Woolenmaker: Google/Bing and Meta Growth System Drives 33x Black Friday Order Lift
Woolenmaker
Global Gravity combined high-intent Google/Bing demand capture, Meta audience development, and DTC site upgrades to move Woolenmaker from testing into scalable growth.
Results
The Challenge
The challenge
Woolenmaker had early traction but lacked a stable growth engine. Past campaign performance was uneven, budget scaling felt risky, and the DTC site needed stronger brand trust and a cleaner conversion path before Black Friday.
- Scaling confidence was low. The brand needed clearer evidence that higher budgets would convert efficiently.
- The site leaked value. Visual identity, trust cues, and purchase flow were not yet strong enough for paid traffic.
- Peak-season timing was tight. Budget, creative, PMax pacing, and site performance had to be ready before the promotion window.
Our Solution
Our solution
Global Gravity rebuilt the paid media system around two complementary engines: Google/Bing for high-intent demand capture, and Meta for audience discovery, nurturing, and retargeting.
- Search and shopping capture. Search, PMax, and Shopping campaigns were structured to capture users already showing purchase intent.
- Meta audience development. Conversion campaigns, interest audiences, custom audiences, and lookalikes expanded reach before peak season.
- DTC site improvement. The website was upgraded with a stronger fashion identity, clearer trust signals, and a simplified purchase path.
- Black Friday readiness. The team prepared budget pacing, creative rhythm, PMax scale-up logic, and performance checks before traffic peaked.
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