Client Overview
Brand: Attrangi
Industry: Ethnic & Contemporary Women’s Fashion
Website: https://attrangi.in
Objective: Scale Google Ads performance profitably during the peak wedding and festive season.
Initial Situation (September 2023)
Attrangi initiated Google Ads campaigns with a starting monthly budget and broad targeting approach. The goal was to test the digital waters and identify scalable paths for profitability.
- Ad Spend: ₹89,748.36
- ROAS: 3.26
The account showed potential, but required deeper optimization to prepare for the high-demand wedding season in early 2025.
Challenges Identified
- Limited creative variety and ad differentiation.
- One-size-fits-all campaign strategy.
- Unoptimized product feed impacting Shopping Ads.
- No aggressive seasonal promotions in place.
- Website lacked conversion-driving UX/UX elements.
Growth Strategy & Implementation
1. Campaign Restructuring & Budget Control
- Migrated to campaign-level budgeting (tCLB) for granular control.
- Split campaigns by:
- Product category (Sarees, Anarkalis, Lehengas)
- Seasonal intent (e.g., Wedding Wear, Festive Picks, Trending Styles)
- Created dedicated campaigns for bestsellers and high AOV items.
2. Shopping Feed Optimization
- Revamped titles and descriptions for keyword relevance.
- Improved image quality and added missing product data (GTINs, MPNs).
- Used custom labels to group seasonal and discount-based products.
3. Keywords & Copy Improvements
- Performed regular search term audits to refine targeting.
- Developed category-specific ad copies with strong CTAs and urgency messaging:
- “Wedding Styles You Can’t Miss – Shop Now”
- “Up to 50% Off – Ethnic Looks for Every Occasion”
4. Offer Suggestions to Drive Conversions
- Proposed promotional offers like:
- “Buy More Save More” bundles
- Limited-time wedding season discounts
- Free shipping over a certain threshold
- Ensured these offers were reflected in both ad copies and landing pages.
5. Creative Direction & UGC Integration
- Recommended and tested a mix of:
- Lifestyle shots
- Studio photos
- Carousel & video creatives
- UGC-based creatives (influencer/model styling)
6. Website UX & CRO Suggestions
- Suggested improvements for better user experience:
- Mobile speed optimization
- Clear trust elements (COD, return policy, reviews)
- Simplified navigation and checkout process
- Highlighting trending/wedding categories on homepage
Performance During Peak Season (February 2025)
By aligning ad strategy with the high-intent wedding/festive season and applying ongoing optimizations:
- Ad Spend: ₹875,541.89
- ROAS: 4.30
- Revenue: ₹37.64 Lakhs+
| Metric | Sep 2023 | Feb 2025 | Growth |
| Ad Spend | 89,748.36 | 875,541.89 | 9.7x |
| ROAS | 3.26 | 4.30 | +32% |
| Campaign Structure | Broad | Segmented | Improved |
| Shopping Feed | Basic | Optimized | Improved CTR |
| Website Experience | Average | Enhanced | Better CVR |
Outcome & Impact
- ROAS Improvement: From 3.26 → 4.35 (+33% increase)
- Revenue Scale: From ₹2.9L → ₹38L+ in monthly revenue
- Ad Spend Growth: 10X increase in budget within 5 months
- Strategic Outcome: Achieved profitable scale during peak wedding season without compromising ROAS.
Conclusion
Through a full-funnel, seasonally aligned Google Ads strategy- including shopping feed enhancement, offer alignment, copy testing, creative variety, and website improvements- I successfully scaled Attrangi’s ad performance from under ₹1L monthly spend to ₹8.75L+ with stronger ROAS, proving that thoughtful scaling isn’t just about spending more — it’s about spending smarter.
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