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 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.
What the Client Says
"What impressed us most was how they adapted our strategy for Google without losing what makes our brand unique. The campaigns feel like us -- they reach our people where they are. The revenue numbers just keep climbing."
-- Marketing Director, 9FIVE Eyewear
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.