Google Ads for fashion and apparel.
Sizes, seasons and returns — the three things that make fashion different on Google.
The three things this vertical does differently.
The channel mix is the same everywhere. What changes is the feed, the maths and the risk.
Size, colour and item_group_id
Variants must be grouped properly or you compete against yourself and split your own conversion data. Size and colour belong in the title, because that is how people search.
The calendar moves before you do
Demand shifts weeks before the weather does. Budgets set in August for an autumn range are usually set for last year's curve, not this one.
Revenue is not revenue yet
A 30% return rate turns a 3x ROAS into something else entirely. We work to net, not to the number in the interface.
How we approach it
High return rates and variant-heavy catalogues. If the feed groups variants badly, Google shows the wrong size and you pay for a click that could never convert.
The teardown looks at the same sixteen things it always does, but the weighting changes. For fashion and apparel brands we spend longer on the feed and on margin maths, because that is where accounts in this vertical usually break — and we say so before you pay anything.
What does not change: campaigns run in your account, on your billing, at 10% of spend, billed weekly with no lock-in. See pricing for the whole contract, or how we run accounts generally.
Send us your store. We will tell you what we would change.
The teardown is free and yours either way, fit or no fit.