Halcyon Yarn is a family-owned textile business in Bath, Maine—one of the top sources for knitting yarns, weaving supplies, and every bob and cone in between.
With over fifty years of history and thousands of specialized products, they moved fully online during the pandemic and came to us looking to scale their customer acquisition. The challenge wasn't just growth—it was untangling years of accumulated campaign structure while building a strategy that could handle their enormous product catalog. We needed to connect searchers looking for specific yarns and weaving equipment with exactly the right products, all while keeping acquisition costs efficient and bringing in new customers.
We rebuilt their Google Ads program around customer intent and quality conversions. The key was a Google Shopping strategy built on aggressive product segmentation and feed optimization, using a hybrid approach that balances Google's AI automation with manual controls for their complex catalog.
The campaigns now deliver 20% lower cost per sale while maintaining a 75% new customer acquisition rate and 6x return on ad spend—ensuring high-intent shoppers find the right product at the right time.
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