Fashion eCommerce is one of the most competitive industries in digital marketing. With countless brands competing for consumer attention, scaling sales while keeping costs efficient is a challenge that requires precision, creativity, and data-driven execution.
A contemporary fashion brand specializing in modern apparel approached us with a clear challenge: their Google Ads campaigns were bringing some traffic, but results were inconsistent, sales were stagnant, and their return on ad spend (ROAS) was below profitability levels. They wanted not just more traffic, but the right kind of traffic – high-intent visitors who convert into paying customers.
Our mission was to stabilize their account, drive growth, and scale their sales while improving ROAS.
“In fashion eCommerce, success isn’t about driving more clicks—it’s about attracting the right audience and guiding them smoothly to purchase. That’s where data and creativity must work hand in hand.”
Guy Abramov, Founder of ProbizGrow
Goals We Set for the Project
We began by defining realistic yet ambitious goals:
Stabilize website traffic through structured, scalable Google Ads campaigns.
Increase quality traffic by at least 20–30% per month.
Improve conversion rates by 15–20% within the first quarter.
Drive a significant increase in sales volume and revenue.
Scale budgets sustainably while improving return on ad spend (ROAS).
Strategy & Implementation
1. In-Depth Audit & Data Analysis
As with every project, we started with a deep audit of the existing Google Ads account. We analyzed campaign structures, ad groups, product feeds, search terms, bidding strategies, and past performance data. The goal was to identify:
Which campaigns and products were already profitable.
Where wasted ad spend was occurring.
Opportunities for new targeting and keyword expansion.
This phase gave us the foundation to build a strategy that was both data-driven and aligned with business goals.
2. Campaign Restructuring & Account Reorganization
The existing account was cluttered with overlapping campaigns, redundant ad groups, and poorly segmented product listings. We restructured campaigns to focus on:
High-margin product categories.
Best-performing SKUs identified from past sales data.
Precise keyword segmentation to better match user intent.
By simplifying the structure and grouping products by performance tiers, we gained much clearer control over bidding and budget allocation.
3. Shopping Ads & Merchant Center Optimization
Fashion eCommerce thrives on visual appeal, so optimizing product feeds was critical. We:
Updated product titles, descriptions, and attributes to be keyword-rich but consumer-friendly.
Enhanced images and ensured they met Google’s best practices.
Added custom labels for seasonal promotions, bestsellers, and high-margin items.
This improved the quality of Shopping Ads and helped us target users more effectively with products they were most likely to purchase.
4. Advanced Audience Targeting
Beyond keywords, we implemented audience-based strategies to reach more qualified buyers:
Remarketing lists for past buyers and cart abandoners.
Lookalike audiences based on high-value customers.
Demographic and interest targeting focused on fashion-forward shoppers with a history of online purchases.
This allowed us to focus ad spend on people with a higher likelihood of converting, improving both traffic quality and ROAS.
5. Creative & Copy Enhancements
We revised ad copy to highlight unique selling points (USPs) such as limited collections, fast shipping, and quality craftsmanship. For Shopping Ads, we created more engaging headlines and ensured promotions were clearly highlighted.
For Search campaigns, ad copy was optimized to:
Match buyer intent keywords.
Emphasize urgency (e.g., “Limited Stock Available”).
Promote discounts and seasonal offers.
6. Landing Page Optimization
We collaborated with the client’s web team to improve landing page experience. This included:
Simplifying navigation from ad click to checkout.
Improving product page speed and mobile usability.
Adding social proof (reviews, testimonials, trust badges).
Enhancing call-to-actions to drive conversions.
These changes made the shopping journey smoother, helping convert more visitors into paying customers.
7. Continuous Data Analysis & Optimization
Google Ads success doesn’t come from a one-time setup—it’s about constant refinement. We monitored daily performance and optimized:
Pausing underperforming keywords and ads.
Adjusting bids for high-performing products.
Running A/B tests for new creatives.
Monitoring impression share to capture more market visibility.
This real-time optimization allowed us to continuously improve performance while scaling spend.
Results
The results exceeded both our goals and client expectations:
Traffic Quality: Increased by 34% in the first two months, with users spending more time on-site and lower bounce rates.
Conversion Rates: Improved by 26% within the first 8 weeks. This meant fewer clicks were needed to generate a sale.
Sales Volume: Increased by 141% compared to the previous 90 days, almost 2.4x growth.
Transactions: Increased by 130%, showing a significant uplift in order numbers.
ROAS: Improved by 118%, meaning every dollar spent returned more than double in revenue.
Advertising Spend Efficiency: While budgets scaled up by 40%, the efficiency gains meant that profits grew disproportionately higher.
Timeline of Progress
Month 1: Account restructuring, new Shopping campaigns, and first optimizations. Early signs of improved traffic and engagement.
Month 2: Strong increase in conversion rates and transactions. Remarketing audiences began to deliver consistent sales.
Month 3: Scaled budgets while maintaining high ROAS. Campaigns stabilized, and sales momentum carried forward sustainably.
Summary
This case study demonstrates how a structured, data-driven approach can transform a struggling eCommerce Google Ads account into a scalable, revenue-generating machine.
By focusing on account restructuring, shopping feed optimization, targeted audience strategies, and ongoing optimization, we not only increased sales volume but also significantly improved profitability through higher ROAS.
Fashion eCommerce is fiercely competitive, but with the right strategy, businesses can scale rapidly while keeping costs under control.
At ProbizGrow, we specialize in helping brands like this fashion retailer turn challenges into opportunities and achieve measurable growth through tailored digital marketing solutions.
About the Author
Guy Abramov is the founder of ProbizGrow, a digital agency specializing in performance marketing and Google Ads management. Since 2007, he has helped hundreds of businesses - from startups to established global brands - scale their online growth through data-driven strategies and precise campaign execution.
With over 17 years of hands-on experience, Guy has managed millions in ad spend across B2C, B2B, and eCommerce industries, consistently delivering strong ROI. At ProbizGrow, his mission is simple: to help businesses grow smarter, faster, and more profitably in today’s competitive digital landscape.