Sponsored · Shopping
$366
$412
$289
$521
A New York premium womenswear brand with a paid-search account that could hit 7× one week and dip below 1× the next. The work stabilized performance, priced in returns and margin, and built a model to scale on real economics.
$179.8K revenue on $30.5K spend
after ad spend and returns
on 490 tracked orders
Executive summary
Full-year program
Jan 2025 – Dec 2025
Paid search could spike above 7× ROAS one week and drop below 1× the next. Top-line revenue also hid the truth, because roughly 27% of orders came back as return
Isolate the SKUs that win, tighten what PMax and broad match can spend on, and build a profit model on real inputs: AOV, returns, margin, and lifetime value
The year closed at 5.9× ROAS on
$30.5K in spend, with $64.6K in net
contribution after returns and margin,
plus a 2026 model that maps spend to
expected ROAS
01 / About & challenge
ABOUT THE CLIENT
Classic Six sells premium, higher-priced womenswear designed as a capsule wardrobe: fewer, better pieces meant to work together. With an average order value of $366, every sale carries real weight — and so does every return.
Site Hub manages the brand’s Google Ads program. Paid search was already producing strong revenue, but performance was unstable and top-line ROAS didn’t reflect what the brand actually kept after returns and cost of goods. The account needed stability and honest economics, not just more spend.
SNAPSH0T
Premium womenswear · DTC
Google Ads · Shopping · PMax
$30.5K spend · 490 orders · 2025
Paid search, profit modeling, planning
THE CHALLENGE
The account showed a very high ceiling and a very low floor, spiking above 7× ROAS some weeks and falling below 1× others. Returns of about 27% meant top-line revenue overstated the profit the brand actually earned.
ROAS swung from above 7× to under 1× week to week
About 27% of orders came back, cutting real AOV to $267.
Revenue before returns overstated what the brand kept.
Adding spend added low-quality volume, not just growth.
Nothing tied budget to expected ROAS and safe CAC.
01 / About & challenge — evidence
Real inputs behind the model
5.9× ROAS returns of about 27% cut real AOV from $366 to $267, so any plan built on top-line revenue would overstate profit and set unsafe budget the firm in search.
02 / Strategy & approach
Build the model on real business inputs, not top-line revenue. AOV, blended returns, margin, and lifetime value now drive every CAC ceiling and ROAS threshold
Isolate high-ROAS SKUs into dedicated campaigns so the best products keep their efficiency and don’t get cannibalized when spend rises.
Rein in the automated spend that fed volatility. Tighter match types, stronger negatives, and limits on PMax expansion until new segments earn their place.
Put rules around the spend so bad weeks can’t compound. A weekly ROAS floor pulls budget back before
losses stack up, and only qualifying cohorts get scaled.
Turn the account into a plan. A monthly ROAS curve with seasonality, mapped to spend bands, so leadership can choose safe or aggressive growth with eyes open.
02 / Strategy & approach — results
$179.8K on $30.5K
after returns and spend
across 490 orders
About Site Hub
Rochester, NY · 650+ clients
Founded ~2012
Site Hub is a scrappy, senior digital marketing agency built for small and mid-sized B2B businesses with an allocated marketing budget. We do SMARTSites, SEO, paid media, and brand work — and we white-label for other agencies. No tech jargon, no hostage fees, no agency theater
LET’S TALK
Tell us what’s broken, what’s working, and where you want to be in 12 months. We’ll build the plan, no agency theater, no hostage fees.