Performance ads, SEO and conversion work that returned 3–4x on ad spend and brought more than 30% of customers back to buy again for a Singapore womenswear label.

Womenswear is one of the hardest categories to sell profitably through paid media. The purchase turns on things a feed ad cannot fully show — how a fabric falls, whether a cut works for a particular body, how a piece will look at the office on Monday and at dinner on Friday. A shopper can like a dress enough to click and still leave without buying, because the answer to “will this fit me?” is not on the page when she needs it. Sizing doubt is also what drives returns and exchanges, which quietly erode the margin on every order that does go through. At the same time the auction is crowded. Local labels, regional marketplaces and fast-fashion giants all bid on the same broad style interests and the same generic searches, so the cost of reaching a first-time buyer rises every season. A fashion label that depends on winning a new customer for every order is always one price increase away from paid media stopping to make sense. The brands that make it work are the ones whose customers come back — for the next collection, a second colour of a style that fit, or a workwear staple replaced — and most online stores are set up to chase the first sale and then let that customer drift.

Make paid media profitable on the first order and more profitable on every order after it. Three measures defined success, and they were managed as one system rather than three separate targets. The first was a return on ad spend high enough to justify scaling budget with confidence instead of holding it flat. The second was a store that converted a larger share of the visitors the campaigns were paying for, by resolving fit, fabric and delivery questions before they turned into hesitation. The third, and the one that mattered most for long-term economics, was repeat purchase: a substantial share of customers coming back to buy again, so that the cost of acquiring each one was spread across several orders. A store that converts well and keeps its customers is what allows a healthy ROAS to hold as spend grows, so acquisition, conversion and retention were planned together from the start.

We ran performance campaigns across Meta and Google Shopping and Search, with each channel given a distinct role. Meta carried discovery: new collections and hero styles shown on real wearers and in real settings, so a shopper could picture the piece in her own week, with creative refreshed in step with each launch. Shopping and Search captured the demand that already existed — people searching for the brand by name or for the specific styles and occasions the label is known for — where the job is to be present and be the shortest route to the right product. The product feed and campaign structure were maintained continuously rather than built once, so spend followed the styles and sizes that were in stock and selling instead of being spread thinly across the whole range. Retargeting ran against product viewers and cart abandoners, answering the sizing and fit questions that most often stall a fashion purchase.

Alongside the paid work we built out SEO for the branded and category searches the label should own, so a steady share of high-intent shoppers arrived without a media cost attached — the organic base that protects the blended return when auction prices climb. On site, we worked through website and conversion optimisation: product pages that led with fit guidance, fabric details and on-body imagery, delivery and exchange terms surfaced before checkout rather than at the last step, and friction removed from the bag and payment flow where orders were being lost. Retention was designed in from the first visit. Email capture ran across the site and the campaign journeys, and lifecycle email and retargeting sequences brought customers back for new collections, restocks of styles that had fit them well, and seasonal moments — the work most directly behind the repeat-purchase rate.

Over six to seven months the campaigns returned 3–4x on ad spend, the store converted between 2.5% and 3% of visitors, and more than 30% of customers came back to buy again — a paid channel that pays back several times its cost, supported by a customer base that keeps returning after the first order.

See the rest of our client work on the case studies page.