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Case Study – Wallpaper Boutique

Home • Case Study – Wallpaper Boutique
How Donohue Consultancy Transformed Wallpaper Boutique’s Digital Growth with a
Brands we work with

THE
RETAILER

Wallpaper Boutique is a leading home-décor retailer specialising in premium wall coverings and interior design solutions.

A well-loved local brand with a rapidly growing online store, Wallpaper Boutique sought to amplify sales beyond its organic and in-store footprint through a performance-driven digital strategy.
Over time, however, inconsistent acquisition channels and stalled creative testing signalled the need for a partnership focused on clarity, control, and sustained profitability.

ABOUT THE PARTNER

Donohue Consultancy is a full-service Australian eCommerce growth consultancy, helping retailers scale sustainably through data-driven marketing and platform optimisation.
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 scaling
  • Integrations & Ongoing Support: Product feeds, marketplace integrations, ongoing optimisation and troubleshooting

COMMERCIAL PARTNERSHIP
Rather than committing to a traditional retainer, Wallpaper Boutique opted for Donohue Consultancy’s Pay-on-Performance model. This commercial partnership was designed to validate opportunity first, then scale sustainably with shared incentive, ensuring both sides focused on performance, not billing hours.

KEY GOALS

Amplify sales beyond organic and in-store footprint

Achieve sustained profitability and consistent growth

Gain clarity and control over digital spend

Validate opportunity before scaling to retainer

THE CHALLENGE

Prior to partnering with Donohue Consultancy, Wallpaper Boutique’s digital acquisition channels were inconsistent, with sporadic spikes in traffic but no sustained profitability.
INCONSISTENT CHANNELS
Paid campaigns generated sporadic spikes in traffic but lacked sustained profitability.
STALLED CREATIVE
With creative testing stalled and no reliable attribution model, the brand needed both clarity and control.
FRAGMENTED DATA
No reliable attribution model meant there was no clarity or control over digital spend.
RISK AVERSION
Rather than committing to a traditional retainer, the brand needed to validate opportunity first.

THE SOLUTION DEVELOPED

Donohue Consultancy’s pay-on-performance plan was implemented in three key phases

Validation Phase

  • Implemented high-velocity A/B testing across Google Search to identify ROAS potential.
  • Introduced dynamic creative pipelines to rapidly cycle through ad formats.
  • Used a “revenue gate” model where fees only applied after exceeding a 2:1 ROAS baseline.

Strategic Account Rebuild

  • Rebuilt acquisition around the customer journey (TOF/MOF/BOF).
  • Smart retargeting based on dwell time, page-category affinity, and add-to-cart behaviour.
  • Introduced feed-driven automation for Google Shopping and Meta Catalog Ads.

Attribution & Data Infrastructure

  • Established a unified analytics layer between GA4 and Google Ads conversion actions.
  • Implemented server-side event tracking for cleaner data under iOS restrictions.
  • Built a live Looker Studio dashboard for real-time reporting on performance and ROAS.

Key Results

Significant Business Growth and Performance Impact from the Pay-on-Performance Strategy
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Tangible Outcomes

  1. Revenue increased by 266%.
  2. Campaigns achieved a 4.44× ROAS.
  3. Cost per Acquisition reduced by over 40%.

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Performance Transition

  1. Successfully moved from Pay-on-Performance to a managed retainer model.
  2. Established the revenue consistency required for long-term scaling.
  3. Implemented full GA4 and server-side sync for data integrity.

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Strategic Outcomes

  1. Created a transparent commercial model that aligned agency incentives with profitability.
  2. Validated the power of a pay-for-results partnership.
  3. Gained clarity and control over digital spend through accurate attribution.

“We structured Wallpaper Boutique’s partnership around proof, not promises. The Pay-on-Performance model let us test, refine, and scale without wasted spend — and once the data proved profitability, we evolved it into a long-term growth engine.”

— Milan Narayan, Digital Marketing Lead, Donohue Consultancy

WHY PARTNER WITH
DONOHUE CONSULTANCY

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Transparent Models

Commercial models that align agency incentives with your profitability
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Proven Frameworks

Frameworks for testing, scaling, and transitioning to sustainable retainers
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Cross-Channel Expertise

Deep expertise spanning Google, Meta, SEO, and analytics
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Data-Driven Approach

A problem-back approach to growth — not guesswork

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: