The Results
The Brand
Services: Meta Ads
Michelle McDowell is a growing Southern apparel brand known for bold prints, bright colors, and accessible statement fashion for women. With a strong wholesale presence and retail partnerships, the brand saw a growing opportunity: take control of customer relationships and scale its direct-to-consumer (DTC) channel.
But with DTC comes a new playbook—and that’s where we stepped in.
The Challenge
Michelle McDowell was ready to scale online sales but needed to:
- Transition from a wholesale-heavy model to one balanced with DTC growth
- Prove that paid ads could drive real, scalable revenue
- Build awareness among new customers without alienating existing fans
- Do all this while preserving brand integrity and price point perception
Our Approach: Paid Strategy Built for Apparel Brands
We built a full-funnel, multi-channel approach using Google and Meta Ads, paired with high-converting creative and strategic landing pages—built specifically for fashion retail success.
1. Multi-Channel Ad Execution
- Meta Ads: Used lifestyle images, collection-based creatives, and promotional angles to drive discovery and engagement
- Google Ads: Focused on branded search, shopping campaigns, and high-intent queries to capture purchase-ready traffic
2. Audience Segmentation
- Mapped segments by lifestyle, age, fashion interests, and purchase intent
- Built separate journeys for new customers, returning customers, and lookalike audiences
3. Fashion-Forward Creative Strategy
- Designed static ads using high-quality, on-brand imagery that reflected the Southern-chic aesthetic
- Emphasized new arrivals, prints, and seasonal drops to spark urgency and repeat engagement
4. Landing Page Alignment
- Ensured that ad traffic landed on cohesive, visually aligned pages
- Optimized for mobile shopping, product discovery, and fast checkouts
5. Performance-Driven Testing Loop
- Constantly tested new creative angles, product focuses, and offer types
- Scaled winning campaigns while cutting underperformers weekly
Want to Scale Your Apparel Brand?
Michelle McDowell’s story proves that with the right ads, messaging, and creative—fashion brands can scale profitably and sustainably. Whether you’re new to DTC or ready to optimize, we help brands like yours turn advertising into an owned-growth machine.
The Results
Michelle’s new marketing approach paid off in a big way. Here are the outstanding results she achieved:
- Return on Ad Spend (ROAS):
- Google Ads: 3.34x ROAS ($16,077.90 spent, $53,781.92 in revenue)
- Facebook Ads: 3.35x ROAS ($13,317.52 spent, $44,655.17 in revenue)
- Combined ROAS: 8.84x ($29,363.00 spent, $259,435.00 in revenue)
- Brand Growth: Michelle increased her brand’s visibility. This led to more brand recognition and a wider sales approach. She grew her product line using insights from her DTC customers. This move helped her depend less on wholesale channels.
Business Intelligence: Michelle learned important things about how customers behave. This helped her design better future products. With this data, she was able to make smarter marketing and business decisions.