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How We Revamped Stitch Fix UKs Google Ads Strategy for Scale and Efficiency

The Brief

Stitch Fix, a leading online personal styling service in the United States, entered the UK market with a clear goal: to scale conversions ("final fixes") while improving efficiency. Their challenge lay in their fragmented Google Ads account structure, which hindered the full potential of smart bidding.

Here’s how we transformed their Google Ads performance and delivered remarkable results.

The Challenge

The existing Google Ads account for Stitch Fix UK had several inefficiencies:

  • With 87 campaigns in play, the account lacked focus, making it difficult to optimise or scale effectively.

  • Fragmentation limited Google’s machine-learning algorithms from working efficiently.

  • The large number of ad groups made it challenging to align copy with search intent at scale.

We undertook a comprehensive overhaul of the Google Ads account to drive both efficiency and scale:

Account Restructure

Consolidated the account from 87 campaigns to 16, simplifying management and maximising the benefits of Google’s smart bidding algorithms.

Broad Match Keywords and tCPA Bidding

Leveraged Google’s broad match keyword type paired with a Target CPA (tCPA) bid strategy. This approach allowed us to capture a wider range of searches while maintaining efficiency.

Dynamic Keyword Insertion (DKI)

To ensure ad copy remained relevant despite fewer ad groups, we implemented DKI. This dynamically paired ad copy with search terms, improving engagement and click-through rates.

New Keyword Themes

Introduced fresh keyword themes to align with emerging market trends and capture untapped opportunities.

The Outcome

The results of our strategy were transformative, comparing H1 2023 to H1 2022:

  1. Achieved a 64% reduction in non-brand CPA year-on-year, significantly improving cost efficiency.

  2. Increased non-brand conversions by 91% while reducing CPA by 69%.

  3. Decreased non-brand CPA by 63%, ensuring robust growth in a key market segment.

Why It Worked

The success of this campaign was rooted in simplifying complexity and enabling automation. By restructuring the account and aligning it with Google’s smart bidding capabilities, we unlocked scale and efficiency simultaneously. The introduction of DKI ensured ad relevance was maintained, while new keyword themes expanded reach into new opportunities.