+247%
ROAS Improved for Fashion Eyewear Brand – Online Advertising Case Study
How we increased ROAS by 247% in just 6 months through an in-depth Google Ads audit and strategic account restructure.
Read the storyMaking a luxury collection shine in 4 markets
Sease makes luxury outdoor clothing for people who ski, sail, and then walk straight into a city. Midsummer Agency ran Google Ads, Meta Ads and conversion rate optimization across Italy, Switzerland, the UK and the US, for a young brand selling jackets priced up to €3,000.
PPCPaid SocialCRO
About the client
Sease is an Italian luxury label built on one idea: clothing engineered for sport that holds up anywhere else. Skiing and sailing sit at the center of it and the technical detail is real, but the collections are made to walk into a city. The brand was founded by the Loro Piana brothers, launched as menswear, and sells through its own custom-built website alongside stores in a handful of cities.
Before the first campaign, the account brought 3 particular challenges.
- Growing 4 markets at once, each with its own audience and its own costs.
- Jackets priced up to €3,000, from a brand most shoppers were meeting for the first time.
- A custom-built website that didn’t yet share its product catalog with the ad platforms.
As a fashion brand, Sease was also particularly attentive to how it looked online, ads included.
We took the account on while the brand was young and still building its sales, then stayed through the growth. We were building from the start: Google Ads was at an early stage, and Meta was used only for boosted posts.
The challenge
Sease wanted visibility and revenue in 4 markets at once, with the return on ad spend holding while it grew and the brand itself getting better known. There were 3 challenges.
- The audience. Reaching this audience was among the most expensive on the platforms, so every impression had to land on the right person.
- The product. A jacket at €3,000, from a name most people were meeting for the first time. The Loro Piana surname opened doors in PR and put the products into stores, and the next step was reaching beyond the select group who already knew the family.
- The platform. A custom-built website with no ready-made way to share the catalog with Google, and a development team new to that kind of work.
Sease is a fashion brand, and like most fashion brands it was particularly sensitive to how its ads looked. So everything we put online had to meet 2 standards at once: platform best practice, and the brand’s own eye.
The solution
We started on Google Ads and Meta Ads together, and added Conversion Rate Optimization later. Tracking, feed work and monthly reporting ran underneath all 3 for the length of the partnership.
Pay Per Click
Defending the brand’s own name, and refusing to chase the rest
ServicesGoogle Ads · Feed Management · Tracking
Google Ads went after the people already looking for Sease. Search campaigns covered the trademark terms, shopping campaigns chased the same demand, and display remarketing brought back people who had already visited the site. Non-brand keywords kept a small allowance and never earned more, because they never produced sales.
A feed built from a custom platform
None of it worked without a product feed, and there wasn’t one yet. We wrote the specification, every attribute Google needs and what it is for, then walked the developers through generating it out of the custom CMS. From there it went into DataFeedWatch, where we reworked titles, categories and product data without anyone touching the site.
The catalog was big enough that generation sometimes timed out on the server and the feed failed to refresh, which put feed checks into the monthly routine.
Selling in seasons
The display remarketing ran on static banners built to the brand’s look. Sease works in collections, spring summer and fall winter, and every launch rewrote the website underneath the ads, so copy, banners and shopping segments moved with each one.
A catalog that had to look the part
ServicesMeta Ads · Creative
Meta handled acquisition, remarketing and brand building, each with its own campaigns.
- Catalog and collection ads for the people close to buying
- Carousels behind each seasonal push
- Post engagement running the brand’s own Instagram content, swapped out every week or two
We built the carousel and collection ads around the brand’s own imagery, so every ad followed Meta’s best practice and still looked like Sease. Once that was running, we added a dynamic remarketing campaign shown only to people who had already browsed the site, which gave the account the automation Meta rewards without loosening the look.
Facebook, on the data
The brand wanted Instagram and nothing else, which is the obvious call for luxury menswear. The data disagreed. Facebook was producing sales, we brought the numbers, and Facebook stayed.
What one season taught the next shoot
Creative came from Sease’s own shoots, so our work sat at both ends of it. Before a season we sent specs: image and video dimensions, the crops each placement needs, whether a cut had to work with the sound off. After a season we pulled every ad’s data out of Meta and worked through it by hand, which only holds together with strict naming across campaigns, ad sets and assets, because the whole analysis is built on those labels.
Each campaign type was judged on its own terms, brand awareness on impressions, clicks and click-through rate, catalog campaigns on sales and return on ad spend. The report came back as slides, with the top 3 winners and the top 3 losers in each of acquisition, remarketing, brand awareness and post engagement, then the reasoning behind them. Those findings went straight into the brief for the next photoshoot: which backgrounds held attention, which crops survived a feed, which products earned the camera.
CRO
Watching people try to buy
ServicesConversion Audit · UX & Design
Conversion rate optimization joined later, in a lighter form than the growth service we run today: Hotjar heatmaps, session recordings and on-site surveys, read every month and turned into specific changes for the product pages and the checkout.
People hesitated on product pages, where a €3,000 jacket was not making its own case clearly enough, and they hesitated again in checkout, over extra form fields, unclear steps, and nothing on screen telling them the payment was safe. The surveys asked the question directly, and the answers came back specific.
Finding a hidden checkout issue
One of those answers was that the payment would not go through at all. We went back to the recordings and found it: on certain devices the purchase button wasn’t responding. It was easy to miss, because on every other device the checkout worked perfectly. We shared the recordings with the client and the developers, and the fix went in.
What followed was small and precise.
- Clearer value on the product page, so the price had something to stand on
- Fewer fields in the checkout
- Payment icons and reassurance at the exact point people were hesitating
Each change was measured before and after, so the account knew which one had done what.
The results
The Fall-Winter collection tripled its revenue against the same collection the year before, and Sease grew from a young ecommerce operation into a brand with the demand to carry a womenswear launch. The rest of the paid picture moved with it.
- Return on ad spend up 5%
- Average order value up 7%
Within a month of the first CRO fixes the ecommerce conversion rate doubled, and conversion value rose 288% over 7 months. The checkout fix was part of that, and so was everything that stopped being guesswork the moment recordings and surveys started running.
The feed we built for Google Shopping became the catalog Meta advertised from. The creative analysis told the brand what to shoot next, so each season’s ads were built on what the previous season’s data had shown. The CRO work repaired the page both platforms were pointing at, which raised what every euro on either of them was worth.
Reporting ran through GA4 and a Looker Studio dashboard with the creative analysis on top, so every decision came out of the same picture each month. Budgets climbed hard into November, December and January, the brand’s busiest season.
3X
Fall-Winter revenue · against the same collection a year earlier
+7%
Average order value · with ROAS up 5%
+100%
Ecommerce conversion rate · first month of CRO fixes
+288%
Conversion value · over 7 months
Timeline
In their words
With Midsummer Agency’s help, we hit the highest e-commerce revenue in the last quarter. The team was a pleasure to work with. Their communicative and strategic nature allowed us to integrate seamlessly within our in-house team. Their experience in the fashion industry was outstanding.
The Ecommerce Manager
Sease
The team
Valentinas
Pay Per Click
Ran Google Ads across all 4 markets: the search and shopping campaigns, the product feed and the seasonal remarketing.
Fabio
Paid Social · CRO
Ran Meta Ads and the conversion work: the season-by-season creative analysis, and the Hotjar research that found the hidden checkout issue.
More dazzling results
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