Growing a fashion e-shop 255% during peak season without discounting

A direct-to-consumer fashion e-shop with in-house production came in with a stalled Google Ads account: rising ACoS, and results that had plateaued despite genuinely good, unique product. The account needed a full restructure, not a tweak.

Year-over-year, peak season (October to December)

	Change
Order volume	+239%
Revenue	+255%
ROAS	700% → 770%

Revenue and order volume both grew without leaning on discount promotions, and ROAS improved at the same time instead of trading off against growth, which is usually the tension when you scale spend this fast.

What made that possible

Rebuilt the campaign structure and added soft-conversion tracking. Campaigns and ad groups reorganized around the actual product range and audience, with add-to-cart and product-view tracking layered in to see what was happening before someone bought, not just after.
Moved to value-based bidding. Target CPA and Target ROAS let Google's bidding optimize toward actual outcomes instead of clicks or impressions.
Tested titles, descriptions, and product imagery. A/B tested product titles and descriptions, then tested product-only vs. lifestyle imagery in Google Shopping to see which style actually drove clicks and conversions.
Flagged UX and checkout friction the data pointed to. Campaign data surfaced where the site itself was likely losing conversions; those findings went to the client's team to fix.
Brought back visitors who didn't buy, and automated the monitoring. Dynamic remarketing targeted people who'd browsed but not purchased. Automated scripts flagged performance or site issues without a manual daily check.

Structure and tracking came first. Bidding, creative testing, and remarketing were just acting on what the data showed once it could actually be trusted.

Working with Filip brought me incredible results. I was amazed at how quickly order growth took off, especially during our key season, Christmas. His comprehensive approach and expertise helped elevate my e-shop to a new level.

Full engagement ongoing since August 2024.