Jayne Boutique - ROAS Triples in 12 Months

Jayne Boutique partnered with Acorn Strategy to rebuild and scale their Google Ads program. In 12 months, ROAS increased from 7.68x to 23.35x—a 204% lift—driven by improved structure, bidding strategy, and high-intent segmentation.

Jayne Boutique — How We Increased Google Ads ROAS by 204% in 12 Months.

Jayne Boutique is a fashion retailer with a wide assortment of apparel, accessories, and seasonal collections. After several years of managing campaigns internally, they engaged Acorn Strategy on August 1, 2021 to revitalize performance and scale more profitably.

Within the first 12 months, ROAS increased from 7.68x to 23.35x, delivering a 204% improvement in performance efficiency. Conversion value also grew by 14.9%, despite stabilizing spend and reducing waste. These results reflect a complete transformation of Jayne Boutique’s paid search strategy, intent segmentation, and bidding logic.

Client Background

About the Brand

Jayne Boutique offers curated women’s fashion with a focus on quality, seasonal trends, and versatile wardrobe staples. Their audience spans online shoppers and regional boutique customers.

Industry Category

  • Industry: Women’s Fashion / Apparel Retail

  • Product Type: Clothing, accessories, seasonal fashion

  • Business Model: eCommerce + retail hybrid

  • Platform: Shopify + Google Ads

The Challenge

Before partnering with Acorn Strategy, Jayne Boutique’s Google Ads structure was functional but inefficient. Key challenges included:

  • Broad match overspending

  • Lack of campaign segmentation by category or intent

  • Underperforming bidding strategy

  • Reactive, not proactive optimization cycles

  • Fragmented campaign architecture

  • High costs tied to low-return fashion keywords

Acorn compared campaigns tagged “Acorn” with legacy campaigns, revealing significant performance gaps and opportunities for improvement.

Goals & KPIs

Primary Objectives

  • Dramatically improve ROAS

  • Reduce wasted spend caused by non-commercial search queries

  • Strengthen Shopping performance

  • Create a scalable campaign structure around seasonal product cycles

  • Sustain higher returns while keeping spend stable

Our Solution

Full Google Ads Reconstruction for High-Intent Scaling

Key strategic actions:

1. Category-Based Search Segmentation

  • Isolated top-performing fashion categories

  • Added SKU-level negative keywords to prevent cross-category bleed

  • Improved alignment between search terms and inventory

2. Performance Max Overhaul

  • Built structured asset groups by collection, season, and buying intent

  • Strengthened conversion signals for more stable ROAS

  • Improved feed clarity for better machine learning performance

3. Shopping Feed Optimization

  • Cleaned and categorized product titles

  • Improved variant structuring for apparel

  • Added custom labels for seasonal, margin-based, and promotional segments

4. Smart Bidding Stabilization

  • Transitioned to ROAS-based bidding

  • Removed low-quality conversion events

  • Improved learning cycles through data cleanliness

5. Ongoing Optimization & Scaling

  • Weekly keyword refinements

  • Seasonal bid adjustments

  • Structured rollout of new collections into campaigns

Implementation Process

  1. Full account audit + benchmark setup

  2. Rebuild Search and Shopping architecture

  3. Feed optimization and PMax segmentation

  4. Bidding strategy transition

  5. Continuous testing and scaling

  6. Category-by-category expansion

Results

ROAS Performance

  • Before: 7.68x

  • After: 23.35x

  • Improvement: 204%

Conversion Value

  • 14.9% growth despite stabilizing budgets

  • Higher efficiency = more revenue per ad dollar

  • Better category-level coverage for trending styles

Qualitative Results

  • Stronger match between search behavior and product categories

  • Lower CPC volatility

  • Improved performance during seasonal collection launches

  • Higher buyer-intent traffic

  • Increased contribution from Shopping & PMax

Client Testimonial

Jayne Boutique shared that paid search became one of their most reliable growth channels after Acorn’s restructuring, with stronger visibility and consistently profitable returns.

Why the Strategy Worked

  • Intent-driven segmentation

  • Clean conversion signals

  • High-quality feed optimization

  • Seasonal strategy alignment

  • Long-term scaling discipline

Key Takeaways

  • Fashion PPC succeeds through segmentation and clean feed data

  • Bidding works best when fed accurate, commercial-intent signals

  • Shopping and PMax become powerful when structured properly

  • ROAS can scale effectively with budget stability

Next Steps

  • Expand segmentation by sub-category (tops, denim, outerwear, dresses)

  • Integrate YouTube for mid-funnel discovery

  • Increase dynamic remarketing touchpoints

  • Test new campaign structures for seasonal collection launches

Work With Us

Want to scale Google Ads profitably like Jayne Boutique? Book a call with Acorn Strategy and let’s build your growth roadmap.

What Our
Customers Say

  • "Working with the Acorn Strategy team has been nothing short of an amazing experience. They were patient, knowledgeable, and responsive. Great value and excellent results."

    Petro G.

    Owner, Onoma Kitchenware

  • "Acorn Strategy has been an exceptional partner throughout our collaboration, consistently exceeding our expectations. Their team embodies professionalism, punctuality, and ongoing support."

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    Forty West Designs

  • "The team at Acorn Strategy were a delight to work with. The platform they created was exactly what I had in mind, and the process was organized and smooth."

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    Foxwedge Furniture

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