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Google Ads Case Study: Scaling an E-Commerce Fashion Brand from ₹1 Lakh to ₹10 Lakh Monthly Ad Spend While Maintaining 4x ROAS

  • Writer: Amit Chopra
    Amit Chopra
  • Jul 3
  • 3 min read

Client Overview

Urban Thread is a Jaipur-based direct-to-consumer ethnic wear brand selling kurta sets, co-ord sets, and festive lehengas to women aged 22–42 across India. Founded by a Rajasthan textile family in 2020, the brand had strong supply chain advantages — direct factory sourcing with 65% gross margins — and an engaged Instagram following of 240,000. Before HO Digital's engagement, all revenue came from organic social, WhatsApp groups, and referrals. Two previous Google Ads attempts had both failed within 2 months, costing the founders ₹3.8 lakh total with negative ROAS.

The founders approached HO Digital with a specific challenge: 'Prove Google Ads can work for us at ₹1 lakh/month. If it hits 4× ROAS, we'll scale to ₹10 lakh before Diwali.' HO Digital not only hit the target but delivered 8.4× ROAS at ₹10 lakh/month spend during the Diwali 2023 campaign — making it one of the most successful seasonal Google Ads scale-ups in the ethnic wear category.

The Challenge

  • Two previous failed Google Ads attempts — the brand had lost confidence in the channel entirely

  • No Google Merchant Center feed — Shopping campaigns were never set up, and product data was on Shopify with poor meta descriptions

  • Ethnic wear buyers historically prefer Meta Ads discovery — Google intent is research-led, not impulse-driven like social

  • Product pages had 1–2 images and no size guide — high return rate of 32% eating into margins

  • Festive demand (Navratri, Diwali) creates extreme spikes — brands that plan late miss the peak entirely

  • Competitor brands like Indya and Libas had established Google Shopping presence with thousands of product reviews

Strategy: Phase-by-Phase

Phase 1 — Feed Build & Shopping Launch (Month 1–2)

HO Digital rebuilt the Shopify product catalog: all 240 SKUs received optimised titles using the 'Occasion + Fabric + Style + Colour + Size' formula. The Google Merchant Center account was configured from scratch. A Standard Shopping campaign was launched with 60% of budget, Search with 40%. Conservative bidding maintained ROAS discipline at the start — no budget scaling until 4× ROAS was consistently achieved for 2 weeks.

Phase 2 — Navratri Festive Push (Month 3–4)

HO Digital launched the Navratri strategy 6 weeks before the festival — far earlier than most brands. Dedicated ad groups for 'chaniya choli', 'garba outfit', 'navratri lehenga' captured early-intent shoppers. Countdown ads ('Navratri Sale Ends in X Days') improved CTR by 44%. The result: ₹9.4 lakh revenue from ₹1.1 lakh ad spend — 8.5× ROAS. This proved the channel's viability and unlocked the Diwali scale-up budget.

Phase 3 — Diwali Scale-Up to ₹10L/Month (Month 5–6)

The Diwali campaign was planned in 3 phases: ₹1L baseline, ₹4L buildup, ₹10L peak. Performance Max campaigns with Reels-format festive videos and collection lookbooks were launched. Remarketing at 3× bid multipliers targeted cart abandoners — capturing indecisive festive shoppers. The Diwali 3-week campaign delivered ₹84 lakh revenue from ₹10 lakh spend — exactly 8.4× ROAS.

📊 Campaign Results Dashboard — Before vs After

  • ROAS: –0.6× (previous attempts) → 8.4× at ₹10L/month scale

  • Monthly Ad Spend Scaled: ₹1L → ₹10L (10× scale in 6 months)

  • Diwali Campaign Revenue: ₹84L from ₹10L spend (8.4× ROAS)

  • Google Shopping Impression Share: 0% → 68% for key ethnic wear terms

  • Product Return Rate: 32% → 18% (after size guides and 6+ product images)

  • Average Order Value: ₹1,240 → ₹1,890 (festive bundle upsells)

  • New Customers Acquired During Diwali: 1,840 first-time buyers

Key Takeaways

  • Google Shopping for fashion starts with the feed — poor product titles are why ethnic wear brands fail on Google

  • Festive season planning must start 6 weeks early — brands that start bidding during Navratri week have already lost

  • Remarketing to cart abandoners during peak season converts at 3–4× higher than prospecting

  • Scale incrementally: ₹1L → ₹4L → ₹10L is safer than jumping directly — each step validates ROAS stability before commitment

What the Client Said

We had failed at Google Ads twice and nearly gave up forever. HO Digital rebuilt everything from the product feed up and the Diwali strategy was brilliant — ₹84 lakh revenue in 3 weeks. That's more than the previous 4 months combined. Google is now our primary growth engine. — Co-Founder, Urban Thread
 
 
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