Google Ads agency for fashion DTC.
Fashion accounts get destroyed by return rates. We rebuild the value signal so Google's bidder learns net revenue, not gross.
Why fashion DTC brands need a vertical-specific approach
Fashion has the highest return rate in DTC ecom, often 20-40% on apparel. If you feed gross order value to Google Ads, the bidder optimises against the wrong number and scales the worst-fit SKUs first. The accounts that compound on Google Ads in fashion are the ones that wired returns into the conversion value within the first 60 days.
How Ad-Lab runs fashion DTC accounts
We integrate returns into the conversion value via Enhanced Conversions and a server-side adjustment. The bidder learns net revenue and stops scaling SKUs that look good on day one and bleed back on day fourteen.
Asset group structure splits by collection lifecycle: evergreen / seasonal / drop. Each lifecycle bucket gets its own audience signals, creative cadence, and budget cap. New drops get protected ramp budget so the model has time to learn.
We map size-return rates by SKU and feed them as custom labels into the feed. This lets us de-prioritise high-return-rate items in Smart Shopping bidding without removing them from the catalog.
Influencer paid-social halo gets isolated using clean A/B holdouts. We refuse to attribute via last-click in fashion because the click path is too noisy.
Frameworks we run on every fashion DTC account
Feed Column Hygiene Audit
The most-broken levers in Shopping campaigns that nobody is auditing.
ROAS vs MER Reconciliation Sheet
The spreadsheet that closes the gap your CFO keeps asking about between channel ROAS and total marketing efficiency.
Server-side Tracking Migration Audit
The conversion-loss audit you run before and after the GTM Server-side cutover.
Terms every fashion DTC operator should know
Fashion DTC FAQ
Can you account for high return rates in our reporting?+
Yes. We pull return data from your ecom platform daily and adjust conversion values via the offline conversion API. Reports show gross, net, and POAS in one view so the team sees the same number.
How do you handle drop launches?+
Each drop gets its own asset group with protected budget and a 14-day learning ramp. We pre-warm the audience signal with site-data segments before launch day. ROAS targets relax for the first 7 days then tighten.
Do you handle wholesale + DTC ad split?+
We focus on DTC. If you split-spend with a wholesale arm we'll keep both visible in the dashboard but only optimise the DTC conversions.
Free audit of your fashion DTC account
15 minutes. We screenshare your Google Ads account, run the vertical-specific playbook, and walk away leaving you the audit doc whether you become a client or not.
Book the call