Objectives
After Noah is one of London’s most distinctive independent retailers, combining vintage furniture, contemporary homeware, gifts and traditional toys within its Islington store. Having worked with the business since 2017 (including delivering its website and EPOS integration), Purpose Media was tasked with improving the performance of its digital advertising, with a clear focus on increasing online sales while making better use of existing ad spend. Alongside driving e-commerce revenue, the strategy also aimed to increase awareness of the physical store and encourage more in-person visits.
Strategy
After Noah already had a strong brand identity and loyal customer base, but its digital advertising performance was underdelivering. The opportunity was to improve efficiency, targeting and conversion performance across the account rather than simply increase spend.
- Fixed and refined the foundations of the account, resolving e-commerce conversion tracking issues so optimisation could focus on revenue and purchasing behaviour rather than surface-level metrics.
- Restructured and streamlined campaign architecture to improve targeting, eliminate wasted spend and create a clearer framework for scaling performance.
- Improved efficiency through stronger audience targeting, improved quality scores and more effective ad delivery — reducing cost-per-click while increasing traffic quality and conversion rates.
- Worked within almost the same monthly budget, centring on making every pound work harder rather than relying on increased spend.
- Increased visibility for After Noah’s Islington store, driving additional footfall and introducing more people to the in-store experience.
Results
Significant growth in revenue, conversions and efficiency while maintaining almost the same monthly spend:
- Return on ad spend increased from 1.54x to 9.54x — an improvement of 519%
- Monthly purchase value increased by 551%
- Monthly conversions grew by 299%
- Cost-per-click reduced by 35%
- Conversion rate increased by 147%
- Monthly clicks increased by 62%
Crucially, these results were achieved while monthly ad spend increased by just 5%, demonstrating that growth came primarily through strategic optimisation and improved efficiency rather than increased investment. With a new website project now underway, Purpose Media continues to support After Noah as it enters its next phase of digital growth.
