+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 storyCatching the trend while it's still funny
A US online store selling printed T-shirts and merch, with a new collection every 2 weeks and a sense of humor all its own. Midsummer Agency ran its Google Ads and Microsoft Ads in the US and Canada, and kept a 17,000-product catalog shining in Shopping.
PPCFeed Management
About the client
The client is a Shopify store selling printed T-shirts, merch like socks and water bottles, and engraved collectible coins. Its designs come from licensed collaborations with actors and beer brands, and from whatever the internet is laughing about that week. Printed T-shirts bring in 80% of revenue.
The account has 3 things that make it demanding.
- A catalog that never sits still. More than 17,000 products in 10 categories, printed on demand, with a new collection online every 2 weeks
- A promotion almost every week. Limited drops, pre-launches and last-minute offers, often confirmed only days ahead
- A crowded team. Meta, email and SEO sat with other agencies, and the creative was made in-house, so every promotion meant coordinating across all of them
The brand’s voice is ironic, irreverent and a little sarcastic, and every ad had to sound like it.
The challenge
The client wanted to scale its ad spend while holding its return on ad spend, with the holiday season as the big moment of the year.
Print-on-demand makes that harder than it sounds. There’s no inventory, so there are no stock levels to steer by: no clear bestsellers and no leftover stock to promote. A design can be a hit for 2 weeks and gone in 4.
When we took over, there was room to get more out of the existing setup.
- Searches for the brand name that did not always have an ad ready to show
- Dynamic Search Ads, which build ads automatically from the pages of the site, were ready but not yet switched on
- Product ads that could show worldwide, for a store that ships to the US and Canada
Some of the highest-priced products, limited-edition coins, sold mostly through email pre-orders rather than ads. Those sales mixed in with the revenue from advertising, so every report needed the revenue filtered by where it actually came from.
The solution
We ran Google Ads first and added Microsoft Ads a few months later, starting in the US and then opening Canada.
Pay Per Click
A feed and a structure built for 2-week trends
ServicesGoogle Ads · Microsoft Ads · Feed Management
A feed that keeps up
We set up DataFeedWatch in our first weeks and submitted a new feed to Merchant Center, then went back to it again and again as the catalog grew. We went through every attribute Merchant Center accepts, picked the ones worth adding, and combined the tool with manual checks of the catalog file to keep thousands of new products listing cleanly.
Selling the sizes people actually buy
Product and category analysis in Google Ads, Google Analytics and Google Trends turned up a pattern: 70% of revenue came from 20% of the sizes, mostly the larger ones. We grouped T-shirts by size in the feed and excluded the small sizes and poor performers from the campaigns, so the budget went to the shirts that sold.
A Performance Max campaign for every collaboration
We launched Performance Max as soon as it arrived, and gave each licensed collaboration its own campaign with its own return target and asset groups in the brand’s voice. Seasonal campaigns, like Halloween, ran alongside.
Search followed the same logic: trademark, a campaign for the collections and one for the wider brand. Shopping split into high-intent and low-intent campaigns, so we could bid hard on the searches closest to a purchase.
A promotion every week
We planned a promotions calendar together with the client and kept it flexible, so new drops could go live at short notice. For each promotion we rewrote the ad copy, refreshed the images in Performance Max and the feed, and added Merchant Center promotions and sitelinks with scheduled rules to switch them on and off. Google sometimes blocks ads that mention another brand’s name, even when that brand is an official partner. When that happened with a collaboration, we rewrote the ad without the partner’s name so it could keep running.
Microsoft Ads
Microsoft Ads started on brand terms, then took on Dynamic Search Ads limited to the right product categories, and Shopping split by intent like Google.
The results
With the new Performance Max structure and the size analysis in place, average order value rose 73%, conversion rate 30% and revenue 7%, compared with the period before the new structure went live.
+73%
AOV · vs before the new structure
+30%
Conversion rate · vs before the new structure
+7%
Revenue · vs before the new structure
70%
Of revenue · from 20% of the sizes
Timeline
In their words
We are quite impressed with Midsummer Team’s catalog and performance analysis.
The Owner
US graphic T-shirt brand
The team
Andrea
Pay Per Click
Ran the account day to day: the feed work, the collaboration campaigns and the weekly promotions.
Luigi
Pay Per Click
Worked on Microsoft Ads, the ad copy and the holiday promotions.
More dazzling results
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