Apex Workwear had the range and the reputation, but paid media that wasn't pulling its weight. We rebuilt Paid Social and Search around buyer intent, tightened the on-site journey, and turned a flat ad account into a compounding sales engine — 105% sales growth and a 70% lift in return on ad spend.
Visit apexworkwear.co.uk ↗The brand
Apex Workwear is a UK ecommerce specialist in personalised workwear and PPE — hi-vis jackets, combat trousers, safety footwear and custom-branded kit finished with print or embroidery for trades, sites and uniformed teams. The Shopify catalogue runs deep across seasons and standards, serving everyone from sole-trader contractors to procurement managers kitting out a fleet. The opportunity was scale: a category with consistent, repeatable demand that rewards the brand able to show up first when a buyer is ready to order.
The challenge
Apex Workwear competes in a crowded, price-sensitive market where buyers compare on delivery, branding turnaround and bulk pricing in equal measure. Their paid accounts had drifted: broad targeting on Meta was burning budget on browsers who never converted, search campaigns leaned on generic terms that attracted clicks but few baskets, and the gap between ad and landing page was costing them conversions. The brief was direct — grow sales, sharpen return on ad spend, and build a channel mix that keeps performing without constant firefighting.
Workwear is a considered purchase dressed up as an impulse one — win the intent moment and the rest compounds. We rebuilt Apex's media around exactly that.
The approach
We tore down the broad Meta setup and rebuilt it as a structured funnel — interest and lookalike prospecting feeding tightly segmented retargeting by product category and basket stage. Creative was rotated around real product benefit (compliance, durability, branding turnaround) rather than generic discounting, which lifted click quality and pulled CPA down.
Meta ROAS +70%Search was rebuilt around high-intent, bottom-of-funnel terms — specific garments, sizes, standards and 'personalised' modifiers — with negative-keyword discipline to cut wasted spend. Tighter ad groups and shopping feed clean-up raised relevance and Quality Scores, lowering cost-per-click in competitive auctions.
Cost per click -31%Every extra click only pays if the page converts. We aligned ad messaging to landing pages, streamlined product and basket journeys, and sharpened trust signals around branding, delivery and bulk pricing — turning more of the same traffic into orders.
Conversion rate +87%The results, in depth
Every channel, before and after — an audited view of where the growth actually came from.
The craft
