How We Scaled an Apparel Brand to 7-figures in monthly Google Ads Revenue

Case Study Breakdown

Before (May)

1. Spend: $4.5k

2. CPA: $3.50

3. Revenue: 120k

After

1. Spend: $51.4k

2. CPA: $4.58

3. Sales: $1.12M

Problem Assessment

This brand approached us with a clear objective: escalate their ad expenditure while maintaining or exceeding a 3X prospecting ROAS.

However, a reduction in social media advertising had inadvertently diminished their Google/CPC traffic, leading to a severe decline in both conversion numbers and value.

This was the complex puzzle we needed to solve.

Strategic Overhaul

Our approach was multi-faceted, focusing on enhancing product visibility, diversifying advertising methods, and honing in on competitive advantages.

Here’s how we did it:

1. Product Listing Optimization in Google Merchant Center (GMC):
   • We improved product titles, descriptions, images, and attributes such as size, color, and material.
2. Account Structure Revamp:
   • Utilized a blend of brand protection and prospecting campaigns to safeguard and expand our reach.
3. Product Diversification in Advertising:
   • Expanded the range of products advertised, adding t-shirts to the existing lineup of sweatshirts and posters.
4. Search Campaign Innovation
   • Leveraged insights from Performance Max campaigns to test generic keywords in search campaigns.
5. Search Campaign Innovation
   • Leveraged insights from Performance Max campaigns to test generic keywords in search campaigns.
6. Audience Testing in Performance Max
   • Experimented with various audience signals to refine targeting.

Blueprint for Success

1. Prioritize GMC listings optimization to enhance product visibility.
2. Implement a structured account strategy, focusing on brand protection and expansive prospecting.
3. Broaden the scope of your advertising to include a wider variety of products. If keyword research shows relevant search volume.
4. Leverage search campaign data to refine keyword targeting.
5. Target competitor traffic strategically to capture their audience.
6. Experiment with diverse audience signals in Performance Max for precise targeting.
7. Regularly adjust your bidding strategies and closely monitor search term performance to ensure cost efficiency and high ROAS.