Tandy Leather Boosts New Customers by 248% with Automated Campaigns

Overview

Tandy Leather, a specialty retailer founded in 1919, has long been a cornerstone of the leatherworking community, offering tools, supplies, and resources to artisans and professionals alike. With over 100 locations and a loyal following, Tandy Leather partnered with Mamaazhi to modernize its digital strategy and achieve scalable growth.

The goal was clear: drive new customer acquisition and boost revenue through optimized paid search and Google Shopping campaigns. By leveraging data-driven insights and automation, the partnership delivered exceptional year-over-year performance improvements, cementing Tandy Leather’s competitive edge in a growing market.

Challenges

In the evolving leather crafting market, Tandy Leather faced the dual challenge of driving growth while navigating rising digital advertising costs. The industry’s specialized nature required laser-focused strategies to attract new customers and scale effectively. At the same time, maximizing revenue from paid search and Google Shopping demanded a combination of precision targeting and campaign efficiency. Tandy Leather needed a data-driven approach to stand out online, reach high-intent customers, and turn interest into measurable results.

Expanding in the Leather Crafting Market: Reaching new audiences in a specialized market required refined strategies to expand customer acquisition efforts.

Rising Digital Advertising Costs: Increasing paid media costs made efficient targeting and budget optimization critical for maintaining profitability.

Driving Performance on Google Shopping: Improving product visibility and campaign efficiency was essential to generating consistent revenue growth.

Refining Paid Media for Scale

Tandy Leather’s digital transformation required more than just surface-level adjustments. By analyzing website behavior and conversion patterns, we rebuilt campaigns to target high-intent audiences more effectively. With automation driving faster optimizations and a focus on new customer acquisition, the strategy reduced wasted spend while enhancing engagement through thoughtful campaign features. This holistic approach ensured every element worked together to scale lead generation and maximize profitability.

Keyword Ngram Analysis: Identified top-performing search queries to align campaigns with user intent, laying the groundwork for optimization and reducing low-value traffic.

Prospecting Campaign Rebuilds: Reconstructed campaigns using behavioral insights to optimize keywords and eliminate inefficiencies, creating a stronger foundation for growth.

Shopping Feed Optimization: Refined product titles, descriptions, and categorization to increase visibility for high-intent products in Google Shopping.

New Customer Targeting: Focused resources on acquiring new customers through exclusion lists and precision targeting to maximize ROAS.

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Results

Tandy Leather’s transformation in the digital space delivered extraordinary year-over-year results. Through a combination of precise targeting, strategic optimizations, and leveraging data-driven insights, the campaigns not only expanded the customer base but also drove significant gains in revenue and efficiency. The results speak to the power of a focused, results-oriented strategy.

252% Increase in Paid Search Revenue: Refined keyword targeting and optimized bidding strategies more than tripled paid search revenue year-over-year, turning high-intent searches into measurable growth.

94% Increase in Prospecting ROAS: Prospecting return on ad spend nearly doubled, showcasing the effectiveness of targeted acquisition strategies.

248% Increase in Paid Search Transactions: The volume of transactions nearly tripled, reflecting the success of campaigns built around behavior-driven insights and strategic audience targeting.

47% Reduction in Cost per Transaction: Enhanced efficiency across paid media efforts reduced transaction costs by nearly half, achieving profitable scale while maximizing return on ad spend (ROAS).

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