The numbers
- 13.8x return on ad spend, last 12 months
- 49% of spend on non-brand campaigns
- 14.2x brand campaign ROAS
- $323K Ad spend managed, last 12 months
The brief
SNDYS wanted to scale online sales in one of the most competitive categories on Google, without the return falling away as spend grew.
What we ran
A split structure: brand campaigns to protect and capture people already searching for SNDYS, and non-brand Performance Max, Shopping and Search campaigns built to find new customers who had never heard of the label.
- Brand Search and Performance Max to own every SNDYS search
- Non-brand Performance Max and Shopping built around new collections and best sellers
- Dedicated campaigns targeting new customers, so growth isn't just repeat buyers
The result
Over the last 12 months the account returned 13.8x on ad spend. Brand campaigns took 51% of the budget at a 14.2x return. Non-brand campaigns took the other 49% and kept bringing in new customers at a strong return. Most fashion brands struggle to get non-brand campaigns to break even. SNDYS proves it can be done at scale.
Why it worked
Brand and non-brand are run as separate jobs, each with its own budget and targets. That way the brand searches don't hide how the growth campaigns are really performing, and every dollar of new customer spend has to earn its place.
