Embassy LondonDistinctive premium footwear scaled with market-level control
Embassy London needed growth across the UK, US and EU without losing the craft-led, editorial character of the brand. We rebuilt the account foundation, cleaned the catalogue and separated decisions by market before increasing media pressure.
Brand context and starting point
Embassy London is a premium women’s footwear brand built around the line “Step Out of Line”: bold design, Italian leather and handmade production in European workshops. The customer is not simply buying seasonal footwear; she is buying a piece of identity, so performance activity has to carry the brand’s point of view.
Engagement priorities
- Improve return on ad spend without adding complexity to the account structure.
- Run the UK, US, and EU as separate markets, each with its own budget and its own creative logic.
- Put the product catalog, measurement, and reporting in order before scaling further.
- Run communication in the brand’s tone: bold, editorial, without the language of clearance sales.
The business challenge
Embassy London sells in parallel across the UK, US and EU, each with a different cost of reach, demand curve and purchase pace. The first audit showed that the Meta structure was inconsistent, the product catalogue needed work and the reporting view was not strong enough for confident decisions. Before scaling, the account needed a foundation that could show where budget was genuinely driving sales.
How we set up the work so results repeat.
We rebuilt the Meta account structure, cleaned up the product catalog, and set up a clear view of results. Only on that foundation could we increase the scale.
The UK, US, and EU each got their own budgets, audiences, and creative rotation. We built lookalike audiences separately per market, on purchase events, not only on add-to-cart.
Creative carried the brand’s character: bold, editorial and grounded in craft. Performance analysis then identified formats with underused potential that deserved more budget.
Every week ended with a concrete decision: what to scale, what to cut back, what to watch. Reporting was meant to lead to action, not just describe the past.
From strategy to ad accounts and creative.
Structure with clear roles
Each campaign type had a clear role in the funnel and its own way of being judged.
Product sales
Intent + scale
Acquisition
Brand defense
Messaging angles
This wasn't about polishing single lines. Each angle had to spark the right image of the brand, reinforce positioning, or help the buyer move to a decision.
Craft positioned as a reason to stand apart
The catalogue emphasised craft, character and availability instead of reducing the message to price.
A brand manifesto translated into movement
Reels expanded the brand line and built desire before any contact with a specific product.
Designer footwear visible where intent starts
Performance Max captured purchase intent across the Google ecosystem and strengthened sales in markets with different demand dynamics.
Outcomes that mattered to the business.
The effect came from the foundation: a cleaner catalogue, separate structures by market and a conversion signal based on real purchases. Sales and online traffic grew month after month, and the collaboration has continued without interruption since 2022.
- Sales scaled in parallel across three markets — UK, US, and EU — with separate budget and creative logic.
- A clean account structure, product catalog, and measurement as the foundation for further growth.
- Sales and online traffic growing month after month, while keeping the premium positioning.
- A cleaner conversion signal — lookalike audiences built on real purchases, not on add-to-cart.
A coordinated, proactive, and competent team with a problem-solving mindset and lightning-fast responses.”
“Sales and online traffic results improved month after month, and ad performance rose clearly in the first six months of the collaboration.”
For Embassy London, the most important decision was to slow down before scaling. We put the data, catalogue and market structure in order first. Once the result became visible by market, budget decisions became cleaner and the account could grow with more confidence.”
Want to see where your sales system could run better?
In a short audit we point out where results usually leak: measurement, account structure, the product catalog, creative, or decision speed.