Case Study: Scaling a Fashion & Personal Care E-commerce Brand

Client: NDA
Industry: E-commerce – Fashion Accessories & Personal Care (DTC)
Markets: USA, UK, EU,
Period: 1 Year
Ad Platforms: Google Search, Shopping, Performance Max

The Situation

Business sells hair Fashion products in a very competitive market.
When I took over the Google Ads account, the brand was spending money but not getting enough profitable conversions.

Main issues were:

  • Cost per conversion was too high

  • Conversion volume was low

  • Campaigns were not structured around products or buyer intent

  • Google Shopping feed was not fully optimized

  • No clear plan to scale during peak seasons

What I Did

Account & Data Review

 

I started with a full account audit to understand:

  • Which campaigns and keywords were wasting budget

  • Which products actually had sales potential

  • Where spend could be reduced without hurting revenue

Google Merchant Feed Optimization

 

Since this was a product-based business, Shopping performance was key.

  • Optimized product titles with buying-intent keywords

  • Improved descriptions and product categorization

  • Cleaned the feed by removing low-value products

  • Made sure Merchant Center data matched website products

This helped improve visibility and conversion quality from Shopping ads.

Campaign Restructuring

 

  • Rebuilt Search and Shopping campaigns by product category

  • Focused on high-intent keywords

  • Removed or limited broad, low-converting searches

  • Clearly separated branded and non-branded traffic

Bidding & Scaling

  • Switched to Target ROAS bidding

  • Shifted budget to top-performing products and countries

  • Scaled aggressively during peak seasons while protecting ROAS

Results 

  • 13,300+ conversions

  • $2.75 cost per conversion

  • $0.79 average CPC

  • $36.7K ad spend

  • $487K revenue generated

  • 1,325% ROAS

Key Takeaway

This project shows how proper feed optimization, intent-based structure, and smart scaling can turn a struggling fashion e-commerce account into a profitable one even in a competitive niche.