Case 03 · Menswear
Indochino
A dual-funnel account structure that moves retail appointments and online purchases independently.
−20%
Cost per appointment
2
Funnels operated independently
MMM
Non-brand Search validated as a top performer
The situation
Two business lines, one account — and a customer journey that crossed between them.
Indochino sells custom-fit menswear through a model most paid accounts aren't built for: the majority of customers want an in-store measurement before completing a purchase online. Retail and e-commerce weren't separate businesses — they were two halves of one funnel. A conventional account structure optimizing for purchases alone was blind to the appointment that made most of those purchases possible.
The approach
We built the account around the real customer journey, not the platform's default conversion.
The structure recognized that an appointment booking is a genuine business outcome, not a soft conversion. Search was split by intent, campaigns were built per retail location alongside national coverage for demand outside those markets, and the bidding strategy assigned real value to appointments so the system could optimize for both outcomes at once. We also ran paid social and built the creative.
01 / SEARCH STRUCTURE
Split into appointment-focused campaigns on retail-specific terms and purchase-focused campaigns on broader terms.
02 / GEO ARCHITECTURE
Location-specific campaigns for each retail store, with catchall national campaigns capturing demand outside those markets.
03 / SHOPPING & PMAX
Value-based tROAS assigning approximate value to appointment bookings alongside purchases; bid strategies tiered by each location's appointment availability; Shopping split by historical product performance tier.
04 / PAID SOCIAL & CREATIVE
Social campaigns and creative production run alongside search as part of the same plan.
The outcome
Cost per appointment down over 20% — and non-brand Search validated in their own MMM.
The result was a highly segmented, dual-funnel account structure that let us influence both business lines independently rather than trading one against the other. Cost per appointment fell by over 20%. Non-brand Search — the part of the account most often dismissed as inefficient on a last-click basis — was validated as a top performer in the client's own media mix model, confirming the structure was working on the business's terms, not just the platform's.
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