Every vertical has its own maths, its own policy traps and its own definition of a good result. Here is what running Google Ads for a eCommerce brand in this space actually involves.
Fashion is a fast loop. People see something, want it, and buy within days — but they also return it. A 4x ROAS on a category running 30% returns is really a 2.8x, and most accounts never make that adjustment. The first job is usually connecting returns data back to campaign level so the numbers mean something.
What I report on: Contribution margin after returns, not headline ROAS.
Size and fit objections kill conversion more than price does. Seasonal catalogue turnover means creative goes stale on a fixed schedule rather than a random one. Meta's dynamic ads need a clean, well-attributed feed or the wrong variants surface.
Same vertical, different costs and rules depending on the market you sell into.
Benchmarks in USD, plus what CCPA and CPRA in California, with a growing patchwork of state privacy laws in Virginia, Colorado, Connecticut, Utah and Texas means for your tracking.
Benchmarks in GBP, plus what UK GDPR and the Privacy and Electronic Communications Regulations means for your tracking.
Benchmarks in AUD, plus what the Privacy Act 1988 and the Australian Privacy Principles means for your tracking.
Every market is listed on the Google Ads hub, or see how Meta Ads works for Fashion brands.
Heavily. If your purchase event fires at checkout, your reported ROAS includes items that come straight back. Feeding net revenue into the platform is usually the single biggest reporting fix in fashion.
Roughly every two weeks at scale. Fashion audiences see a lot of advertising and fatigue faster than most categories.
Usually well, provided the catalogue feed is clean and variants are attributed properly. A messy feed makes it surface the wrong colours and sizes.
Both, separately. Discount campaigns train buyers to wait, so they need a defined role rather than being the default setting.
Bring your numbers. I will tell you what I would change first, whether or not you end up working with me.
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