01
Platform
The heart
With our SEO and UX teams we restructured the Shopify site so every product variant has its own URL, letting individual products go into the Shopping feed and match specific searches.
Luxe by She
Adding volume: *transformative results* for Luxe by She.
Targeted PPC campaigns and Shopify site improvements that increased conversions and ROI for premium hair extensions brand Luxe by She.
The numbers
267%
Growth in revenue
74%
Increase in CTR
300%
Increase in ROAS
113%
More revenue from search targeting
02 / 06
The challenge
Product variants with *no URLs of their own.*
Luxe by She is a global supplier of premium hair extensions. When it partnered with us, it wanted to increase sales and revenue through paid ads and upgrades to its Shopify site.
The site structure made that harder. Product variants had no individual URLs, so any ads would point to top-level products and could not target specific search terms. Product data in the Shopping feed was also thin, giving Google less to target with.
03 / 06
The B2B lead generation system
The parts of the system we used.
This project used two parts of the system: reactive search ads and the platform. The campaigns could only be as precise as the site behind them, so we fixed the Shopify structure they depended on.
The system diagram is drawn here by the page script, lighting the parts that have copy below.
02
CRM & data
The brain
03
Reactive
Availability
Google Ads search and Performance Max campaigns ran on an enriched supplemental feed, with continuous testing of creative setups and bid strategies to find the highest click share and best return on ad spend.
04
Proactive
Broadcast
05
Thought leaders
Personal brand
06
Citations
Third-party proof
04 / 06
What we did
Enrich the data, *test every setup.*
Square 1:1
Step 01
Enrich the feed
We immediately created a supplemental feed to enrich product data, adding attributes such as free shipping thresholds, colour, material, length, gender and age group. That detail helps Google target ads to the most relevant audiences, improving precision and relevance.
Square 1:1
Step 02
Test everything
Split tests in Performance Max compared fully optimised creative asset setups with feed-only setups to find the best return on ad spend. In search, we tested bid strategies including Maximise Conversion Value and manual CPC for the highest click share and best ROAS.
Underperforming Shopping ad visuals were replaced with high-quality images of human models.
Square 1:1
Step 03
Restructure the site
Working with our SEO and UX teams, we overhauled the Shopify site structure so each product variant has its own URL. Individual products now go into the Shopping feed, serving targeted ads for specific search terms that match user intent.
05 / 06
In their words
We’ve really enjoyed working with the Ascensor team. They’ve helped us revamp our ads and fine-tune our approach, resulting in a significant boost in clicks, sales and revenue. Their expertise and strategic insights have given us a real competitive edge and a noticeable increase in sales revenue.
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Stephanie Cox
Director
·
Luxe By She
06 / 06
The results
What changed for
Luxe by She
Revenue from Google Ads grew 267% in November, with return on ad spend up 300%. Better images and search targeting lifted click-through rate and search revenue too.
R01
267%
Growth in revenue
Optimising the supplemental feed and split testing Performance Max drove 267% growth in revenue from Google Ads during November.
R02
74%
Increase in CTR
Replacing underperforming Shopping ad visuals with high-quality images of human models raised click-through rate by 74%, boosting engagement and conversions.
R03
300%
Increase in ROAS
The same feed and Performance Max work delivered a 300% increase in return on ad spend.
In short
The ads improved when *the data behind them did.*
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39 Park Square
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