The Challenge
Our client, a premium fashion retailer in Sydney's Eastern Suburbs, approached us with several critical challenges that were impacting their business growth and profitability.
Low ROAS
150%
Return on ad spend was well below industry average
High CAC
$85+
Cost per customer acquisition
Poor CTR
< 1%
Click-through rate below benchmark
Budget
$15K
Monthly spend with diminishing returns
We were spending more and more on Google Ads but seeing fewer sales. We knew something had to change, but we weren't sure where to start.- Marketing Manager, Sydney Fashion Retailer
Our Strategic Approach
Previous Approach
- Manual CPC bidding across all campaigns
- Basic campaign structure without audience segmentation
- Limited use of Google's automation features
- Generic ad copy without strong USPs
- No seasonal campaign planning
Our Solution
- Implementation of Performance Max campaigns
- Advanced audience signals using first-party data
- Smart bidding with tROAS strategy
- Dynamic creative optimization
- Seasonal campaign calendar
Implementation Timeline
Week 1: Account Audit
- Historical data analysis
- Competitor research
- Customer journey mapping
Week 2: Performance Max Setup
- Asset group creation
- Audience signals configuration
- Product feed optimization
Week 3-4: Campaign Optimization
- Bid strategy refinement
- Creative testing
- Performance monitoring
Technical Implementation
Performance Max Setup
Created 5 distinct asset groups targeting different customer segments based on:
- Purchase behavior
- Brand affinity
- Seasonal preferences
- Price sensitivity
Audience Strategy
Implemented custom audience segments using:
- Website behavior data
- Customer purchase history
- Email subscriber lists
- Similar audiences
Product Feed
Optimized product feed with:
- Enhanced titles and descriptions
- Custom labels for seasonality
- Competitive price points
- High-quality images
Key Optimization Areas
Device Strategy
Bid adjustments based on device performance and user behavior
Location Targeting
Location bid modifiers for high-value suburbs in Sydney
Time Targeting
Day and time parting based on conversion data
Asset Optimization
Regular performance review and creative updates
Results Achieved
Performance Highlights
Within 90 days of implementing our new strategy, we achieved significant improvements across all key metrics:
ROAS Increase
CAC Reduction
CTR Improvement
Performance Over Time
ROAS Calculator
See how these improvements could impact your business:
Key Performance Insights
Audience Performance
- 25% higher conversion rate from custom audiences
- 40% lower CPC for remarketing campaigns
- 2x higher ROAS from loyal customer segments
Product Performance
- 35% increase in average order value
- 50% higher CTR for optimized product titles
- 3x more conversions for seasonal collections
Geographic Insights
- 80% of sales from Eastern Suburbs
- 2.5x higher ROAS in premium locations
- 45% lower CAC in targeted suburbs
Key Learnings
Embrace Automation
Performance Max campaigns, when properly configured with high-quality assets and strong audience signals, can significantly outperform traditional campaign structures.
- Set clear performance targets
- Provide quality creative assets
- Use first-party data signals
Audience First
Understanding and segmenting your audience based on behavior, purchase patterns, and demographics is crucial for campaign success.
- Create detailed customer personas
- Use custom audience lists
- Test different segments
Data-Driven Decisions
Regular monitoring and optimization based on performance data leads to continuous improvement in campaign performance.
- Track key metrics daily
- Adjust based on data insights
- Test and iterate regularly
The results have been transformative for our business. We're now able to scale our ad spend while maintaining profitability. The ROI has exceeded our expectations.
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