Paid Search Growth Challenges for Brand Mentioned

A global fashion house with a $1.6B brand valuation and an annual Google Ads investment of $1.3M faced a familiar but pressing challenge: how to scale paid search efficiently without compromising return on ad spend (ROAS). Their keyword structure was overly narrow - limiting reach, stifling discovery, and leaving high-intent traffic untapped.

With consumer search behavior evolving fast, the brand needed a smarter, more agile keyword strategy to unlock incremental growth.

The goal: broaden reach, maintain performance, and drive scalable revenue without bloated costs or irrelevant traffic.

Our Approach: Strategic Keyword Expansion, Powered by AI

To unlock growth, we reimagined the brand’s keyword portfolio by strategically introducing Broad Match keywords through an A/B test. This allowed us to capture a wider pool of relevant searches while still aligning with their brand and performance goals.

Our approach leaned into machine learning and automation through:

· Carefully Curated Broad Match Terms: We expanded the brand’s keyword base with semantically similar and intent-driven terms, relying on Google’s AI to understand nuanced queries and match them with relevant ads.

· Negative Keyword Management: To maintain quality and minimize wasted spend, we continuously updated negative lists, refining targeting in real time to filter out low-intent or off-brand traffic.

· Target Adjustments: We optimized bids based on live performance signals. This allowed us to adapt quickly and ensure ads were delivered at the right time, to the right people, with the right spend level.

Results: Measurable Growth, Long-Term Gains

The Broad Match test group delivered outstanding results:

· +86% increase in traffic 

· +5% higher CTR 

· +81% growth in revenue 

· +121% increase in scalable media investment, driven by strong incremental returns 

While there was a slight reduction in ROAS, the overall uplift in high-quality traffic and sales demonstrated the long-term value of broadening reach intelligently. Off the back of this success, we expanded Broad Match account-wide and helped the client adopt a broader, impact-driven view beyond ROAS.

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At Crealytics, we don’t simply adopt new tools – we tailor them. Our testing methodology ensures every innovation supports a tangible business goal, not merely a platform feature.

With this fashion brand, Broad Match became more than atactic, it was a lever for unlocking scalable performance in a competitive, dynamic market. The results weren’t only impressive: they were strategic, laying the foundation for sustained, AI-powered growth.

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About Crealytics

Crealytics is an award-winning full-funnel digital marketing agency fueling the profitable growth of over 100 well-known B2C and B2B businesses, including ASOS, The Hut Group, Staples and Urban Outfitters. A global company with an inclusive team of 200+ international employees, we operate from our hubs in Berlin, New York, Chicago, London, and Mumbai.