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From Beginner to Pro-Level Scaling: $25 CPA & 4,000+ Conversions | Google Ads Case StudyPerformance Max Google Ads: Creative Strategy (Advanced)Google Ads Increases Sales with eCommerce CompanyYouTube Ads Tutorial: Best Practices (2022)Google Ads Case Study eCommerce ($2 Million) #googleadsHow To Do A Photoshoot For Your Fashion Brand (BTS + Tutorial)Google Ads Case Study: Luxury Fashion Retailer #googleadsGoogle Shopping Ads Optimization: Buy on Google (Free)Google Ads Case Study: Fashion Marketing (Swimwear) #googleadsGoogle Ads Fashion Marketing Case Study (Performance Max & Chat GPT) #googleadsZARA Fashion Marketing: Brand Breakdown (Google Ads)Starting a Clothing Brand in 2024 | Things You Should Know Before Starting A Clothing BusinessFrom Runway to Clicks | Driving Sales Through Clothing MarketingStarting a Dropshipping Business for Clothing - Things You Should LearnHow to Boost Your Modeling Agency Using Google AdsHow To Find Apparel Manufacturers & Suppliers for Your E-commerce BusinessScaling Your E-Commerce Brand with the Right Google Ads Strategy | Google Ads Case StudiesPerformance Max Google Ads Strategy (Advanced)Google Merchant Center: Price Competitiveness ReportGoogle Merchant Center: Fashion AdvertisingGoogle Ads Performance Max: Step-by-StepGoogle Ads Audit (Part 1 Tutorial 2022)Google Ads Audit Campaign Performance (Part 2 Tutorial 2022)Google Ads Audit Ad Group Performance (Part 3 Tutorial 2022)Google Ads Audit Ad & Keyword Analysis (Part 4 Tutorial 2022)Google Ads Audit Responsive Search Ad Analysis (Part 5 Tutorial 2022)Google Ads Audit Landing Pages (Part 6 Tutorial 2022)Google Ads Audit Ad Position (Part 7 Tutorial 2022)Google Ads Audit Audience Analysis (Part 8 Tutorial 2022)Google Ads Audit Quality Score Analysis (Part 9 Tutorial 2022)Google Ads Audit Devices Analysis (Part 10 Tutorial 2022)Google Ads Audit Age Analysis (Part 11 Tutorial 2022)Google Ads Audit Hour Analysis (Part 12 Tutorial 2022)Google Ads Audit Auction Insights Analysis (Part 13 Tutorial 2022)Google Ads Audit Location Analysis (Part 14 Tutorial 2022)Google Ads Audit Gender Analysis (Part 15 Tutorial 2022)Google Ads Audit Household Income Analysis (Part 16 Tutorial 2022)Google Ads Audit Parental Status Analysis (Part 17 Tutorial 2022)Google Ads Audit Placements Analysis (Part 18 Tutorial 2022)Google Merchant Center: Fix Product Disapprovals (2022)Google Tag Manager For Submission Tracking (GA4)Google Shopping Ads Strategy: Convert Cold Traffic (Fast)Daily Ad Brief Interview: TGQ MarketingGoogle Shopping Ads: A/B Split Testing (2022)Google Merchant Center Shopify Dropshipping Feed Upload (Quick Method) 2022Reiss Brand Breakdown: Fashion MarketingI Made $300k Sales with Google Ads - Here's How You Can Too (Case Study)Google Shopping Ads Tutorial: Advanced Scaling Strategy - Step By Step (2022)Manière De Voir Fashion MarketingTop Tips to Party Bus Marketing Plan (2021)
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Testimonials
Case Studies
Performance Max & YouTube Ads Case Study (Sports eCommerce)Google Ads Case Study: eCommerce Apparel Retailer (Performance Max)Google Ads Case Study (eCommerce Supplements)Google Ads Conversion Tracking: Get Rid of Window Shoppers (3 minutes) Lead Gen Case StudyGoogle Ads Case Study: eCommerce Shopify Supplement Store (Performance Max)Google Ad Case Study: $3 Million Revenue (Clothing Brand)Google Ads Case Study: Lead Generation B2BGoogle Ads Case Study: B2B eCommerce $24,000+ RevenueGoogle Ads Increase Law Firm LeadsFamily Medical Home CaseCosmetic Surgeon Generates 695 Leads with Google Ads
Blog
From Beginner to Pro-Level Scaling: $25 CPA & 4,000+ Conversions | Google Ads Case StudyPerformance Max Google Ads: Creative Strategy (Advanced)Google Ads Increases Sales with eCommerce CompanyYouTube Ads Tutorial: Best Practices (2022)Google Ads Case Study eCommerce ($2 Million) #googleadsHow To Do A Photoshoot For Your Fashion Brand (BTS + Tutorial)Google Ads Case Study: Luxury Fashion Retailer #googleadsGoogle Shopping Ads Optimization: Buy on Google (Free)Google Ads Case Study: Fashion Marketing (Swimwear) #googleadsGoogle Ads Fashion Marketing Case Study (Performance Max & Chat GPT) #googleadsZARA Fashion Marketing: Brand Breakdown (Google Ads)Starting a Clothing Brand in 2024 | Things You Should Know Before Starting A Clothing BusinessFrom Runway to Clicks | Driving Sales Through Clothing MarketingStarting a Dropshipping Business for Clothing - Things You Should LearnHow to Boost Your Modeling Agency Using Google AdsHow To Find Apparel Manufacturers & Suppliers for Your E-commerce BusinessScaling Your E-Commerce Brand with the Right Google Ads Strategy | Google Ads Case StudiesPerformance Max Google Ads Strategy (Advanced)Google Merchant Center: Price Competitiveness ReportGoogle Merchant Center: Fashion AdvertisingGoogle Ads Performance Max: Step-by-StepGoogle Ads Audit (Part 1 Tutorial 2022)Google Ads Audit Campaign Performance (Part 2 Tutorial 2022)Google Ads Audit Ad Group Performance (Part 3 Tutorial 2022)Google Ads Audit Ad & Keyword Analysis (Part 4 Tutorial 2022)Google Ads Audit Responsive Search Ad Analysis (Part 5 Tutorial 2022)Google Ads Audit Landing Pages (Part 6 Tutorial 2022)Google Ads Audit Ad Position (Part 7 Tutorial 2022)Google Ads Audit Audience Analysis (Part 8 Tutorial 2022)Google Ads Audit Quality Score Analysis (Part 9 Tutorial 2022)Google Ads Audit Devices Analysis (Part 10 Tutorial 2022)Google Ads Audit Age Analysis (Part 11 Tutorial 2022)Google Ads Audit Hour Analysis (Part 12 Tutorial 2022)Google Ads Audit Auction Insights Analysis (Part 13 Tutorial 2022)Google Ads Audit Location Analysis (Part 14 Tutorial 2022)Google Ads Audit Gender Analysis (Part 15 Tutorial 2022)Google Ads Audit Household Income Analysis (Part 16 Tutorial 2022)Google Ads Audit Parental Status Analysis (Part 17 Tutorial 2022)Google Ads Audit Placements Analysis (Part 18 Tutorial 2022)Google Merchant Center: Fix Product Disapprovals (2022)Google Tag Manager For Submission Tracking (GA4)Google Shopping Ads Strategy: Convert Cold Traffic (Fast)Daily Ad Brief Interview: TGQ MarketingGoogle Shopping Ads: A/B Split Testing (2022)Google Merchant Center Shopify Dropshipping Feed Upload (Quick Method) 2022Reiss Brand Breakdown: Fashion MarketingI Made $300k Sales with Google Ads - Here's How You Can Too (Case Study)Google Shopping Ads Tutorial: Advanced Scaling Strategy - Step By Step (2022)Manière De Voir Fashion MarketingTop Tips to Party Bus Marketing Plan (2021)
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Scaling Your E-Commerce Brand with the Right Google Ads Strategy | Google Ads Case Studies

Overview:

Increasing ad spend exponentially while simultaneously improving Return on Ad Spend (ROAS) doesn't have to be a pipe dream. I have a few simple solutions for E-commerce brand owners.

I’ll break down the exact steps I used to help one of my Google Ads clients achieve tremendous results, including:

  • Campaign structure - leveraging Google Insights
  • Creative strategy - launching dedicated search campaigns, and
  • Audience testing - using multiple ad variations.
ScalingECommerceBrand

Results

ScalingECommerceBrand

Tremendous growth was achieved, looking at the date range of November 25th, 2024, to September 27th, 2025.

ScalingECommerceBrand

ROAS increased to 4.12.

Conversions went up by 400+ (totaling 1,800+).

ScalingECommerceBrand
ScalingECommerceBrand

And revenue climbed to $89K (+$36K) while ad spend scaled to $62K.

Campaign Audit: Fixing the Foundations

One major issue stood out at first glance of this account — the Performance Max (PMAX) campaigns weren’t properly segmented.

ScalingECommerceBrand

Many asset groups relied on automated video creatives, which led to inconsistent branding and underperforming visuals.

ScalingECommerceBrand

This was a big problem for a visual e-commerce brand in the beauty and health niche, where presentation is everything.

ScalingECommerceBrand

Restructuring campaigns became the first focus, specifically working towards:

  • Manually designed creatives
  • Audience-based segmentation, and
  • Competitor targeting.

ScalingECommerceBrand

Various experiments resulted in a definite performance lift.

ScalingECommerceBrand

One test achieved a 6x ROAS using in-market and affinity signals for high-intent buyers.

ScalingECommerceBrand

Shopping vs. Remarketing Campaigns

Shopping campaigns were the clear winner in this account.

ScalingECommerceBrand

They consistently brought in higher-converting traffic because users searching via Shopping are closer to the point of purchase.

Meanwhile, remarketing campaigns were good for re-engagement but not always the most profitable. These audiences often have lower intent — they may have browsed but didn’t buy for various reasons (budget, timing, etc.).

That said, remarketing is still valuable for volume and brand recall, especially when paired with fresh creatives.
Visual variation testing had a major impact on engagement.

Leveraging Google Insights

Google’s Insights tab is one of the most underused features in Ads.

ScalingECommerceBrand

It shows data on projected revenue, auction overlap with competitors, and emerging trends.

ScalingECommerceBrand

This data allowed the client to target competitor brand URLs directly, create comparison-style landing pages and optimize based on conversion volume and impression share.

ScalingECommerceBrand

These adjustments helped to refine targeting and maximize reach in high-performing segments.

Audience Insights & Creative Personalization

Inside Google Ads, audience indexing showcases who’s most likely to buy.

ScalingECommerceBrand

In this case, top segments included:

  • In-market for skincare and beauty
  • Affinity audiences like “fashionistas” and “nightlife enthusiasts.”
ScalingECommerceBrand

Instead of creating new signals every time, creatives were tailored to each audience:

  • For fashionistas: stylish visuals and aspirational tones.
  • For nightlife enthusiasts: skincare prep scenes before going out.

This alignment between audience insights and creative themes improved CTRs and conversion quality.

Product Segmentation & Seasonal Testing

Next, the campaigns were broken up into product-based segments.
Previously, all products were lumped together, which blurred performance metrics.

ScalingECommerceBrand
ScalingECommerceBrand

Segmenting allowed for the optimization of bids by margin and seasonality, the prioritization of summer products (like sunscreen) or winter skincare, and testing of new customer acquisition settings separately from existing customer campaigns.

This helped identify the most profitable products while maintaining scalability in PMAX.

Search Campaign Optimization

Search was another weak point.

The client had no branded search campaign, which left their brand name vulnerable to competitor bidding.

ScalingECommerceBrand

Branded campaigns act as defensive protection — ensuring the capture of traffic and conversions.

Once PMAX identified winning brands and products, it led to the launch of dedicated search campaigns for those terms.

ScalingECommerceBrand

This allows the client to own the real estate across Search + Shopping + Display, creating a more consistent customer journey.

Ad Copy Testing & CTR Experiments

Strong ad copy can make or break campaign performance.

ScalingECommerceBrand

Multiple ad variations were tested across search campaigns, focusing on:

  • Emotional appeal
  • Value propositions
  • Call-to-action phrasing.

ScalingECommerceBrand

The CTR improvements shown above are from A/B tests.

The goal was to exceed a 5% clickthrough rate (CTR) — and that's what happened.
Some experiments achieved 142% more conversions, lowered cost-per-conversion, and significantly boosted click volume.

Key takeaway: Never stop testing ad copy.


Bid strategy and messaging experiments should be ongoing.

PMAX + Shopping: A Powerful Combination

A common mistake is over-relying on PMAX alone.
PMAX is fantastic, but it doesn’t allocate 100% of its budget to Shopping (usually 70–80%).

ScalingECommBrand
ScalingECommBrand
ScalingECommBrand

To capture additional sales, complementary Shopping campaigns were run focusing on:

  • High-value or high-margin products
  • Seasonal or high-inventory items, and
  • Underexposed listings with low impression share.

ScalingECommBrand

This combo helped boost total conversion volume and signaled Google to optimize even more efficiently.

Data, Tracking, and Remarketing Signals

Finally, it was imperative that the account’s analytics and conversion tracking were fully aligned.

ScalingECommBrand

Key tracking events were monitored including Add-to-cart events, Checkouts and Completed purchases.

ScalingECommBrand

These metrics fed back into PMAX for smarter remarketing.

ScalingECommBrand

I also uploaded customer lists to train Google on lookalike audiences.

ScalingECommBrand


Once matched (~1,000 users), these lists helped PMAX and YouTube campaigns identify new high-quality buyers faster.

The Takeaway

The key to scaling profitably isn’t just increasing spend — it’s segmenting campaigns intelligently, testing relentlessly, and feeding Google the right signals.

Combining creative insights, data alignment, and a structured campaign strategy led to noticeable increases in spend and revenue as well as considerably higher AOV and ROAS.

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Ted.NewHeadshot

About the Author

Ted is the founder of TGQ Marketing a PPC, Analytics and CRO agency focused on client results.