The Brief

Building visibility for a new custom merchandise brand

Built Different Goods offers customised apparel and merchandise including T-shirts, hoodies, mugs, tumblers, stubby holders and pens, with products suited to individuals, events and business branding.

The focus was on increasing awareness of the range and bringing more potential customers through to the online store using a combination of Google and Meta advertising.

Rather than relying on one platform, we used the two channels for different stages of the customer journey Google to reach people already searching for relevant products, and Meta to introduce the brand to new audiences through visual advertising.

01 - Google Ads

Reaching people already looking for custom products

Google Ads were used to capture higher-intent searches from people actively looking for custom printing and merchandise.

Campaign performance during the reporting period generated:

1,420 impressions90 clicks

6.34% click-through rate

$1.41 average cost per click

The 6.34% CTR showed that the ads were successfully attracting attention from search users and encouraging them through to the website.

Google gave the campaign an important source of intent-based traffic rather than relying entirely on social discovery.

02 - Meta Advertising

Turning the product range into scroll stopping creative

Meta advertising focused on visual product led creative that quickly communicated what Built Different Goods offered.

Campaign artwork highlighted the broader product range including custom apparel, mugs, tumblers, stubby holders and pens while keeping the existing purple branding recognisable.

One traffic campaign generated:

3,834 viewers

71 link clicks

65 landing page views

$35.09 total spend

$0.54 per landing page view

This gave the business a relatively low cost way to introduce the brand to new audiences and send users directly through to the website.

03 - Campaign Creative

Making the offer understandable at a glance

For a business with a large product range, the advertising needed to communicate more than a single item.

Creative was developed around clear product categories and uses, including personalised products for business branding, events gifts, Personal use. The designs kept the branding consistent while giving each campaign a clear focus rather than trying to advertise the entire catalogue in one message.

04 - Social Visibility

Reaching audiences beyond the existing following

Instagram reporting also showed the content beginning to reach people who were not already connected with the business.

During the recorded period, Instagram generated:

733 accounts reached

468 views

100% of recorded reach from non-followers

For a growing brand, reaching new audiences was an important early objective and provided additional awareness alongside paid search and Meta traffic.

05 - Tracking What Happened After the Click

Traffic was only one part of the picture

Campaign performance was reviewed alongside Shopify marketing data rather than judging success purely by impressions or clicks.

Shopify recorded 405 sessions during the selected seven-day period, with traffic coming from direct visits, paid Google activity, Instagram and organic Google Search.

At that stage, however, Shopify was showing no marketing attributed orders or sales.

That was important information.

The campaigns demonstrated that people could be reached at a reasonable cost and encouraged to visit the store. The next optimisation opportunity was therefore further down the customer journey improving how that traffic converted once it reached the website.

The Outcome

Strong traffic data and a clearer path to conversion

The advertising successfully established traffic across both Google and Meta, with Google achieving a strong 6.34% click-through rate and Meta generating landing page visits for approximately $0.54 each.

More importantly, the reporting helped separate a traffic problem from a conversion problem.

People were seeing the advertising and clicking through. The next stage was improving the website, product presentation, customer journey and conversion experience so more of those visitors became purchasers. That distinction gives future marketing decisions a much stronger foundation than simply increasing ad spend.

Delivered

What Built Different Goods received

Google Ads campaign setup and management

Meta advertising campaign setup

Custom advertising creative

Product focused campaign messaging

Audience and traffic generation

Campaign performance monitoring

Shopify marketing analysis

Google Ads performance reporting

Meta campaign reporting

Recommendations for future conversion optimisation

Results at a Glance

Google Ads

1.42K impressions

90 clicks

6.34% CTR

$1.41 average CPC

Meta Ads

3,834 viewers

71 link clicks

65 landing page views

$35.09 spend

$0.54 cost per landing page view

Instagram

733 reach468 views

100% recorded reach from non-followers

Frequently Asked Questions

Did the advertising generate sales?

Not during the reporting periods shown. The campaigns successfully generated traffic and relatively strong click performance, but Shopify was not yet recording marketing-attributed orders. That helped identify conversion optimisation as the next priority rather than simply increasing advertising spend.

Why use both Google Ads and Meta Ads?

They serve different purposes. Google allows the business to appear when somebody is already searching for a relevant product or service, while Meta is useful for introducing products visually to people who may not have been actively searching yet. Using both provides a broader customer acquisition strategy.

What do you look at besides clicks and impressions?

Traffic numbers are useful, but they do not tell the whole story. We also look at landing page views, click-through rate, cost per visit, website sessions and what visitors do after they arrive. If advertising is successfully generating traffic but purchases are not following, the website or customer journey may need attention before more budget is added.