Urban Kids: Google Shopping for a kidswear store
A kidswear store had 3,000 products, but ads only sold a dozen of them. We rebuilt the feed and Performance Max setup and lifted ROAS to 7.2.
7.2ROAS
×3.1online revenue
−38%cost per order
2,400products getting impressions
Challenge
Urban Kids sells clothing for children aged 0–14. Its Performance Max campaign spent 70% of the budget on 12 products, while the rest of the catalogue barely got any impressions.
The goal was to scale seasonal collections without hurting ROAS.
What we did
- Feed optimisation: rewrote 3,000 product titles with size, age and fabric, and added custom margin labels.
- Segmentation: separate campaigns for bestsellers, new arrivals and end-of-season stock with different ROAS targets.
- Creatives: shot lifestyle photos and short videos for asset groups.
- Analytics: passed profit instead of revenue so Google optimises for margin.
Results
In 4 months ROAS grew from 3.4 to 7.2 and online revenue rose 3.1×. 2,400 products now get impressions instead of 300.
End-of-season summer stock sold out 3 weeks earlier than the year before.
For the first time we sell the whole catalogue, not just the hits — and we measure ads in net profit.
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