This women’s fashion brand had been through multiple agencies on Google Ads. The non-brand campaigns responsible for new-customer acquisition were burning budget without measurable purchases. The main non-brand search campaigns were not optimized for purchases at all, and Performance Max ran without ROAS guardrails. All prior non-brand management produced $76K in attributed purchase revenue across the entire engagement. The brand had real demand from Meta and an engaged live-shopping community, but Google was not converting that awareness into new customers.
Rebuilt the non-brand prospecting architecture from scratch with purchases as the only conversion objective: Shopping for product-level search capture, Performance Max segmented by category for tighter signals, and Search targeting high-intent category queries. Added negative-keyword fencing at every level to keep brand traffic out of non-brand budgets, then scaled non-brand spend as each campaign proved efficiency, reaching $99K+ per month in prospecting while the account grew to $120K+ per month.
Non-brand campaigns now drive 2,839 purchases and $294K in revenue every month. Total account revenue scaled to $525K per month at 4.51× ROAS. Google became the brand’s main new-customer engine outside of social, reducing its dependence on Meta.
