Updating Google Ads for a website or company rebranding is essential to ensure maximum visibility and performance. In order to get the most out of an advertising campaign, it’s necessary to keep up-to-date with all changes in branding, messaging, keywords, and more.
This outlines key steps businesses should take when updating their existing campaigns: conducting an audit of current ads; updating ad copy; targeting settings; landing page content; testing & measuring performance. Following this process will help advertisers achieve strong outcomes from each stage while optimizing overall results along the way.
Regularly reviewing existing ads is also important so that any outdated elements can be retired swiftly as part of SEO best practices – including obsolete product lines no longer offered by companies or expired special offers which could reflect poorly if not removed promptly upon expiry date given customers might forget about them being discontinued otherwise.
Last but not least – staying true to brand values through consistent execution across all digital channels (including Google) helps build long-term trust amongst consumers who may come back again once positive experiences gained previously create beneficial recall bias going forward.
Conducting an audit of existing Google Ads should begin by reviewing campaigns and ad groups. This allows marketers to identify which elements need immediate updating, whether it involves retiring old ads or replacing them with new content that reflects a company’s rebranding efforts.
While doing this review, some keywords may be obsolete while others can remain in place; likewise for the ad copy used across multiple platforms and any landing pages associated with these particular campaigns/groups.
Analyzing performance metrics during the auditing process is also key as they help marketers decide what needs optimization versus being retired completely from use under its current format.
When conducting an audit of existing Google AdWords, it is important to identify keywords, ad copy, and landing pages that need updating in order to ensure maximum performance.
This involves examining current campaigns and ad groups for relevant information such as the type of keyword phrases being used, the accuracy of messages included within ads text copies, and formatting across key webpages or designated URL links. By doing this analysis regularly, you can determine what needs further improvement so your brand remains aligned with consumer interests while maintaining a successful digital marketing campaign over time.
When it comes to conducting an audit of existing Google AdWords, one important task is determining which ads can be retired and which need replacing. This involves reviewing performance metrics such as impression share, click-through rate (CTR), cost-per-click (CPC), and conversion rate for each ad group or campaign using Google Analytics to gain deeper insights into user behavior and ad effectiveness.
If certain ads have consistently low CTRs, poor conversions, or high CPC compared with other campaigns/ad groups, then they should typically be retired in favor of new Google Ads that better reflect your current brand messaging and products/services offered. Additionally, look at search terms reports to identify any unprofitable keywords that could drag down ad performance if not removed from accounts altogether.
Creating new campaigns or ad groups that reflect the new brand and messaging is an essential component of updating a website’s Google Ads. Companies should create separate campaigns for each product, service, or message to ensure ads are more narrowly targeted and effective at reaching their desired audience.
Additionally, brands can include various elements such as keyword clusters targeting certain demographics in order to further optimize performance while staying within budget limits. Finally, companies should update all existing advertising copy with branding details from the newly launched identity program so customers will immediately recognize them on any page they visit online.
Updating ad copy to reflect new messaging and brand elements is an essential step when updating Google Ads campaigns. This involves replacing existing headlines, descriptions, calls-to-action, product promotions, or discounts with fresh content that aligns with the company’s current branding message.
Also, take into consideration any changes in tone or style of writing that have been incorporated after rebranding so as not to confuse users by sending out contradicting messages through different channels. The ultimate goal should be creating succinct ads which represent the updated identity while still having a clear focus on conveying key selling points effectively.
Updating keywords is a critical step in updating Google Ads campaigns for a website or company rebrand. Keywords should be changed to better reflect the new messaging and brand elements, while also considering potential search volumes, difficulty of advertisement competition, and other factors such as local market penetration rates when selecting terms that will have an impact on conversions.
The objective here is to select words that are both relevant to the ad’s content but can attract users with intent towards conversion – making it essential for businesses looking at maximizing their return from online advertising activities through PPC channels like Google Ads.
When updating Google Ads campaigns for a rebrand, it is important to review the targeting settings and make any necessary adjustments.
This includes reviewing current audiences targeted by each campaign as well as geographic filters or language options that are configured. It may also be helpful to leverage new audience options such as lookalike or affinity audiences if they fit with your business needs. Adjustments should be made based on budget limitations and desired objectives of each ad group so that ads can effectively reach the right prospects most likely to convert into customers.
Identifying which landing pages need to be updated is an important part of the Google Ads updating process. Website owners should look at their existing campaigns and ad copy and assess what needs changing in order to match with a new brand or messaging.
Landing page content, such as text, visuals, videos, and other forms of media can all benefit from being refreshed for optimal performance when attracting visitors via paid advertising. Additionally, website owners may find it beneficial to test different versions of the same landing page before settling on one that offers the best results—both in terms of conversions but also maintaining consistency across ads within each campaign group.
Updating a website or company’s Google Ads landing pages is essential for effective rebranding.
When updating the content of these pages, it’s important to ensure that all elements reflect and emphasize the new brand messaging. This includes changing text blocks, visuals (such as images/videos), the descriptive language used in calls-to-action, etc., while also ensuring they provide value to potential customers.
Additionally, optimizing landing page design can help drive more conversions by providing an improved user experience and making navigation easier for those looking for specific information related to their search query.
Updating a website or company’s Google Ads landing pages is essential for effective rebranding. When updating the content of these pages, it’s important to ensure that all elements reflect and emphasize the new brand messaging.
This includes changing text blocks, visuals (such as images/videos), the descriptive language used in calls-to-action, etc., while also ensuring they provide value to potential customers. Additionally, optimizing landing page design can help drive more conversions by providing an improved user experience and making navigation easier for those looking for specific information related to their search query.
Testing and measuring performance is essential for ensuring the success of a website or company rebrand. Creating A/B tests to optimize ad copy and landing page elements can help maximize your conversion rates by allowing you to determine which version performs best in different scenarios.
Utilizing tools like Google Optimize, AB Tasty, or Apptimize should be considered when setting up experiments on how changes affect user behavior; as this will make it easier to measure results in real-time with analytics metrics such as click-through rate (CTR), cost per action (CPA), etc. Regularly testing your content helps identify where improvements need to be made, ultimately helping ensure maximum ROI from campaigns while targeting the right users.
Testing and measuring the performance of Google Ads is essential to ensure that they are delivering optimal results. Regularly monitoring performance metrics allows advertisers to identify any areas where further improvement can be made, such as ad copy or landing page elements.
Tracking engagement levels with different versions of ads (A/B testing) can also help refine campaigns for maximum profitability by highlighting what works well and what needs modification or removal. Understanding how each element in a campaign contributes to overall success makes it easier to adjust accordingly when needed so budgets will have more impact on desired outcomes than ever before.
It is essential to regularly monitor and measure the performance of Google Ads campaigns. This can be done by tracking relevant metrics such as impressions, clicks, conversions, etc., which will give an indication of whether or not goals are being met.
When particular ads start underperforming compared to others in terms of these metrics it may be necessary to make adjustments so that those specific ads perform more optimally in order to maximize overall campaign performance. Such potential adjustments range from changing keyword selection, ad copy wording/structure or even landing page design if needed – however testing should always take place before any radical changes are implemented.
Updating Google Ads for websites or company rebrands can be a complex process. It involves conducting audits to identify areas that need updating, creating and optimizing campaigns, adjusting keyword targeting settings, testing performance metrics, and much more.
Regularly monitoring the performance of your ads is essential in order to maximize success with audience engagement rates as well as conversions. By diligently applying these steps you’ll have an effective system that supports iterative optimization while staying within budget parameters allowing new brand initiatives greater visibility thus translating into positive financial returns.
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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.
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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.
