Growing an e-commerce business requires more than simply investing in ads. Before scaling, it is essential to build a solid structure, ensure reliable data, and define a strategy focused on sales.
This was precisely the challenge faced by Feira das Tapeçarias, a brand with physical stores in Braga and Guimarães, specializing in rugs and home décor. The company operates in both B2C and B2B, with an average order value of around €200. While the business had strong potential, its digital channel was still in a very early stage.
At the end of 2022, the company partnered with SmartLinks to test the potential of the online channel and determine whether e-commerce could become a real driver of growth.
The initial objective was straightforward: validate the digital channel, achieve at least one sale per day, and reach €4,000 in monthly online revenue.
The Challenge: An Online Store Without the Structure to Scale
When Feira das Tapeçarias started working with SmartLinks, the online store already existed, but the foundations required for consistent growth were missing.
The main challenges included:
- several significant technical issues on the website;
- the absence of a structured product feed;
- no active Google Ads or Meta Ads campaigns;
- low brand recognition outside physical stores;
- lack of consolidated data to support decision-making;
- difficulty measuring the real impact of digital marketing on both online and offline sales.
Additionally, there was no history of performance benchmarks such as ROAS or CPA. The priority was more fundamental: begin generating online sales consistently and build the foundations for future growth.
Before SmartLinks
Before SmartLinks’ strategic intervention, the digital setup looked like this:
- no active campaigns;
- no structured product feed for e-commerce campaigns;
- no consolidated tracking system;
- no defined profitability targets;
- no clear digital strategy.
In practice, the company had an online presence, but the digital channel was not yet structured to generate predictable sales.
The Strategy: Building the Foundation Before Scaling
SmartLinks approached the project with a clear principle: before increasing investment, the business needed structure and control.
The strategy focused on four main areas:
- Google Ads
- Meta Ads
- CRO consulting and website structure support
- GA4 tracking implementation and review
From there, the work focused on five strategic pillars.
1. Structured E-commerce Campaigns
SmartLinks launched Google Shopping and Performance Max campaigns supported by a structured product feed, enabling the right products to be promoted more efficiently.
2. Focus on High-Potential Categories
The strategy prioritized specific categories, with special emphasis on the Outlet section, which became a key performance driver. With discounts of up to 50%, this category helped increase competitiveness and capture high purchase-intent traffic.
3. Full Tracking Review
A comprehensive review of tracking and GA4 events was carried out to ensure reliable data and support more confident decision-making.
4. Sales-Focused Copy and Creatives
Initially, SmartLinks focused on improving ad copy. Later, this approach was reinforced with creatives aligned with clear commercial goals and the product catalog.
5. Profitability-Focused Investment Management
From the start, the priority was not simply spending more. The goal was controlled growth, closely monitoring profitability and scaling investment progressively and strategically.
Alongside performance campaigns, SmartLinks also developed brand awareness campaigns, focusing on strengthening the brand’s presence on social media. This approach complemented the sales strategy by reinforcing brand recognition and laying the groundwork for sustainable growth in the medium and long term.
The Results: Sustainable Growth With Control
Over the past 12 months, compared with the previous period, Feira das Tapeçarias achieved steady growth supported by a more mature digital strategy and a better structured online operation.
Key results include:
- total paid media investment increased by approximately 44%;
- the number of purchases grew by more than 25%;
- total revenue increased by 6.36%;
- ROAS remained positive and exceeded the target of 5.
These results show that growth did not come at the cost of uncontrolled spending. Instead, the brand was able to scale campaigns confidently while maintaining a strong focus on efficiency and visibility in search.
Although there was a slight decrease in the average order value, the increase in the number of purchases and items sold confirms a strategy focused on efficiency, stability, and sustainable growth.
"We are growing in a sustainable way, and SmartLinks’ support has been essential in helping us adapt to the constant evolution of Meta Ads and Google Ads while maintaining strong campaign profitability"
The Most Relevant Outcome
Beyond the performance metrics, the most significant result was the structural change in the business.
Feira das Tapeçarias moved from a newly launched e-commerce store, without reliable tracking or strategy, to a consistent digital sales channel capable of scaling investment while maintaining control and profitability.
Business Impact
- Today, Feira das Tapeçarias benefits from:
- greater confidence in marketing investment decisions;
- clearer control over how and where marketing budgets are allocated;
- the ability to plan digital growth with less risk;
- an ongoing partnership rather than a simple execution service.
Beyond performance indicators, the work carried out also increased the digital maturity of the business.
Throughout this process, SmartLinks acted as a strategic partner, combining paid media management, consulting, and data analysis to support business growth through a data-driven and profitability-focused approach.
“SmartLinks has an extremely competent and dedicated team that closely follows every detail of our day-to-day operations. They are always available to help and ensure the best possible results.”
The Feira das Tapeçarias case shows that sustainable digital growth does not start with scale — it starts with structure.
With reliable tracking, well-structured campaigns, a focus on the right product categories, and profitability-driven investment management, a newly launched e-commerce operation was transformed into a solid and scalable online sales channel.
