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Case Study – JM Embroideries

Home • Case Study – JM Embroideries
How Donohue Consultancy Scaled JM Embroideries Ecommerce Growth with a
Brands we work with

THE
RETAILER

JM Embroideries (embroideries.com.au) is a well-established Australian retailer providing embroidery and sewing threads, and many other supplies to customers across the country.

 

Working with Donohue Consultancy, JM Embroideries had already built a reliable ecommerce presence through its Neto store and consistent paid acquisition. Over time, however, rising competition and higher CPCs signalled the opportunity to evolve the strategy for the next phase of scalable, efficient growth.

ABOUT THE PARTNER

Founded in 2017 and headquartered in Brisbane, Donohue Consultancy is a full-service ecommerce agency dedicated to helping retailers achieve sustainable digital growth.
CORE CAPABILITIES

  • Web Design & Development: UX-focused, mobile-first store builds and redesigns
  • Digital Marketing & Growth: Paid search, paid social, SEO, conversion optimisation, analytics
  • Consultancy & Training: Strategic guidance, staff education, practical know-how for running Neto stores
  • Integrations & Ongoing Support: Product feeds, marketplace integrations, shipping & promotions, ongoing optimisation and troubleshooting

NETO PARTNERSHIP
As a Gold Neto Partner, Donohue Consultancy combines deep platform expertise (including team members with prior Neto/Maropost experience) with hands-on ecommerce marketing knowledge. This ensures clients like JM Embroideries receive cohesive, growth-oriented solutions that integrate platform performance with marketing execution.

KEY GOALS

Achieve a 40% increase in total annual revenue

Accelerate online sales while maintaining profitability

Achieve predictable customer acquisition costs

Build resilience by diversifying beyond Google Ads

THE CHALLENGE

The challenge wasn’t underperformance — it was breaking through a growth plateau and meeting the ambitious goal of a 40% increase in total revenue year-on-year.
SCALING LIMITATIONS
The earlier single-channel focus had delivered solid baseline results but left incremental opportunities untapped.
LIMITED FUNNEL SOPHISTICATION
Campaigns optimised for direct conversions did not fully segment audiences by intent or stage.
UNTAPPED CROSS-PLATFORM POTENTIAL
Bing’s cost-efficient, high-intent search audience had yet to be leveraged.
RISING CPCs
Without funnel-based budget allocation, increasing spend was becoming less efficient.

THE SOLUTION DEVELOPED

Donohue Consultancy’s evolved growth plan was implemented in three key phases

Funnel-Led Google Ads Revamp

  • Re-architected campaigns into funnel-based segments (TOF/MOF/BOF).
  • Refined keyword targeting and applied conversion-focused bidding strategies.
  • Enhanced negative keyword management to reduce wasted spend and protect margins.

Branding & Strategy

  • Re-architected campaigns into funnel-based segments (TOF/MOF/BOF).
  • Refined keyword targeting and applied conversion-focused bidding strategies.
  • Enhanced negative keyword management to reduce wasted spend and protect margins.

Continuous Optimisation & Attribution

  • Integrated cross-channel ROAS monitoring to inform monthly budget reallocation.
  • Leveraged Neto’s ecommerce data for precise remarketing and advanced performance tracking.
  • Ongoing search and UX optimisation to support higher-funnel engagement and CRO.

Key Results

Significant Business Growth and Performance Impact from the Evolved Strategy
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Tangible Outcomes

  1. Paid media revenue increased by over 180%.
  2. Average ROAS improved by more than 60%.
  3. Online purchases grew by approximately 75%.

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Growth Trajectory

  1. Monthly revenue increased by over 70% between the start and peak periods of the year.
  2. Even during a temporary spend reduction, ROAS remained strong and well above the industry benchmark.
  3. The business is on track to meet its original goal of 40% year-on-year growth in total revenue within 12 months of implementing the evolved strategy.

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Intangible Outcomes

  1. A more efficient and predictable acquisition engine.
  2. Resilience against CPC inflation through a diversified channel mix.
  3. Enhanced visibility across the customer journey and a stronger customer experience.

“Our focus was on building a reliable acquisition engine that could evolve as the market evolved. By refining JM Embroideries funnel and adding new channels, supported by Neto’s data and platform, we unlocked the next phase of scalable growth.”

— Milan Narayan, Digital Marketing Lead, Donohue Consultancy

WHY PARTNER WITH
DONOHUE CONSULTANCY

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Proven Track Record

Hundreds of successful ecommerce projects across diverse industries
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Scalable Talent

Dedicated cross-functional teams for design, development, and marketing
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Agile Methodology

Transparent, data-driven approach to optimise for ROI
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Long-Term Support

Flexible service packages for sustained growth on the Neto platform

Start with a Clear Plan

Growth starts with understanding — of your data, your market, and your opportunities.
Our free strategy audit reviews your current digital performance, identifies key growth levers, and outlines a roadmap to elevate your results.

This is the start of a beautiful partnership.

When you collaborate with Donohue Consultancy, you’re getting more than just our team’s expertise. Some of our partners include: