Adding Volume: Transformative Results For Luxe By She

What We Did

To maximise the effectiveness of Luxe By She’s Google Ads campaigns, we immediately created a supplemental feed to enrich product data.

By adding essential attributes such as free shipping thresholds, colour, material, length, gender and age group, we empowered Google to better target ads to the most relevant audiences.

This granular level of detail helped improve ad precision and relevance, driving stronger engagement.

We conducted split tests within Performance Max (P.Max) campaigns, comparing fully optimised creative asset configurations to feed-only setups.

This approach allowed us to identify the configuration that delivered the best return on ad spend (ROAS). 

We also fine-tuned search campaigns by experimenting with various bid strategies, including ‘Maximise Conversion Value’ and manual CPC. 

These tests provided actionable insights towards achieving the highest click share and optimal ROAS.                                                      

As a result of these optimisations, Luxe By She experienced a 267% increase in revenue from Google Ads and a 300% improvement in ROAS. 

Website Restructure

Luxe’s site structure proved to be a challenge when it came to setting up their ad campaigns.

There were no individual URLs for product variants, meaning that any ads we set up would be pointing towards top-level products, and we’d be unable to target specific search terms. 

Working closely with Ascensor’s SEO and UX teams we overhauled the existing site structure, ensuring each product variant had its own URL.

This allowed us to add individual products into the shopping feed and provide highly targeted and relevant ads for specific search terms.

Not only does this strategy boost click through rate (CTR), it fulfils user intent and creates a positive brand experience, promoting the variety of products available at Luxe By She.

Visual Appeal

We identified the need for a strategic shift when it came to Luxe By She’s product images. 

Close-up product images struggled to capture the attention and clicks of users, especially when compared to competitors who effectively showcase their products with models. 

We updated Luxe By She’s product feed in Google Merchant Center, replacing the close-up images with high-quality visuals of professional models wearing the extensions. This change not only aligned Luxe By She’s ads with audience preferences but also significantly improved performance metrics.

From February 2024 to December 2024, their search CTR increased to 9.41%, an outstanding 74% increase. 

The higher CTR also led to a higher conversion rate, demonstrating the power of visuals in ads.

A Targeted Approach

Prior to working with Ascensor, Luxe By She’s campaigns heavily relied on broad match keywords, which, while driving traffic, lacked the precision needed to capture high-intent audiences effectively.

To address this, we refined the keyword strategy to focus on exact and phrase match terms. 

This allowed us to better target users actively searching for premium hair extensions, ensuring ad relevance and maximising return on ad spend. 

As a result, Luxe By She gained an incredible 113% increase in revenue from their search campaigns, highlighting the impact of a targeted approach in driving business growth.

Feed Optimisation

Feed optimisation requires a distinct skillset and involves refining product data to ensure that ads are as detailed and engaging as possible. 

We went beyond the standard product attributes and incorporated additional details such as hair colour, gender and age demographics. 

These refinements gave Luxe By She a competitive edge by creating more personalised and targeted shopping experiences for potential customers - something many competitors overlook. 

This led to a 19% increase in conversion value, showcasing the critical role of product data optimisation in creating a successful campaign.