Pinterest & Meta Ads for Luxury Fabrics

Case Study: Pinterest & Meta Ads for Luxury Fabrics

Client:
SilkWorld (Australia)

The Challenge

SilkWorld had an exceptional product line — premium bridal and couture fabrics with a rich 30+ year history. But their ad performance didn’t reflect the quality of their offering.

Their previous campaigns were running with generic creative, poor segmentation, and little-to-no tracking. Pinterest campaigns were especially underperforming, and Meta ads weren’t attracting the right clickers. Worse, there was no clear attribution model to show what was working (if anything).

They weren’t just burning budget — they were missing a huge slice of their target market.

The Solution

I took over the entire paid media stack with the goal of not just improving performance — but building campaigns that converted beautifully and scaled profitably.

Here’s what I delivered:

Creative Rebuild

• Designed fresh creative using Canva tailored to the visual-first Pinterest audience

• Built multiple static and carousel creatives with copy inspired by fashion designers and bridal keywords

• Focused on fabric texture, emotion, and aspirational visuals with strong overlays and CTAs

Audience Strategy

• Segmented by product line (lace, silk, tulle, embroidery)

• Created Pinterest campaigns targeting bridal designers, seamstresses, and couture students

• Built Meta retargeting ads based on website activity and add-to-cart behavior

Tracking & Attribution

• UTM tagging across all campaigns for Google Analytics tracking

• GA4 integration for ecommerce reporting

• Rebuilt all campaign naming conventions and layered performance-based optimization

Testing Framework

• A/B tested copy variations (headline-first vs. visual-first)

• Ran tests on static vs. carousel vs. video creatives

• Set budget rules to auto-pause underperformers and boost winners

Results

• 60,000% ROAS on best-performing Pinterest campaign

• Multiple ad sets consistently performing above $30/action benchmarks

• Creative became brand-standard and was repurposed across email, homepage banners, and IG

• Client called it their best month of digital performance in 2 years

This wasn’t just a paid ads win — it redefined their digital marketing system. They now had data they could trust, creative that sold, and a repeatable system.

Tools Used

• Ad Platforms: Pinterest Ads, Meta Business Suite

• Analytics: Google Analytics 4 (GA4), UTM tagging

• Creative: Canva

• Tracking: Google Tag Manager, Facebook Pixel, Pinterest Conversion Tag

Final Thoughts

Paid media isn’t about spending — it’s about scaling. When your creative connects, your segmentation is dialed in, and your tracking is airtight, the math starts working in your favor.