Performance Marketing
Scaling Hayes London: A Premium Clothing Accessories Brand with High-Performance Ads
Industry: Fashion & Accessories | Platform: Meta & Google Ads | Brand: Hayes London
The Challenge
Hayes London, a premium men’s accessories brand specializing in genuine leather belts and wallets, aimed to expand its online presence and scale revenue. However, they faced multiple challenges:
- High Competition in the Premium Accessories Market – Competing with global luxury brands and fast-fashion retailers.
- Low Conversion Rates on Paid Ads – Previous campaigns struggled to convert traffic into sales.
- High Cart Abandonment Rates – Many users added products to their carts but didn’t complete the purchase.
- Need for Higher ROAS & Lower CAC – The brand needed to drive more profitable sales while maintaining a premium positioning.
Our Approach
We implemented a data-driven performance marketing strategy to increase ROAS, drive conversions, and strengthen the brand’s premium appeal.
🔹 Google Ads Optimization:
- Branded Search & Shopping Ads to capture high-intent buyers looking for premium belts & wallets.
- Performance Max Campaigns, utilizing dynamic product ads across Google’s entire ad ecosystem.
- YouTube Ads Featuring Product Close-Ups & Style Guides to showcase craftsmanship and quality.
🔹 Meta Ads Revamp:
- Luxury-Focused Video & Carousel Ads, highlighting Italian leather, reversible buckles, and premium finishes.
- High-Intent Retargeting, engaging users who visited the product page but didn’t purchase.
- Lookalike Audiences Based on High-Value Customers, ensuring efficient ad spend on users most likely to convert.
Results Achieved (Within 60 Days)
- 7.4x ROAS on Google Ads (compared to 3.1x previously)
- 6.2x ROAS on Meta Ads (compared to 2.8x previously)
- 38% decrease in customer acquisition cost (CAC)
- 55% increase in conversion rate
- Cart abandonment reduced from 67% to 39%
- 42% increase in repeat purchases
Challenges & Solutions
- High Competition in the Luxury Segment – Focused on brand storytelling through premium ad creatives and content-driven campaigns to stand out.
- Low ROAS & High CAC – Refined audience targeting and optimized bidding strategies, reducing CAC by 38%.
- High Cart Abandonment – Implemented WhatsApp reminders, exit-intent popups, and limited-time discounts, bringing down cart abandonment by 28%.
Conclusion
Through a refined digital advertising approach on Google & Meta, we scaled Hayes London’s revenue while reducing acquisition costs, positioning it as a go-to brand for premium men’s accessories.