Knobby’s Revenue Takes Off with a 55% Boost: Scaling a Sunshine Coast Underwear Subscription Brand

The Challenge

Knobby, an Australian underwear subscription brand known for its quirky, bold designs, had enjoyed rapid growth but needed a partner to help them scale further. Enter farsiight. Our audit uncovered several high-impact levers to pull that would push their Google Ads strategy to the next level. 

With ambitious plans to expand their product range and subscription base, Knobby was looking for a team that could streamline their PPC efforts, unlock untapped opportunities, and craft a scalable growth strategy for the long haul.

Digital Strategy

• Expanded audience lists (e.g., product viewers, time on site) to target different segments based on interest and engagement.
• Introduced a full-funnel structure, ensuring precise targeting at each stage of the customer journey.
• Diversified beyond Meta by activating channels like Display, Performance Max, and YouTube to expand reach and drive more cost-effective results.
• Built a campaign structure that aligned with Knobby’s monthly product drops, ensuring maximum hype and conversions.
• Overhauled tracking systems to differentiate between high-value subscription sign-ups and one-time purchases, enabling better optimisation.

Platform Tactics

• Optimised the product feed with best practices for titles and attributes, improving search match quality and conversion rates.
• Scaled Knobby’s visual presence, using Discovery and Display networks to reach new audiences more cost-effectively.
• Tested multiple YouTube ad formats (skippable, non-skippable in-stream, bumper, and discovery ads), driving awareness at the TOF and remarketing to high-intent users in MOF.
• Leveraged machine learning through Performance Max campaigns, delivering highly personalised ads across multiple channels and driving more conversions.