Let me tell you a quick story about Twisted Allure.

They had a good thing going.

Started small…selling spooky, handmade bath products on Etsy.

Over time, they shipped out over 13,000 products and earned a loyal fanbase.

They weren’t just another soap brand… they had a cult following.

But like a lot of smart business owners, Lisa (the founder) realized something:

👉 Etsy was eating into their profits.

👉 They had no real control over their customer data.

👉 Scaling inside a marketplace was like trying to sprint through quicksand.

Breaking Free from Etsy and Building Their Own Brand

So, in 2019, Twisted Allure made the jump.

They launched their own Shopify store, no middleman, no marketplace drama.

Their first traffic sources?

• Facebook Ads

• Influencer marketing

Simple backend too — just basic email automations and weekly blasts.

But there was still one huge piece missing:

Google Ads.

They had never touched it.

No campaigns. No data. No footprint.

That changed in September 2023.

We teamed up with them to launch their first-ever Google Ads campaigns.

The mission?

➡️ Build the foundation right (Google Ads account structure)

➡️ Tap into their customer base with retargeting-first strategies

➡️ Get profitable — and get consistent — without blowing the budget

How Google Ads Became the Game-Changer for Twisted Allure

Fast forward to July 16th, 2024 — about 10 months later — and the results were insane:

💥 $50.8K in Google Ads investment turned into $992K in total sales.

Not bad for their first run, right?

And just to give you a little more background on Twisted Allure:

• Based out of California

• Entirely online, direct-to-consumer

• Every product is handmade, organic, and created in-house — from manufacturing to shipping to customer support

Lisa started this whole thing back in 2014, selling spooky soaps at local fairs.

Now?

It’s a full-blown e-commerce brand with its own die-hard fanbase.

And this Google Ads campaign became a major growth lever that helped fuel their next big jump.

The Challenges We Had to Tackle (and When They Showed Up)

When we first launched Google Ads for Twisted Allure, the mission was clear:

👉 Increase ROI.

👉 Generate a consistent volume of sales.

Simple in theory — but as every serious marketer knows — making it happen takes some finesse.

For the first 6 months, that was our battleground:

Building momentum, getting predictable results, tightening the sales machine.

But after 6 months?

The game changed.

We hit the next level of challenge:

How do we optimize for new customer sales — while keeping costs tight and scaling smarter?

Because it’s one thing to sell to your loyal fans.

It’s another to go out, find strangers… and turn them into customers profitably.

And that’s exactly what we focused on next.

The Strategy That Turned Google Ads Into a Growth Engine

We didn’t just throw campaigns at the wall and hope something stuck.

Here’s the battle plan we rolled out:

• Search Brand Campaign to start building warm, high-intent audiences.

• Segmented Google Shopping Campaigns — broken down by High, Medium, and Low funnel stages, each tailored for where the customer was in their journey.

• Performance Max Campaigns — to flood the market with Twisted Allure’s presence across YouTube, Display, and beyond… reaching prospects BEFORE they even knew they needed spooky soap in their life.

Each move was methodical.

Each campaign had a role.

And every dollar had a job to do.

Dialing in the Perfect Audience

We weren’t just targeting anyone and everyone.

We went after the right people — the ones most likely to fall in love with Twisted Allure’s vibe.

Here’s how we built our audience signals:

• Body Care for Women

• Gothic Skin Care

• Makeup for Women

• Body Care Enthusiasts

• Sugar Scrubs Fans

• Goth Fashion Lovers

• Body Wash Shoppers

• Pinterest Users (because that’s where visual shopping decisions get made)

Demographics Focus:

• Gender: Female

• Age Range: 18–44

We knew exactly who we wanted — and we made sure our ads showed up right where they were hanging out.

Key Actions We Took to Stack the Wins

Execution is everything.

Here’s exactly what we rolled out:

Segmented Shopping Campaigns: High, Medium, and Low funnel keyword targeting to control the sales journey better.

Branded Search Campaign: Fast-tracked building custom audiences for stronger retargeting.

Performance Max Campaign: Boosted omnipresence across multiple placements — YouTube, Display, and Shopping — without losing sight of profitability.

Website Visitor Segmentation: We didn’t just retarget everyone.

We separated website visitors based on purchase behavior — focusing heavier spend on those most likely to convert.

How We Hit (and Blew Past) Twisted Allure’s Goals

It didn’t take long for the numbers to start telling a different story.

Within just 8 weeks, we nailed our first big goal:

✅ Increasing ROI

After that?

✅ Consistent sales volume started locking in and trending upwards.

Here’s a quick snapshot:

• 79.7K clicks

• $5.65 cost per conversion

• 8.18K conversions

• Average CPC: $0.65

As Twisted Allure started to dominate in retargeting and high-intent searches, we strategically ramped up their ad spend, especially into the Prospecting Display Network via Performance Max.

Naturally, this caused a slight increase in cost per conversion… but the trade-off?

More eyeballs. More new customers. More brand equity stacking.

Then came the next goal: reducing the cost for new customer sales.

Here’s what we pulled off:

• 34.8K clicks

• $22.5K spend

• 3.73K conversions

• $372K in conversion value

More importantly:

• Average CPC and weekly cost dropped by 58%

• Website traffic actually grew (even while spending less)

• Conversion rate held strong — didn’t just survive the cuts, actually got tighter.

When you engineer campaigns properly, scaling doesn’t mean blowing out costs.

It means controlling your costs while expanding your footprint.

What Lisa Had to Say About It

“We are incredibly grateful for their hard work, dedication, and the remarkable outcomes they have delivered. We couldn’t be more thrilled with the results we’ve achieved since partnering with Marketing 180. They meticulously crafted and executed a comprehensive marketing strategy that truly resonated with our target audience. The team’s data-driven approach, combined with their innovative thinking, has transformed our marketing efforts and, by extension, our business.”

~ Lisa Forchette, Founder of Twisted Allure

What We Learned Along the Way

Here’s one major takeaway:

If you’re a brand with solid SEO roots and returning customer pools already in place.

You’re going to scale WAY faster with PPC than a fresh startup trying to build everything from scratch.

In Twisted Allure’s case, it was like lighting a match on dry wood.

Another golden lesson?

Brand search campaigns = pure gold for smart brands.

Here’s why:

• Brand keywords = extremely relevant = high Quality Scores

• High Quality Scores = lower CPC + better ad positions

• People searching for your brand already = high intent buyers (aka conversions galore)

• You control your brand name at the top of Google — no competitors stealing your customers

• Organic SEO changes? SERP shifts? No problem. Branded ads keep your visibility stable.

The Future Playbook for Twisted Allure

Now that the foundation is locked in, the next phase is aggressive:

➡️ Custom creatives for YouTube and Display

➡️ Scaling brand awareness even harder

➡️ Fueling new customer acquisition to expand the overall consumer base

More eyeballs. More new fans. More loyal customers for Twisted Allure.

Quick Recap: How We Scaled a Niche E-Commerce Brand with Google Ads

Twisted Allure had the right seeds planted already:

• Solid SEO

• Returning customer pools

• Strong brand presence

Our mission was clear:

• Tap into their audience through retargeting-first campaigns

• Layer in Search Brand Campaigns to build custom audiences

• Roll out High, Medium, and Low Funnel Google Shopping Campaigns

• Leverage Performance Max to dominate Display and YouTube

And the results?

• Dropped CPC and weekly spend while scaling traffic

• Conversion rates stayed strong

• New customers pouring in consistently

Want This Kind of Growth for Your Brand Too?

We’ve scaled over 250 eCommerce brands using Google Ads strategies like these.

If we can help a niche, spooky soap company almost crack 7 figures off a $50K ad budget…

Imagine what we can do for your brand.

Our team is packed with Google Ads experts who actually care about your growth — not just your ad budget.

If you’re ready to:

• Grow your sales

• Build brand authority

• Own your market

Then it’s time we talk.

Get in Touch With Marketing 180

📞 Phone: (386) 301-6625

📧 Email: info@marketing180.com

🌎 Website: www.Marketing180.com

A few months back, I took on a Facebook Ads campaign for True Edge Fence, a fencing company that builds and repairs fences. Absolutely obliterated it. In just one month, we turned a $9,000 ad spend into 370 leads, with a 15% close rate and an average order value of $3,000…do the math, that’s nearly $170,000 in closed sales.

Before I stepped in, they were limping along on word-of-mouth and drowning in low-quality leads from outside their service area. They’d tried Facebook Ads before, and it was a disaster…leads that went nowhere or were geographically irrelevant.

So they came to me. The result?

A lead generation machine that only hit their service area and scaled their revenue.

The lesson? DIY Facebook Ads or hiring cheap “experts” is a recipe for wasted money.

If you want real results, you need someone who lives and breathes this stuff…someone who’s not just learning on your dime.

Main Objective: Generate High-Quality, Local Leads That Convert

True Edge Fence wasn’t just looking for more leads… they needed the right leads. The primary objective of this campaign was to build a profitable and highly targeted Facebook Ads system that delivered qualified prospects within their exact service area, eliminated wasted ad spend on out-of-area inquiries, and turned attention into booked jobs.

We weren’t just chasing traffic. We were engineering conversions.

Challenge Background: A Business Struggling to Scale

True Edge Fence had been getting by on word-of-mouth referrals, which is fine until you want to grow. Their biggest pain points?

Not enough leads and way too many from outside their service area, which wasted time and resources.

They’d dabbled in Facebook Ads before, but the results were pathetic…low-quality leads, wrong locations, and no traction. It’s the classic story: a business thinks they can “figure out” paid ads or hire someone with a Udemy certificate to run their campaigns.

Spoiler: it doesn’t work. By the time they reached out to me, they were skeptical, burned by past failures, and desperate for a system that actually delivered.

The Campaign: A Lean, Mean Lead-Generating Machine

We ran a laser-focused lead generation campaign from March 1 to March 30, 2025, with a $9,000 budget.

The goals were simple but critical: crank up lead volume and stop the flood of out-of-service-area leads. We used a mix of open targeting and interest-based testing across two campaigns, but the real magic happened with geofencing.

We didn’t just set a radius and call it a day…when we noticed out-of-area leads still creeping in, we doubled down on location exclusions, fine-tuning until every lead was in their service area.

Add in custom offers and relentless split testing of ad formats, and we had a campaign that hummed.

The challenge? Lead volume wasn’t where it needed to be early on. Most agencies would’ve thrown more money at the problem or blamed the client’s niche. Not us. We leaned into dynamic split testing, bulk-testing creatives to find winners fast, and optimized geofencing to cut out the noise. No fluff, no excuses…just results.

The Results: $170K in Sales and a Shocked Client

In one month, we delivered 370 leads at a 15% close rate, with an average order value of $3,000. That’s $166,500 in closed sales from a $9,000 ad spend…a return that made the client’s jaw drop. Their previous attempts at Facebook Ads had been a graveyard of low-quality leads and out-of-area inquiries, so they came in with serious doubts. By the end, they were stunned we’d cracked the code on targeting in-service-area prospects. They’re now talking about a long-term partnership, and their business is swimming in high-quality leads and scaled revenue.

The numbers don’t lie. Screenshots from the campaign show a steady climb in lead volume, with cost-per-lead dropping as we refined targeting. One ad creative…a clean, direct offer for fence repairs…crushed it, pulling in leads at under $25 a pop. Compare that to their earlier campaigns, where they were lucky to get a lead under $100, and it’s night and day.

The Hard Truth: You Can’t Half-Ass Facebook Ads

This campaign wasn’t just a win…it was a masterclass in why you need real expertise for paid ads. True Edge Fence learned the hard way that throwing up a few boosted posts or hiring a budget freelancer doesn’t cut it.

The reality? Most businesses waste thousands on Facebook Ads because they don’t have the chops to nail targeting, creative testing, or optimization. And good luck finding a top-tier ad specialist to work in-house…they’re running their own agencies or consulting, not clocking in for a 9-to-5. You end up with rookies who know just enough to be dangerous, and your campaigns tank.

Our approach…geofencing like surgeons, bulk-testing creatives, and obsessing over location exclusions…turned a skeptical client into a believer.

For businesses like True Edge Fence, the takeaway is clear: focus on eliminating out-of-area leads from your pipeline and test creatives aggressively. In the fencing industry, where local leads are everything, geofencing isn’t optional…it’s your lifeline.

Why It Worked and Why I’m Not Surprised

This campaign showed what happens when you bring real skill to the table. We didn’t just run ads; we built a system tailored to True Edge Fence’s audience, with dynamic split testing to hit profitability fast. The client’s now got a bigger lead pool, scaled revenue, and a strategy they can build on.

But the bigger lesson? Don’t kid yourself into thinking you can DIY your way to results like this. If you’re serious about lead generation, hire someone who’s been in the trenches…not someone still figuring out the basics. Because in paid ads, like in fencing, precision is everything.

Ready to See What This Could Look Like for Your Business?

We’ve worked with dozens of companies in the home services space, and the results speak for themselves. If you’re tired of burning cash on weak leads or campaigns that miss the mark, let’s change that.

We’re currently offering a 30-day proof-of-concept campaign… no fluff, no long-term commitment. Just real strategy, executed with precision, and built to generate results fast.

Come have a conversation with us. We’ll show you what’s possible.