Google Ads Case Study: How We Scaled This Women’s Fashion Brand To Over $224K In 4 Months At A 4.19 ROAS

We’ve had the privilege of working with tons of 6 & 7-figure brands from different niches. From food & drink to home decor, and apparel, to celebrity influencers!

Along the way of scaling these businesses, we found a very common theme of the best way to scale Google ads.

Romi Boutique, a women’s apparel brand in Palo Alto, had a healthy business to start.

Romi Boutique had a great retail presence in Palo Alto, CA, and generated  $70,473.04 in 4 months from June to Sept 2021.

They hardly ran paid ads since they had issues with their previous marketing agency.

They wanted to scale past $1M DTC using their online store and I had the chance to manage their Google ads.

It was a smashing success!

We scaled their revenue by 212% from $70,473.04 to $224,949.05 in 4 months.

Their new customer revenue increased by 368% from $27,911.09 to $130,846.82.

With 1 paid traffic source, they went from $0 ad spend to almost $28k ad spend at a 4.19 ROAS.

I’m so excited to dive in and share with you all how we did it with Google Ads.

The 3 Google Ad Campaigns

We all know how the digital marketing landscape has changed after privacy updates and iOS 14.

But if you know your brand can generate 7 to 8 figures, I recommend these Google ad campaigns for you to set up.

These are the 3 best and tested ways to scale Google ads. We’ve seen this common theme across all our clients from very different niches.

The 3 Google ad campaigns we’ve leveraged for this account ranked by priority are as follows:

  • Brand Search
  • Smart Shopping
  • Dynamic Search Ads (DSA)

#1 – Brand Search

Brand search is for your brand keywords. These are people searching for your brand name only.

This is a no-brainer. This is where you’re going to have at least a 10x ROAS.

We’ve optimized this campaign and it scaled this account to the top.

Now, there are different match types with Google.

  • Exact Match Type

The exact match type is someone has to type in exactly what you’re bidding on. We are only going to spend if people search for these keywords.

For this account, it’s [ romi boutique ].

Say you have a brand called Fun Food Company, [ fun food company ] or [ fun food co ] would be the exact match type keyword for the brand search campaign.

  • Phrase Match Type

It broadens it up a little bit. Instead of exactly typing the keywords in, similar phrases could appear.

If the keyword was [romi boutique], shop romi boutique or romi boutique dresses could appear for phrase match type.

It expands it so if you’re not getting any impressions on brand exact, then I recommend doing brand phrase.

If your brand is “fun food company”, searches for fun food company products or fun food co reviews could appear for phrase match type.

How To Set Up Brand Search

Step 1: You’re going to create a campaign called “sb_Brand_exact”, sb for search brand.

Step 2: You’re going to create an ad group called brand keywords. Add all your brand keywords, add all your variations, and you’re going to use the match type exact to start.

Step 3: Run the campaign.

You’ll want to use ‘Maximize Conversions’ for now. Down the line, you could target CPA if you know what your CPA is.

Once you have a little bit of that data you can then go based on target CPA like the cost cap in Facebook ads.

#2 – Smart Shopping

Everyone is searching on Google nowadays and shopping ads are the first thing you see when you search Google.

That’s why Google shopping performs well for DTC eCommerce brands.

Better yet, they’re in-market shoppers when they search on Google! That means they’re more likely to convert than Facebook and TikTok ads.

You’d want to set up shopping if you have a product that people are searching for. This can be food/drink, apparel, gifts, toys, or any other niches you want to set up shopping.

As you can see from this case study, 65% of their total Google ad revenue is from shopping, smart shopping.

We recommend starting with smart shopping but the disadvantage is that you don’t get to see insights.

While it is more hands-off and scaling is easier, it’s all based on Google machine learning.

You’ll need more data for this. It needs about a thousand purchases for it to understand.

It’s then going to find those customers for you allowing you to be more hands-off.

This is for bigger stores that are spending between $20k-$50k a month on Google. 

Standard Shopping

If you’re getting started, do standard shopping. You can set standard shopping campaign to get a little bit more analytics.

This gives you more control over the campaign like your bids and your product feeds.

To make the most of your ads and listings, you need high-quality product data.

Your products shape how Google surfaces them to users. So it’s important they’re as accurate and up-to-date with reality as possible!

Feed For Google Shopping is an app we recommend you can use to help you update and optimize your product feed. Watch this video to learn more.

How To Set Up Standard Shopping

#3 – Dynamic Search Ads (DSA)

We set up this campaign as soon as we started working with this account.

Here, you’ll leverage your top-performing landing pages, the home page, collection pages, and your top 3-10 product pages here.

Google scrapes the copy from that and then fills the ad for you – the headline, keywords you bid on, etc.

This is easy to set up.

Step 1: Go to your Google ads manager

Step 2: Click ad new campaign

Step 3: Set up dynamic search ads.

The end results of this campaign are beyond words. I recommend you set this up and watch your own numbers start rolling in on these campaigns soon enough.

Google Ad BONUS CAMPAIGNS!

You could consider setting up some of these BONUS campaigns once those 3 best campaigns are up and running.

And you’re ready to scale even more.

It’s usually once you get between $10K to $100K when you start doing some of these campaigns.

Performance Max

I’m loving performance max for most of my clients!

It’s a new campaign that Google is pushing. It’s doing everything.

This might end up cannibalizing shopping ads but it is leveraging youtube inventory,

 display, shopping, search, and discover.

You could see that Google is trying to remove the control from the user and have them and their machine learning do it for you. 

For performance max, you need to upload your photos, your logos, and your videos, if you have videos, you have to do youtube links only. 

You run youtube if you have videos on Youtube, display, Gmail, and all the other placements.

Because you’re probably running smart shopping already, you can exclude all the shops, and the products, so you don’t run shopping ads.

This prevents performance max from cannibalizing your current shopping campaigns that are hopefully performing well for you.

Next are two other search ad campaigns. Search ads are a great way to fill the top of funnel.

Smart Search

With smart search, we are leveraging Google’s machine learning.

I tend to see very low CPCs even as low as $0.13 which is super low. CPCs of $0.10-$0.15 cents are unheard of, except on TikTok or with smart search ads on Google.

This campaign has been working fine for this case since we created it. In this campaign, we’re adding 7-8 or 9-10 keyword themes that directly send a message to Google ads that this is our target.

Nonbrand Search

Here, you can use categorical non-brand search terms like blue jeans, or polka dot dress for example.

For this account, the non-brand search campaigns could be all the different designers that they have. It could be Veronic Beard, etc.

Let’s say your Fun Food Company sells coffee beans, then non-brand search terms for your brand could be dark roast coffee beans or Arabica coffee beans.

Ads Optimization Hacks 

We leveraged Search and Shopping and the blended ROAS is super healthy for this account.

She had a healthy business to start. Google simply amplified her business.  

Her AOV was around $270. She had a strong conversion rate because she had some email and an organic social presence. And she already built her inventory.

She had a team to fulfill orders, her big own warehouse in Palo Alto, and she had good relationships with her manufacturers and sourcing agents to be able to scale as we turn these ads on for her.

There were only 3-4 campaigns when we started working on this account and they have been losing on performance max campaign. We had to create the smart search ad and DSA.

Daily Monitoring 

Daily monitoring helps you see which products are costing you a lot.

We’re monitoring search terms on a daily basis to make sure the traffic is not going out of line and somewhere else.

Keep Track Of Your Inventory 

You have to take care of your inventory. Keep a close eye on products that are out of stock. 

You pay for your ad every time somebody clicks on it. We don’t want to send our traffic to products that are out of stock.

Budget Management 

Budget management is another key to our success.

If you’ve spent $100-$120 on a product and it’s not converting, turn it off. $120-$130 is more than enough to see and test the performance of a product.

The designer phrase was spending a lot around, $2,300-$2,400 on one keyword and getting no returns/conversions. This showed us where we need to cut the budget.

This also allows you to see which bid types and match types you can so you can optimize.

For example, if you have a $50 CPA and you’re getting a 4x ROAS, you can decide to spend a little bit more than $60 so you can increase your CPA.

Extensions 

Extensions are important for the search campaign.

Do not give a single chance to miss the extension if you wanted to create a healthy ad. We’ve added the images, the price, structure snippet called the call out. 

It’s imperative to create a very healthy and eye-catching ad copy. You have to create and test different ad copies. 

Conclusion

Creating a campaign is not the solution.

To improve the results of your campaigns, you have to manage the campaign on a daily basis.

In 2022, ads amplify a healthy business. This is super crucial.

So many times I talk to clients and they think “oh I’m gonna turn on ads and I’ll make millions of dollars.” That’s not the case at all.

Paid ads won’t solve all the world’s problems. You have to be ready to put in the work. It will take you, your team, and a developer’s responsibility.

But if you go after it and you implement some of these, you will see the results over time.

All these small things sum up to a bigger effect like how little drops of water can make an ocean.