Meet Our Heroes
Luciano’s Suits isn’t your average off-the-rack menswear shop. Based in Brackley, this boutique tailoring business offers something most competitors simply can’t: the luxury experience of bespoke tailoring at an affordable price point. With one-to-one appointments, nationwide home visits, quick WhatsApp support for custom requests, and a distinctly European styling approach (think wide Italian lapels that are rare in the UK market), Luciano’s had built a reputation for quality and care.
Their accolades backed it up. They were crowned the 2022 Guides for Brides Menswear Winner. Their customer reviews? Overwhelmingly positive. In fact, 90% of people who visited the shop ended up placing an order. Their conversion rate in-store was off the charts.
But here’s the thing: most people didn’t know they existed.
Despite being competitively priced, offering custom suiting, and delivering a world-class customer experience, Luciano’s struggled to generate consistent online traction. Their Google Ads had sputtered out after a brief summer surge. Their lead generation campaigns for in-store bookings? Practically flatlined. And after trying Instagram, Facebook, and even TikTok ads with multiple agencies, founder Luca Linfoot was left with the same frustrating result: no return on ad spend.
Luciano’s had the product. They had the service. They had the reviews. What they didn’t have was a digital marketing strategy that actually worked.
Their Goals
Luca’s vision was clear. He wanted to:
- Increase brand awareness across the UK, especially in cities like London, Birmingham, Leicester, Liverpool, and Manchester where his previous customers had come from.
- Drive a significant increase in online sales for ready-to-wear and made-to-measure suiting.
- Generate more in-store booking appointments through the website for measurements and consultations at the Brackley boutique.
- Expand beyond the wedding market into business professionals—doctors, sales executives, and corporate clients who needed sharp suiting on a regular basis.
- Build a local customer base while scaling nationally, leveraging the unique appeal of European-style tailoring that was hard to find elsewhere in the UK.
With a modest starting budget of £1,000 per month, Luca needed a partner who could make every pound count—and deliver results that previous agencies had failed to produce.
The Challenge
When we dug into Luciano’s existing advertising efforts, the problems became immediately clear.
The Google Ads account was a graveyard. There was a Smart Shopping campaign that had worked decently over the summer but had since lost momentum. The lead generation campaign for bookings? Barely delivered any results. The account was running on autopilot with no optimization, no strategic segmentation, and no real understanding of what was driving performance (or killing it).
The Meta ads (Facebook and Instagram) were a total loss. Despite working with multiple marketers, Luciano’s had seen virtually no return on ad spend. The messaging wasn’t dialed in. The targeting was too broad. The creative didn’t reflect the premium, personalized nature of the brand. TikTok? A brief experiment that went nowhere.
But the deeper issue wasn’t just the platforms—it was the lack of strategic alignment. Luciano’s was trying to be everything to everyone. Wedding clients, business professionals, local walk-ins, national online shoppers. Ready-to-wear buyers and bespoke consultation seekers. All of this was being thrown into the same campaigns with no segmentation, no funnel logic, and no differentiation between cold traffic and warm leads.
On top of that, the audience data was scattered. Luca knew his best customers were males aged 25–55, often of Asian or African origin, mostly in urban centers, and typically shopping for weddings or professional wear. But none of that intelligence was being used to inform targeting, creative, or messaging.
In short: Luciano’s Suits had a world-class product with a broken megaphone.
Our Process
We knew we had something special to work with. The product was there. The reviews were there. The customer experience was elite. What was missing was a strategic, data-driven paid advertising system that could translate all of that into measurable growth.
Here’s how we rebuilt everything from the ground up.
Phase One: Audit, Strategy, and Account Restructure
Before we spent a single pound, we conducted a full audit of the existing Google Ads account and reviewed the remnants of past Meta campaigns. We identified what had worked (the Smart Shopping campaign during summer), what had failed (the lead gen campaign for bookings), and where the biggest opportunities were hiding.
Our first move was to completely restructure the Google Ads account. We split campaigns into three strategic tracks:
- E-commerce Sales Campaigns – Focused on driving online purchases for ready-to-wear and made-to-measure suits using Shopping ads and high-intent search terms.
- Lead Generation Campaigns – Designed specifically to drive in-store booking appointments, targeting users searching for bespoke tailors, custom suits, and wedding suit fittings.
- Brand Awareness & Remarketing – Built to keep Luciano’s top of mind for users who had visited the site but hadn’t yet converted.
We also developed a clear audience segmentation strategy based on Luca’s customer insights:
- Wedding clients (grooms, groomsmen, wedding guests)
- Business professionals (corporate buyers, sales executives, doctors)
- Local Brackley-area customers (geo-targeted for in-store visits)
- National online shoppers (broader UK targeting for e-commerce)
Each campaign was built with tailored messaging, landing pages, and offers that spoke directly to the pain points and desires of each audience segment.
Phase Two: Creative Development and Messaging Refinement
One of the biggest issues with Luciano’s previous ads? The messaging didn’t reflect the brand’s unique value. It sounded generic. It didn’t communicate the personalized, luxury-but-affordable experience that made Luciano’s different.
We worked with Luca to refine the core messaging pillars:
- “Bespoke tailoring without the bespoke price tag” – Positioning Luciano’s as the accessible alternative to traditional high-end tailors.
- “European style, UK service” – Highlighting the rare Italian-inspired wide lapel styling that customers couldn’t find elsewhere.
- “From your living room to our boutique” – Emphasizing the convenience of nationwide home visits and personalized WhatsApp support.
- “Your wedding. Your suit. Your way.” – Targeting the wedding market with emotional, customer-centric language.
We then developed ad creative that matched this messaging. For e-commerce campaigns, we used high-quality product imagery showcasing the craftsmanship and fit of the suits. For lead generation, we emphasized the in-store consultation experience and the expertise of the team. For remarketing, we leaned into social proof—customer testimonials, the Guides for Brides award, and the 90% conversion rate stat.
Phase Three: Campaign Launch and Optimization
With the account restructured and the creative dialed in, we launched the new campaigns in a phased rollout.
Week 1–2: We focused on gathering data. We launched the e-commerce Shopping campaigns targeting high-intent keywords like “custom suits UK,” “made to measure suits online,” and “wedding suits near me.” Simultaneously, we launched the lead generation campaigns with targeted search ads for “bespoke tailor Brackley,” “suit fitting near me,” and “wedding suit consultation.”
We kept budgets conservative at first, monitoring performance daily and making micro-adjustments to bids, keywords, and ad copy.
Week 3–4: The data started to paint a clear picture. The e-commerce campaigns were performing well, particularly for wedding-related searches. The lead generation campaigns were gaining traction in the Brackley area and in cities like Birmingham and Leicester. We began scaling the best-performing campaigns and pausing underperformers.
We also introduced dynamic remarketing ads to re-engage users who had browsed specific products but hadn’t purchased. These ads featured the exact suits they had viewed, along with a limited-time discount code to incentivize action.
Month 2 and Beyond: With the foundation in place, we shifted into optimization mode. We continuously tested new ad copy, refined audience targeting, and experimented with bid strategies to maximize ROAS. We also introduced Display and YouTube campaigns to build brand awareness among the broader UK audience, using video testimonials and behind-the-scenes footage of the tailoring process.
For the lead generation side, we implemented call extensions and location extensions to make it as easy as possible for potential customers to book an appointment or visit the boutique.
Phase Four: Expansion and Scaling
Once we had a proven system in place, we began expanding into new audience segments and campaign types.
We launched Business Professional campaigns targeting keywords like “suits for work,” “corporate menswear,” and “professional tailoring.” The messaging emphasized durability, style, and the convenience of quick turnaround times for busy professionals.
We also rolled out Performance Max campaigns to leverage Google’s AI and reach customers across Search, Display, YouTube, and Gmail with a unified strategy. These campaigns were fed with high-quality product feeds, audience signals based on our best-performing segments, and creative assets that highlighted Luciano’s unique selling points.
Finally, we introduced geo-targeted campaigns for Brackley and surrounding areas, using hyperlocal messaging like “Visit Brackley’s Award-Winning Tailor” and “Book Your Fitting Today—Just Minutes from Silverstone.”
Results
The transformation was nothing short of dramatic.
Within the first three months, Luciano’s Suits went from a stagnant, underperforming ad account to a high-converting, revenue-generating machine.
Here’s what we achieved:
- ROAS increased from 1.2x to 5.8x – Every pound spent on ads was now generating nearly six pounds in return, a massive improvement from the near-zero ROI Luca had been seeing with previous agencies.
- Online sales increased by 340% – The e-commerce campaigns drove a flood of new orders, particularly for wedding suits and made-to-measure options.
- In-store booking appointments surged by 280% – The lead generation campaigns filled Luca’s calendar with qualified consultations, many of which converted at the same 90% rate he was used to in-store.
- Overall revenue from paid ads exceeded £58,000 in the first 90 days – On a budget that started at just £1,000 per month and scaled gradually as performance proved out.
- Cost per acquisition (CPA) dropped by 62% – We were acquiring customers more efficiently than ever before, thanks to better targeting, messaging, and creative.
- Geographic reach expanded significantly – Luciano’s started receiving orders and bookings from London, Manchester, Liverpool, and beyond, while also growing the local Brackley customer base.
But the numbers only tell part of the story.
What really changed was the trajectory of the business. Luca went from wondering if paid ads would ever work for his brand to having a reliable, scalable system that consistently brought in new customers. The phone started ringing. The online orders started rolling in. And most importantly, Luciano’s Suits was finally getting the visibility and recognition it deserved.
Customers who had been searching for that rare European tailoring style finally found them. Grooms who wanted a personalized, stress-free suiting experience booked their appointments. Business professionals discovered an affordable alternative to overpriced high-street chains.
Luciano’s Suits didn’t just survive—they thrived. And with a rock-solid paid advertising foundation in place, they’re positioned to keep growing for years to come.
