How We Lowered CPC and Boosted ROAS for a Fashion Brand

Alder & Ash sells fashion and lifestyle products online, competing in a crowded market where ad costs can climb fast if campaigns aren’t structured well. Before working with us, the brand was running ads with no clear account structure across Google and Meta, and spend wasn’t tied to performance.

A review of the existing ad accounts showed where budget was being wasted.

• Google and Meta campaigns weren’t built around specific audiences or product categories.
• Cost per click was high because keywords and placements weren’t refined.
• Ad spend wasn’t clearly linked to return, making it hard to judge what was working.
• Creative wasn’t tested, so the same ads ran regardless of performance.

The plan focused on two priorities. First, rebuild the account structure and launch properly targeted campaigns on Google and Meta. Second, optimize bidding and creative to bring down cost per click and improve return on ad spend.

• Built separate campaign structures for Google Search and Meta, grouped by product category and audience.
• Set up audience targeting on Meta based on customer interests and past buying behavior.
• Launched Google Search campaigns around high-intent keywords tied to specific product lines.

• Adjusted bidding strategy based on early performance data from both platforms.
• Tested ad creative variations to identify which messaging and visuals performed best.
• Reallocated budget toward the campaigns and audiences generating the strongest results.

• Google and Meta ad campaigns were fully launched with a clear account structure.
• Cost per click was reduced within the first month of the new campaigns running.
• Return on ad spend improved significantly once budget shifted toward better-performing audiences and creative.

We were spending on ads without really knowing what was working. Now every dollar has a clear job, and we can see the difference in our returns. — Founder, Alder & Ash

Fashion and lifestyle brands lose money fast when campaigns aren’t structured around the right audiences. Alder & Ash’s results show that a clean account setup, paired with ongoing creative testing, brings costs down while return on ad spend goes up.