Industry: Fashion & Apparel
Client Type: Direct-to-Consumer UK Brand (Women’s & Unisex Clothing)
Ad Platform: Google Ads (Search + Shopping + Performance Max)
Date Range: 21 Feb – 26 Apr
Total Ad Spend: £10,000 GBP
Clicks: 62,900
Impressions: 5.21 Million
Conversions (Sales): 1,160
Average CPA: £8.62
CTR: 7.21%
Conversion Rate: 3.84%
Estimated ROAS: ~6.4x (based on AOV between £35–£55)
🧵 The Challenge: Break Through the Noise in a Crowded Fashion Market
Fashion is one of the most competitive verticals in e-commerce. This client came to DGTAL GROW after trying in-house marketing and influencer campaigns that weren’t translating into steady online sales.
Their main goals:
Get profitable sales fast
Scale budget without wasting ad spend
Grow brand visibility while protecting margins
Avoid heavy discounting just to “move product”
The brand had a beautiful Shopify store, unique seasonal collections, and a loyal social media base—but no strong foothold in Google Ads or organic search. Their previous attempts at paid traffic led to high bounce rates and zero tracking clarity.
👕 The Product: Everyday Fashion with a Statement
The product line included:
Seasonal dresses, sweatshirts, cargos, and oversized tops
Inclusive sizing and style-forward designs
UK-made and sustainably sourced items
Average order value ranged from £35 to £55, with bundle offers pushing it higher. Most buyers were:
UK-based women aged 22–38
Interested in streetwear, minimalist fashion, and “Instagrammable” outfits
Shopping via mobile at night or during lunch hours
🧠 Strategy: Traffic with Intent, Not Just Volume
We didn’t just aim for clicks—we designed a system that delivered buyers.
📦 Step 1: Rebuild Product Feed with Precision
We fixed their Merchant Center:
Cleaned up product titles & added long-tail descriptors
(e.g., “Oversized Beige Cargo Trousers for Women | UK Brand”)Synced stock status + variants + shipping info
Added product ratings & annotations like “bestseller” or “limited stock”
Implemented custom labels: price tier, category, sale item, margin level
This gave us granular control over bidding and budgeting.
🔎 Step 2: Funnel-Driven Campaign Architecture
We split campaigns based on intent, stage, and value:
We also fed first-party data (email lists & Shopify audiences) into campaigns for better targeting.
🎨 Step 3: Ad Copy & Creative That Feels Like Fashion
We built compelling copy that matched the customer’s aesthetic and lifestyle:
💬 “Your Everyday Outfit, Reimagined.”
💬 “Oversized, but Never Overlooked – Shop the Drop”
💬 “Bold Looks. Limited Stock. UK Shipping Free.”
We used image assets from the client’s lookbooks, styled product shots, and lifestyle photos to match fashion editorial vibes. Everything was mobile-optimized.
⚙️ Step 4: Real-Time Optimization = Better Margins
Fashion trends change fast, so we monitored data daily:
🔥 Boosted bid on high-volume products like oversized hoodies & cargos
❌ Paused poor performers early (based on CPA > £15 or low CTR)
📱 Increased mobile bid adjustment by +25% (highest conversions)
🌆 Adjusted ad schedule to focus on 7pm–11pm traffic windows
🌍 Geo-bid increased for London, Birmingham, Manchester
We also split test new image angles weekly and swapped ad copy based on top click themes.
💡 Results That Wowed the Client
This means the campaign paid for itself and then some—allowing for profitable scaling without heavy discounting or influencer deals.
📢 What the Client Said
“Working with DGTAL GROW felt like having an in-house team that understood both fashion and ads. They didn’t just throw money at traffic—they brought the right kind of customers. We’re finally seeing real ROI, not just clicks and hope.”
🚀 Key Takeaways
✔️ Fashion success comes from understanding trends + intent
✔️ Branded & non-branded campaigns must work together
✔️ Product feed is your best salesperson in Shopping ads
✔️ Creative must mirror the lifestyle of your buyers
✔️ Scaling should always protect margin—not chase vanity metrics
💼 Want to Scale Your Fashion Brand with Google Ads?
Whether you’re a startup apparel brand or an established store, we’ll help you turn your inventory into revenue through smart targeting, great creative, and relentless data work.
📩 Let’s connect and grow your brand.