A fashion store with serious social demand needed Google Ads to convert that attention into profit instead of burning it. Two campaigns produced €61,816 in conversion value on €3,576 of spend while the store grew total sales 54% period over period.
Fashion e-commerce is brutal on paid traffic. Returns ran €50,788 against €177,514 in gross sales over the 90-day window, so every euro of ad spend has to clear a real profitability bar, not just a vanity ROAS.
Demand was not the problem. Instagram drove 36.8K sessions, Facebook 23.4K, and TikTok sessions grew 833%. Google search was already the store's biggest tracked marketing channel at €33.6K in attributed sales. The problem was capturing that intent efficiently when it hit the search results page.
The goal: a paid search system lean enough to stay profitable on fashion margins, structured to catch both branded demand and cold product discovery in the core Dutch market.
No bloated account with twenty overlapping campaigns. One branded Search campaign, one Performance Max campaign, each with a defined job. Every euro is accountable to one of two strategies.
The branded Search campaign runs at a €0.02 average CPC with a 39.04% CTR. Total spend over the window: €290.15. It returned €33,666 in conversion value, a 116x value-to-cost ratio.
A Performance Max campaign with audience segmentation for the Netherlands, bidding on Maximize Conversion Value with a Target ROAS. 563,162 impressions and 11,401 clicks at €0.27 average CPC.
Purchase conversions tracked through the product feed integration on both campaigns, so Smart Bidding optimizes toward real order value instead of proxy events.
Continuous Target ROAS management kept the blended account at €0.14 average CPC, €4.79 average cost per conversion and a 2.95% conversion rate in the window.
Google Ads: Dec 13, 2025 to Feb 10, 2026 account view. Shopify: Nov 13, 2025 to Feb 11, 2026 vs the previous 90 days.
€290.15 of spend returned €33,666 in conversion value at a €0.02 average CPC and 39.04% CTR. Brand demand fully defended for the price of a dinner.
Account-level value-to-cost of 17.29 across 23,707 clicks and 699 conversions in the account view window.
2,508 orders (+78%), gross sales €177,514 (+58%) and a 34.27% returning customer rate (+8%) over the 90-day Shopify window.
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