How a Melbourne Fashion Brand Hit 4.2x ROAS on Google Ads
A Melbourne fashion ecommerce brand grew online revenue 218% in six months — and cut cost per acquisition by 47% — after we rebuilt its Google Ads, Shopping and Performance Max campaigns around product margin instead of vanity ROAS.
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Spending More, Earning Less
A direct-to-consumer fashion brand based in Melbourne had built a loyal customer base and a strong Shopify store, but its Google Ads had quietly become a money pit. Monthly ad spend had crept past AUD $40,000 while blended ROAS had slipped below 2.0x — and on many products, the brand was effectively losing money on every paid sale.
The account had been built up over years by multiple hands. Branded and non-branded campaigns overlapped, Shopping and Performance Max were competing for the same searches, and the product feed was unoptimised, with bestsellers buried beside clearance lines. Bidding targeted a single blanket ROAS goal that ignored the wildly different margins across the catalogue.
The founders needed a paid channel that grew revenue profitably — scaling the ranges that actually made money, rather than spraying budget across the entire catalogue and hoping the blended numbers held up.
Rebuild the Account Around Profit
Across Google Search, Shopping and Performance Max, every decision was anchored to gross margin — not last-click ROAS.
Restructured Campaign Architecture
The account was a tangle of overlapping campaigns competing for the same searches. We rebuilt it from scratch — a clean structure separating branded, non-branded, Shopping and Performance Max — so budget flowed to the highest-margin products instead of cannibalising itself.
Feed-First Shopping & Performance Max
For fashion ecommerce, the product feed is the campaign. We optimised every product title, attribute and image, segmented the feed by margin and bestseller status, and used custom labels to push Performance Max budget toward the products that actually drove profit.
Profit-Based Bidding
We moved the account off blanket target ROAS goals and onto product-tier targets that reflected real gross margin. High-margin ranges were scaled aggressively while low-margin clearance lines were capped — lifting blended ROAS without sacrificing volume.
Landing Page & Funnel Tuning
We worked with the brand to tighten collection pages, add urgency and trust signals, and fix mobile checkout friction — turning more of the now higher-quality traffic into completed orders and lifting the paid conversion rate by 63%.
The Results — 6 Months In
Paid search went from a margin drain to the brand's most profitable growth channel — more revenue, lower cost, higher return.
0.0x
Blended return on ad spend (ROAS)
+0%
Online revenue growth in 6 months
-0%
Cost per acquisition reduction
+0%
Conversion rate on paid traffic
The Detailed Breakdown
Rebuilt the Google Ads account from a flat, overlapping structure into clean branded, non-branded, Shopping and Performance Max layers.
Optimised the entire Shopping product feed — titles, attributes, GTINs and custom labels segmented by margin and bestseller status.
Launched Performance Max with asset groups themed by product category and audience signals from the brand's first-party customer data.
Migrated bidding from blanket target ROAS to product-tier targets reflecting true gross margin per range.
Excluded low-margin and out-of-stock lines from spend and redirected budget to proven high-margin bestsellers.
Implemented enhanced conversions and server-side tracking for accurate revenue attribution in a cookie-restricted environment.
Ran a structured creative and collection-page testing programme to lift paid conversion rate and average order value.
Delivered weekly AUD performance reporting in AEST hours with profit-led metrics, not just last-click ROAS.
“We thought our Google Ads were doing fine because the ROAS number looked okay. Madsun showed us we were losing money on half our catalogue. They rebuilt everything around margin, and six months later we are doing more than triple the revenue at a far better return. It completely changed how we think about paid growth.”
Co-Founder
Fashion Ecommerce Brand, Melbourne
Representative quote illustrating a typical client outcome.
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