Goucha’s Handmade is a Portuguese footwear brand built on craftsmanship, timeless aesthetics, and conscious production. With a strong product and a clear brand identity, the challenge for 2025 was not demand, but scale: how to significantly grow online revenue while maintaining efficiency and long-term sustainability. The goals were clear: accelerate growth, increase volume, and do so with control.

The Starting Point

At the start of the year, Goucha’s Handmade was not showing a promising performance: growth was constrained by a conservative acquisition structure, limited audience exploration, and a creative approach that, while visually strong, wasn’t being fully leveraged through strategic testing and messaging. There was also clear potential to improve how paid traffic converted once it reached the website, particularly across the purchase flow.

To unlock this next phase, the strategy focused on building a scalable performance. Meta Ads became the main growth engine, with Advantage+ campaigns playing a central role. This structure allowed for faster learning, better distribution of budget, and more efficient scaling as performance data accumulated. Alongside this, campaigns were continuously monitored and optimised to ensure that spend was directed towards the highest-performing segments and moments.

Creative testing was another key pillar of growth. Instead of treating creatives as static assets, we implemented a framework focused on exploring different copy angles and messaging approaches. By testing themes such as comfort, versatility, craftsmanship, lifestyle use cases, and everyday wear, we were able to better align messaging with user intent and improve engagement throughout the funnel. 

Audience strategy also evolved significantly. Beyond core and retargeting audiences, we expanded into broader and more exploratory segments, allowing the algorithm to find new pockets of demand. At the same time, website and checkout optimisation ensured that increased traffic translated into results. Improvements focused on clarity, trust signals, and reducing friction throughout the purchase process, particularly on mobile. These changes played a direct role in improving conversion rate and supporting performance as scale accelerated.

Lastly, seasonal and commercial campaigns acted as growth accelerators throughout the year. Strategic moments such as product drops, promotional periods, and Black Week were used to amplify demand and push volume, without compromising overall efficiency or distorting baseline performance.