Women's lingerie brand: ROAS 500% and +31% value without changing the budget

The client is a women's lingerie and swimwear brand with four product categories: pajamas, lingerie, sexy lingerie, and swimwear. Before the collaboration began, advertising was already running, but without a clear campaign structure, problematic tracking, and blocked products in the Merchant Center. The task is to increase return on ad spend (ROAS) and conversion value without a proportional increase in budget.

Campaign strategy and structure:

The foundation was built on three principles that most overlook: keyword clustering, breaking down products into separate campaigns by category, and testing audience signals in Performance Max. Separate PMax campaigns were launched for each of the four product categories, divided by language — the approach "1 language — 1 category." At the same time, remarketing campaigns were connected to bring back warm audiences. This structure allows Google’s algorithms to learn from more accurate data and not mix signals between dissimilar product categories.

Unlocking Google Merchant Center:

At the start, 80% of products were blocked due to explicit content — this kept the ROAS at a low level since the leading products simply did not appear. We decided to address this systematically: submitting 200 products for moderation daily, removing the "18+ products" checkbox in the settings, replacing photos of explicit sets on bodies with images on a transparent mannequin or hanger, and automatically removing trigger words from product titles and descriptions. After unlocking the products, ROAS began to grow even before any changes in the campaign structure.

Setting up conversion tracking:

At the beginning of the work, purchase tracking was set up exclusively through GA4 — order data was transmitted with a delay of up to 72 hours, and some conversions were duplicated. This meant that Google Ads was making bidding optimization decisions based on distorted data. We conducted deduplication of events, set up direct conversion transmission from the ad cabinet as a backup channel — this ensures continuity of tracking even if something breaks at the analytics level. Additionally, we removed phone clicks, add-to-cart actions, and start of checkout from the main conversions — leaving only the primary conversion "purchase." Without this, Google cannot correctly optimize campaigns.

Results:

ROAS: from 309% to 500% (+62%)
Budget: reduced from 386K to 311K UAH
Cost per conversion: from 483 to 351 UAH (-27%)
Conversion value: from 1.19 to 1.56 million UAH (+31%)

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