DALSTON FABRIC MILLS
Google, Facebook and
Microsoft Ads
Discover how One PPC helped Dalston Mill Fabrics scale to over £1 million in annual sales and achieve over 500% ROAS through a complete transformation of their digital advertising strategy.
DALSTON FABRIC MILLS:
Back Story & Challenge
Dalston Mill Fabrics has been a cornerstone of the London fabric scene for over 30 years. With a vast range of fabrics available both online and in-store, their diverse team serves a global customer base that includes designers, architects, and artists.
Despite running Google and Facebook Ads for years, Dalston Mill Fabrics faced ongoing performance issues. Google Search campaigns delivered a low ROAS of 2.3, and Shopping campaigns were held back by an unstructured setup and under-optimised product feeds.
On Facebook, only remarketing campaigns delivered a positive return. Cold and interest-based audiences consistently underperformed, with ROAS averaging just 1.9. Without a clear strategy or scalable structure, advertising spend was inefficient and growth remained limited.
Following our initial review and analysis, the goals were clear:
- Scale revenue while achieving a ROAS of 400% or more
- Improve campaign structure and measurement to identify and scale what work
- Expand targeting options to test creative combinations and align performance with both brand awareness and ROAS objectives.
Solution
Google Search & Shopping
We began by auditing Dalston Mill’s ad account and competitors, identifying key gaps in structure and targeting. We then rebuilt the Search and Shopping campaigns for improved clarity, ROAS, and scale.
Campaign Restructure: Created themed campaigns by category for easier optimisation.
Keyword Expansion: Broadened keyword coverage with refined match types to drive high-intent traffic.
Shopping Overhaul: Reorganised product feeds and introduced item-level bidding to improve control and performance.
Audience Targeting: Layered in demographic, in-market, and past-visitor segments to prioritise high-conversion traffic.
Bidding Strategies: Deployed a mix of manual bidding and automated Target ROAS/CPA strategies to balance volume and profitability.
Facebook & Instagram Ads
We rebuilt Facebook Ads from scratch with a full-funnel strategy targeting cold, warm, and hot audiences.
Dynamic Product Remarketing: Retargeted past product viewers, achieving ROAS from 5.0 to over 10.0.
Engagement Campaigns: Targeted users who engaged with posts or ads but hadn’t visited the website recently.
Cold Audiences: Built personas and tested interest-based and Lookalike audiences tied to product value (e.g. home décor, DIY, design).
Creative Testing: Ran continuous tests across carousel, single-image, and dynamic creatives to optimise performance.
Google Display Network
To expand reach and nurture the funnel, we launched Display campaigns with:
Remarketing Funnels: Targeted recent and long-term website visitors (up to 540 days).
In-Market & Similar Audiences: Reached users actively shopping in relevant verticals and those resembling high-value buyers.
Types of Campaigns:
Engagement Campaign
Implemented a funnel-based strategy on Facebook to attract new audiences and guide them through the purchase journey using tailored creatives and offers.
Lookalike Campaigns
Built Lookalike Audiences based on high-value purchasers. We tested audience size and similarity to maximise ROAS, starting with tighter groups before scaling up.
Interest-Based Campaigns
Targeted cold audiences interested in fabrics, home décor, sewing, and crafts. Campaigns included tests using single interests, combined groups, and demographic overlays.
Remarketing Ads
Showed previously viewed products to recent visitors who hadn’t completed a purchase, often with added incentives to increase return traffic and conversions.
Google Search
Focused on high-intent keywords grouped by product category, using themed ad copy to improve CTR and conversion rates.
Google Shopping
Reorganised campaign structure by product type with granular item-level bidding, improving efficiency and profitability.
Microsoft Ads
Replicated the most effective campaign types from Google, optimised for lower competition and incremental growth across Bing’s network.
Google Display
Used remarketing, in-market, and Similar Audiences to build awareness and drive new interest. Focused on top-of-funnel traffic and re-engagement strategies.
Results
This strategy has delivered exceptional results, with Facebook’s performance exceeding all expectations. As returns improved, we confidently scaled the budget to support continued growth.
Since partnering together, we have:
Cold Traffic accounts for 70% of sales, with warm and hot traffic making up 30%
Achieved almost 200K in sales during the peak month of Summer.
Achieved a Facebook ROAS over 800% – above the ROAS profit target.
Created a consistent and effective ad creative that focuses on key USP and brand messaging.
Driven hundreds of thousands of website visitors from Facebook Ads
Implemented Facebook campaigns with the range of audience targeting
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