London Based Ecommerce Sewing Supplies Google Ads Case Study

When I took over a struggling sewing & dressmaking supplier's Google Ads account in July 2023, I knew there was potential for improvement. What I didn't expect was to achieve a 20.85 ROAS – more than 7x the industry average. Here's exactly how I did it.

The Challenge: Taking Over an Underperforming Account

In July 2023, I inherited this sewing & dressmaking supplier's Google Ads account. Like many e-commerce accounts I've encountered, it had the classic symptoms of suboptimal management:

•Scattered campaign structure

•Poor segmentation strategy

•Missed optimization opportunities

•Performance well below industry standards

The previous management had left behind a complex web of campaigns, some performing, others paused, with no clear strategic direction. My task was to transform this into a profit-driving machine.

The Transformation: By the Numbers

After taking control of the account, the results speak for themselves:

Key Performance Metrics (July 2023 - September 2025)

Sources: WordStream 2024 Google Ads Benchmarks, Mesha ROAS Industry Report

The Strategy: What I Actually Did

1. Complete Campaign Architecture Overhaul

The first step was rebuilding the entire campaign structure from the ground up. I implemented a performance-based segmentation strategy that would become the foundation of our success.

The New Structure:

•Hero Campaigns: Top-performing products with premium budgets

•Sidekick Campaigns: Solid performers with moderate investment

•Villain Campaigns: Previously poor performers, now optimized

This wasn't just renaming campaigns – it was a complete strategic repositioning based on data-driven performance tiers.

2. Advanced Shopping Campaign Segmentation

Instead of running broad Shopping campaigns, I created laser-focused segments:

•Over Index Performers (Heroes): Products ranking above competitors

•Near Index Performers (Sidekicks): Products at competitive parity

•Under Index Performers (Villains): Products needing optimization

•No Index Products: New or unranked items requiring special handling

3. Performance Max Integration

I strategically integrated Performance Max campaigns for retargeting, achieving a 31.85 ROAS on the retargeting campaign. This wasn't about replacing Shopping campaigns – it was about creating a complementary ecosystem.

The Results: Campaign-by-Campaign Breakdown

Star Performer: Main Search Campaign

•Conversion Value: £251,366

•ROAS: 38.44

•Strategy: Focused on highest-intent keywords and audiences

Shopping Campaign Success Stories

#1 Shopping Over Performers (Heroes)

•Conversion Value: £130,519

•ROAS: 18.29

•Key Insight: Premium products with strong competitive positioning

#4 Shopping "Bad Performers" (Transformed Villains)

•Conversion Value: £130,745

•ROAS: 21.15

•Key Insight: Even "bad" performers became profitable with proper optimization

What Made the Difference: The Secret Sauce

1. Data-Driven Segmentation

Instead of guessing which products to prioritize, I used historical performance data and competitive positioning to create intelligent campaign segments.

2. Bidding Strategy Optimization

Each campaign tier received a tailored bidding approach:

•Heroes: Aggressive bidding for maximum visibility

•Sidekicks: Balanced approach for sustainable growth

•Villains: Conservative bidding while optimizing for efficiency

3. Continuous Optimization Cycle

Weekly performance reviews and monthly strategic adjustments ensured the account stayed ahead of market changes and seasonal trends.

4. Budget Allocation Mastery

Rather than spreading budget evenly, I concentrated spend on proven performers while gradually testing and scaling successful strategies.

Industry Context: Why This Matters

To put these results in perspective, here's how this sewing & dressmaking supplier's account compares to industry standards:

Retail Industry Averages:

•Average ROAS: 2.87 (287%)

•Good ROAS: 4.0 (400%)

•Excellent ROAS: 5.0+ (500%+)

Client Achievement: 20.85 ROAS (2,085%)

This performance places the account in the top 1% of Google Ads accounts globally. It's not just good – it's exceptional by any measure.

Lessons Learned: What You Can Apply

1. Structure Matters More Than Budget

The biggest impact came from reorganizing campaigns, not increasing spend. Smart structure beats big budgets every time.

2. Segmentation is Everything

Generic campaigns produce generic results. Precise segmentation allows for precise optimization.

3. Data Beats Intuition

Every decision was backed by performance data. Gut feelings don't drive 20x ROAS.

4. Patience with Performance

Some optimizations took months to show full impact. Quick fixes rarely create lasting results.

The Business Impact: Beyond the Numbers

This transformation did more than improve advertising metrics – it fundamentally changed the business:

Financial Impact:

•£642,268 net advertising profit

•Advertising shifted from cost center to profit driver

•ROI that enables aggressive business expansion

Strategic Advantages:

•Competitive moat through superior advertising efficiency

•Scalable framework for future growth

•Market share capture while competitors struggle with average performance

What's Next: Scaling Success

The account's current performance creates exciting opportunities:

Immediate Opportunities

•Budget Scaling: 20-30% increase on top performers could generate £50k-75k additional revenue

•Paused Campaign Reactivation: £40k+ in previous conversion value sitting idle

•Performance Max Expansion: 31.85 ROAS indicates significant scaling potential

Long-term Strategy

•Audience expansion using high-converting segments

•Seasonal optimization framework

•Cross-campaign learning application

Key Takeaways for Your Business

1.Audit Your Current Structure: Most accounts have 30-50% improvement potential through better organization

2.Implement Performance-Based Segmentation: Group campaigns by actual performance, not product categories

3.Focus on Data-Driven Decisions: Every optimization should be backed by concrete performance data

4.Think Long-Term: Sustainable 10-20x ROAS requires strategic thinking, not tactical tricks

The Bottom Line

Transforming this sewing & dressmaking supplier's account from underperforming to exceptional wasn't about secret tactics or insider knowledge. It was about applying proven optimization principles systematically and consistently.

The results:

•20.85 ROAS (vs. 2.87 industry average)

•£674,618 conversion value generated

•£642,268 net advertising profit

•Top 1% global performance

If your Google Ads account isn't delivering results like these, the potential for transformation exists. The question isn't whether it's possible – it's whether you're ready to implement the strategic changes necessary to achieve it.

Want to see similar results for your business? The strategies that transformed this sewing & dressmaking supplier's account can be adapted for any e-commerce business serious about advertising performance. The framework is proven – the question is whether you're ready to implement it.

About This Case Study

Analysis Period: July 2023 - September 2025

Data Source: Sewing & Dressmaking Supplier Google Ads Account Performance Report

Industry Benchmarks: WordStream 2024, Mesha ROAS Report, Google Shopping Benchmarks

Methodology: Comprehensive performance analysis with industry benchmark comparison

References and Sources

1.Mesha. (2025). What Is the Average ROAS by Industry for Google Ads? https://trymesha.com/blog/what-is-the-average-roas-by-industry-for-google-ads/

2.WordStream. (2024). Google Ads Benchmarks 2024: New Trends & Insights for Key Industries. https://www.wordstream.com/blog/2024-google-ads-benchmarks

3.WordStream. (2019). Google Shopping Ads Benchmarks: Average CPC, CTR, Monthly Budget, & More. https://www.wordstream.com/blog/ws/2019/04/01/shopping-ads-benchmarks

Stevie Morris

PPC Consultant Involved in online marketing for the last 25 years first with SEO , Web Development and now for the last 12 years focusing on  PPC & Google Ads