Kaya Workwear
We helped Kaya Workwear turn paid media into a stronger eCommerce growth engine by connecting Meta Ads and Google Ads around product demand, purchase intent, creative testing, and measurable revenue.
Over four months, the account generated AUD 12,000 in tracked sales and reached a 6X return on ad spend, with budget concentrated around products, audiences, and search themes showing the strongest commercial signals.
6X
Return on Ad Spend
AUD 12K
Tracked Sales Revenue
4 Months
Optimization Period
2 Channels
Meta Ads + Google Ads
Workwear Built for Everyday Performance
Kaya Workwear is an Australian eCommerce brand supplying workwear, footwear, PPE, uniforms, and safety products for individual buyers and business customers.
Its catalogue serves multiple industries, including trade, healthcare, hospitality, commercial, and corporate buyers, which creates a wide mix of product needs, price points, and purchase intent.
That made paid acquisition a product-selection problem as much as a media-buying problem. The account needed to identify which products and categories deserved budget, then match each one with the right audience and search demand.
Winning the Right Customers in a Crowded Market
Workwear is highly competitive, with established retailers, marketplace sellers, and recognizable brands competing for the same customer demand. Kaya needed stronger control over what was promoted, who saw it, and how budget was distributed.
The challenge was to grow sales without treating every product, audience, or channel as equally valuable.
Large Product Catalogue
Too many products competed for limited advertising budget and attention.
Mixed Customer Intent
B2C shoppers and business buyers required different acquisition journeys.
Uneven Product Demand
Some products showed stronger purchase potential than others over time.
Competitive Search Costs
High-value workwear terms needed tighter commercial intent control.
Creative Fatigue Risk
Paid social performance depended on consistent product-led creative testing.
Opportunity: Build a product-led acquisition system that uses Meta for discovery and remarketing while Google captures stronger existing purchase intent.
Our Strategy
Turning Diverse Demand Into Focused Growth
We built the growth strategy around four connected acquisition layers so product selection, audience quality, search intent, and conversion data worked together.
Where Strategy Turned Into Results
The strongest performance came from aligning product selection with channel intent. Meta generated discovery and retargeting demand, while Google captured shoppers already closer to purchase.
From Product Catalogue to Performance Engine
We turned the catalogue into a structured testing system, using product-level performance to decide what deserved more spend and which channel was best suited to capture the opportunity.
01
Meta Product Campaigns
We tested products and categories separately so budget could move toward items producing stronger purchase signals.
- Workwear collections
- Safety footwear
- PPE categories
- Uniform ranges
02
Creative Testing System
We built a repeatable creative testing process around product benefits, offers, use cases, and visual presentation.
- Static product ads
- Lifestyle creatives
- Offer-led angles
- Benefit-led messaging
03
Google Search Structure
We organized search campaigns around commercially relevant categories and stronger buying intent instead of generic traffic.
- Workwear searches
- Safety footwear
- PPE searches
- Brand-led queries
04
Search-Term Control
We reviewed actual search behaviour to reduce wasted clicks and identify new keyword opportunities worth testing.
- Query audits
- Negative keywords
- Match-type control
- New keyword themes
05
Product Prioritization
We compared product-level performance to identify items that justified more budget and should be reduced or paused.
- Revenue contribution
- Conversion signals
- Margin potential
- Repeat demand
06
Conversion Tracking
We aligned campaign optimization with actual purchase and revenue data so performance decisions stayed commercially grounded.
- Purchase events
- Revenue values
- Channel attribution
- Tracking validation
From Baseline to Better Performance
Month 1
Find Product-Market Signals
Focus: Identify which products, audiences, and searches could generate real purchase activity.
- Audit channel setup
- Launch product tests
- Validate tracking
- Build search structure
Month 2
Improve Media Efficiency
Focus: Reduce weak combinations and move budget toward stronger commercial signals.
- Cut weak products
- Refine audiences
- Expand negatives
- Refresh creative
Month 3
Scale Stronger Revenue
Focus: Increase spend on products and campaigns that maintained healthy purchase economics.
- Scale winners
- Expand search terms
- Strengthen remarketing
- Improve budget mix
Month 4
Protect the 6X Return
Focus: Keep revenue efficiency strong while refreshing creative and reallocating spend.
- Monitor ROAS
- Review product mix
- Refresh ad creative
- Protect conversion quality
BEFORE VS AFTER
From Product Promotion to Performance-Driven Growth
The biggest shift was moving away from treating the catalogue as one advertising opportunity and toward a model where products, audiences, and channels had to earn additional budget.
BEFORE
-
Broad Promotion
Too many products competing for spend
-
Mixed Intent
B2C and B2B demand overlapped
-
Channel Silos
Meta and Google evaluated separately
-
Reactive Creative
New ads created without structured learning
-
Traffic-Led Decisions
Clicks could outweigh revenue quality
AFTER
-
Product-Led Growth
Budget followed stronger product signals
-
Separated Journeys
B2C and B2B paths became clearer
-
Connected Channels
Meta and Google supported different intent
-
Testing System
Creative became a repeatable learning process
-
Revenue-Led Decisions
ROAS and tracked sales guided scale
Where Better Performance Paid Off
These are the operating metrics used to judge product quality, channel efficiency, and whether additional advertising budget is commercially justified.
From Paid Media to Real Business Value
More Profitable Acquisition
A 6X ROAS created stronger economics for continued paid growth.
Better Product Decisions
Performance data showed which products deserved more advertising support.
Stronger Revenue Visibility
Tracking connected media activity with actual sales rather than surface metrics.
Smarter Channel Roles
Meta and Google were used according to the type of demand each captured best.
Scalable Testing System
Creative, product, and search tests became repeatable inputs for future growth.
WHY META + GOOGLE WORKED TOGETHER
Why Discovery and Search Intent Needed Different Channels
Workwear buyers do not all enter the purchase journey in the same way.
Some customers discover a product because the creative catches their attention. Others already know what they need and search directly for workwear, footwear, PPE, or a specific product category.
Meta helped Kaya create and recapture demand. Google helped capture existing demand. Connecting both channels made it easier to move budget according to purchase intent and actual revenue performance.
Create demand → Capture intent → Track revenue → Prioritize winning products → Scale where ROAS holds
