Rossano Ferretti sells luxury haircare born in some of the world's most exclusive salons. Midsummer Agency ran its Pay Per Click, Paid Social and Web Analytics across Italy, the UK and the US, with one brief above all – let the products shine and make them profitable.
PPCPaid SocialAnalyticsTrackingFeed Management
Rossano Ferretti is a luxury haircare brand built on its founder’s salons, found inside five-star resorts around the world. The product line started in those salons and then moved online: natural, largely vegan formulas, made in Italy and priced well above the market average, for a mature, high-spending customer.
Around 60 products sit on WordPress and WooCommerce, on one domain with a subfolder and a language version for each market. The account had 3 defining traits.
The account came to us with a clear goal: scale it profitably.
Rossano Ferretti wanted its product line to stand on its own, and to turn a profit doing it. Haircare is one of the most crowded corners of ecommerce, and the brand arrived famous for its salons and the people photographed leaving them, yet largely unknown as a product brand. Each market was at its own stage: the UK was performing well, while Italy, the home market, and the US had the most room to grow.
Premium prices meant an expensive customer to acquire, and the first target was simply to break even before anyone talked about growth.
There was clear room to get there.
That last point mattered most. The UK site recorded sales correctly, the other markets far less so: in the US, the data even showed more people checking out than adding to cart. Conversion tracking accuracy sat at 26%, so the platforms were optimizing on a quarter of the picture.
We started with Google Ads and Meta Ads across all 3 markets at once, rebuilt the tracking underneath them, and added Microsoft Ads later on. Media planning and straight-talking consultancy ran around the channels throughout.
ServicesGoogle Ads · Microsoft Ads · Feed Management
We gave each market its own objective: restart Italy from scratch, turn the US around, protect what was working in the UK. Then we rebuilt the structure on Performance Max plus brand search, splitting brand from non-brand for the first time, so brand demand showed up as it grew instead of vanishing into the totals.
The multi-domain WooCommerce setup ruled out the usual feed tools. Every market had its own XML file and product IDs had to match across all of them, so we built and maintained the feed manually.
Early on we brought the UK into the same Google Ads and Meta accounts as Italy and the US. Every market could now be read side by side, which made a store-by-store report possible every 2 weeks and let budget move toward whichever market was returning the most profit.
Once the structure worked on Google, we rolled it onto Microsoft Ads and, at the same time, launched Spain on Google and Meta. When the founder’s TV show went on air, we watched brand searches country by country and raised budgets to meet them, so none of the attention it stirred up went to waste.
Later on, the brand’s blog lost a large share of its organic clicks to AI answers in search: in Italy, blog clicks fell 44% in 6 months while brand searches held steady. We responded on the paid side.
ServicesMeta Ads · Creative
We built Meta out in 3 layers.
We steered creative through briefs built on competitor and angle analysis: which creatives were working across haircare, which claims to lead with, and which product answers which need, down to pairing volumizing lines with fine-hair messaging. Every ad had a buyer persona and a funnel stage, and ran as either evergreen or promotional.
Each market rewarded a different story, so each got its own creative line.
Creative refreshes ran on a seasonal calendar built around the TV show, Black Friday and the holidays. In the US we also tested reaching shoppers through luxury lifestyle interests like food, fashion and travel, rather than through haircare interests alone.
The site’s hair quiz recommends the right products for each hair type, and it converts unusually well. From the start we ran Meta campaigns that invited new audiences to take it, and it stayed one of the strongest ways into the brand for first-time shoppers.
Hairstyle, The Talent Show, fronted by Rossano Ferretti himself, launched on TV in Italy and the US. We put dedicated campaigns live in each country, Spain included, mixing the show’s poster with lifestyle creative around the founder.
Ahead of Black Friday, a dedicated landing page collected email sign-ups through the summer, building an audience we retargeted the moment the promotions opened.
ServicesGoogle Analytics 4 · Google Tag Manager · Consent Mode
We replaced the plugin tracking with a custom data layer, hard-coded together with the client’s developers.
That one rebuild fixed the data feeding Google Analytics 4, Google Ads, Microsoft Ads and Meta Ads at once. Conversion tracking accuracy went from 26% to 100%, and tracked add-to-cart events rose 391%.
We set up Advanced Consent Mode per country, following each market’s own rules and keeping the US outside it, on a site where every market lived in a subfolder of the same domain. Consent choices took away half of Italy’s measurable traffic, and paid performance held anyway.
Tracking needed constant care on a site that kept changing. We turned on enhanced conversions, rebuilt the data layer for dynamic remarketing, and when a site update stopped product IDs reaching the platforms, we worked with the developers to restore them so remarketing could match products to shoppers again.
Reporting ran on a tool that joins analytics with back-end order data: profit per product, cohorts, repeat purchases. With that in hand we planned each year around profit on ad spend rather than revenue, with awareness spend counted inside the same target, and steered every market against it. It is also what made the Black Friday strategy possible.
The restructure paid back fast. In the first 30 days revenue rose 116%, orders 92%, average order value 12% and new customers 78%, putting revenue 84% ahead of the same period a year earlier. Over the first 4 months, Italy’s Google Ads return on ad spend rose 140% while its cost per order fell 46%. With the tracking rebuilt, every platform then had a clean signal to optimize on.
Black Friday put the profit brief to the test. The previous approach, a flat discount running for a week, kept margins thin and sat awkwardly under a luxury price. We planned a new one with the client’s marketing team, 3 months ahead.
Ad spend fell 41.7% and revenue held within 3% of the year before. Net profit rose 3,541%, net margin went from 0.74% to 27.85%, and profit per order grew more than 38 times over. Each market showed its own taste: the US went for travel-size gifts, Italy for a full-size product, the UK for the tiered gifts and the flash sale.
When sales dipped one summer and every major competitor on the platforms was running promotions, we proposed a targeted promotion and sales stabilized. The consultancy kept reaching past the channels too: the promotional calendar, email segmentation, SEO feedback, even whether cash on delivery was worth offering in Italy.
We then put all of it into one 360° analysis covering SEO, the shopping experience, email and paid media, with a prioritized action list shared with the client and their web team. Within weeks the sitemaps were consolidated, structured data was added to products and articles, and the product feed match was fixed.
Chiara
Pay Per Click · Paid Social
Ran strategy across Google, Microsoft and Meta in all 3 markets, and the consultancy around them.
Fabio
Pay Per Click
Drove the account restructure behind the first-month turnaround.
Ecommerce plus physical stores? B2B and B2C under one roof? One market or eleven? The businesses other agencies find too complex are the ones we make shine.
