Case Study: Halcyon Yarn Achieves 20% Lower Cost Per Sale with First Pier's Google Ads Optimization

Halcyon Yarn cuts cost per sale 20% with First Pier

Halcyon Yarn, a family-owned textile business, needed to scale its online customer acquisition after moving fully online during the pandemic. The challenge was to untangle years of accumulated campaign structure and build a strategy capable of handling its enormous product catalog. They partnered with vendor First Pier for a Paid Search and Google Ads solution.

First Pier rebuilt Halcyon Yarn's Google Ads program around customer intent, implementing a Google Shopping strategy built on aggressive product segmentation and feed optimization. This hybrid approach balanced AI automation with manual controls. As a result, the campaigns now deliver a 20% lower cost per sale while maintaining a 75% new customer acquisition rate and achieving a 6x return on ad spend.

Halcyon Yarn