted spend. Pinterest campaigns ran with lighter management focused on creative refresh and audience expansion. Klaviyo A/B tests ran in parallel with clear statistical thresholds before declaring winners. The client received a detailed weekly report covering all platforms, with clear recommendations for the following week. Day-to-day management required no input from the founder -- the entire operation was handled externally, allowing them to focus on product creation and brand development.