The Challenge: Underperforming Ads#
Our client, a fashion e-commerce brand, was struggling with their Google Ads performance. Despite a $25,000 monthly budget, returns were disappointing.
Starting Point#
| Metric | Value | Industry Avg |
|---|---|---|
| ROAS | 180% | 400% |
| CTR | 1.2% | 2.5% |
| Conv. Rate | 1.8% | 3.2% |
| CPA | $85 | $45 |
Our 5-Phase Strategy#
Phase 1: Account Restructuring#
We reorganized the entire account architecture:
Before: One campaign with broad targeting After: Segmented campaigns by:- Product category
- Search intent (branded vs. non-branded)
- Device type
- Geographic performance
Phase 2: Keyword Optimization#
Eliminated wasteful traffic:- Removed all broad match keywords
- Added 500+ negative keywords
- Created Single Keyword Ad Groups (SKAGs) for top performers
Phase 3: Ad Copy Framework#
Our winning formula for Responsive Search Ads:
Headlines:- 3 headlines with primary keyword
- 3 headlines with benefits
- 3 headlines with social proof
- 3 headlines with urgency/offers
- 3 headlines with differentiators
- Feature-benefit focused
- Clear call-to-action
- Price/offer when applicable
- Trust signals (reviews, guarantees)
Phase 4: Smart Bidding Evolution#
We followed a systematic approach:
| Week | Strategy | Target |
|---|---|---|
| 1-2 | Manual CPC | Data collection |
| 3-4 | Maximize Conversions | Volume building |
| 5-6 | Target CPA | Efficiency focus |
| 7+ | Target ROAS | Profit optimization |
Phase 5: Audience Layering#
We implemented sophisticated audience targeting:
- Remarketing lists segmented by engagement level
- Similar audiences based on converters
- In-market audiences for relevant categories
- Custom intent audiences from competitor keywords
Results After 90 Days#
| Metric | Before | After | Change |
|---|---|---|---|
| ROAS | 180% | 847% | +370% |
| CTR | 1.2% | 3.8% | +217% |
| Conv. Rate | 1.8% | 5.2% | +189% |
| CPA | $85 | $32 | -62% |
Key Lessons Learned#
