Laurel Denise: Shopify Plus planners from $20K to $140K a month on Google Ads
Laurel Denise moved from jewellery to planners and needed e-commerce campaigns that could carry a higher-ticket product. We rebuilt Merchant Center and Performance Max, added fresh ad angles and a Search plus Facebook funnel. Within three months monthly conversion value went from $20K to $140K at a ROAS of 4.
- Client
- Laurel Denise
- Industry
- E-commerce & fashion
- Market
- US
- Timeframe
- 3 months
- Services
- Google ads, Performance Max, Meta ads, Conversion tracking
- Pillar
- Grow
The brief
Laurel Denise had shifted from jewellery to planners, a higher-ticket product with a different buyer. The existing account was built for the old catalogue and conversion tracking could not be trusted.
What we did
- Set up Merchant Center from scratch and cleaned the product feed so Shopping and Performance Max had accurate data to work with.
- Rebuilt Performance Max around the planner range and launched new ad angles written for a considered purchase.
- Added a funnel of Search and Facebook campaigns so demand was captured at every stage, not just at brand search.
- Fixed conversion tracking and reviewed it in a weekly call alongside the optimisation work.
Results
Within 3 months, monthly conversion value grew from $20K to $140K at a ROAS of 4. The best-performing campaign ran at a $1.54 cost per conversion and a 9.15% conversion rate, and the account became the growth engine for a Shopify Plus store.
Why it worked
- A clean Merchant Center feed is the single biggest lever in a Shopping or Performance Max account.
- New ad angles for a new product beat reusing copy written for the old catalogue.
- Weekly reviews of tracking kept every budget decision based on real numbers.
