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Ultimate Guide to PPC Remarketing: Bring Users Back When They Don’t Convert

Samuel Edwards
|
March 22, 2021

Remarking and retargeting are useful components of Google Ads and a crucial part of any PPC marketing campaign, that is if you understand and use it correctly. Before we break down how best to use PPC remarketing campaigns, banner ads to increase the return rates of online advertising customers, we’ll explain exactly what it is, how it works, and ways to use it.

Marketers may know what remarketing campaigns is, but even experts may find they don’t know everything about it. This guide will help to plug those gaps and become the ultimate resource for people using PPC remarketing Campaigns.

What is Remarketing?

Remarketing Campaigns is essentially targeting ads to existing customers based on customer data. The types and variety of ads will differ based on customer preferences, market data, and a number of other factors.

This type of marketing is highly effective at getting existing shoppers to return to a site once they have already visited. It works by showing them things they may be interested in. This can be sales, new products, add-ons to existing products and services, new content on the site, and other types of marketing material or promotions.

The purpose is to increase the rate of repeat customer traffic through highly specific targeted ads marketing.

The one thing to note about remarketing campaigns or strategies is that they rely on existing customer data to perform well. Remarketing compaigns is not a customer acquisition strategy so the distinction should be made. You can’t collect customer preference data on people who aren’t your customers yet right?

So basically, before you even create remarketing campaigns you need customers who are already interested in your site (which means past visitors), and who have at least visited your site before or past visitors). That’s step one, remember it.

How Remarketing Data is Acquired

How Remarketing Data is Acquired, banner ads

The reason customer data is needed for remarketing  Campaign(besides the fact that it targets customers’ interests) is that the primary way that remarketing data is collected is through everyone’s favorite internet snack food, cookies. In this case, we’re talking about specific tracking cookies that are stored on users’ browsers and then used to follow them around the web and show them remarketing ads, ok maybe it’s not that specific but you get a general idea.

This can be done with the click of a button in Google Ads, it’s a button labeled remarketing. It allows you to set the tracking cookie requirements based on several different factors, duration of stay, pages visited, etc.

Every time a customer visits your site, cookies are collected which store a variety of user data that is relevant to your marketing work. Part of that data allows you to target customers with ads so that they will be more likely to visit your site and shop again. This is essentially why it’s called PPC remarketing, you’re performing targeted marketing/targeted ads marketing to existing customers or interested parties, hence you’re remarketing to them.

This doesn’t always mean that you’re targeting people you’ve already converted, but people who may have visited your site and not yet converted. In a sense, you’re marketing to existing customers and potential customers who’ve shown interest enough to visit but haven’t actually made that purchase yet. If you think of it as shopping, they’ve clicked add to cart, but haven’t yet pressed that checkout button. You’re giving them that last little push to come back and checkout with their cart full of goodies (or whatever else it is you’re trying to get them to do).

Remarketing Strategy: How it Works

Now that you know a bit about remarketing Campaign and how the data is gathered as well as what it’s used for, you can begin to formulate a remarketing Campaign strategy to get those customers and potential customers returning and converting, hopefully again and again. To facilitate easier understand of the strategizing process, we’ll break down the process into pieces that’ll be more digestible, even for the marketing novice (we realize some of you reading this may already have a great deal of marketing space, but we like to cover our bases, this is the ultimate guide after all).

Separate Your Website Visitors Into Difference Audiences

Also called segmenting, this basically means dividing your potential remarketing audience into different groups or ad-target types. This should be fairly straightforward and based on the data acquired.

Segmenting your audience ensures you’re not targeting the wrong type of ads to the wrong people. You want your remarketing ad usage to be as highly targeted as possible with remarketing Campaign and dividing up your audience helps to facilitate that.

Deciding What Types of Remarketing Ads to Run

There are numerous types of ads and deciding which type of ads to run for your target audience will be based on the data you have available and what works best for that particular audience.

There are enough ad types to create an entirely separate section, so we’ll break down the ad types and their uses elsewhere. One thing to note about picking your ad types is that Google allows you to create lists based on your ad type preferences for the audience.

Additionally, you can filter data and sort targets based on many factors, this helps you to decide what types of ads may work best. After all, different types of people have different search habits, such as how prone they are to search on mobile, how likely they are to watch video ads, and other things.

Test and Retest Your When Remarketing

As with anything in marketing, before you know what really works, you’ll have to test it first. In the case of PPC retargeting ads, you may have lots of customer data, but that doesn’t mean you can always account for individual taste.

That’s why it’s important to test your marketing efforts and allow the data to coalesce until you’re sure of what is and isn’t working. Like any other marketing strategy, pulling the plug too early on a campaign means wasted efforts, but by the same token, letting a bad campaign run too long is wasted money and effort as well.

Test your methods and figure out what works, what kinda works, and what doesn’t work at all.

Optimization is Key

Like every other ad you’ll ever run, search engine optimization is key. Once you have a good idea of what works, you can begin to optimize for search engines. This is pretty much the same process as regular ads, just more specified to your target audience.

This includes optimizing for conversions too. Sale ads, special features and other types of ads that show customers what they’re missing out on is a great example of ways to optimize conversion when remarketing.

Getting the Audience Together

Before we talk any more about Remarketing Campaigns ad types and getting your specific strategy together, let’s talk about narrowing down and filtering your audience so that you know you’re targeting the right people. No matter the strategy, if you’re targeting the wrong audience, it’s likely wasted effort.

Imagine folks wanting to see a comedy show arriving at a talk on timeshares, you’d instantly lose your audience and nobody would buy a timeshare.

You can honestly target an audience in any number of ways. You can eliminate targets on the same basis as well. But essentially you’ll want to break your groups of targets down into manageable groups.

Beyond the basic demographic targeting options, which serve to narrow down audience gender, age-range, and other factors, there are a number of other things to look out for when trying to decide who to target.

For instance, one strategy is to target customers who hover on particular product pages. You could assume they are looking for a particular style of product or looking to see which one is cheapest or has the fastest delivery, factors such as that.

Knowing these possibilities you can create an audience category and then select ads that will target their interest.

As we said earlier, there is an endless number of ways to target a potential audience. Think about what you’re trying to do, what customers you’re trying to increase, and target according to those metrics.

It’s just as important who you don’t target in some sense. If you already have a segment of your market that regular ads are working for, then you don’t want to waste time and money remarketing to them.

One last tip on audience targeting is to narrow things down as much as possible. Target particular customers for particular URLs and make that a separate list. Say you want an audience to target sneakers, you can select the audience and target the ads to get them to shop specifically on your sneaker product pages.

In many cases, the more precise the targeting, the better.

Google Ads to Set Up Lists and Remarketing Targets

Once you have all of your data, or before if you prefer, all of the setup to create lists of audiences and to target them for tracking and data collection can be done from the admin tab of your Google Ads account.

From the admin tab, you can set audience definitions based on a wide array of factors. This lets you customize your target audience to a great degree and gives you control over data tracking.

You can then create lists of those audiences and name them whatever you choose or even sub-divide them even more so that you can keep track of them even better. You’ll need to agree to some terms and conditions and be an active Google Ads Remarketing user, but once the “paperwork” is complete you’ll have access to create lists and also to determine how long you’d like your tracking cookies to stay stored on a user’s computer. This helps you set the targets for short-term or long-term campaigns or for whatever duration you’d like.

You can even set the frequency at which any given user will be shown your ads. It’s a good idea to set reasonable limits on these as too many ads can turn users off entirely. Remember, the idea is to nudge them into conversion, not scream at them until they convert.

Remarketing Options and How to Use Them

Remarketing Options and How to Use Them

There are a number of remarketing campaigns options that Google Ads allows you to choose from. Rather than just list them for you, we’ll discuss the main ones and ways they can be used to target an audience.

Standard Remarketing

You can think of this as baseline marketing. This feature shows ads to browsers as they search the web or use apps on Google display  network/display ad network. These are the conventional ad type and are best targeted towards the “browsing” type of users. Those people that go from page to page and typically like to look at lots of different things.

Dynamic Remarketing

This type of remarketing shows ads to users of products that they’ve looked at before. This is good for those users that “shop” a lot (perhaps on an ecommerce site) but leave the cart full without checking out with it. This works on window shoppers too, the ones that don’t add to the cart but like to view product pages.

Mobile App Remarketing

This is targeted remarketing optimized for your mobile website visitors or mobile app. As we said at the beginning, all that data allows you to know what users are browsing on and how often. If you know that your audience is frequent mobile browsers, then this option will help you target them.

Remarketing Lists for Search Ads

This is just what it sounds like. It targets audiences and shows them search ads as they search Google. This display ads in their search results. This type of marketing works best on those users that just need a subtle reminder of what you sell or do. Those users that are on the doorstep of converting and just need a nudge are good for these ads.

Video Remarketing

Just as it sounds, this shows video ads to users as part of the Google display ad/ads network or for users of Youtube. This is great if you know that users are constantly watching videos. A short impactful ad can grab attention and make people want to traffic your site again and hopefully convert.

Email List Remarketing

The most specific of the marketing types, if you correspond with customers via email, you can upload these to your Google Ads account and it will serve up ads as long as customers are signed into Google services.

Optimize to Improve Success

Now that you know all about the ad types and how to use them, the last thing to worry about is SEO. Just like any other Digital marketing campaign, you’ll want to optimize all the elements of these ads to maximize rank and conversion chance.

We’ll break it down into sections so that you understand the different optimization strategies to make your ad campaigns work best.

Test the Ads

This sounds simple, but you want to make sure your ads will work to drive traffic and convert. This can be a long process as you test and retest to ensure accurate results but this is key to the whole campaign.

Test Your Settings

As we talked about, you can adjust your audience settings and frequency of ads on the fly. You should be routinely checking and testing these to ensure your target market is correct and that you have the ad density correct.

The wrong audience target can mean wasted ads. Too much ad saturation for users can make users less prone to revisit instead of more prone. Finding the balance is tricky but worth putting the time into to get it right.

Monitor Your Bids

This should be self-explanatory but you’re looking at three things in particular. ROI, CTR, and IS. That’s the return on investment, how much money you’re getting for every ad dollar spent, click-through rate, how many times customers follow through and click to your site, and impression share, basically how much recognition your ads are getting. One quick note on impression share, if this is too high, you’re likely upsetting some customers.

Landing Page Optimization

Just as tricky as with standard Digital marketing campaigns, making sure the page is relevant, the text is useful and the page is able to tell potential customers what they want to know about the product or service is key.

You should be used to optimizing your landing pages for keywords and user experience. The process here is the same, make sure the users are getting what they want out of the landing page and continuing on to convert.

A Few Final Tips

There’s no magic formula for remarketing but the general rule of the thumb is to target customers who have the potential to revisit and convert. You’re not mass marketing to everybody who’s ever visited your site. Some of them can’t be converted and others will return on their own.

That’s why we said to make your audiences as specific as possible. This lets you target just the niches of customers that are useful to you and eliminates a lot of the non-contenders.

Our other tip is to stay focused on whatever it is you do. You might call it brand focus. You want to draw in people who’ve visited your site. They likely already know a bit about you, so stay on brand and on point. In this way remarketing and PPC can help to do nothing more than improve your brand online.

Lastly, accept what you can and let go of what you can’t. You won’t win every target audience, not everyone you remarket to will convert and some campaigns may have more success than others. Particularly during sales or the holidays, you may see more from your remarketing than during other periods. Accept it and limit your risk or change your strategy so that you don’t waste ad dollars. Once you find your own rhythm, you’ll likely be winning more conversions and spending less.

Final Thoughts

There you have it, our ultimate guide to PPC remarketing. Hopefully, it’s taught you everything you ever needed to know about run remarketing campaigns’ target selection and everything in between to make your campaign a success & up on Digital marketing.

Author
Recent Posts

Samuel Edwards

Chief Marketing Officer

Throughout his extensive 10+ year journey as a digital marketer, Sam has left an indelible mark on both small businesses and Fortune 500 enterprises alike. His portfolio boasts collaborations with esteemed entities such as NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Price Benowitz LLP, a prominent law firm based in Washington, DC, and the esteemed human rights organization Amnesty International. In his role as a technical SEO and digital marketing strategist, Sam takes the helm of all paid and organic operations teams, steering client SEO services, link building initiatives, and white label digital marketing partnerships to unparalleled success. An esteemed thought leader in the industry, Sam is a recurring speaker at the esteemed Search Marketing Expo conference series and has graced the TEDx stage with his insights. Today, he channels his expertise into direct collaboration with high-end clients spanning diverse verticals, where he meticulously crafts strategies to optimize on and off-site SEO ROI through the seamless integration of content marketing and link building.

Latest posts by

Samuel Edwards

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PPC Case Study: Tampa, Florida Apartment Complex
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May 30, 2025
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Author

Samuel Edwards

Chief Marketing Officer

Throughout his extensive 10+ year journey as a digital marketer, Sam has left an indelible mark on both small businesses and Fortune 500 enterprises alike. His portfolio boasts collaborations with esteemed entities such as NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Price Benowitz LLP, a prominent law firm based in Washington, DC, and the esteemed human rights organization Amnesty International. In his role as a technical SEO and digital marketing strategist, Sam takes the helm of all paid and organic operations teams, steering client SEO services, link building initiatives, and white label digital marketing partnerships to unparalleled success. An esteemed thought leader in the industry, Sam is a recurring speaker at the esteemed Search Marketing Expo conference series and has graced the TEDx stage with his insights. Today, he channels his expertise into direct collaboration with high-end clients spanning diverse verticals, where he meticulously crafts strategies to optimize on and off-site SEO ROI through the seamless integration of content marketing and link building.

Related posts

Samuel Edwards
|
May 30, 2025
PPC Case Study: Tampa, Florida Apartment Complex

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.

January 2025

March 2025

‍

Campaign Analysis Summary

January 2025

  • Total Ad Spend: $498.63

  • Total Conversions: 10

  • Cost per Conversion: $49.86

  • Overall Conversion Rate: 1.12%

  • Campaigns Active:

    • Performance Max (PMax):

      • Conversions: 10

      • Conversion Rate: 1.12%

      • Cost per Conversion: $49.86

    • Search Campaign: No conversions or spend.

March 2025

  • Total Ad Spend: $898.54

  • Total Conversions: 32

  • Cost per Conversion: $28.08

  • Overall Conversion Rate: 4.64%

  • Campaigns Active:


    • Performance Max (PMax):


      • Conversions: 19

      • Conversion Rate: 3.74%

      • Cost per Conversion: $27.39

    • Search Campaign:


      • Conversions: 13

      • Conversion Rate: 7.14%

      • Cost per Conversion: $29.08

Strategic PPC Campaign Insights

  • Performance Max Improvements:

    • Conversions almost doubled (10 → 19) with just a 4.4% increase in spend ($498.63 → $520.45).

    • Cost per conversion was nearly cut in half ($49.86 → $27.39), showing better algorithmic targeting or improved creatives/landing page experience.

    • Conversion rate rose from 1.12% to 3.74%, indicating better audience alignment.

  • Search Campaign Activation:

    • Was inactive in January.

    • Delivered strong performance in March with a 7.14% conversion rate and 13 conversions at a very competitive $29.08 cost per conversion.

    • High interaction rate (7.65%) shows strong ad engagement and search intent alignment.

What’s the path going forward? 

  1. Continue Campaign Diversification:

    • The dual strategy of running both PMax and Search campaigns is proving effective. Continue scaling with both to diversify reach and conversion sources.

  2. Increase Budget Strategically:

    • Given the efficiency improvements (43.7% drop in cost per conversion), consider increasing the budget further to capitalize on momentum—particularly for the high-performing Search campaign.

  3. Refine PMax Targeting & Creative:

    • The Performance Max campaign is performing well but has room to improve conversion rate to match the Search campaign. A/B test creatives, refine audience signals, and check landing page relevance.

  4. Track Lead Quality:

    • Ensure that higher conversion volume aligns with high-quality leads or downstream metrics like closed deals or ROI.

‍

‍

The client was thrilled with the performance. As they put it: 

‍

We’re super excited about the results! Can’t wait to see what’s to come!”

‍

Conclusion

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?
Contact us today to schedule a free audit and discover how we can help you achieve similar results.

Click on the following link if you would like to see more PPC case studies! 

‍

Timothy Carter
|
May 29, 2025
How Successful Fashion and Apparel Brands Win With PPC

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.

1. They Know Their Audience Down to the Sock Size

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:

  • Are your customers buying for themselves or as gifts?
  • Do they splurge or hunt for deals?
  • Are they into minimalism, streetwear, bold prints, or something else entirely?

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.

2. They Build Scroll-Stopping Creatives

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?”

3. They Test Relentlessly (But Intelligently)

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:

  • Start small. Launch multiple ad variations with low daily budgets. It’s better to launch 10 different ads spending $100 per day on each than it is to test one ad at $1,000 per day. You’ll get much better data that ends up guiding the iterative process later on.
  • Test one variable at a time. Change just the headline, image, or CTA. That way, you know what made the difference. If you change multiple elements at once, you’ll never actually know what made the difference and what did not.
  • Run A/B tests regularly. Platforms like Google Ads and Meta Ads Manager make it easy. You should always be split testing, even when you have an ad variation that’s crushing it at the moment.
  • Kill losers early. Don’t waste budget on underperforming ads. Shift that money to top performers. If you’ve given an ad at least 72 hours and it’s not performing, kill it and reallocate the funds to a new test ad or an existing winner.

You don’t need to reinvent the wheel. The objective is to keep refining it until it runs smoother and faster.

4. They Use Retargeting to Turn ‘Maybes’ Into Buyers

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.

5. They Nail Their Offer Stack

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:

  • First-time buyer discounts
  • Free shipping thresholds
  • Buy-one-get-one deals
  • Gifts with purchase
  • Limited-edition drops

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:

  • Cold traffic? Try a new-customer discount.
  • Cart abandoners? Offer free shipping if they check out today.
  • Past customers? Show a limited VIP bundle offer.

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.

6. They Diversify Channels Based on Product Type

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.

7. They Ruthlessly Optimize Their Landing Pages

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:

  • High-quality lifestyle imagery
  • Clear sizing charts and fit info
  • Mobile-first design (this is huge!)
  • Reviews and social proof
  • Fast load speed (under 3 seconds)
  • Obvious return/exchange policy

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.

Build Your Ad Strategy With PPC.co

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.

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