From $25K to $175K Monthly Revenue: PPC Strategy Case Study for Fashion E-commerce

Client Overview

Our client is an anonymous mid-market direct-to-consumer (DTC) fashion brand that sells premium women’s apparel and accessories. They emphasize sustainability using ethically sourced products and green practices in production. The brand sells to eco-conscious consumers in English-speaking nations (USA, UK, Canada, Australia) with a product portfolio ranging from casualwear to occasion wear.

While they enjoyed robust organic growth, they were finding it difficult to scale paid advertising campaigns in an increasingly competitive environment. They needed a data-driven PPC strategy that would balance near-term profitability with more long-term brand building.

Objectives & Goals

Primary Business Objectives

• Drive scalable revenue growth in core markets.
• Achieve a sustainable Customer Acquisition Cost (CAC) of under $30 within six months.
• Maintain a Return on Ad Spend (ROAS) of 400%.
• Build brand awareness and grow their first-party data (email subscribers, remarketing audiences).
• Drive long-term customer retention and Lifetime Value (LTV) growth.

Challenges

• High competition from both fast-fashion and luxury competitors.
• Inability to effectively communicate their sustainability value proposition.
• Lower mobile conversion rates.
• Seasonal demand variability and stock limitations.
• Rising paid media costs due to platform saturation and privacy updates (iOS 14.5).

PPC Strategy Development & Implementation

Our comprehensive-funnel PPC approach involved multi-platform campaigns, advanced targeting, and attribution modelling to ensure measurable success.

Campaign Strategy & Execution Phases

1️. Audit & Discovery

• Conducted a thorough PPC audit of existing Google Ads, Meta Ads, and Pinterest campaigns.
• Identified gaps in audience segmentation, conversion tracking, and creative testing.
• Fixed Google Analytics 4 (GA4) conversion tracking and set up Meta Conversion API (CAPI) to recover post-iOS 14.5 data loss.
• Built attribution dashboards in Looker Studio to track multi-touch performance.

2. Customer Persona Development

Based on data analysis, we created three core customer personas :

1. Eco-conscious Millennials (Values-driven consumers)
2. Affluent Urban Professionals (Style-driven consumers)
3. Bargain Hunters (Price-sensitive opportunists)

Each persona informed creative messaging, product range, and audience targeting.

3️. Complete-Funnel PPC Campaign Structure

We mapped our campaigns to the customer journey:

• TOF: Brand Awareness
• MOF: Consideration & Engagement
• BOF: Conversion & Retargeting
• Post-Purchase: Retention & Upselling

PPC Strategy Case Study: Example of PPC Structure

Here is a simplified look at the entire campaign structure across Google Ads, Meta Ads, Pinterest, and CRM/email retargeting.

✅ Google Ads Campaigns

Search Campaigns

Campaign Name	Target Audience	Match Types	Bid Strategy
Branded Search – Exact	Brand searchers	Exact	Target Impression Share
Non-Branded Search – Category	“Sustainable Women’s Dresses”	Phrase + Exact	Target ROAS
Competitor Conquest	Competitor brand terms	Exact	Max CPC
Seasonal Promotions	Event-based shoppers	Phrase + Broad	Max Conversions

Shopping Campaigns

Campaign Name	Product Focus	Bid Strategy
Smart Shopping – Core Products	Best-sellers, high margins	Target ROAS
Standard Shopping – Categories	Dresses, Tops, Accessories	Enhanced CPC
Clearance Items	Discounted inventory	Max Conversions

 Display Campaigns

Campaign Name	Targeting	Creative
Display Prospecting – TOF	Custom intent audiences	Lifestyle Banners
Remarketing – Viewed Products	14-day site visitors	Dynamic product ads
Cart Abandoners – BOF	7-day cart abandoners	Scarcity/urgency banners

YouTube Campaigns

Campaign Name	Targeting	Ad Format
Brand Story – TOF	Custom Affinity	TrueView In-Stream
Product Demos – MOF	Site visitors	Bumper Ads
Customer Reviews – BOF	Cart abandoners	Discovery Ads

✅ Meta Ads (Facebook & Instagram)

Top-of-Funnel (Awareness)

Campaign Name	Audience	Objective
Lookalike 1% High LTV	LTV Lookalikes	Reach/Awareness
Eco-Interest Targeting	Sustainability fans	Video Views

 Mid-Funnel (Consideration)

Campaign Name	Audience	Objective
Retargeting – Engaged Visitors	30-day engagers	Conversions
Product Category Collections	Viewed products	Catalog Sales

 Bottom-of-Funnel (Conversions/Retention)

Campaign Name	Audience	Objective
Cart Abandoners	Last 7 days	Conversions
Past Purchasers – Upsell	Buyers 30-90 days ago	Conversions
VIP Lookalike 1%	High AOV customers	Conversions

 ✅ Pinterest Ads

TOF Campaigns

Campaign Name	Audience	Objective
Seasonal Lookbooks	Event-based searchers	Traffic
Sustainable Style Pins	Eco-friendly interests	Awareness

 BOF Campaigns

Campaign Name	Audience	Objective
Product Retargeting	30-day site visitors	Conversions
New Arrivals for Subscribers	CRM synced list	Catalog Sales

✅ CRM / Email / SMS Retargeting

Campaign Type	Target Audience	Channel	Content Focus
Welcome Series	New subscribers	Email	Brand story + offer
Abandoned Cart	Cart abandoners 24hr-48hr	Email/SMS	Urgency + incentive
VIP Early Access	Top spenders	Email	New drops / loyalty perks
Win-back Campaign	Inactive customers	Email/SMS	Exclusive offers

📈 PPC Strategy Case Study: Results After 6 Months

 

KPI	Month 1	Month 6
ROAS (Overall)	180 %	412 %
Monthly PPC Revenue	$25,000	$175,000
Customer Acquisition Cost (CAC)	$54	$27
Conversion Rate (Sitewide)	1.6%	3.4%
CTR (Meta Ads)	2.1%	5.8%
Email Subscriber Growth	2,500	28,000
Returning Customer Rate	18 %	34 %
Average Order Value (AOV)	$68	$82

Advanced Optimizations & Tactics

1. Creative A/B Testing

• Tested with copy highlighting free returns vs ethical sourcing.
• Dynamic ads for Meta Ads, headline & image optimization for audience segments.

2. Bid Strategies

• Target ROAS on Meta and Google ads, dayparting for evenings/weekends.
• Bidding for high-converting geo-locations.

3. Attribution Modeling

• Implemented data-driven attribution on Google.
• Built multi-touch reporting dashboards in Looker Studio to identify top assist channels.

4. Landing Page Optimization

• Added exit-intent offers for cart abandonment reduction.
• Simplified mobile checkout, reducing load time to under 2 seconds.

Strategic Insights & Learnings

1. Omni-Channel Alignment
   Smooth integration of Google, Meta, Pinterest, and CRM channels created a platform where all touchpoints drove measurable ROAS and LTV influence.
2. Persona-Led Creative
   Segmented creatives for audience segments improved CTR and CVR. Messaging with the right mix of style, quality, and sustainability performed best.
3. Attribution Drives Smarter Investment
   The last-click attribution shift revealed underinvested upper-funnel campaigns (YouTube and Pinterest), enabling better budget allocation.

Future Strategy & Scaling Plans

• Scale PPC campaigns to European markets (Germany, Nordics) with region-specific ads.
• Roll out TikTok Ads to Gen Z audiences with UGC and top virals.
• Develop a loyalty program and subscription box for repeat customers.
• Try offline-to-online integrations with pop-up retail events connected to digital promotions.

✅ Conclusion

This case study demonstrates the successful deployment of a cutting-edge, data-driven PPC strategy for a sustainable fashion brand. With sophisticated segmentation, cross-channel campaign design, and continuous optimization, we facilitated the brand’s explosive scaling without compromising profitability or brand integrity.

The result was a 400%+ return on ad spend, significant growth in customer acquisition, and leadership over time in sustainable fashion.