The Client
The Suit Depot is an online men's fashion retailer specializing in suits, tuxedos, blazers, and formal accessories through thesuitdepot.com. They offer a curated selection of modern and classic styles at accessible price points, serving everyone from grooms and wedding parties to business professionals refreshing their wardrobes.
The Challenge
- Men's suiting searches spike dramatically around wedding season and prom season, creating extreme seasonal demand that campaigns needed to absorb without overspending during off-peak months.
- Competition from department stores (Macy's, Nordstrom), fast fashion (Zara, H&M), and direct-to-consumer brands (Indochino, SuitSupply) spans every price point in the market.
- Fit and sizing concerns are the primary barrier to online suit purchases, requiring ad messaging that addresses these objections upfront.
- Returns in the menswear category can be high, meaning campaigns needed to drive not just sales, but confident purchases from the right customers.
Our Approach
- Built event-driven campaign structures with dedicated campaigns for wedding/groom searches, prom/formal event searches, and professional/business attire searches — each with tailored messaging and landing pages.
- Created Shopping campaigns segmented by suit type (slim fit, classic fit, three-piece, tuxedo) and price range to match bidding intensity with expected margins.
- Developed ad copy addressing the biggest online buying objection with messaging around easy returns, size guides, and customer fit reviews.
- Implemented seasonal budget allocation with automated rules that scaled spend 2-3x during peak wedding and prom seasons (March-June, September-October).
- Used Google's in-market audiences for formal wear, weddings, and professional attire to layer purchase-intent signals onto Search and Shopping campaigns.
The Results
- Generated $1.35 million in ad revenue on $300K in total spend, maintaining a 4.5x ROAS year-round including off-peak periods.
- Drove 5,500+ conversions with notably low return rates compared to industry averages, attributed to intent-matched campaigns and clear product messaging.
- Wedding-specific campaigns delivered a 6.2x ROAS during peak season, significantly outperforming general suiting campaigns.
- Prom season campaigns (March-May) generated 30% of the year's ad revenue in just three months through dedicated keyword and ad creative strategies.
- Average cost-per-acquisition of $54 on products averaging $245 in order value demonstrated strong unit economics across the campaign portfolio.
About This Campaign
This engagement covers ongoing Google Shopping, Search, and Performance Max campaign management with seasonal scaling strategies. Revenue is tracked through Google Ads conversion integration with the Suit Depot e-commerce platform.