Case study
A cross-channel rebuild across Meta and Google reduced brand dependency, opened new markets, and drove consistent year-on-year performance gains across every key metric.
The challenge
Boom Shankar is a well-established Australian fashion brand with a strong loyal following, but their paid media setup had developed some structural problems. On Google, search campaigns were over-indexed on brand terms - efficient on paper, but masking weak performance on generic terms and limiting the ability to reach new customers who didn't already know the brand.
On Meta, the account was relying heavily on retargeting warm audiences rather than building genuine top-of-funnel demand. Creative was largely static, with limited testing discipline. The business also had ambitions to grow into the US market but no real framework to do it. They needed a full account rebuild across both channels to shift the mix and open up new growth.
Our approach
Google: We restructured search campaigns to reduce brand dependency, shifting budget toward generic terms to capture demand from customers who weren't already looking for Boom Shankar. We also expanded into the US market with dedicated campaigns, giving the brand a foothold in a new geography with real commercial potential.
Meta: We moved to Advantage+ Sales Campaigns and introduced first-party data remarketing to strengthen performance down the funnel, replacing blunt retargeting with smarter audience signals. Creative became a core lever - we built a structured testing program across UGC content, hook variations, and format testing so every spend decision was informed by data, not instinct.
Results
Year-on-year, every metric moved in the right direction. Total sales and orders both up 24%, MER improved 8%, and CAC dropped 8% - more revenue, from more customers, at a lower cost to acquire them. AOV held flat, and spend efficiency improved with MER and aMER both trending up despite increased investment.
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