The Client
9FIVE Eyewear is a lifestyle eyewear brand rooted in streetwear and hip-hop culture, offering premium sunglasses and optical frames through 9fiveeyewear.com. Known for bold designs and celebrity endorsements, they sell direct-to-consumer nationwide with a brand identity that stands apart from traditional eyewear retailers.
The Challenge
- Fashion eyewear is a visually-driven purchase, making text-based Search ads less effective than in other e-commerce verticals without strong creative assets.
- Major competitors like Ray-Ban, Oakley, and Warby Parker dominate paid search with massive brand recognition and advertising budgets.
- The 9FIVE customer base skews younger and tends to discover products through social media, requiring Google Ads campaigns to capture demand that originates elsewhere.
- High return rates in the eyewear category required campaigns to not just drive sales, but drive the right sales to the right audiences.
Our Approach
- Built Shopping campaigns organized by frame style (aviator, wayfarer, square, round) and price tier, with separate bidding strategies for entry-level and premium collections.
- Developed Search campaigns targeting style-specific and occasion-based queries ("polarized sunglasses for driving," "streetwear sunglasses") where purchase intent is highest.
- Launched Performance Max campaigns with rich lifestyle imagery and video assets that showcased the brand's aesthetic across YouTube, Gmail, and Discover placements.
- Created remarketing audiences segmented by product category interest, deploying dynamic retargeting ads that showed the exact frames each visitor viewed.
- Implemented a brand defense campaign to ensure 9FIVE maintained top position on all branded searches, protecting against competitors bidding on their name.
The Results
- Generated $5.16 million in e-commerce revenue from the ads on $917K in total spend, achieving a 5.6x ROAS across all campaigns.
- Drove 37,000+ conversions spanning purchases, email sign-ups, and high-value add-to-cart events used for optimization signals.
- Performance Max campaigns alone contributed $1.8M in revenue by reaching fashion-forward audiences through visual placements that traditional Search couldn't access.
- Dynamic remarketing campaigns converted at 3.2x the rate of prospecting campaigns, recovering abandoned carts with personalized product ads.
- Brand defense campaigns maintained a 98% impression share on branded terms, preventing competitor poaching of in-market 9FIVE shoppers.
About This Campaign
This engagement covers multi-year management of Google Shopping, Search, Performance Max, and Display campaigns. Revenue tracking is integrated through Google Ads and the 9FIVE Eyewear Shopify storefront.