Google Ads helps us grow our business. With keyword search, branded keywords, and Shopping, we’ve been able to convert lots of people interested in our brand.
Founder & Vice President
Nicole Calleo and her father, Joe Calleo, wanted better merino wool clothing than what was on the market. In 2013, they created Woolx, an online store for high-quality merino products that are comfortable, soft, and durable enough for the outdoors. Woolx is a family business for Joe, Nicole, and her brother Dom–along with their tight-knit team. Over the years, Google has helped them bring their timeless, essential pieces to an online audience. Using Google Ads, they’ve increased their revenue 50 percent year-over-year, focusing on branded and non-branded keywords, and their Performance Max campaigns. “We're able to ensure all products get exposure, but to really focus on our bestsellers,” says Nicole. Last year, over 10 percent of sales came from their Google Ads campaigns, allowing more customers to layer up in freezing temperatures or relax in Woolx’s comfy work-from-home styles.
Nicole sees real value in embracing Google Analytics. Woolx uses it to measure traffic and revenue trends, do A/B testing, and more to better understand how customers engage with Woolx.com–and to focus on delivering results. “You always have to be prepared for change. You don't know what's going to be coming around the corner and to the best of your ability, you just have to be ready for that,” explains Nicole. They work with Joe’s mantra, “Nothing beats elbow grease.” But it isn’t all hard work: Dom serves as Director of Fun, helping the team find joy. “Dom is heavily involved in everything from day-to-day things to pizza parties every week,” says Nicole. Dom, who has Down Syndrome, engages in activities at GiGi’s Playhouse, a Down Syndrome Achievement Center. This past year, Woolx donated $20,000 to Gigi’s Playhouse Southern Tier. “This year I'm hoping we're able to double that,” says Nicole. “That's something that we really strive for every single year.”