Cappello

Cappello is a headwear brand selling hats and flat caps to US buyers. Hats are a considered purchase with strong branded demand, and the account’s last twelve months run almost entirely on a rebuilt campaign structure.

The Challenge

In August 2025 the account tracked $2.4K in monthly revenue. A single-category catalog makes structure look simple, but the risk runs the other way: without a clean split between branded demand, Shopping coverage, and cold prospecting, one campaign quietly buys what another should own, and reported performance means little. The rebuild had to separate those jobs before spend could scale.

The Solution

• Rebuilt the account around three campaigns: a Performance Max campaign for hats as the engine, a standard Shopping campaign for coverage, and a dedicated branded Search campaign
• Isolated branded demand: the branded Search campaign returned $34.6K on $1.8K in spend, an 18.9x return
• Let the core Performance Max campaign carry cold acquisition: $118.4K in tracked revenue on $32.9K in spend, a 3.6x return
• Scaled monthly budgets with performance, from about $1.1K in August 2025 to about $4.9K at peak in June 2026

The Results

The structure held as spend quadrupled. Monthly revenue passed $13K by December 2025 and peaked at $21.2K in March 2026; twelve months after the $2.4K starting point, August 2026 closed at $13.4K, 5.5x higher year over year.