Turning brand awareness into ecommerce sales for Emma & Tom’s
Emma & Tom’s is an established Australian consumer brand. For a recognised brand, the digital challenge is not simply generating awareness. It is turning existing brand equity and new customer discovery into measurable ecommerce revenue.
Emma & Tom’s
attributed ROAS
Google Ads · Meta Ads · Ecommerce Growth
Paid Ads · Tracking + Reporting
The challenge
Customers can discover an established consumer brand through many different channels. The challenge was to create a paid acquisition structure that could capture existing demand while also finding new customers and bringing previous visitors back to purchase.
The approach
Google Ads and Meta Ads were managed as complementary parts of the customer journey. Google captured high-intent searches and product demand. Meta supported discovery, product promotion and remarketing.
Campaign performance was evaluated against actual ecommerce revenue so optimisation decisions focused on commercial outcomes rather than traffic alone.
The result
attributed ROAS
Paid media generated an 8x+ attributed return on ad spend.
The campaigns helped turn digital visibility into measurable ecommerce sales while creating a clearer acquisition structure across Google and Meta.
Growth System layers involved
2 of nine layers in scope. Every case connects back to the same system; the layers highlighted are where this work sat.
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Mr Smith
Managing paid acquisition across Australia, the United States and Europe.
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