Retail and Ecommerce

Classic Homeware & Gifts: one team running paid, email, SEO and social for 11 stores and a 9,000-product online catalog

Google Ads at 8.31x ROAS, online sales up 44 percent in the first month, and an email program built from zero to 531,000 sends a month, while 11 store profiles stay current.

8.31x
Google Ads ROAS
+44%
Online sales in month one
531K
Emails sent in a month
classichomewaregifts.com.au
Classic Homeware & Gifts website

Results

The numbers

  • 8.31x

    Google Ads ROAS

    September 2026, at A$9.69 per conversion. August returned 4.84x on Google and 4.53x on Meta sales campaigns.

  • +44%

    Online sales in month one

    May 2026 against April: sales up 44 percent, orders up 40 percent, sessions up 22 percent.

  • 531K

    Emails sent in a month

    September 2026: 8 main newsletters plus segmented sends, from zero email program in May.

  • 11

    Store profiles kept current

    Google Business Profiles for every location, plus local Google and Meta store campaigns.

  • 5,265

    Pages indexed by Google

    Up from 4,848 in July after titles, schema, redirects and Search Console fixes.

  • 823K

    Social views in a month

    September 2026: about 320,000 views on Instagram and 503,200 on Facebook.

Starting point

Where we started

The business

Classic Homeware & Gifts sells kitchenware, cookware, insulated hot pots, home decor and gifts. It runs 11 stores across Sydney and the Illawarra (Lidcombe, Blacktown, Liverpool, two in Bankstown, Fairfield, Warrawong, Mount Druitt, Wetherill Park, Auburn and Classic Hometex & Furnish) and a Shopify store with more than 9,000 products that ships Australia-wide.

Brainito has run its marketing since May 2026. This case study covers May to September 2026: five months of work, still ongoing.

The challenge

Before May 2026 the online store converted under 1 percent of sessions. The catalog of 9,000-plus products had no consistent SEO titles or descriptions, the 11 store profiles on Google were out of date, and the Klaviyo, WhatsApp and SMS automations had never been audited.

Paid media ran, but without a structure that separated the online store from the physical stores. The business needed one team that could cover both: drive online orders at a profit, and keep every store visible in local search and social at the same time.

Month by month

What we did, in order

We audited everything in the first month, then added channels in order of return, reporting the numbers each month.

  1. May 2026

    Audit, store profiles and the first campaigns

    • Full audit of the website, product catalog, SEO, ad campaigns and funnels, with action plans for online and offline growth.
    • 11 Google Business Profiles optimized; SEO titles, descriptions and content started for 9,000-plus products.
    • Store landing pages designed; Klaviyo, WhatsApp and SMS automations audited.
    • Meta campaigns tightened and 5 Google Ads campaigns managed at A$29.58 per conversion.

  2. June 2026

    Social, EOFY and the paid structure

    • 30 posts across Instagram, Facebook, Pinterest, TikTok and YouTube; Instagram from 10.8K to 11.1K followers.
    • EOFY campaign set up in Brainito CRM; a 400-plus product document and catalog built for ads.
    • Shopify to Klaviyo integration with welcome, post-purchase and abandoned cart flows and 9 geofenced cities.
    • Google Performance Max for the online store and all stores, brand search, retargeting display and local store campaigns; Meta retargeting and local store ads.
    • 65 influencers contacted, 24 positive replies; 142,832 leads organized into 4 lists.

  3. July 2026

    Landing pages and the automation library

    • Store landing pages completed and the Shopify homepage reworked.
    • Missing titles, meta descriptions, redirects and schema markup fixed.
    • EOFY and Winter Sale newsletters; a 5-email 365-day flow, 30, 60 and 90-day dormant flows, VIP and 180-day workflows, a 2-email retargeting flow and an abandoned cart reminder with 2 emails and 1 SMS.
    • UTM tracking corrected on 16 emails; the all-profile audience imported into Brainito; Meta catalog ads and video creative on Google Ads.

  4. August 2026

    Seasonal campaigns and technical SEO

    • 31 posts (+111 Instagram, +93 Facebook followers) and video assets for Meta.
    • Winter, Father's Day and Spring Sale banners, new category images and a homepage redesign.
    • Meta titles, Search Console fixes, a Screaming Frog audit and image alt text.
    • Weekly newsletters plus the End of Season Sale campaign (22 to 31 August); 10 guest blogs.

  5. September 2026

    Father's Day, Spring Mega Sale and scale

    • 30 posts supporting the Father's Day Sale and Spring Mega Sale; sale banners and Shopify discount codes.
    • 8 main newsletters plus segmented follow-ups: 531,349 sends in the month.
    • hreflang pages removed and all Search Console errors resolved.
    • Google and Meta campaigns scaled; 10 more guest blogs; TikTok Ads and affiliate marketing planned for October.

Today

What runs now

Online store
May, the first month, closed with total online sales up 44 percent on April, orders up 40 percent and sessions up 22 percent, and June held close to that level. July and September, the Australian winter, returned to the pre-engagement range while the cost of every paid order kept falling. In September Google paid traffic produced about 55 percent of online orders.
Paid media
In July the online store Performance Max campaign converted 5.13 percent of clicks at A$0.42 a click. In August Google Ads returned 4.84x and Meta sales campaigns 4.53x. In September Google Ads recorded 13,223 clicks at A$0.34, conversions at A$9.69 each and 8.31x ROAS, and the Meta catalog campaign 5.45x. Separate Meta store campaigns run for Warrawong, Fairfield and the 30 percent off events, measured on ad recall.
Email, SMS and WhatsApp
Built from an audit in May to 531,349 sends in September: 8 main newsletters plus segmented follow-ups, with weekend newsletters reaching more than 70,000 recipients at 17 percent open and 14 percent click. Seven automation flows are live (retargeting, purchased in the last year, active subscribers, one-time customers, 60-day re-engagement, abandoned checkout and post-purchase), all attributed revenue every month.
Search and content
Indexed pages went from 4,848 in July to 5,265 in September after the title, schema, redirect and Search Console work on a 9,000-plus product catalog. 20 guest blogs were published in August and September.
Social and local
Daily posting on five platforms. In September Instagram recorded about 320,000 views and 122 new followers; Facebook about 503,200 views from 156,191 viewers, 3,700 page visits and 67 new follows. 11 Google Business Profiles are kept current for the stores.

Figures come from Brainito's monthly reports to Classic Homeware & Gifts, Google Ads, Meta Ads Manager and Shopify analytics, current to 30 September 2026. Sales are shown as percentage change, not amounts.

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