Case Study
Luxury Fashion Store: €173,000
in 5 Months with a ROAS of 10.8
The Client
- A multi-brand high-fashion retailer with both physical stores across Italy and an international Shopify-based e-commerce.
- The brand sells throughout Europe and the U.S., with a significant advertising budget.
- A long-term client with campaigns running on Google Ads, Meta, and Criteo.
Key Challenges
- Frequent repricing of inventory.
- High markup and average product costs, exceeding typical boutique prices.
- Fierce competition with high CPCs.
- No clear focus on which product categories to prioritize.
- Internal issues led to a 1/3 budget cut compared to the original plan.
Objectives
- Maintain or improve the existing ROAS (minimum target: 8).
- Leverage Black Friday while ensuring stable revenue streams.
- Continuously optimize Google Ads campaigns for profitability.
Action Plan
1. Product Catalog & Audience Segmentation
Despite the budget cut, I optimized the product feed, segmenting it by brand and highlighting the top-performing products. Audience segmentation focused on customer match, competitor targeting, and high-value purchasers.
2. Google Ads – PMAX, Shopping & Brand Protection
I implemented 8 tailored campaigns, segmented by audience and product catalog 1 broad campaign, 2 segmented campaigns (customer match & purchasers), Shopping campaigns for top products, Brand protection campaigns to secure top search results.
3. Abandoned Cart Recovery
Abandoned carts became a winning factor. I calculated the average abandoned cart value and developed remarketing campaigns with customized creatives and copy, ensuring high conversion rates.
4. Meta & Criteo Support
For Black Friday, I leveraged Meta and Criteo to boost remarketing and Lookalike campaigns.
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On Criteo, I focused on dynamic display ads for remarketing.
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On Meta, I optimized Lookalike audiences based on high-value customers.
The Outcome
This multi-channel strategy delivered record-breaking results for the brand:
• ROAS of 10.8 (exceeding the target of 8).
• €173,000 in sales in just 5 months – the highest ever in the brand’s history.
• CPA reduced by €15 compared to full-price periods.
The Outcome
Budget Invested
Gross Revenue
Purchases
ROAS
Ready to become my next success story?
My approach is based solely and exclusively on data. Without it, it’s impossible to develop a winning strategy to scale advertising campaigns — or to identify audience niches that could be genuinely interested in your product.
