Google Ads will attempt to pair your advertisements based on the keywords you’ve placed a bid on. However, let’s say that you’ve placed a bid for “men’s basketball shoes”.
Depending on the keyword match type setting you select, there’s a possibility that your ads can show up for the keyword, “men’s Nike shoes”. This is the purpose of the broad match keyword type.
Sometimes, this is the best setting you can choose for your campaign. If you’ve decided to use this setting, this article will explain all of the best practices you should follow to ensure your Google Ads campaign is a success.
Broad match keywords let Google Ads know that your ads should show whenever someone searches for any variation of the keyword you’ve provided.
As a result, if someone searched “women’s running shoes”, your ad could also show up because the ad text includes “running shoes”.
This is crucial to remember: Google Ads will treat this search query as though they typed in exactly “women’s running shoes”.
So, what does This mean? Broad match campaigns are often the most difficult type of campaign to grow. Even if someone does search for one of your exact keywords, there’s always a chance they’ll include a misspelling or different verbiage than what you’re targeting.
Broad match keywords are the answer to fixing a lot of PPC visibility issues. By specifying additional keywords and phrases within your keyword, you can further define what a potential customer looks like.
Let’s look back at our running shoe example: If we only allow broad matches for “women’s running shoes”, we might not show up for someone who searches for “black women’s running shoes”. Using Broad Match Modifier would allow us to include additional keywords such as “black” or “lace-up” in order to be visible for these types of search queries too!
Additionally, while it may seem redundant to target a phrase that exactly includes your primary keyword, there are successful campaigns that follow this strategy.
Broad match keywords can be useful for ensuring that your campaign is visible for a bunch of different keyword variations. Essentially, you’ll be getting the most bang for your buck, even if you’re bidding for a select few keywords.
So how should you decide whether or not to use broad match modifiers? When it comes down to it, you don’t have to choose. In fact, most people don’t even know about the broad modifier options until they’re in the campaign setting up their ads. If you want to make sure that your ads run with modified broad keywords as well as exact-match keywords then just leave them checked off!
If you want more control over your ads and are interested in creating a highly specific audience for your campaigns (e.g., women’s athletic shoes between 5-10 sizes), then turn this feature off.
Broad match keywords aren’t for everyone. The main disadvantage to allowing this setting is that ad visibility isn’t everything. Just because your ads are showing up for several different keyword variations doesn’t mean more leads will convert on your landing page.
In fact, if your ad shows up for irrelevant keywords, you’ll not only be decreasing your ad quality score, but you’ll also waste a lot of money. This can be frustrating when you notice a lot of people viewing your ads, but no one is converting.
If you have created a landing page for a specific product, it’s probably best to turn off this setting and direct your attention to more focused keywords that are relevant to your campaign.
When it comes to using broad match keywords, the task isn’t all too difficult. Below, are some helpful tips to consider when using this setting in your campaign:
If you’re serious about reaching a broad audience, start by performing in-depth keyword research. The best practice is to create new campaigns for each group of keywords.
For instance, if your goal is to reach both women and men who are interested in investing in stock market portfolios, create two new campaigns based on your initial keyword list that contains relevant keywords specific to each audience.
When creating separate campaigns, remember to use the ad groups feature so you can manage your unique key phrase lists as efficiently as possible. Be sure to only include exact match keywords in each campaign or ad group.
This will allow Google’s system to better analyze which ads are most effective with this type of search query since exact match queries have been manually triggered by searchers looking for keywords that are semantically the same as the ones you’ve placed a bid for.
Once you’ve set up your campaigns, it’s time to create a list of negative keywords.
These are the words that trigger irrelevant ads from appearing when someone searches for them. They also help narrow down bids and save money as you won’t bid on meaningless queries in the first place.
By creating a list of negative keywords, you can avoid the disadvantages of broad match keywords, which are usually your ads appearing for irrelevant searches.
Once you’ve created your list of negative keywords, don’t assume it’s complete.
As people search for terms that would trigger irrelevant ads, add them to the end of your list. Remember, these are single words so make sure there are no other variations on the word (i.e., “point”, “pointers” and “pointer”).
This way you’ll be syncing up with what your end users want as time goes on.
Adding new words will also help prevent unnecessary spending. After all, money is not being wasted when ads aren’t triggered by searches that aren’t relevant!
Do you want to learn more about how we can improve the success of your Google Ads campaign? If so, then you’ve come to the right place. Contact us today to receive a free proposal for your campaign and get started.
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When this apartment complex client partnered with PPC.co, their goal was clear: generate more qualified leads through Google Ads. In just 60 days—from January to March 2025—we transformed their paid acquisition performance. Total conversions more than tripled, jumping from 10 to 32, while the overall conversion rate soared by over 300%. At the same time, we drove down the cost per conversion by 44%, delivering significantly more leads at a much lower cost.
By strategically combining Performance Max and high-intent Search campaigns, we not only increased lead volume but improved overall efficiency and ROI. This rapid and measurable improvement underscores the value of data-driven optimization and expert campaign management.
This case study is a testament to what can happen when a well-structured campaign meets expert strategy and continuous optimization. Whether you're launching a new property or looking to boost occupancy in a competitive market, PPC.co delivers real results—fast.
Ready to grow your leads and lower your cost per conversion?
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If you run a fashion or apparel brand, you already know how fierce the competition is. One scroll through Instagram and you’re up against influencer capsule collections, fast fashion giants, and a dozen other brands selling something that looks eerily similar to what you just launched last week.
So how do you rise above the noise?
Pay-Per-Click (PPC) advertising can be one of your most powerful weapons…if you know how to use it right.
PPC isn’t just about throwing money at Google or Meta and hoping for the best. It’s about strategy. Precision. Timing. And a deep understanding of what makes your ideal customer click, scroll, save, and, most importantly – buy.
This article will show you exactly how successful fashion brands are using PPC to grow fast, scale smart, and stay ahead.
Whether you’re a DTC startup or an established apparel line looking to boost your online sales, you’ll walk away with clear steps to sharpen your strategy and drive real results.
Before launching a single ad, the best fashion brands get laser-focused on who they’re talking to. Not just demographics like age and gender – but psychographics, style preferences, income levels, and buying behavior.
You need to know:
Use Meta’s Audience Insights, Google Analytics, TikTok Creator Marketplace, or post-purchase surveys to dig deep into the habits of your buyers. The more you understand your buyer persona, the easier it is to write ad copy, choose images, and build irresistible offers that convert.
Here’s a pro tip for you. Many successful brands create different audience segments and run tailored ads for each. One segment might respond to lifestyle-focused creative. Another might want free shipping and a clear price. By segmenting the audience into different buckets, these brands are able to consistently deliver ads and creatives that are more likely to convert for each demographic.
In the fashion world, your creative is your first impression. With just a second or two to capture attention, your ad needs to stop the scroll cold. Successful fashion brands do this by focusing on movement, people, and something we like to refer to as “microhooks.”
When it comes to getting people to stop scrolling, movement is the best way to grab attention. Research shows that short-form video (6–15 seconds) outperforms most static images across Meta, TikTok, and Pinterest. (Think quick outfit transitions, close-up fabric reveals, or behind-the-scenes clips.) You can also use stop motion or cinemagraphs to add subtle animation to product shots without producing full video. And for TikTok or Instagram Reels, use fast-paced cuts, trending sounds, and quick outfit changes to match user expectations on the platform.
As for people, do your best to feature user-generated content (UGC) from happy customers wearing your products. (You can reach out to repeat buyers or incentivize customers to tag you for a chance to be featured.) You can also collaborate with micro-influencers to shoot content that feels natural, not like an ad.
Finally, leverage microhooks. This is ad copy that highlights the unique benefits that your audience gets with your products. One way to do this is by asking questions that expose a current pain point and insinuate that your products do the opposite. For example, “Wearing stiff jeans in 2025?” or “Tired of leggings that show everything?”
One of the biggest PPC mistakes you can make? Launching a campaign, watching it flop, and declaring, “PPC doesn’t work for fashion.”
Top brands don’t just test – they test smart. Here’s how you can do the same:
You don’t need to reinvent the wheel. The objective is to keep refining it until it runs smoother and faster.
Most people won’t buy the first time they visit your site – and that’s not a failure. It’s just how online shopping works, especially in fashion. Shoppers might be comparing prices, waiting for payday, or simply scrolling while distracted.
But successful apparel brands don’t let those warm prospects slip away. They use retargeting to stay top-of-mind and guide potential customers back to the cart.
With tracking pixels installed on your site, you can identify who visited what, how long they stayed, and which products they interacted with. From there, you can serve hyper-relevant ads that feel personal – not generic.
If someone browsed your linen jumpsuit but didn’t add it to their cart, you can show them that exact product again later – this time with a timely offer like “Free Shipping Ends Tonight” or “Only 3 Left in Your Size.”
For cart abandoners, you might highlight a hassle-free return policy, reviews from other buyers, or even a quick video showing how to style the item. Retargeting works because it removes the guesswork and friction that keep shoppers from checking out.
More advanced brands go even further by segmenting their audiences based on behavior. For example, someone who lingered on a high-ticket leather jacket might get a different follow-up sequence than someone who looked at a discounted tee. Some campaigns re-engage past customers with complementary products (“Bought the dress? Here’s the perfect bag.”), while others reach back out to lapsed buyers with a loyalty discount. The goal isn’t to stalk – it’s to stay relevant, helpful, and persuasive at exactly the right moment.
If you’ve already paid to get someone to your site, don’t let that investment go to waste. Retargeting is how you turn passive interest into real sales – and it often delivers the highest ROI of any campaign in your entire funnel.
Successful brands don’t rely on aesthetics. They give people a reason to act now. That’s where the offer stack comes in – everything your customer gets when they click “buy.”
Think about:
But don’t make the mistake of jamming every offer into every ad. Instead, match your offer to the audience and funnel stage. For example:
Make sure your offer feels like a win – not some gimmicky trap to get people to buy something. There has to be a level of consistency with your brand that people recognize and resonate with.
Not all PPC platforms are created equal – and the most successful fashion brands understand that. Instead of putting all their ad spend into one platform, they diversify based on their audience, product category, and buying behavior. They choose channels that align with how people shop for their specific type of apparel. Here’s how smart brands match platform to product:
Google Shopping Ads
If you’re selling products people are actively searching for – like “vegan leather boots” or “wool pea coat men’s” – Google Shopping Ads are your best friend. These ads show up directly in search results with product photos, prices, brand names, and ratings. This format is ideal for intent-driven shoppers who already know what they’re looking for and are ready to compare options. For fashion brands with a strong product-market fit and clear differentiators like price, materials, or shipping perks, Shopping Ads can drive highly qualified clicks that convert.
To get the most out of Google Shopping, successful brands optimize their product titles and descriptions with keywords, upload high-quality images, and keep their feed clean and accurate. This is a volume play – great for staples, seasonal items, or products that meet specific needs.
Meta Ads (Facebook + Instagram)
Meta is where most fashion brands start – and for good reason. It’s visually driven, highly customizable, and perfect for storytelling. You can build full-funnel strategies here: introduce your brand with engaging lifestyle video, retarget product viewers with carousel ads, and upsell past customers with limited-time bundles. Meta’s strength lies in its ability to create desire through imagery and social proof.
The most successful apparel ads on Instagram and Facebook pair compelling visuals with aspirational copy. Think: “Your new favorite weekend hoodie,” or “Outfits made for airport looks and coffee runs.” These platforms are especially strong for trend-based products, impulse buys, or highly aesthetic pieces like dresses, outerwear, or coordinated sets.
Pinterest Ads
Pinterest is a hidden gem for fashion brands – especially those targeting women, occasion-based shoppers, or DIY fashionistas. It acts like a visual search engine, which means users are actively planning their next look, vacation wardrobe, or event outfit. Unlike Meta, where ads interrupt, Pinterest ads blend seamlessly into content users are already curating for inspiration.
What works well here? Seasonal collections, bridal and maternity wear, capsule wardrobes, and anything that taps into life milestones. Brands that do well on Pinterest often repurpose lookbooks, blog content, or style guides into promoted pins that link back to product pages or collections. And because pins have a long shelf life, Pinterest campaigns can continue driving traffic well after the ad spend stops.
TikTok Spark Ads
If your brand skews younger – or if you’re trying to reach trendsetters – TikTok is super important. But it’s not about polished brand videos. The content needs to feel native, raw, and personal. That’s where Spark Ads shine. These are paid boosts of organic content (either your own or from creators) that blend seamlessly into the feed.
Fashion brands win on TikTok by showing products in motion, using trending audio, and leaning into humor, storytelling, or transformation-style videos (like before-and-after outfit reveals). Fast fashion, streetwear, bold accessories, and viral-friendly products do especially well here. You can work with creators to show “how it looks on” or do mini hauls that demonstrate fit, stretch, and styling versatility.
This channel is less about direct conversion and more about top-of-funnel discovery. And when it’s done right, it creates cult followings fast.
YouTube Shorts and Pre-Roll Ads
YouTube is an underrated but powerful channel for fashion brands looking to show off movement, build trust, and drive longer engagement. YouTube Shorts (their answer to TikTok) can showcase outfits in action, quick styling tips, or model walk-throughs in 60 seconds or less. Pre-roll ads, on the other hand, give you more control over brand storytelling.
Think of YouTube as a storytelling and branding platform. It’s especially strong for higher-ticket items like outerwear, formalwear, or custom-tailored pieces where the buyer needs more confidence before purchasing. Brands that leverage YouTube well often blend influencer partnerships, educational content (like “how to build a capsule wardrobe”), and in-depth product demos to establish authority and build affinity.
Clicks are worthless if the landing page doesn’t convert.
Once someone clicks your ad, they expect to land on a page that matches the promise of that ad. If they don’t see the product, price, or offer you teased? They bounce.
Here’s what winning landing pages include:
As a final note: Don’t forget to use Dynamic Product Ads (DPAs) where possible, so your landing page and ad are in perfect sync.
Did you know that less than 25 percent of PPC ads industry-wide actually produce conversions? That’s because most PPC agencies are doing it wrong.
At PPC.co, we don’t just pump out ads and try new creatives. We have concrete, proven strategies and frameworks that ensure you get the results you’re looking for.
Want to learn more? Contact us today and we’ll show you how we get results.
