BEEN London is a London accessories brand, founded in 2018, that makes its bags from recycled leather and has them handcrafted in the city. When we took on its Google and Meta advertising in the summer of 2023, the ads did their part. People clicked, put bags in their baskets and started checkout. Too few of them finished.
Our audits showed why. The product pages had two checkout buttons, awkward layout choices and no social proof to reassure a first-time buyer. The category pages and site search couldn’t be filtered. Discontinued products left 404s that ended visits and pushed ad costs up, and the basket-abandonment emails in Klaviyo weren’t working at all.
We fixed the plumbing first. In the first weeks we launched Search and Shopping campaigns, set up Google Merchant Centre with free listings and remarketing, and connected a Simprosys product feed so Google and Meta showed the right bags at the right price. We got BEEN’s local listings verified with Google, reset the Meta pixel, set up a Trustpilot account so the brand could collect reviews, and fed its customer audiences into Google Ads, Analytics and Meta. In September we upgraded the main campaign to Performance Max.
On the email side we reset the Klaviyo connection, reviewed the flows and recommended a three-step abandoned-basket sequence: a reminder, a story about BEEN’s impact, then a delivery or discount offer. Paid social ran alongside, from a summer sale ad we cut to retargeting for people who had already visited. Every launch, price change and sale had to be mirrored in the feed and the ads, so we kept a running changelog, and in December we added UTMs to every campaign, ad group and ad on Google and Meta so performance could be tracked campaign by campaign.
Ads can only do so much while the page they point to leaks sales, so we proposed shifting effort from ads into design, and in October BEEN signed off a product page redesign. We designed a new product page in Figma and built it in Shopify Liquid. It leads with the bag, a clear price, a Trustpilot rating and one Add to cart button, then backs the decision with a few short lines: an adjustable strap, recycled leather, made in London, free UK shipping over £200 and a one-year warranty. Further down, a cross-sell section shows up to three products in the same style, so a browser who isn’t sold on one bag sees the next.
BEEN’s team tested each build and we worked through their notes, from restoring the brand fonts to a needle and thread icon for lifetime repairs. The finished page was scheduled to go live on 21 December 2023, and in January we started on a new image gallery for it.
Between August 2023 and mid-January 2024 BEEN’s Google Ads served 619,505 impressions, drove 7,107 clicks and brought in 50 sales. By December, Google Ads was returning 271% on ad spend for the month, even though the budget had been reduced.
We handed the account back to BEEN’s team in January 2024 with a handover document they could run it from. It set out what to keep doing: hold Google Ads at a minimum of £25 a day, keep a small Meta budget to retarget people reached by PR and organic posts, and keep the product feed in step with every launch and price change.
Outfly, a London brand, marketing and product agency, ran BEEN London’s Google and Meta advertising from August 2023 to January 2024. We also designed a new Shopify product page for the brand, built it in Shopify Liquid and handed the account back with a handover document.
The ads were bringing people as far as the basket and checkout, but the site let them down. Product pages had two checkout buttons and no social proof, category pages couldn’t be filtered, 404s on discontinued products led to dead ends and the basket-abandonment emails in Klaviyo weren’t working.
Google Search, Shopping and Performance Max campaigns, Merchant Centre with free listings, remarketing and verified local listings, a Simprosys product feed for Google and Meta, customer audiences in Google Ads, Analytics and Meta, Meta ads with retargeting, and UTM tracking on every campaign, ad group and ad.
The new page leads with the bag, a clear price, a Trustpilot rating and a single Add to cart button, followed by short lines on the strap, the recycled leather, free UK shipping over £200 and the one-year warranty. Further down, a cross-sell section shows up to three products in the same style.
