Note: This client was through our strategic partnership programme, and has been anonymised to respect their privacy.

This fast fashion client moves quickly — with regular drops of new styles, backed by a set of consistent bestsellers that reliably drive sales. Their paid search account was already performing well and meeting expectations, but they were keen to bring in a fresh perspective. The goal wasn’t an overhaul — just a smart refresh to ensure the account didn’t become stale or miss hidden opportunities.

With a fast-changing product catalogue and strong seasonal cycles, they needed a setup that could keep pace with demand, while staying focused on performance.

Rather than reinventing the wheel, we focused on refining the fundamentals. This was a well-performing, established account — the challenge was to fine-tune it for agility without disrupting success.

We began by introducing a dynamic top sellers segment into Shopping campaigns. Using feed-based rules, high-performing products were tagged automatically and prioritised in a separate campaign with more aggressive bidding and broader reach. This ensured key revenue drivers were always visible and not held back by default bid limits.

Next, we tackled a common issue in fashion retail: size availability. A custom rule was created to flag products missing key sizes (typically 8–12), adding a label when stock was incomplete. These items were then placed into higher-efficiency campaigns with tighter ROAS targets, helping avoid wasted spend when only fringe sizes were left.

To combat product stagnation, we also identified “zombie” products — items with minimal impressions over the past 30 days. These were flagged and fed into a dedicated low-tROAS campaign designed to give them visibility, gather performance data, and identify any hidden gems.

Together, these adjustments made the account more responsive to real-time performance and inventory shifts — without straying from a structure that was already working.

These feed-based rules helped quietly solve a number of hidden inefficiencies:

1. Underexposed products were given visibility to prove themselves before being cycled back into standard campaigns.

2. Top-selling items were pushed more aggressively, with lower ROAS targets and fewer restrictions on budget.

3. Out-of-stock core sizes were quickly flagged and deprioritised, avoiding wasted spend on low-converting variants.

By adapting the campaign structure based on performance signals and stock levels, we ensured the account kept up with the pace of fast fashion — without unnecessary overhauls.

The results were clear: conversions rose by 40%, and revenue increased by 38%, all while achieving a slightly stronger ROAS. The biggest gains came from ensuring bestsellers stayed visible and competitive — and that spend was only directed to products with full availability in the sizes most likely to convert.

• Refined rather than rebuilt a strong-performing account

• Introduced dynamic top-seller tagging and prioritisation in Shopping campaigns

• Flagged products with low impression volume and gave them visibility to gather performance data

• Implemented size availability rules to avoid wasted spend on poorly stocked items

• Adapted campaign targets and budgets based on real-time stock and performance data

• Improved agility in account structure without sacrificing existing success