The goal was clear: increase online sales for this new-to-UK modest fashion brand.

GWD needed proper campaign management to handle increased spending efficiently, plus the technical expertise to optimize their product data and ad strategies - capabilities they didn't have in-house.

I took on management of both Google Ads and Meta campaigns, but the work started well before launching new ads. The foundation needed fixing first.

The product feed was in poor shape - titles were short and missing essential information like color, size, and fabric details. Keywords were buried at the end of titles instead of leading with them. Basic product information that Google Shopping needed simply wasn't there. I spent significant time restructuring the entire feed: enriching titles with relevant keywords, adding complete product descriptions, and ensuring all necessary data was properly formatted and positioned.

I also set up feed automation to maintain data quality and enable dynamic ad content going forward.

Beyond the feed work, I researched the modest clothing market extensively - talking to customers who specifically buy modest fashion to understand their needs, search behaviours, and preferences. This research informed both targeting and creative strategies.

Feed optimisation: Completely restructured product titles and descriptions to be keyword-rich, front-load important information (colour, size, style), and include all data Google Shopping requires for optimal performance.

Feed automation: Implemented automated systems to maintain feed quality and enable dynamic product ads across platforms.

Campaign restructuring: Rebuilt both Google and Meta campaigns from the ground up using current best practices - Performance Max campaigns on Google and Advantage+ Shopping campaigns on Meta.

Audience research: Deep dive into the modest fashion customer - understanding their specific needs and search patterns to inform targeting and messaging.

Platform management: Ongoing optimisation and management of both Google Ads and Meta Ads to scale spend efficiently while maintaining performance.

GWD achieved their best sales month ever within a few months of starting our work together.

They smashed their Christmas and Black Friday sales goals - critical peak trading periods for any fashion e-commerce business.

The combination of proper feed optimization, modern campaign structures, and strategic audience targeting transformed their paid media from underperforming basic ads into a growth engine for the business.