Case Study · Custom Apparel Ecommerce · Website + Google + Meta
A family-owned custom varsity jacket maker, trading since 1977. A site that dropped order details, a storewide sale that never ended, and two ad accounts feeding both. Here is what we rebuilt over one summer, the promotion we ran on top of it, and what September did against last year.
00 / Snapshot
Client
Stewart and Strauss' JacketShop. US family-owned maker of custom varsity jackets and letter sweaters since 1977. Made-to-order through an online builder, plus a ready-to-ship line.
Platforms
Google Ads (Performance Max, Shopping, Search), Meta Ads (catalog + top-of-funnel video), a WooCommerce store on the client's own server.
Engagement
Ads management plus a web retainer. Weekly call with the owners. One OJD developer embedded on the site.
Period covered
April to September 2026. Builder and store live in July, Labor Day promotion September 1 to 8.
01 / The Situation
The site had passed through several developers and vendors over the years, each brought in for a piece of it. Every fix meant a new brief, a hand-off, and a wait. The people running the ads and the people touching the site were never the same people.
02 / What We Built
One team ran the ads and rebuilt the site, which is why it moved quickly. The ad account showed which pages needed fixing, and the site work never waited on a hand-off. A rebuild that had stalled for years was live within a few months.
1
A real-time varsity jacket builder and a new letter sweater builder, refined with the owners until the output matched what the workshop makes. Live in July.
The live builder. Every choice renders on the jacket before the order is placed.
2
Design choices flow from the builder into the cart, the confirmation, the admin order and the supplier email, with a rendered image of the design on every order. Customers can also personalize a ready-to-ship jacket with the builder pre-set to that item.
3
Mobile-first, with the builder above the fold: about a quarter of visitors, half of revenue, twice the site's conversion rate. Cloudflare, monitoring and a security clean-up ended the nightly outages.
4
A Demand Gen campaign taking a fifth of spend for one percent of value was cut and its budget moved to cold prospecting. Every budget change is capped at ten percent with a scripted rollback.
5
The catalog had advertised every colourway separately. It now runs one representative per style, with purchaser and recent-visitor exclusions.
6
With sales down year over year, there was no budget for a photo shoot, but the product and the offer were strong. We brought in Tactimetry to rebuild the video creative around the new jacket builder. Their cuts put fresh life into a Meta account that had gone stale and became the strongest videos we ran in the promotion.
The promotion cut that carried the most Meta spend during the sale week.
7
Ten percent off everything for eight days, with a real deadline on the site. The same offer went live on the site, in Google, Merchant Center and Meta, and in the client's email, on the same day.
03 / What Happened
+73% orders, +60% revenue
Promo week against the same days last year.
3.1x to 4.8x
Revenue per ad dollar, promo week against the week before it, on 17% more spend.
Tied Black Friday
Friday, September 4 matched Black Friday for the most orders in a day in the past twelve months.
74 code orders, 74% new
Three quarters of the customers who used the code had never bought before. Another 38% of the week's orders came in without the code. The site did the selling.
No hangover
The week after, with ad budgets cut by a third, orders held above the pre-promo baseline and revenue per ad dollar went from 2.9x to 5.6x.
04 / September vs Last September
First two weeks, store data, year over year.
+24% orders, +19% revenue
First-time customers up 21%.
+71% custom jacket revenue
On builder traffic that was flat year over year. The builder converts what it is given. The promotion and the ads finally fed it.
The bleed stopped in July
Custom orders had run 30 to 44% below the prior year every month from March to June. The decline stopped at the July launch. September widened the gain.
What it changed. A September Friday tied Black Friday for orders, from one eight-day sale. That changed how the owners plan the year: the Black Friday and Cyber Monday push now starts before the peak dates, while there are fewer advertisers competing.
05 / What to Take From It
In Their Words
“We have been on the Net since 1994, and since that time, we have had quite a few developers and IT people work on our ever-evolving website. Not until recently, did we find an all-in-one agency that could serve all of our needs, from advertising to website development (and everything in between), until we found Odd Job Digital. Their suggestions and attention to every detail have enabled us to grow our business using all modern technologies. Thank you again.”
The Strauss family, owners of JacketShop (Stewart & Strauss, since 1977)
For businesses spending $10k or more a month on Google or Meta, or ready to. Founder-led, capped roster, Google and Meta plus the site and the systems around them.