E-Commerce & Retail Case Study

Seattle Fabrics — Revenue Was Falling. We Reversed It.

After COVID, Seattle Fabrics' revenue was in free-fall — down 19% over two years. Findable reversed the decline and brought revenue back to peak levels through integrated SEO, Google Ads, and Meta Ads management.

Revenue Growth

E-Commerce Conversions

Per Conversion

Organic Keywords

The Challenge

A Post-COVID Revenue Decline That Needed Reversing

Seattle Fabrics is a specialty fabric retailer serving DIY enthusiasts, small businesses, and outdoor gear makers. During COVID, their industry thrived — people at home, needing projects, wanting to start businesses. Revenue peaked in 2020.

But when COVID ended, so did the tailwind. Revenue fell 19% over two years. The entire fabric and DIY industry contracted. Seattle Fabrics wasn't just losing market share — the market itself was shrinking.

Findable signed Seattle Fabrics in December 2022 with a clear mandate: stop the bleeding and rebuild revenue — without a pandemic to help.

The Strategy

Full-Stack E-Commerce: SEO + Google Ads + Meta Ads

SEO content strategy targeting 13,800+ product and category keywords — building organic traffic that doesn't cost per click.

Google Ads with Shopping campaigns, Performance Max, and search campaigns optimized for ROAS — 37,600+ conversions at $18 each.

Meta Ads for prospecting and retargeting — reaching new customers on Facebook and Instagram, then bringing them back with dynamic product ads.

Shopify store optimization for conversion rate — product pages, checkout flow, and site speed improvements.

Integrated attribution — making sure every channel gets credit and budget flows to what's actually driving revenue.

The Results

Results by Channel

Google Ads

37,600+

Conversions

$18

Cost Per Conv

Shopping + PMax

Campaign Types

Paused (seasonal)

Status

37,600+ all-time conversions — the primary revenue driver

$18 average cost per conversion across all campaigns

Shopping + Performance Max for product-level optimization

Meta Ads

Prospecting + DPA

Role

Full Funnel

Strategy

Prospecting campaigns reaching new customer segments

Dynamic product ads for retargeting cart abandoners

Supporting role to Google Shopping as primary revenue driver

SEO

13,800+

Keywords

$19.3K/mo

Traffic Value

23.5K (+4%)

Non-Branded

51.8%

Commercial Intent

13,800 organic keywords — massive portfolio for a niche retailer

$19.3K/mo traffic value (what it would cost in PPC)

Non-branded commercial traffic growing +4% — the revenue indicator

51.8% of keywords have commercial intent — purchase-ready traffic

The Journey

Timeline

2020

Peak Revenue (COVID Tailwind)

Industry thrives during COVID. People at home, DIY projects booming, new businesses starting.

2021–2022

Revenue Decline

Post-COVID hangover. Revenue drops 19% over two years. The entire fabric/DIY industry contracts.

December 2022

Findable Signs Seattle Fabrics

Mandate: stop the bleeding and rebuild revenue without a pandemic tailwind.

2023

Stabilization

Revenue decline halted. Google Ads and SEO foundations built. Revenue levels off.

2024–2025

Growth Phase

Revenue grows 24%. Back toward peak levels. 13,800 organic keywords. $18 per conversion.

2026

Back to Peak

Revenue projected to match 2020 peak — without COVID. Organic traffic growing. System compounding.

Key Takeaways

What This Proves

Context matters. The 2020 peak was a COVID anomaly. The real story is reversing a declining revenue trend and getting back to peak levels organically — no pandemic boost needed.

E-commerce needs the full stack. Google Shopping for purchase intent + Meta Ads for prospecting + SEO for long-term organic traffic = a system that compounds.

Non-branded organic traffic is the health metric. Total traffic fluctuates, but non-branded commercial traffic growing +4% means the audience is expanding, not just the brand searches.

Patient capital wins. Signing in Dec 2022, stabilizing in 2023, growing in 2024–2025 — this was a 2+ year turnaround, not a quick fix.

The System Behind the Results