We rebuilt Google Ads into a clean, intent led structure and built a full funnel Meta program led by the farm, the founders, and the craft, not the discount. Same story, more of the right people, at far less cost.
Danielle Schermerhorn
Director of Marketing, Atelier Commerce
BUILT WITH
We rebuilt Google Ads into a clean, intent led structure and built a full funnel Meta program led by the farm, the founders, and the craft, not the discount. Same story, more of the right people, at far less cost.
Danielle Schermerhorn
Director of Marketing, Atelier Commerce
BUILT WITH
Two founders. One family farm. Two hundred Suri alpacas in the Hudson Valley. A herd that turns into a small edition of hand knit throws each season, at a price a considered buyer pays gladly and a discounter cannot match. In a category crowded with importers and resellers, that is the whole edge. The old paid account was not built to say it.
Two founders. One family farm. Two hundred Suri alpacas in the Hudson Valley. A herd that turns into a small edition of hand knit throws each season, at a price a considered buyer pays gladly and a discounter cannot match. In a category crowded with importers and resellers, that is the whole edge. The old paid account was not built to say it.
Why the truest story was not doing the selling
Alicia Adams Alpaca came to the atelier as a genuinely premium, high average order value brand in a category crowded with look alikes. The paid engine was live and it was working against the brand's real advantage. Roughly two dozen overlapping campaigns competed with themselves in Google Ads. Meta creative leaned on discount aesthetics that fit the platform but did not fit the house. Feed quality and measurement had drift the reporting could not see. Same brand, same product, weaker story, thinner return.
The picture we drew was a paid engine that sounded like the brand and closed like a category leader. Ten clean, intent led campaigns in Google Ads instead of two dozen overlapping ones. A Competitors campaign to contest the crowded category directly. Performance Max segmented by how people actually shop the catalog: throws and blankets, women's hand knit apparel, seasonal capsules, colorway editions. A full funnel Meta program where the founders, the farm, the herd, and the craft carry the creative, prospecting through dynamic remarketing, with Advantage+ Shopping doing the compounding on the back. Feedonomics tuned so the feed wins the auction before the bid does. Littledata wiring server side measurement so the account learns from truth and not from browser drift.
Why the truest story was not doing the selling
Alicia Adams Alpaca came to the atelier as a genuinely premium, high average order value brand in a category crowded with look alikes. The paid engine was live and it was working against the brand's real advantage. Roughly two dozen overlapping campaigns competed with themselves in Google Ads. Meta creative leaned on discount aesthetics that fit the platform but did not fit the house. Feed quality and measurement had drift the reporting could not see. Same brand, same product, weaker story, thinner return.
The picture we drew was a paid engine that sounded like the brand and closed like a category leader. Ten clean, intent led campaigns in Google Ads instead of two dozen overlapping ones. A Competitors campaign to contest the crowded category directly. Performance Max segmented by how people actually shop the catalog: throws and blankets, women's hand knit apparel, seasonal capsules, colorway editions. A full funnel Meta program where the founders, the farm, the herd, and the craft carry the creative, prospecting through dynamic remarketing, with Advantage+ Shopping doing the compounding on the back. Feedonomics tuned so the feed wins the auction before the bid does. Littledata wiring server side measurement so the account learns from truth and not from browser drift.
How the engine was rebuilt on one brand truth
The atelier rebuilt paid across two engines, anchored on one authentic brand story. Google Ads restructured around intent and product. Meta rebuilt as a full funnel program led by farm, founder, and craft.
In Google Ads, roughly two dozen overlapping campaigns were consolidated into a clean, intent led architecture. Brand Search runs lean and captures existing demand at very high efficiency. A Competitors campaign contests the crowded category directly. Performance Max is segmented by how people actually shop the catalog, throws and blankets, women's apparel, seasonal capsules, colorway signals, with a Demand Gen layer widening the top. Feedonomics keeps product feed quality high and consistent, so the auction is won at the feed line before the bid. Littledata wires server side measurement into Google Analytics 4, so the account learns from real conversions on a Shopify Plus store rather than from broken pixels. On Meta, prospecting, remarketing, dynamic product remarketing, and Advantage+ Shopping run as a single funnel, with continuous creative testing feeding the winners forward. Creative is centered on Alicia Adams Alpaca's family farm, its two founders, the 200 Suri alpacas, the hand knit process, the ethical sourcing, and the seasonless craft, not on discount. Klaviyo handles what paid should never carry: the second and third order. The whole rebuild is the same story, told to more of the right people, at far less cost.
How the engine was rebuilt on one brand truth
The atelier rebuilt paid across two engines, anchored on one authentic brand story. Google Ads restructured around intent and product. Meta rebuilt as a full funnel program led by farm, founder, and craft.
In Google Ads, roughly two dozen overlapping campaigns were consolidated into a clean, intent led architecture. Brand Search runs lean and captures existing demand at very high efficiency. A Competitors campaign contests the crowded category directly. Performance Max is segmented by how people actually shop the catalog, throws and blankets, women's apparel, seasonal capsules, colorway signals, with a Demand Gen layer widening the top. Feedonomics keeps product feed quality high and consistent, so the auction is won at the feed line before the bid. Littledata wires server side measurement into Google Analytics 4, so the account learns from real conversions on a Shopify Plus store rather than from broken pixels. On Meta, prospecting, remarketing, dynamic product remarketing, and Advantage+ Shopping run as a single funnel, with continuous creative testing feeding the winners forward. Creative is centered on Alicia Adams Alpaca's family farm, its two founders, the 200 Suri alpacas, the hand knit process, the ethical sourcing, and the seasonless craft, not on discount. Klaviyo handles what paid should never carry: the second and third order. The whole rebuild is the same story, told to more of the right people, at far less cost.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
