How Bana generated 1,230 wholesale-fabric leads in 90 days on Google Ads
1,230 wholesale-fabric leads in 90 days at a 12.1% CTR
Snapshot
Bana sells exclusive and wholesale fabric to fashion designers, ready-to-wear brands, and private-label manufacturers. Their buyer is a head of sourcing, a brand owner, or a procurement lead inside a fashion house, not a consumer shopping for fabric by the yard. Growleads was brought on to build a paid-search channel that produced steady B2B procurement enquiries without spending the budget on retail curiosity clicks.
Results at a Glance
captured across the rebuilt account
captured
vs. paid-fashion baseline of 4–6%
sourcing enquiries in 90 days
The Challenge
Fabric search sits right on the consumer/B2B line
“Buy wholesale fabric” carries real B2B intent, while “cheap fabric online” is pure consumer noise, and both landed in the same auction. Without separating them, budget went wherever the algorithm found clicks, not buyers.
Smart Bidding had nothing to tell a designer from a tyre-kicker
Every conversion was a form fill, and form fills included plenty of people with no real sourcing need. There was no closed-won signal anywhere in the account for Smart Bidding to optimize toward.
The auction itself was expensive and crowded
Mid-market distributors, marketplaces, and direct-from-mill suppliers were all bidding on the same terms. Cost per click on genuinely B2B-intent keywords ran three to five times higher than on consumer ones.
The Strategy
Rebuilding the account around buying stage, not just keyword theme
Campaigns were split into three intent stages: category-aware, problem-aware, and competitor-conquest, each with its own budget, ad creative, and cost-per-lead target instead of one account trying to serve all three at once.
Locking targeting to B2B-only signals
Negative keywords removed consumer-coded queries like “cheap”, “small order”, and “home decor”. In-market audience signals were layered in around fashion-industry professionals, and retail ad placements were excluded outright.
Writing ad copy for a procurement buyer, not a shopper
Headlines led with lead times, sample programs, minimum order quantities, and the exclusive-fabric library, the details a sourcing lead actually screens for, then pinned the strongest B2B-coded headlines in each ad group.
Running a conservative, disciplined budget ramp
Spend scaled gradually across the first three weeks. Any query losing money got paused within 72 hours, and winners were scaled inside the same campaign rather than by pushing bids up blindly.
Before → After
Before
- Account targeted broadly on consumer-style fabric queries
- Conversions counted as any form fill, retail interest mixed in with real B2B demand
- Cost per click running three to five times the consumer rate, with no separation between segments
After
- Three intent-stage campaigns, each built on B2B-only audience signals
- Conversion redefined as a booked procurement enquiry, not just a form fill
- 12.1% CTR, against a 4–6% baseline for paid fashion search
The Results
By month 3, the rebuilt account had captured 69.8K impressions and 8.43K clicks, landing a 12.1% CTR well above the paid-fashion baseline. 1,230 B2B sourcing enquiries reached the calendar over 90 days, and the buyer mix shifted firmly toward fashion houses and ready-to-wear brands, which was the actual goal, not just more traffic.
Each stage ran with its own budget, ad creative, and cost-per-lead target.
- Category-aware
- Problem-aware
- Competitor-conquest
Bana was paying for clicks from people who were never going to buy fabric at scale. Splitting the account by buying stage, and writing for sourcing leads rather than shoppers, changed who actually reaches them.
The first call maps your version of this system.
Book a 30-min strategy callNo commitment. No pitch deck.
