Mahham collections
Mahham Collection: Scaling Online Sales Through Strategic Performance Marketing
About the Client
Mahham Collection is a UK-based ethnic fashion brand specializing in premium Pakistani and South Asian clothing. With a strong focus on elegance, quality, and cultural authenticity, the brand offers a wide range of ready-made suits, salwar kameez, and matching “Mom &
Me” outfits for modern women who value traditional designs.
The Challenge
The brand was facing multiple challenges in scaling its eCommerce performance through
digital marketing:
● Limited online sales growth: Despite having a high-quality product range, the brand’s online visibility and sales volume were below potential.
● High cost per sale: Google Ads campaigns were not optimized for conversions, resulting in an inefficient cost structure.
● Need for consistent organic traffic: The client wanted to increase organic reach and visibility to reduce dependency on paid traffic.
● Low conversion rate: Although website sessions were high, the conversion rate remained relatively low compared to industry benchmarks.
The Solution
A comprehensive strategy combining Google Ads optimization, SEO enhancement, and conversion-focused website improvements was implemented to maximize online performance.
● Optimized Google Ads campaigns: Restructured campaigns with performance-based targeting and keyword refinement to lower the cost per sale and increase ROI.
● Data-driven performance analysis: Regular review of ad data, sales metrics, and user behavior to identify high-performing segments.
● Organic visibility improvement: Enhanced product page SEO and technical optimization, leading to higher impressions and CTR.
● Conversion optimization: Improved landing pages and product descriptions to drive a higher percentage of visitors to purchase.
The Results
● £4.3M Total Sales in 2024: Sales increased by 22% YoY, reaching over 13,353 orders, a 92% jump compared to the previous year.
● High-performing Google Ads:
○ Total Ad Spend: £30.7K
○ Conversions: 2.71K
○ Purchases/Sales: 141K
○ Conversion Value / Cost: 4.6× ROAS
● Strong Organic Growth:
○ 73.6K clicks and 1.74M impressions in Google Search
○ 4.2% average CTR and average position 18.7, showing strong visibility gains.
● Improved Conversion Rate: Increased from 1.3% to 1.5%, with ongoing optimization driving steady growth.
Conclusion
Through targeted campaign optimization, data-driven decision-making, and a strong focus on user experience, Mahham Collection achieved substantial growth in both paid and organic performance. The combination of improved ad efficiency and organic visibility helped the brand establish itself as one of the leading ethnic fashion eCommerce stores in the UK.
