Overview
An online design-led accessories brand – offering sustainable, stylish everyday items like slim glasses cases, cross-body phone straps, and eco-friendly handbags – wanted to scale without sacrificing ROAS. Historically, growth came from retargeting and branded search only.

Challenges

• Overreliance on mid- and bottom-of-funnel tactics

• Limited cold traffic acquisition

• Underoptimized Shopping feed (generic titles, poor product match)

Strategy
Launched a full-funnel Google Ads overhaul focused on cold acquisition:

• Enhanced Shopping feed with clear descriptors like “Apple-Leather Slim Glasses Case” and sustainability tags

• Introduced non-brand search ads (“eco accessory gifts”, “minimalist glasses case”) with segmented bid strategy

• Deployed Performance Max with audience hints tied to eco-conscious and design-focused shoppers

• Measured via GA4 enhancement and ROAS/cohort tracking

Results (90 days)

• 35–45% lift in new customer orders from cold traffic

• Maintained strong ROAS (3x+) while increasing spend

• Evergreen cold campaigns matured into reliable growth engines