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Products / Services Used
Cloth & Co. is an Australian ethical fashion brand, founded in 2014. The clothes are made from natural fibres. Production supports artisan communities. The brand has stayed deliberately premium since launch. Which gave it a clear voice, but also a specific audience to find.
Cloth & Co. already had a great product line. But their paid media setup was holding them back from growing. Mavlers came in to fix the invisible digital infrastructure that was stalling their sales.
Revenue growth (Apr–Jun)
Lift in ROAS
Weekly sales, hit consistently
ROAS on returning-user campaigns
Even with niche targeting in place, campaigns kept showing up beside mainstream fast fashion. That’s the exact category Cloth & Co. had spent years differentiating away from.
Sustainable, ethical, natural fibre. These were the terms Cloth & Co. should have owned in SERPs. The brand wasn't surfacing.
The product feed had been set up through Shopify's Google & YouTube apps and left there. Account architecture across both platforms was overlapping, conflicting, and never deliberately designed.
Some weeks worked. Most didn't. There was no pattern stable enough to optimize against.
AI-generated Meta assets clashed with the considered, premium feel of the brand. Performance and identity were pulling against each other.
Campaigns that worked at low spend collapsed when budgets went up. Without fixing the underlying structure, more money meant worse returns.
The diagnosis was uncomfortable in a useful way:
The strategy was fine. The execution underneath was a mess: chaotic feeds, default account setups, and audiences competing against each other.
So the work happened in order. Foundations first, then architecture, then campaigns and creative on top.
Variants were consolidated into clean parent listings, which killed off the duplicate-listing problem. Out-of-stock items were filtered out dynamically. Names and categories were standardized. And the AI-generated copy was rewritten to include the conversion-deriving specifics: fabric, fit, intended occasion.
The default groupings followed how the website was organized. We regrouped products by what a shopper was trying to do, discover, compare, buy, and then matched bidding strategies to the funnel stage.
New users saw broader, brand-led ads. Returning users saw conversion-focused ones. This single decision was the one that drove 8x+ ROAS on the returning-user side, because the message matched the signal.
Static, video, and dynamic catalog campaigns ran in parallel. Ad groups and asset groups were organized carefully enough that Cloth & Co. wasn't competing against itself for the same audience.
10+ creatives per ad group, rotated continuously. Ad fatigue was prevented structurally, not noticed after the fact.
Meta carried the awareness load. Both platforms shared the consideration stage. Google Shopping closed the high-intent searches. The hand-offs between them were where the funnel either worked or didn't, and most of the optimization work happened there.
Three months, with most of the lift concentrated between May and June, once the foundational fixes had time to compound into the optimization signal.
The detail worth flaggingJune wasn't just the strongest of the three months. It was the strongest month Cloth & Co. had posted in a year. In June, every dollar of ad spend was returning roughly $4 in revenue. The $5,000 weekly sales target stopped being a goal and became the baseline.
Highest CTR
Most purchases
Highest Revenue
Best ROAS
Co-founder, Head of Operations
Successful migration of 9,000+ pages across 12+ languages, with no critical downtime.
Multi-channel strategy driving 50%+ monthly registration growth.
Ogilvy needed to scale SEO delivery across multiple markets without expanding headcount. Mavlers stepped in as their invisible production partner.
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