Amy Waltz Designs:
Scaling an Etsy Brand Into a Direct-to-Consumer E-Commerce Store
Industry
Handmade Jewelry
Location
Chico,
California
Year Founded
2011
Services
Facebook Ads
Google Ads
About Amy Waltz Designs
Amy Waltz Designs is a Chico-based jewelry brand known for handmade, personalized pieces sold primarily through Etsy and their direct-to-consumer website.
The brand had already built strong product demand and a loyal customer base through Etsy, but most sales were still dependent on marketplace traffic.
The objective was to expand customer acquisition beyond Etsy while building a predictable and scalable advertising system that could drive direct website purchases without sacrificing profitability.
Rather than simply increasing ad spend to generate more orders, the focus was on scaling revenue while maintaining a consistently positive return on investment.
This required a strategy that could introduce new customers to the brand, convert them efficiently, and allow ad spend to grow without eroding margins.
5.11x
Return on Ad Spend
Campaigns were restructured to focus on AWD’s top-performing products across Meta Ads, allowing the brand to scale new customer acquisition nationwide. New product launches were promoted to existing customers through Meta remarketing campaigns, while Google Shopping ads captured high-intent buyers actively searching for similar products. This multi-channel strategy created a balanced system for both acquiring new customers.
144%
Increase in Orders
Through a coordinated Meta and Google Ads strategy, Amy Waltz Designs significantly increased website purchases year-over-year. Meta campaigns expanded new customer reach while Google Shopping ads captured high-intent buyers actively searching for similar products. Together, these channels drove a 144% increase in total orders within the first year of CRP Marketing taking over the account.
$21.63
Cost Per Purchase
By combining high-intent Google campaigns with curated audience targeting on Meta, Amy Waltz Designs was able to efficiently scale advertising spend & acquire new customers. Google captured shoppers actively searching for similar products, while Meta prospecting and retargeting campaigns converted both new and returning visitors. This strategy helped drive purchases at an average cost of $21.63 per order.
Summary of Results
The Strategy Behind
The Growth
Rather than spreading budget across the entire catalog, campaigns focused on Amy Waltz Designs’ top-performing products that aligned with national trends. By prioritizing items with proven demand and strong profit margins, Meta campaigns were able to scale new customer acquisition nationwide while maintaining a strong return on ad spend as advertising investment increased.
Scaling Top-Performing Products on Meta
New product launches were promoted to Amy Waltz Designs’ existing customer base through coordinated email campaigns, SMS campaigns, and Meta remarketing ads. This allowed the brand to quickly generate demand from previous customers while maximizing the value of its existing audience.
Leveraging Email & Retargeting for Product Launches
Capturing High-Intent Buyers with Google Shopping
Google Shopping campaigns were implemented to capture shoppers actively searching for products similar to Amy Waltz Designs’ offerings. By targeting high-intent search demand, these campaigns consistently generated qualified traffic and efficient purchases.
Product groups were strategically segmented based on performance trends and seasonal demand, allowing campaigns to prioritize the items most likely to convert at different times of the year. This structure allowed budgets to scale significantly while continuing to drive high-quality visitors and maintain efficient acquisition costs.
Continual Refinement & Optimization
Campaigns were continuously refined based on performance data, allowing advertising spend to scale without sacrificing profitability. Budget was shifted toward the highest-performing audiences, products, and campaigns to maintain strong return on ad spend while increasing order volume.
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