Two fashion labels, one consistent approach
Two Australian fashion labels grew revenue and improved return on ad spend across Meta and Google, through a consistent, test-and-learn approach to paid media.
Working together: since 2018 (the sister label since its launch)
Services: Meta and Google Ads, strategy, performance reporting
The client
I've worked with this ready-to-wear label since 2018, and with its sister label since the day it launched. The original label was already selling online when I set up its first ads, and I've grown alongside both brands ever since. That long relationship means I know their customers, their seasons and their markets well, which shapes every decision I make in their accounts.
Paid ads amplify what's already working
Both labels have great foundations: strong email, organic and social channels, and a loyal community. My job isn't to replace any of that. It's to take what's already resonating and put it in front of more of the right people, in the right markets, at the right time.
How I manage the ads
Always-on and range-specific campaigns
Both brands release new collections every month. Always-on campaigns keep the brands visible and keep finding new customers. Range-specific campaigns give each drop its own creative, audiences and budget, so every launch gets a proper push without disrupting what's already working.
A weekly performance review
Every week I put active creative through a three-step framework:
Creative performance: CPA, ROAS, CTR, CPC and frequency, compared with similar creative.
Funnel health: landing page views → add to cart → checkout → purchase. Is this creative bringing in shoppers, or just traffic?
Decide next steps: keep, monitor or pause.
The funnel health step came out of a deep dive into one of our markets. It now shows us the quality of traffic each ad brings in, not just the volume.
Budget follows performance across regions
Both labels sell in Australia and overseas. I'm constantly moving budget between markets based on where demand is building, rather than locking in fixed splits.
Full-funnel, across Meta and Google
Meta builds awareness and audiences for each drop and retargets engaged shoppers. Google captures the people already searching for the brands and their products.
More than an ads manager
Because I've been with both brands so long, I'm the first call when something in the ad platforms doesn't add up. That might be a creator partnership that needs setting up and geo-targeting for a store launch, or a deep dive into why traffic from one market is up while sales aren't. It might be a stream of rejection notices from Google that needs untangling. Whatever it is, the team brings it to me and gets back clear answers and a plan, so they can stay focused on running the business.
Strategy, not set-and-forget
Alongside the day-to-day, I'm in regular strategic conversations with the team about launches, priorities, regional focus and where to lean in next.
Results
May–October 2026 compared with the previous six months, which included Black Friday and Christmas:
The original label
Meta revenue up 35%, with purchases up 27%
Meta ROAS up 20%
Google ROAS up 18%, with revenue up 10% on 7% less spend
The sister label
Google revenue up 21%, with conversions up 15%
Google ROAS up 16%
Meta reach doubled and clicks rose 38%, with revenue up 11%
ROAS improved for both brands on both channels.