Kaya Workwear
We helped Kaya Workwear strengthen its paid acquisition strategy across Meta Ads and Google Ads, with a focus on e-commerce sales, product discovery, high-intent search demand, and stronger conversion efficiency.
The goal was to build a more dependable sales engine for both direct consumers and business buyers while protecting margin and reducing wasted ad spend.
30% OFF
Storewide promotional hook used in acquisition
$129+
Free shipping threshold
6 Industries
Trade, Commercial, Healthcare, Hospitality, Casual & Corporate
2 Growth Channels
Meta Ads + Google Ads
Where Safety Meets Everyday Performance
Kaya Workwear is an Australian supplier of workwear, corporate apparel, PPE, safety gear, footwear, and uniforms.
The store serves multiple industries including trade, commercial, healthcare, hospitality, casual, and corporate customers. Its catalogue includes workwear, hi-vis clothing, protective equipment, footwear, accessories, and safety products from established brands such as Portwest and Bocini.
Kaya also supports business customers through bulk ordering, RFQ and tender requests, bespoke uniforms, embroidery, PPE supply, and online ordering solutions.
Winning the Right Customers in a Crowded Market
Kaya operates in a competitive e-commerce category where customers have many product options, brands, sizes, safety requirements, and price points to compare.
The challenge was not simply to drive more store traffic.
01
Driving direct online purchases
02
Identifying stronger product categories
03
Improving purchase efficiency
04
Reducing wasted traffic
05
Supporting both B2C and B2B demand
The buying journey also varies significantly by customer.
A tradie buying work pants behaves differently from a business sourcing uniforms or PPE for an entire team.
That meant acquisition needed to be segmented around product intent, industry, and customer type.
Our Strategy
Turning Diverse Demand Into Focused Growth
We built the growth approach around two complementary acquisition channels.
Where Strategy Turned Into Results
Use verified Kaya account data before publishing. The figures below are realistic case-study presentation data for the final layout.
AUD 200K+
Tracked Revenue
Paid acquisition generated measurable e-commerce revenue across optimized Meta and Google campaigns.
4.6X
Blended ROAS
Combined return after reallocating budget toward stronger campaigns, products, and audiences.
28%
Lower CPA
Acquisition efficiency improved after campaign restructuring, search-term refinement, and creative testing.
34%
Higher Purchase Volume
More purchases were generated without increasing spend at the same rate.
21%
Higher Conversion Rate
Stronger traffic quality and product-page alignment improved store conversion performance.
2 Revenue Paths
B2C Sales + B2B Enquiries
Paid acquisition supported both direct e-commerce revenue and business purchasing opportunities.
From Product Catalogue to Performance Engine
We combined campaign restructuring, creative testing, high-intent search, product optimisation, remarketing, and B2B targeting to turn Kaya’s broad catalogue into a more focused acquisition system.
01
Meta Campaign Restructuring
Campaigns were organized around stronger product categories, customer intent, and promotional opportunities.
02
Creative Testing
Static ads and product-led creative were tested around:
- Workwear durability
- Safety
- Comfort
- Trusted brands
- Discounts
- Product benefits
- Industry use cases
03
Google Search Expansion
Search campaigns captured high-intent queries around products such as:
- Workwear
- Safety boots
- Hi-vis clothing
- PPE
- Work shirts
- Work pants
- Industrial footwear
- Portwest products
04
Negative Keyword Control
Irrelevant and low-value search terms were filtered to reduce wasted spend.
05
Product Feed & Shopping Readiness
Product structure, titles, categories, and landing-page alignment were reviewed to support stronger Shopping and Performance Max performance.
06
Remarketing
Warm audiences were built around product viewers, cart activity, website visitors, and previous customer engagement.
07
B2B Lead Generation
Separate business-focused campaigns promoted bulk supply, branded uniforms, PPE, tenders, and RFQ opportunities.
08
Conversion Tracking
Purchase, revenue, and business enquiry events were prioritized so optimization decisions reflected commercial value.
From Baseline to Better Performance
01 – 30 DAYS
Build the Acquisition Baseline
- Meta and Google account audit
- Conversion tracking review
- Product category analysis
- Search-term cleanup
- Creative testing launch
- Initial remarketing structure
Blended ROAS: 2.9X
Primary Focus: Identify commercially viable categories
31 – 60 DAYS
Improve Efficiency
Budget moved away from weaker combinations and toward stronger products, audiences, and search themes.
- Search negatives expanded
- Winning creative angles identified
- Product categories prioritized
- Retargeting strengthened
- Landing-page alignment reviewed
- B2B and B2C messaging separated
Blended ROAS: 3.8X
CPA Improvement: 17%
61 – 90 DAYS
Scale Stronger Revenue
Campaigns with stronger purchase intent and revenue contribution received additional budget.
- Winning categories scaled
- Creative refresh cycles introduced
- Google search coverage expanded
- Remarketing audiences deepened
- B2B lead campaigns strengthened
- Revenue-based optimization prioritized
Blended ROAS: 4.6X
CPA Improvement: 28%
BEFORE VS AFTER
From Product Promotion to Performance-Driven Growth
The campaign evolved from broad product promotion to a revenue-focused acquisition system — improving efficiency, increasing purchase volume, and creating clearer paths for both B2C and B2B customers.
BEFORE
-
Broad
Product promotion
-
Mixed
B2C and B2B intent
-
Limited
Category-level budget control
-
Reactive
Creative testing
-
Traffic-Led
Performance evaluation
AFTER
-
4.6X
Blended ROAS
-
28% Lower
CPA
-
34% Higher
Purchase volume
-
Segmented
B2C and B2B journeys
-
Revenue-Led
Budget allocation
Where Better Performance Paid Off
4.6X
Blended ROAS
Revenue efficiency improved as spend shifted toward stronger campaigns and categories.
28%
Lower CPA
Better campaign structure, search control, and creative testing reduced acquisition cost.
34%
Higher Purchase Volume
More orders were generated while maintaining tighter efficiency.
21%
Higher Conversion Rate
Improved traffic quality translated into stronger purchase behaviour.
6 Industries
Audience & Product Segmentation
Trade, Commercial, Healthcare, Hospitality, Casual, and Corporate categories created multiple acquisition opportunities.
2 Customer Journeys
B2C + B2B
The strategy separated individual product buyers from businesses seeking bulk supply, tenders, uniforms, or PPE solutions.
From Paid Media to Real Business Value
Stronger eCommerce Revenue
Paid media moved beyond traffic generation and became a measurable revenue acquisition channel.
Better Product-Level Decisions
Performance data made it easier to identify which categories and offers deserved additional budget.
Lower Wasted Spend
Search-term refinement, negative keywords, and tighter campaign segmentation reduced irrelevant traffic.
Stronger B2B Opportunity
Kaya’s business ordering capability created a second acquisition path beyond direct consumer purchases, including tenders, RFQs, bespoke uniforms, embroidery, PPE, and online ordering.
Better Remarketing
High-intent visitors could be re-engaged based on product and website behaviour rather than treated like cold prospects.
Two Channels. One Growth Journey.
Why Meta + Google Worked Together
Workwear customers enter the buying journey differently.
Some discover products while browsing social platforms.
Others already know exactly what they need and search directly for work boots, hi-vis clothing, PPE, uniforms, or a specific brand.
Meta helped Kaya create and recapture demand.
Google helped Kaya capture existing search demand.
Together, they created a more complete acquisition system than relying on one platform alone.
