How Hadley 4×’d Sales and Cut CPA by 30% in Just 5 Months
About Hadley
Wear Hadley is a premium leather goods brand proudly handcrafted in Largo, Florida. Their team of skilled artisans brings unmatched creativity and craftsmanship to every product — from watchbands and belts to wallets and other small leather accessories. With a focus on quality, style, and timeless design, Wear Hadley blends traditional leatherworking with modern aesthetics to create pieces that stand out and last.
Wear Hadley faced difficulty generating consistent sales through digital advertising. Despite having a quality product line, their previous ad campaigns yielded low purchase volume and an unsatisfactory return on ad spend (ROAS). The challenge was clear: How to boost online sales and revenue while keeping acquisition costs in check? In short, Wear Hadley needed a more effective marketing strategy to turn website traffic into purchases.
The Challenge
Before partnering with GenTech Marketing, Wear Hadley struggled with:
Inconsistent Sales from Ads
Despite having a strong product line, Wear Hadley’s digital ad efforts failed to produce consistent sales. Their previous campaigns generated low purchase volumes and didn’t provide the returns needed to justify ad spend.
High Customer Acquisition Costs
Wear Hadley faced challenges with high CPAs, often paying $40–$42 per purchase. These high costs made it difficult to scale ad spend without hurting margins.
Inefficient Use of Ad Platforms
Their previous marketing strategies lacked the sophistication needed to fully leverage platforms like Google Ads. Without automation, segmentation, or proper optimization, they missed opportunities to reach high-intent buyers efficiently.
Low Return on Ad Spend (ROAS)
With a ROAS of only around 2.2× in early 2025, their campaigns weren’t profitable enough to support long-term growth or reinvestment in paid media.
Services Used:
Esteemed digital marketing solutions
Beginning in March 2025, Wear Hadley and our team executed a comprehensive new advertising strategy focused on Google Ads. The approach was multi-faceted, targeting potential customers at different stages of their journey:
- Performance Max Campaigns: We launched Google’s AI-driven Performance Max campaigns to maximize conversions across all Google channels (Search, Shopping, YouTube, Display, etc.). This allowed Google’s algorithm to optimize bids and placements in real-time, finding high-intent shoppers and new audience segments automatically.
- Shopping Ads: We set up Google Shopping ads (via Merchant Center) to showcase Wear Hadley’s products with images, prices, and reviews directly in search results. These ads targeted high-intent search queries (e.g. users actively searching for apparel items), driving qualified traffic ready to buy.
- Audience Segmentation: We defined specific audience segments and signals for the campaigns – for example, past website visitors, cart-abandoners, lookalike audiences, and interest-based groups. By tailoring ad assets and messaging to each segment, the campaigns became more relevant, improving click-through and conversion rates.
- Keyword Optimization: Although Performance Max automates a lot, we refined keyword targets for any search-focused ads and ensured the product feed was optimized with relevant keywords. This helped capture niche search terms and improved ad relevance for Shopping results.
- Retargeting Techniques: We implemented retargeting via both Performance Max (which can automatically re-engage past visitors) and dedicated remarketing ads. Users who viewed products or added to cart but didn’t purchase were shown reminder ads and special offers. This kept Wear Hadley top-of-mind and recaptured potential lost sales.
- Google Ads
- Audience Segmentation
- Keyword Optimization
- Shopping Ads
- Retargetting
STRENGTH IN NUMBERS
Results Achieved in 5 Months
Our new advertising strategy delivered dramatic improvements in sales. Here are the results in just five months:
- Surge in Purchases: Monthly deal volume (purchases) grew from just ~120 purchases in March to 495 purchases in July. This is over a 4× increase in monthly sales within the period. In total, the campaigns drove 1,556 purchases from March to July.
- Higher Revenue (Cash Collected): Along with volume, revenue climbed substantially. Wear Hadley collected roughly $145,000 in total sales from campaign-attributed purchases over these five months. Monthly sales revenue rose from about ~$11K in March to $45K in July as conversion volume and average order values grew.
- Improved ROAS: Return on Ad Spend improved consistently as campaigns optimized. In March, ROAS was around 2.2×, meaning $2.20 back for every $1 spent. By July, ROAS reached 3.19×, indicating $3.19 in revenue for each $1 in ad spend. This higher efficiency exceeded the initial targets and significantly boosted profitability.
- Reduced CPA: Cost Per Acquisition (CPA) dropped dramatically, reflecting greater efficiency. Initially, CPA hovered around $40–$42 per purchase in the early months. By July, CPA fell to $28.50 per purchase, a 30%+ decrease in cost per sale. The advertising became much more cost-effective, allowing Wear Hadley to acquire customers at a far lower cost than before.
- Growth in Ad Engagement: The campaign improvements also manifested in engagement metrics. Click-through rates improved and the total click volume increased in line with spend. Over March–July the ads generated 44,573 clicks, with monthly clicks roughly doubling from spring to summer as we scaled budgets. Importantly, conversion rate (the percentage of clicks that turned into purchases) improved from about 3% in early months to over 4.5% by July, indicating better targeting and landing page experience.
Overall, Wear Hadley’s online sales trajectory was transformed. The combination of automated broad-reach campaigns and focused optimizations resulted in both higher scale (more traffic and sales) and better efficiency (higher ROAS, lower CPA). The total ad spend over March–July was about $57.6K, which generated $145K in revenue, yielding an average ROAS of ~2.5×. The client’s initial challenge of generating sales was not only overcome but exceeded, with July marking a record high in monthly purchases and revenue.
Clicks
ROAS
Total Sales
Conclusion
By addressing Wear Hadley’s initial sales challenge with a smart mix of automated broad reach and targeted optimizations, the March–July campaign proved immensely successful. The client saw a significant boost in online sales volume and revenue, all while improving efficiency (more return for every ad dollar spent). This case study underscores how leveraging advanced campaign types like Performance Max, coupled with savvy e-commerce tactics (Shopping ads, audience segmentation, and retargeting), can rapidly turn around performance and deliver sustainable, profitable growth for an online retailer. Wear Hadley can now confidently reinvest in advertising, knowing that their campaigns are optimized to drive results and support continued business expansion.
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30 %
CPA decrease by
4X
Increase in monthly sales
309 %
Higher ROAS
