Mizalle
What I did for this brand
Year by year, piece by piece.
Womenswear E-commerce · Turkey
How I approached it
What made this hard
In fashion e-commerce the return rate is high and the ad account doesn't see it. A campaign showing 5 ROAS in the account can fall to 3 once returns are deducted — and because return rates differ by product group, that drop isn't spread evenly across campaigns. Scaling on raw ROAS can mean investing in whatever comes back most.
What I prioritised
I didn't leave Shopping and Performance Max as one pool; I split product groups by return behaviour and margin so each competed against its own threshold. On search, brand and category queries were kept apart. Not making budget decisions on raw ROAS has a direct payoff in this sector.
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