An emerging direct-to-consumer (D2C) sustainable footwear brand. They had found initial success through organic Instagram growth but hit a revenue plateau. Previous attempts at paid ads failed to achieve a profitable Return on Ad Spend (ROAS).
The brand needed to scale revenue aggressively ahead of the summer season. Our initial audit revealed two major blockers: 1) Their mobile checkout experience was causing high friction, and 2) Their previous paid media attempts lacked a proper funnel structure, relying only on cold traffic ads that didn't convert.
We audited the mobile user journey and identified a 70% drop-off at the "shipping info" stage. We implemented quick-pay options (Apple Pay/Google Pay) and added trust badges (e.g., "Free Returns," "Sustainably Sourced") directly above the checkout button.
We moved away from "blasting" ads and built a structured funnel: Top of Funnel (Cold): High-production video ads focusing on the brand's sustainability ethos and lifestyle appeal. Middle of Funnel (Consideration): Dynamic Product Ads (DPAs) retargeting users who viewed specific shoes but didn't cart. Bottom of Funnel (Hot): High-urgency ads targeting cart abandoners with user-generated content (UGC) reviews to overcome hesitation.
We optimized product pages for "long-tail" descriptive keywords (e.g., "vegan leather white sneakers") to capture lower-funnel Google search intent.
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