eCommerce
The Sockery
Turning paid traffic into profitable eCommerce growth for an Australian sock brand competing against mass retailers.
600% ROAS
Return on ad spend across Meta and Google Ads
The Challenge
Scaling in a Competitive Market
The Sockery had a differentiated product offering, but scaling an eCommerce brand in Australia’s competitive sock market presented real challenges.
- Driving profitable growth on limited budgets. The team needed to acquire new customers at an acceptable cost and generate strong ROAS.
- Standing out against mass retailers. Discount chains and global fashion brands dominated the category. The Sockery needed to highlight its local credentials, sustainability, and quality.
- Balancing acquisition and efficiency. Peak periods like Black Friday boost reach but often erode efficiency. Finding the right mix of awareness and conversion activity was crucial.
- Improving on-site conversion rate. Visitors needed to quickly understand the brand, find the right product, and trust the checkout process.
Our Approach
Multi-Channel Advertising Strategy
A combined Meta and Google Ads approach covering the full funnel, with SEO and CRO underpinning everything.
Meta Ads: Awareness and Engagement
Video ads showcased product features and gifting themes. Dynamic catalogue ads pulled live products from the store. Broad interest and lookalike targeting built reach, while retargeting campaigns followed up with visitors who browsed but didn’t buy.
Google Ads: Search and Shopping
Campaigns targeted high-intent queries like ‘socks Australia’ and ‘novelty socks’. Separate campaigns for men’s, women’s, and compression socks allowed granular budget optimisation. Shopping ads placed the brand directly in product listings.
Performance-Based Budgeting
Budgets were weighted toward campaigns with the highest ROAS. On Meta, this meant scaling video and catalogue campaigns. On Google, spend favoured campaigns delivering conversions below A$12 per order.
Creative and Keyword Testing
Carousel vs single-image vs video ads were tested alongside gifting vs functional messaging. Weekly search query reviews refined keyword targeting. High-converting terms delivered CTRs of 14-18% with CPCs under A$0.26.
SEO and CRO Foundations
Category pages were built around keyword-rich headings. Product pages included unique descriptions, sizing guides, and trust badges. Technical SEO, structured data, and internal linking supported organic rankings.
Social Proof and Community
Facebook grew to 1,672 fans (+13.7%). Instagram recorded 562K views, 1,474 followers (+41%), and 1,235 engagements (+73%). Video views on Facebook hit 321K (+413%).
The Results
Numbers Pulled From the Ad Accounts
Meta Ads Revenue
$127K+
Purchase conversion value, up 311% from previous period. Blended ROAS reached 4.16, up 18.9%.
Meta Purchases
1,484
A 309% uplift. Video campaigns drove 659 purchases, catalogue campaigns added 517.
Google Conversions
4,129
+58% year over year. Average cost per conversion dropped to A$12.12, down 17%.
Google Traffic
56,937 clicks
+40% increase on 2.79M impressions. Top cities: Brisbane, Melbourne, Sydney.
Efficiency
A$0.71 CPC
Average CPC fell 7.8% on Meta. Click-through rate settled at 2.32%.
Reach
488K people
More than quadruple the prior period. 1.87M impressions and 43,423 clicks on Meta.
Want results like these?
Let’s talk about what we can do for your business.