An E-Commerce audit, then Google and Meta ads for Buttercloth

Buttercloth makes men's shirts, polos and tees in soft performance fabrics such as Icy Cotton, and a women's line. It sells through its own Shopify store and runs a promotion-heavy calendar of sales, new collections and restocks.

The brand first brought DYODE in for an outside view of the whole E-Commerce business. Years later it came back with a narrower problem: its Google and Meta ads were spending, but the accounts weren't set up to grow, and it wanted a new team to run them.

The first engagement was a one-month audit with consulting on call afterward. We looked at four areas: how the business was run and forecast, the website and its technology roadmap, every marketing channel, and merchandising and inventory planning.

The findings covered sales by channel and by new versus returning visitors, a sales projection, and a review of the Klaviyo program. Automated flows were outperforming campaigns on engagement, and the win-back flow's window was so long that it had stopped sending at all, so we recommended shortening it.

Before taking over the ads, we audited both accounts. Google Shopping and Meta's bottom-of-funnel campaigns were efficient. The problems sat higher up: Meta budget leaned on retargeting, which converts demand but doesn't create it, Google relied on Performance Max while the Search campaign lacked structure, and Google had no add-to-cart or checkout events to learn from.

We recommended rebalancing Meta spend across the funnel with persona and audience testing, rebuilding Search, adding micro-conversion tracking, and cleaning up creative so each ad matched its funnel stage.

We then took over Google Ads and Meta ads from the previous agency: campaign builds, budgets, bidding, ad copy, ad design and reporting, plus the product feed into Google Merchant Center. We met with Buttercloth's team every week, working from their marketing calendar and weekly KPI report, and nothing launched without their sign-off.

Ads followed the calendar: the semiannual sale, fall drops, back-in-stock and best-seller pushes. New shoppers saw ads that led to fabric pages like Icy Cotton, while past visitors went straight to collections. We reset the Google accounts week by week rather than all at once, pulling budget from expensive search traffic that wasn't selling and planning bids around the brand's slow summer months.

We set up a creative testing framework: A/B pairs that kept the image and changed the tagline, run on a fixed test budget before winners moved into the main campaigns. Regular creative reports called out what won and why.

Ads built on the fabric's softness and short influencer videos were among the winners. Ads that drew clicks but no sales were diagnosed, usually as a mismatch with the landing page or the audience, before being reworked or paused.

Buttercloth got a written view of its whole E-Commerce business from the first audit, and later a paid media program rebuilt around its own calendar, with every launch approved by its team.

Spend decisions came from weekly reviews of campaign results and creative tests, with dashboards pulling straight from the ad platforms, rather than from a set-and-forget account.