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Performance Marketing & SEO Case Study

The Label Gaia: 3× the search demand, and 100+ sales a month on the same budget.

A hemp fashion and sustainable corporate gifting brand competing with fast fashion budgets. Over six months we built the organic demand that fast fashion cannot buy, and settled paid into 100+ sales a month at ₹500-800 each.

Sustainable Fashion / D2CEcommerce SEOGEO & AEOMeta AdsGoogle AdsSix-month engagement
The Label Gaia, hemp fashion and sustainable corporate gifting brand
3×
Growth in organic visibility over six months
30+
Non-brand hemp terms ranking inside the top 10
100+
Sales a month on average, at ₹500-800 per sale
200+
Corporate gifting leads from the B2B funnel
In Short

NPR Design runs SEO and paid media for The Label Gaia, an Indian hemp fashion, accessories and sustainable corporate gifting brand on Shopify. Over six months the account settled at more than 100 sales a month at a cost per sale of ₹500-800, against an average ticket above ₹1,000. Organic visibility roughly tripled over the same period, with around 50,000 website visits and the curve still rising.

Client
The Label Gaia, hemp clothing, bags, wallets, diaries and corporate gifting, India
Service
Ecommerce SEO, GEO & AEO content, Meta Ads, Google Ads, monthly reporting
Duration
Six months, and continuing
Media
₹50,000+ a month on average across Meta and Google
Result
~50,000 visits; 3× organic visibility; 30+ non-brand terms in the top 10; 100+ sales a month at ₹500-800
The Brief

The challenge.

Hemp is a category most Indian shoppers have to be taught before they can be sold to. Nobody wakes up wanting a hemp wallet; they want a wallet that lasts, and they need to be convinced hemp is the answer. Two audiences, one budget.

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A media budget a fast fashion competitor would spend in a day, against category leaders with far deeper pockets.

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Two very different buyers: D2C shoppers buying one wallet, and corporate teams buying 200 gift sets.

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Almost all search visibility was branded. Non-brand hemp and sustainable-gifting terms sat outside the top 20.

What We Did

Three moves.

📚
Teach the category, then sell the product

A content programme answering the questions that come before the purchase: hemp versus leather, hemp in Indian heat, how to wash it, what it actually costs. Each piece links into the collection it supports. Those blogs now pull organic clicks in their own right.

🔄
Retargeting over prospecting

Considered purchases rarely convert on first sight. Budget shifted towards retargeting site visitors, add-to-cart abandoners and catalogue viewers. Retargeting went on to carry the majority of purchases every month after the restructure.

🎁
Corporate gifting as its own funnel

The B2B side got separate campaigns, separate creative and a lead form rather than a cart. Gifting leads came in at a fraction of the cost of a D2C sale, and at far larger order values.

Organic Search

Traffic that compounds.

~50,000
Website visits over the six months

Roughly 50,000 visits came through the site across the engagement, and the curve is still rising. The blog programme is what compounds: pieces written to answer a question keep earning traffic long after they are published, which is the opposite of how paid behaves when you switch it off. That is the case we make for SEO, GEO and AEO on every ecommerce account.

Rankings

Top 15 non-brand keywords, worldwide.

Non-brand keyword Avg. position Cluster
non leather wallets brands in india 1.0 Wallets
hemp shoes stronger than canvas 2.0 Footwear
hemp bag price 2.0 Bags
hemp-based sneakers durability 2.25 Footwear
natural hemp bags 3.2 Bags
pure hemp bags 4.0 Bags
hemp purse 4.0 Accessories
hemp bag 4.7 Bags
hemp hats 5.4 Accessories
hemp bags 5.4 Bags
hemp bag meaning 5.5 Category education
best laptop bags for women in india 6.6 Laptop bags
hemp card holder 6.8 Accessories
hemp kurta men 8.1 Apparel
hemp kurta 9.5 Apparel

Brand terms excluded. Average position across all countries. Every keyword here sits inside the top 10 worldwide, and more than 30 non-brand hemp terms now do. The sustainable corporate gifting cluster carries the largest search volume in the account and currently sits at positions 15 to 50, that is the next content sprint.

GEO & AEO

AI assistants are already asking about hemp.

The most interesting queries in this account are not keywords at all. Search Console now shows full sentences typed into AI assistants and answer engines, and thelabelgaia.com is being surfaced against them.

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“which is better for sustainable travel bags in india, recycled pet fabric ones or organic cotton ones…”, surfaced at position 8.4

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“what are the benefits of hemp clothing over traditional fabrics?”, position 1

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“what’s the best website for sending eco-friendly corporate gifts that include plants?”, position 8.5

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“is it better for the planet to buy one high quality bag or keep buying cheaper ones…”, position 1

This is why the content is written answer-first. Questions get a direct answer in the opening lines, comparisons get a table, and entities get schema, the same structure that wins featured snippets is what makes a page quotable by GEO and AEO engines.

Paid Media

More sales on the same budget.

₹1,000+
Average ticket per product

Retargeting carried the majority of those sales once the budget was restructured, with catalogue and shopping ads feeding it. Corporate gifting ran as a separate funnel on lead forms rather than a cart. Google Ads sat alongside as demand capture and Performance Max.

Paid Ads Assets

The creative that ran.

Hemp is a material story, so the creative had to make the material the hero. Product held centre frame, one line of copy, and a reason to care that was not just the price.

The Label Gaia airport billboard ad for a hemp laptop sleeve
Laptop sleeve, billboard mock for social
The Label Gaia hemp wallet ad, how to trap me
Wallet range, scroll-stopper
The Label Gaia ad, made from the purest hemp fibre
Material story, purest hemp fibre
The Label Gaia hemp laptop bag ad in an Instagram post frame
Laptop bag, social-native frame
The Label Gaia festive gifting ad for Rakhi
Festive gifting, Rakhi set
The Label Gaia hemp tote bag ad, a larger than life style
Tote, a larger than life style
Learnings

What the data told us.

✓

Retargeting outperformed every prospecting audience, on every metric, in every month. In a considered category, the second visit is the one that buys.

✓

Creative quality, not budget, moved the numbers. The best-performing ad-set held a 3.2% CTR while the weakest sat under 1% on comparable spend.

✓

Video views bought reach, not revenue. A large video campaign returned a handful of clicks and no sales, so budget moved to shopping and search.

✓

Corporate gifting is the cheapest demand in the account by a wide margin. Sustainable gifting terms sit at positions 15-50, which is the clearest SEO opportunity left on the site.

✓

Paid search terms fed the content plan. Wallet and laptop bag queries came in through Google Ads first, then became blog and collection targets.

Services
Ecommerce SEOContent & Blog ProgrammeGEO & AEOTechnical SEO (Shopify)Meta AdsGoogle Ads & PMaxShopping FeedCreative & CopyMonthly Reporting
Audiences
Sustainable ShoppersWorking ProfessionalsCorporate HR & AdminGifting Buyers
Top cities
MumbaiBengaluruChennaiPuneHyderabad
Questions

Common questions.

What did NPR Design achieve for The Label Gaia?
Over a six-month engagement the account settled at more than 100 sales a month at a cost per sale of ₹500-800, against an average ticket above ₹1,000. Organic visibility roughly tripled and the site took around 50,000 visits over the six months, with more than 30 non-brand hemp terms now ranking inside the top 10.
What worked best on paid media for a sustainable fashion brand?
Retargeting. It carried the majority of website purchases in every month after the budget was restructured, at roughly a third of the cost per purchase of prospecting. Corporate gifting lead generation was the other winner, producing leads at a fraction of the cost of a D2C sale. Broad prospecting and video views generated reach but almost no revenue, see our performance marketing service.
How does hemp fashion SEO differ from ordinary ecommerce SEO?
Demand is educational before it is transactional. Shoppers search what hemp fabric is, whether it survives Indian heat, and how it compares with leather and cotton, long before they search for a hemp wallet. The content answers those questions first and links through to collections, which is also what makes the pages quotable by AI answer engines. Our SEO, GEO and AEO service covers both halves.
What is the difference between SEO, GEO and AEO for an ecommerce brand?
SEO wins the ranked blue link. GEO, Generative Engine Optimisation, gets the brand cited inside AI-generated answers in ChatGPT, Gemini and Perplexity. AEO, Answer Engine Optimisation, wins the single answer slot: featured snippets, People Also Ask and voice results. On this account all three are served by the same work, answer-first content, entity and FAQ schema, and product data clean enough for a machine to quote. There is a fuller comparison in our GEO vs AEO vs SEO guide.
How long does ecommerce SEO take to show results?
Here, non-brand impressions began moving inside the first two months and organic visibility roughly tripled across six, reaching around 50,000 website visits. Category-education content compounds: it keeps earning traffic after publication rather than stopping when budget stops, which is the structural difference between SEO and paid media.
Which non-brand keywords is the site closest to winning?
Hemp product terms already inside the top 10 on impressions but not yet earning clicks: hemp bags (5.4), hemp bag (4.7), pure hemp bags (4.0), natural hemp bags (3.2), hemp card holder (6.8) and hemp kurta men (8.1). Sustainable corporate gifting terms sit further out at positions 15-50 with strong impression volume, which is the next content sprint.

Selling something people need to understand first?

That is a content problem and a media problem at the same time. We do both.

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