From ₹1.5 crore of ad spend to ₹16 crore in sales
How my team ran Google Ads, with Meta alongside, for a luxury apparel brand selling into several countries: four conversion campaigns in every market, remarketing built for a long consideration window, and Google Analytics as the source of truth once iOS 14 broke platform reporting.
A luxury brand with a ₹27,000 average order, selling across several countries to buyers who take their time, and platform reporting that stopped adding up after iOS 14.
Four conversion campaigns per country, search and dynamic remarketing to bring considered buyers back, and Google Analytics as the single source of truth.
₹16 crore in sales from ₹1.5 crore of spend, a return of more than 10x, with a best month of ₹1.85 crore and a best day of ₹17.74 lakh.
A ₹27,000 order is not an impulse buy
At an average order of ₹27,000, nobody buys on the first click. Luxury buyers browse, compare, leave and come back, often several times, before they check out. An account built for quick conversions would have spent most of its budget on people who were never going to buy that day, and too little on the people who were.
The brand also sold into several countries, each with its own demand, prices and buying season. One global campaign would have averaged those markets together and hidden which of them was actually paying back.
Then iOS 14 arrived. Meta’s reporting began to show roughly 30% fewer sales than the store was actually recording. Any decision taken from the platform dashboards alone would have cut spend that was working.
Structure by market, remarket by intent
Four conversion campaigns in every market, so budget and bids followed each country’s own demand rather than a global average.
Remarketing lists for search ads (RLSA), so a past visitor searching again was bid on harder than a stranger typing the same words.
Ads that showed returning visitors the exact pieces they had looked at, which is what pulls a considered buyer back to the checkout.
Meta ran next to Google to widen reach and keep the brand in front of the same buyers between searches.
One source of truth after iOS 14
| Question | What we used | Why |
|---|---|---|
| Did the sale happen? | Google Analytics | The store’s own record, independent of either ad platform |
| Which click gets the credit? | 7-day click attribution | Long enough for a considered purchase, without crediting people who only scrolled past |
| How far off was Meta? | Meta compared against Analytics | Meta reported about 30% fewer sales than actually happened, so its numbers were read with that gap in mind |
Why it worked
Structure follows the market
Separate campaigns per country kept each market’s return visible, so budget moved to where it paid back.
Remarketing earns its keep at a high order value
When one order is ₹27,000, bringing back a buyer who has already looked is the cheapest sale in the account.
Measure from the store
Judging the account by what Analytics recorded, not what each platform claimed, kept working spend from being cut.
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