Priscilla Fashion

The Challenge

In September 2022, Priscilla’s Fashion was facing challenges in generating enough business to reach sustainable profitability. Acquire new customers was a struggle, and their marketing efforts were limited. Their reliance on word-of-mouth was not enough to consistently drive growth compared to a more effective way to reach potential customers through online channels.

Our Response

Client Overview:

Priscilla Fashion is a home-based tailoring business, owned and operated by a mom of three. Specialising in tailoring services, including custom suits, bridal dresses, and alterations, Priscilla Fashion had relied primarily on word-of-mouth marketing for business. 

Summary:

This case study highlights how a well-optimized Google Ads strategy, combined with website improvements and careful targeting, can drive measurable results for local businesses. By focusing on both the quality of leads and smart budget management, we helped Priscilla Fashion achieve sustainable growth and profitability in a competitive market.

Our Approach:

We started a comprehensive Google Ads Search campaign for Priscilla Fashion with the goal of driving qualified leads and increasing online visibility through:

    1. Website Optimisation: Before launching the ads, we focused on improving Priscilla Fashion’s website, ensuring that the services offered were clearly presented, had high-quality images, and included an updated price list. Clear calls to action (CTAs) were strategically placed to guide users to conversions, whether forms submissions, calls or direction requests.
    2. Search Campaign Strategy: The initial Google Ads budget was set at $400 per month, with gradual increases as results began to show. By focusing on local search terms (e.g., “alterations near me” and “custom tailoring near Howick”), we were able to target potential customers within the local area.For broader services like bridal dressmaking and custom suits, which could attract clients from all over Auckland, we created separate campaigns to target a wider geographical area.
    3. Keyword Strategy: In the first phase, we employed a broad match keyword strategy combined with responsive search ads and smart bidding. This approach helped us leverage Google’s machine learning to maximize reach and efficiency. We also spent time adding negative keywords to avoid irrelevant traffic and ensure the ads reached the right audience.
    4. Maximizing Conversions: After the first three months, we switched to a “Maximise Conversions” bidding strategy, optimizing for the highest number of conversions at the lowest possible cost.
    5. Tracking Key Conversions: To measure success, we set up three key conversion actions on Priscilla Fashion’s website:
          • Lead form submissions 
          • Calling the business phone number
          • Requesting directions via Google Maps.

        This enabled us to monitor performance more accurately and refine our strategies.

    6. Ongoing Optimization: Throughout the year, we continuously optimised the ads by updating ad copy, testing different ad variations, and refining targeting. In early 2024, we introduced a Target CPA (Cost Per Acquisition) bidding strategy to help reduce cost per conversion while driving even more qualified leads.
    7. Overcoming Budget Constraints: As Google’s algorithms began to identify high-performing search impressions based on user behavior, Priscilla Fashion’s campaign faced budget constraints. While the client didn’t want to increase the budget, we shifted our focus to improve lead quality by refining location targeting.
    8. Refining Location Targeting: To maximize the value of the budget, we adjusted the location targeting to focus on a 6-kilometer radius around the business’s location. Although this resulted in fewer conversions, it significantly improved the quality of leads, leading to higher conversion rates and more frequent customer bookings.

The Results

In the two years since launching the Google Ads search campaign, we spent less than $15,000 and generated over 300 leads, resulting in more than 100 customers with an average customer value of $200, totalling 60k in sales. This equates to a 400% return on advertising spend (ROAS).

After more than a year of continuous optimization and strategic adjustments, Priscilla Fashion saw impressive results:

  • Significant increase in high-quality leads and conversions.
  • Lowered cost-per-conversion thanks to improved targeting and bidding strategies.
  • The tailored approach allowed Priscilla Fashion to grow their customer base while maintaining a sustainable budget.

 

Priscilla Fashion is now a thriving business with a steady stream of new customers and a robust online presence, thanks to the successful Google Ads Search campaign.

Tangible outcomes

Thanks to AV Consulting, the client has seen an increase in conversions and a decrease in the cost per conversion. The team communicates well through in-person and virtual meetings, email, and messaging apps. The client is impressed with the team’s expertise and responsiveness.

Priscilla Fashion
Local Tailoring Business