Azaria

Azaria makes leather diaper bags and backpacks for parents who want something that looks nothing like a diaper bag. It is a founder-run brand, and the founder had already been burned by paid advertising once.

The Challenge

Earlier attempts at ads had failed, but the owner still wanted them to become the engine of the business, partly because a working ad account would give her more time at home with her children instead of hand-selling every order. The account inherited broken conversion tracking, no Shopping presence, and no clear picture of which messages actually moved a premium diaper bag.

The Solution

• Audited the account and fixed the broken conversion tracking before spending against it
• Interviewed customers and ran survey data to find the marketing angles Facebook Ads would be built on
• Ran keyword research across the diaper bag market to map the search demand worth bidding on
• Set up Google Merchant Center and launched Shopping Ads for the full catalog
• Built Facebook Ads as a full funnel with separate top-, middle-, and bottom-of-funnel campaigns, plus dynamic remarketing on the catalog
• Held regular meetings with Azaria to review results and decide the next optimization together

The Results

Monthly revenue went from $20K to $130K within the first year. Over the three years that followed, Shopify recorded $3.22M in sales, 179% more than the three years before, with the brand growing about 30% a year, every year. Along the way the data showed that roughly 80% of Azaria's customers wait for a sale before buying, which reshaped how promotions and remarketing were timed.