1,300% Growth in D2C Sales by Designer Furniture Brand

Challenge & Objectives

Mario Capasa was focused on B2B business but wanted to expand into direct-to-consumer sales. We set up a Google Ads strategy to build sales, increase ROAS, and improve secondary KPIs.

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What we were tasked to do:

• Set up a solid Google Ads game plan to increase sales directly from their site.
• Show off Mario Capasa's cool furniture to more people using Google Ads.
• Get more bang for their buck by increasing ROAS.
• Improve performance on secondary KPIs.

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Mario Capasa had a big goal: they wanted to boost their online sales and get their brand in front of more eyes. But since they were primarily focused on B2B business with their distributors, they lacked the strategy and know-how needed to successfully launch a profitable direct-to-consumer sales campaign that would be both successful and scalable.

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Our Approach

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We used shopping, search, and retargeting campaigns to find and target users who were ready to buy from Mario Capasa. We focused on niche keywords with strong purchase intent. From there, we built a solid foundation of immediate revenue that we could expand upon down the road.

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Our approach involved: 

• Focusing on generating immediate revenue
• Building a solid foundation before taking more explorative efforts later
• Setting up shopping, search, and retargeting campaigns
• Using keyword research to target users with high intent to buy

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To supercharge Mario Capasa's online sales, we initiated a step-by-step process, beginning with a waterfall strategy. This approach focused on generating immediate revenue—like a safety net—to give us flexibility for more explorative efforts down the line. 

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The initial push revolved around Shopping, Search, and retargeting campaigns, targeting those users who were clearly ready to buy.

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The heart of our operation was a deep-dive into keyword research. We hunted for niche terms that, while maybe not trending, showed clear purchase intent. These would be our golden tickets to bringing in the right traffic. 

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Alongside this, we ran a dynamic retargeting campaign. Recognizing that every potential customer is different, we tailored our messages to individuals based on where they were in their buying journey.

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The Results

Our strategy led to significant increases in direct-to-consumer sales and ad spend in the first six months in the campaign. We also captured interest from more quality users who went on to make high-value purchases from the brand.

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Our key achievements for Mario Capasa included: 

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• 100% increase in direct-to-consumer sales in 1 month
• 1,300% increase in direct-to-consumer sales in 6 months
• 106% return on ad spend
• Decrease in cost-per-click coupled with growth in clickthrough rate
• Increase in high-quality users

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In just half a year, we supercharged Mario Capasa's direct-to-consumer sales by a staggering 1,300%. This wasn't just a win in terms of numbers; it marked a fundamental shift in their business model. From being a brand reliant on intermediaries and distributors, Mario Capasa became a force to reckon with in direct online sales.

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Our shopping campaign stood out as a star player, ringing in many high-value orders that could be directly tied back to our ad efforts. 

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But it wasn't just about revenue. Our use of Google Ads became more efficient too, showing a 106% increase in return on ad spend—a rare achievement when scaling up so rapidly. 

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Lastly, our campaigns consistently attracted high-quality users, which was evident from a glance at the improved KPIs such as clickthrough rates and ad quality scores.

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Client Testimonial

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"We've wanted to sell more directly to our customers for a while now. With Marketify's help, we didn't just make it happen—we crushed it. As long as we're using Google Ads, we're sticking with Marketify."

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Conclusion

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Mario Capasa continues to thrive in the direct-to-consumer market alongside their existing B2B business model. They’ve won numerous awards from companies like Forbes and Architectural Digest, and are on the path to continue their mission of bringing high-quality, Italian designer furniture to people at an affordable price.