Case · DTC e‑commerce
5 months
Shopping ROAS from 2.6 to 4.1 by bidding on margin
A wooden-sunglasses brand whose Shopping budget went to its lowest-margin frames. We split the feed by margin, rewrote every title and lifted Shopping ROAS from 2.6 to 4.1.
Illustrative
Shopping ROAS
2.6 → 4.1
2.6×
→
4.1×
Cost per click
−27%
€0.95
→
€0.69
Shopping revenue
+68%
€104k
→
€175k
Illustrative demo figures for a fictional client. Results vary with margin, market, offer and spend.
01
Challenge
Oakshade makes wooden sunglasses with polarized lenses and a two-year warranty. Google Shopping was its biggest channel at €40k a month, and its most expensive: €104k in monthly Shopping revenue, a ROAS of 2.6.
One Performance Max campaign covered the whole catalog. Most of the budget went to the cheapest bamboo frames, which sold well but carried the thinnest margin, while the walnut range, Oakshade’s best margin, barely served.
The feed didn’t help. Titles read like internal SKU names, half the products lacked color and lens attributes, and every image was a cut-out on white that looked like every competitor’s in the Shopping grid. Cost per click sat at €0.95, and click-through rate across the account was 1.4%.
02
Strategy
Aisha’s team rebuilt the feed first. Every title now leads with material, weight and lens, for example “Walnut sunglasses, 40 g, polarized”. We filled in missing attributes and added custom labels for margin tier, best-sellers and season through a supplemental feed Oakshade owns.
Then we split Performance Max into three campaigns by margin tier, each with its own target ROAS, and added a Standard Shopping campaign for the walnut range so we could see search terms and add negatives. Bargain queries like “cheap sunglasses” were excluded.
Microsoft Shopping got a copy of the new structure at about 8% of budget. Total spend barely moved, from €40k to €42.6k a month. The work was in where it went.
03
Creative approach
In Shopping, the product image is most of the ad, so we started there. Jules’s team shot the walnut and oak frames on colored blocks instead of white, which made them stand out in a grid of identical cut-outs. Click-through rate rose from 1.4% to 1.9% across the account.
For the Performance Max asset groups we cut a short vertical video around one line: “Walnut frames, 40 g light.” Weight was the most common question in reviews, so the hook answers it in the first second, then shows the polarized lenses and the two-year warranty. Oakshade’s in-house team also ran the same cut as a Pinterest video pin, where it held a 1.8% CTR.
In the first month we delivered 12 new product images and 6 short videos.
Funnel
Where
the
extra
revenue
came
from.
Bar length uses a log scale so every stage stays readable. Illustrative demo data; results vary.
Results
The
numbers,
month
by
month.
In five months, Shopping ROAS went from 2.6× to 4.1×. Cost per click fell 27%, from €0.95 to €0.69. Shopping revenue grew 68%, from €104k to €175k a month.
Shopping orders rose from 881 to 1,409 a month, and AOV from €118 to €124 as the walnut range took a bigger share. Checkout completion improved from 55% to 60%, which we put down to better-matched traffic: people who clicked a walnut frame at a clear price were ready to buy it.
Shopping is now Oakshade’s most profitable channel, and the margin labels drive every bid.
Illustrative demo figures; results vary.
Creative
The ads that did the work.
The ads from this account, as they ran. Videos play muted in view; open the creative library to hear them.
Open the creative library
Oakshade · ad
Result 1.8%
Elena Ruiz
Demo testimonial · fictional person
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