Google ads · E-commerce & fashion
French women's clothing store: ROAS up 43% and CPA down 49% in a month
10.3× ROAS
October vs September 2024, CPA down 49%
An authentic French women's clothing brand wanted more sales from Google Ads. We moved the account to Max Conversions and Target Impression Share strategies and, month over month, cut cost per purchase by 49% while revenue rose 26%.
- Industry
- E-commerce & fashion
- Market
- France, EU
- Timeframe
- 1 month (Oct 2024)
- Services
- Google ads, Performance Max, Analytics
- Pillar
- Grow
1032%ROAS (+43.4%)
€22.05Cost per purchase (−49.4%)
+73.9%Purchases (80 in the month)
€18,197Revenue (+26.2%) on €1,764 spend
The brief
An authentic French women’s clothing store. The goal was to grow the brand’s visibility on Google and turn that visibility into profitable sales.
What we did
- Chose Maximise Conversions for the sales campaigns and Target Impression Share for brand search in French and English, with a planned move to Maximise Conversion Value as data built up.
- Tested audience signals, bid strategies and new campaign types, and launched Performance Max for the new collection and clothing lines in the US and EU.
- Reviewed search terms weekly and cut spend on queries that did not convert.
Results, October 2024 vs September 2024
| KPI | October 2024 | Change |
|---|---|---|
| Cost | €1,763.60 | −12.0% |
| Purchases | 80 | +73.9% |
| Conversion rate | 1.08% | +32.9% |
| Revenue | €18,197.37 | +26.2% |
| ROAS | 1032% | +43.4% |
| Cost per purchase | €22.05 | −49.4% |
| Ads profit | €16,433.77 | +32.3% |
Search impression share reached 92.7% on the French brand campaign and 86.3% on the English one, and rose 33.5% across the account as a whole.
Why it worked
- Brand search was protected first, which is the cheapest revenue in any account.
- Bid strategies were tested rather than assumed, then Performance Max was added for new lines.
- Weekly search-term reviews cut wasted clicks, which is where the 49% CPA drop came from.
