The Client
Lunara is an online streetwear brand selling sweatpants, track pants, oversized hoodies, jackets and denim to customers across the US. We built and ran their Google Ads from September to December 2025, and our campaigns brought in $15K+ in ad revenue from 200+ orders, with monthly orders doubling from October to December.
The range is built around a signature item, the Lunara sweatpants, sold with buy-one-get-one offers, alongside graphic hoodies and seasonal outerwear.
"About 45 orders in October 2025. 90+ in December, at about 7x."
The Challenge
Google Ads for a clothing brand is a crowded auction:
- Generic fashion searches are expensive and vague. "Sweatpants," "hoodies" and "clothing" are searched by millions of people who want a brand they already know.
- Brand searches have to be won. Shoppers who already know Lunara search for it by name, and every one of those clicks has to land on the store.
- A new account has nothing to learn from. Smart Bidding and Performance Max need purchase data, and a fresh account starts with none.
- Small baskets. With most items between $35 and $90, every campaign has to earn its spend in orders, not traffic.
What We Built
1. A brand search campaign bid on purchases
[Max Conv.] Search Campaign - LPA launched in September 2025 on Maximize Conversions, with exact-match brand and product keywords such as "lunara clothing," "lunara sweatpants" and "try lunara," plus product terms like "premium sweatpants" and "heavyweight sweatpants."
2. Performance Max on purchase value
Pmax Campaign - LPA launched in October 2025, bid to maximize conversion value against real purchases, with the brand's logo and business name as assets.
3. Purchase tracking through Google Tag Manager
The account optimizes to purchases from a Google Tag Manager tag, with order value passed through. Add-to-carts and checkouts are tracked separately and never counted as results.
4. Negatives and a US focus
Campaign negatives on both campaigns, and targeting limited to the United States.
5. Daily Optimization via Ad Campaign Concierge™
Every campaign was reviewed through our proprietary Ad Campaign Concierge™ system: search terms, negatives, bids and budget pacing.
The Results
The figures below are purchase revenue from Google Ads, our campaigns only. September 2025 was the launch month.
- Total, September to December 2025: $15K+ in ad revenue from 200+ orders, at about 2.6x on $5.6K of ad spend.
- October 2025: $3.3K from about 45 orders, the first full month of sales.
- November 2025: $5.5K+ from 70+ orders.
- December 2025: $6.2K+ from 90+ orders, about 7x what the month cost.
- Performance Max: $8.8K+ from 110+ orders, about 3.8x.
- Orders doubled from October to December, while monthly spend came down.
Key Takeaways
- Capture the brand demand. Many of Lunara's buyers searched for the brand by name. A brand campaign turned those searches into orders.
- Give Performance Max real purchase data. Optimized to purchases only, it became the account's biggest earner within weeks.
- Track one result. Counting only purchases kept the bidding honest and the numbers comparable month to month.
- Efficiency grows as the data grows. By December the account returned about 7x, as the campaigns learned who buys.
Frequently Asked Questions
How fast can Google Ads work for a new clothing brand?
For Lunara, sales started in the second month. October 2025 brought in $3.3K in ad revenue from about 45 orders. By December 2025 it was $6.2K+ from 90+ orders, at about 7x.
Does Performance Max work for a streetwear store?
It did here. The Performance Max campaign we launched in October 2025 brought in $8.8K+ in ad revenue from 110+ orders at about 3.8x, more than half of the account's revenue.
Should a small fashion brand bid on its own brand name?
Yes. Searches like "lunara clothing" and "lunara sweatpants" were the best keywords in Lunara's search campaign. Together the brand and product keywords in that campaign brought in 90+ orders, and a brand campaign makes sure the store itself gets those clicks.
About This Campaign
Google Ads for a streetwear brand, built and managed with our proprietary Ad Campaign Concierge™ optimization system. The engagement has ended.
Industry: E-Commerce (Streetwear & Apparel) Platforms: Google Ads (Search, Performance Max) Location: Online store selling across the United States Account Duration: September 2025 to December 2025
Revenue and orders are Google Ads purchase conversions from the store's Google Tag Manager purchase tag, our campaigns only, rounded down. No purchases were recorded in the September 2025 launch month. Add-to-carts, checkouts and page views are not counted. All amounts are in US dollars.