The mission
Wovenhill's Q4 sales more than doubled Q3.
Wovenhill is an ecommerce brand selling handcrafted storage, baskets and trunks - premium products with a sustainability story behind them. The business was growing, but the marketing felt fragmented. Multiple agencies. Disconnected channels. No clear picture of what was actually working.
The problem
The owner wanted a single partner who could take ownership of the full growth picture, paid, email, SEO, site, content and social, and make the channels work together instead of in isolation.
The solution
Before touching the campaigns, Sood audited the tracking. The existing Google Ads setup had a conversion-value conflict that was inflating reported ROAS to roughly 18x. That number was meaningless. Sood flagged it, fixed it, and started measuring from a clean baseline.
Then the team built an integrated system:
- Google Ads as the primary acquisition lever, capturing high-intent search traffic and driving it to the right product and collection pages.
- Meta Ads for remarketing and lookalike audiences, pulling warm visitors back and finding new customers who matched the buying profile.
- Email (Klaviyo) rebuilt from the ground up. New pop-up strategy to grow the list. Welcome flows, browse abandonment, post-purchase sequences, and monthly campaigns designed around real promotional moments.
- SEO and collections strategy, maintaining and indexing seasonal collections instead of deleting them, building content around shopping intent, protecting and growing organic visibility.
- Social media and content, with Sood managing Wovenhill's social channels day to day. The team filmed content and shot professional product photography that was used simultaneously across social, email and the website, so a single production effort fed multiple channels at once. Sood also sourced and produced paid partnerships with content creators to amplify the brand, driving thousands of likes and comments and pushing the Instagram account past the 10,000-follower milestone.
- Affiliate channel (Awin) cleaned up and optimised, improving the Awin performance index from around 79% to nearly 90%, putting Wovenhill in the top 10% of the network.
The key insight was simple: most ecommerce brands treat each channel as a separate line item. Sood treated them as one connected system. Google drove acquisition. Meta pulled people back. Email converted and retained. Social and content built the brand and fed every other channel. SEO compounded over time. The channels reinforced each other.
2x
Q4 against Q3
Q4 sales more than doubled Q3.
194%
Email revenue
Email campaign revenue, up period on period.
3,000+
New subscribers
Added to the email list.
10,000+
Instagram followers
With creator partnerships driving thousands of likes and comments.
The results
- Q4 sales more than doubled Q3
- 25% year-on-year increase for the quarter
- Email list grew by over 3,000 subscribers
- Email campaign revenue up 194% period-on-period
- Google Ads ROAS estimated at approximately 7-7.5x (after tracking fix)
- Meta ROAS approximately 6x across warm and cold audiences
- Awin index rose from 79% to nearly 90%
- Instagram grew past 10,000 followers, with creator partnerships driving thousands of likes and comments
Note on measurement: the ROAS figures above use the conservative, post-fix estimates. Sood identified and corrected the tracking conflict before reporting results. The honest number is always the right number.
