Luxury Fashion eCommercePaid Media

Scaling Luxury eCommerce to $277K Revenue Months

Luxury Fashion Retailer

How we built a multi-channel campaign system across Google Shopping, Performance Max, YouTube Shorts, and branded retargeting for a consignment luxury fashion retailer, delivered through a white label partnership.

3,894%

Peak ROAS

The Challenge

A consignment luxury designer fashion retailer needed to scale online sales through paid advertising. The luxury resale market presents a unique problem: every product is one-of-a-kind. Unlike traditional retailers who can run ongoing campaigns for the same products, consignment inventory turns over constantly. The advertising system needed to dynamically adapt to a constantly changing Shopify product feed. Three distinct audience segments (restoration buyers, consigners, and branded searchers) each needed different messaging.

The Solution

Built Google Shopping campaigns around longtail luxury brand keywords, with the Shopify product feed syncing directly to Google Merchant Center to automatically list new arrivals and remove sold items
Launched Performance Max in June 2022 (early in the format's rollout), extending reach across Google's full ad inventory. PMax created a tag team with Shopping: shoppers discovered products through PMax, added items to cart, then converted through branded Search
Deployed YouTube retargeting for high-value cart abandoners. September 2022: YouTube retargeting alone drove $36,901 in revenue
YouTube Shorts content generated 10x more earned views than standard video ads, creating an organic discovery engine that fed the rest of the funnel
Expanded to TikTok and Pinterest for top-of-funnel discovery in luxury fashion browsing environments

The Results

Peak Monthly Revenue

N/A

$277,621

July 2022

Peak ROAS (all channels)

N/A

3,894%

On $7,130 spend

Peak Google ROAS

N/A

5,075%

928 conversions

Metric	Before	After	Change
Peak Monthly Revenue	N/A	$277,621	July 2022
Peak ROAS (all channels)	N/A	3,894%	On $7,130 spend
Peak Google ROAS	N/A	5,075%	928 conversions

Key Takeaways

1PMax and Shopping create a conversion tag team. PMax drove add-to-cart activity, and branded Search converted those same shoppers when they came back. Running either campaign alone would have missed half the conversion path.
2Branded Search is the highest-value campaign in luxury eCommerce. September 2022: branded Search generated $64,868 in revenue, more than PMax and YouTube retargeting combined.
3PMax configuration is fragile. August 2022 revenue dropped from $277K to $121K after a campaign objective was accidentally changed. A single configuration error can cost six figures in a month.
4White label partnerships scale when execution is invisible. The end client never knew Catmo was running their campaigns.