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Wholesale apparel / e-commerce · Google Ads (Performance Max, Branded Search, DSA)

Wholesale apparel: €216K conversion value on €19.9K of Google Ads spend

A wholesale apparel brand needed volume without losing efficiency. A layered account structure separated demand capture from demand creation.

10.9x
Account ROAS
€216K
Conv. value
€3.07
Cost / conv.
Industry
Wholesale apparel / e-commerce
Country
Europe
Channels
Google Ads (Performance Max, Branded Search, DSA)
Budget
€19,882 spend in the reported period
Timeline
Full-funnel scaling programme

The problem

  • ·One catch-all campaign made it impossible to see which products drove profit.
  • ·Branded traffic was inflating reported performance.
  • ·Long-tail product searches went uncovered.

Campaign strategy

  • ·Performance Max for product scaling with asset groups by category.
  • ·Branded Search isolated so non-brand performance was visible.
  • ·Category campaigns for the highest-margin lines.
  • ·Dynamic Search Ads to catch long-tail queries and feed keyword discovery.

What we actually changed

  • ·Split the feed into performance tiers so budget followed proven sellers.
  • ·Excluded brand terms from PMax to stop cannibalisation.
  • ·Rebuilt asset groups with category-specific copy and imagery.
  • ·Set target ROAS per campaign instead of one account-wide goal.

Results

  • ·5.47M impressions and 42K+ clicks at €0.47 average CPC.
  • ·6,482 conversions worth €216,713 on €19,882 spend, a 10.9x account ROAS.
  • ·€3.07 average cost per conversion across the account.
  • ·6.28 ROAS on the Performance Max campaigns carrying the non-brand volume.

Account funnel

€19,882 total spend, €216,713 conversion value, €3.07 average cost per conversion.

Impressions5.47M
Clicks42K+
Conversions6,482

Charts built from the campaign reporting for this account.

Campaign screenshots

Account totals: 5.47M impressions, €19,881.56 spend, 216,713 conversion value, 6,482 conversions.
Account totals: 5.47M impressions, €19,881.56 spend, 216,713 conversion value, 6,482 conversions.
Ad-level performance across Performance Max and Search.
Ad-level performance across Performance Max and Search.
Full-funnel campaign structure: Performance Max, branded search, and category campaigns.
Full-funnel campaign structure: Performance Max, branded search, and category campaigns.
Search terms report used to steer budget and build negatives.
Search terms report used to steer budget and build negatives.
Top-performing search ad: 10,492 impressions, 3,674 clicks, 35.02% CTR.
Top-performing search ad: 10,492 impressions, 3,674 clicks, 35.02% CTR.

Screenshots taken from the live ad accounts. Client names and identifying details are blurred.

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