E-Commerce Brand Over-Reliant on Google Search Ads

Industry: Fashion Retail (Affordable Apparel)

Goal: Drive sales for a new clothing line.

 

Mistakes:

Ignored Visual Platforms: Used only Google Search Ads with text-heavy copy, neglecting Meta/Instagram’s visual appeal.

 

Keyword Selection: Targeted high-cost generic terms like “buy dresses” instead of long-tail keywords (e.g., “summer floral dresses under $30”).

 

No Shopping Ads: Failed to use Google Shopping for product visibility.

 

Results:

CTR: 1.1% (below fashion industry avg. of 2.4%).

Conversion Rate: 0.8% (vs. 3% on Meta).

ROAS: 1.2:1 (massive budget waste).

 

Lesson:

Visual industries (fashion) require hybrid strategies: Google Shopping for intent, Meta/Instagram for inspiration.