Do you take over existing Google Ads accounts for ecommerce brands?

Yes. Scale Chapter takes over ecommerce, B2B and marketplace accounts and usually keeps the existing account, because Google’s bidding has learned from its conversion history. We fix problems from inside the account, starting with the tracking.

How do you charge for Google Ads management?

Scale Chapter charges a flat monthly fee and never takes a percentage of your ad spend, so the fee does not move when your budget does. Ad spend is paid to Google directly from your own Google Ads account. After a free audit we set out the team, the plan and the fee on one page.

How soon will we see results from Google Ads?

Fixes to tracking and wasted spend usually show up in the first few weeks. Bigger changes to campaign structure need a few more weeks while Google’s bidding learns again. That is why we make changes one at a time and wait to see each one work before starting the next.

What access do you need to get started?

Access to Google Ads, GA4 and Google Tag Manager is enough, plus Merchant Center for ecommerce brands, and all of it stays in your name. We also ask for rough margins by product group and your campaign calendar, because a ROAS target set without the margin is a guess.

Who manages our account day to day?

The same strategist, performance lead and data analyst work on your account from start to finish. Any change that affects a live campaign is signed off by the strategist before it goes out. We go through results and next steps with you every week, and you can meet the team in how we work.

How do you measure and report ROAS?

We calculate ROAS from your shop’s own order data, and if Google Ads shows a different figure we find out why first. In the weekly review we go through spend, cost per acquisition and ROAS by product group. The reasoning behind every recommendation is shared with you in writing.

Why split Performance Max campaigns by product group?

With the whole catalogue in one Performance Max campaign, Google tends to spend on the products that are cheapest to show, and those are often not the most profitable. Scale Chapter splits the catalogue with Merchant Center labels into groups such as best sellers, new lines and slow movers, each with its own ROAS target, so you can see where the budget goes.

Do you work with the Türkiye business of an international brand?

Yes, and most of the brands in our case studies work that way. The global team usually sets the brand rules and sometimes the product feed, while the business in Türkiye runs its own Google Ads account and budget. We work in that local account, keep to the brand rules and send reports in the format the global team asks for.

Google Ads Case Study

Google Ads Case Study: 1.92x ROAS Uplift for Tommy Hilfiger

Scale Chapter lifted the return on ad spend from Google Ads by 1.92x for Tommy Hilfiger in Türkiye. The account was counting every order twice, so we fixed the tracking before moving budget onto the products that make money.

Tommy Hilfiger
Fashion ecommerce
Türkiye
October 2025–June 2026 (9 months)

Talk About Your Goals Our Google Ads Service

Written by Ayşegül Güney, Head of PerformancePublished 29 October 2026

01THE CLIENT

The Client: A Fashion Brand Paying More for Every Sale

Tommy Hilfiger sells in Türkiye through a local business that runs both the online shop and the advertising. Spend on Google Ads rose every month, and so did the sales it reported. The shop’s own order report barely moved.

The marketing manager wanted the return fixed before anyone talked about a bigger budget. We began with a free account audit and ranked what we found by how much each problem was costing the shop every month.

Worked inGoogle AdsMerchant CenterGA4

02THE PROBLEM

The Problem: An Account Counting Every Order Twice

Google’s bidding learns from the conversions it is told about. Here much of what it was told was wrong, and the budget followed the wrong numbers.

Sales Counted Twice
The Google Ads tag and a purchase conversion imported from GA4 were both set as primary conversions. Bidding was learning from sales that never happened.
The Whole Catalogue in One Campaign
Best sellers and end-of-season stock sat in the same Performance Max campaign. The budget drifted to whatever was cheapest to show.
Searches That Never Sell
Broad match keywords ran without a negative list, so the account also paid for searches about returns, size charts and second-hand clothes.

What the wider data saysPublished numbers from outside Scale Chapter that explain why the work was done in this order.

Smart Bidding
sets a separate bid for every auction, worked out from the conversion data the account sends Google. Wrong conversions mean wrong bids.
SourceGoogle Ads Help, “About Smart Bidding”
8%
more sales for Vodafone from a landing page whose main content loaded 31% faster, in an A/B test on its paid traffic.
Sourceweb.dev (Google), Vodafone case study (2021)

03OUR WORK

What We Did: Our Google Ads Work

We kept the existing account, because years of conversion history help Google’s bidding. The purchase imported from GA4 became a secondary conversion, so each order counted once, and order values went through without shipping and VAT. Until Google Ads and the shop’s order report matched day by day, the campaigns stayed as they were.

Then we split the catalogue. Merchant Center labels sorted products into best sellers, new season and slow movers, each with its own Performance Max campaign and a ROAS target set from the margins the ecommerce manager shared. The first target for slow movers was too high and the campaign hardly spent, so we lowered it in steps. Negative keyword lists came from the search terms report.

Growth came last. Product titles in the feed were rewritten with the words people actually search for, and new product images were tested every week, the way our Meta Ads case study describes. The budget went up one product group at a time, and only while the return held.

04RESULTS

The Results: What Changed in Google Ads

Results for Tommy Hilfiger, October 2025–June 2026 (9 months): 1.92x ROAS uplift, 47% lower cost per acquisition and 2.8x more revenue from Google Ads.

We took these figures from Google Ads and checked them against the shop’s own order records for the same months. ROAS and cost per acquisition are worked out from orders that reached the shop, compared with the period before we started.

1.92xROAS upliftRevenue from Google Ads divided by ad spend, against the period before
47%Lower cost per acquisitionGoogle Ads spend per purchase, against the period before
2.8xMore revenue from Google AdsPurchase value tracked from Google Ads campaigns

Client: Tommy Hilfiger
Sector: Fashion ecommerce
Market: Türkiye
Period: October 2025–June 2026 (9 months)

05MORE CASE STUDIES

More Case Studies From Our Team

All case studies

06QUESTIONS

Google Ads Case Study: Frequently Asked Questions

The team on your accountTalk About Your Goals hello@scalechapter.com

Do you take over existing Google Ads accounts for ecommerce brands?: Yes. Scale Chapter takes over ecommerce, B2B and marketplace accounts and usually keeps the existing account, because Google’s bidding has learned from its conversion history. We fix problems from inside the account, starting with the tracking.
How do you charge for Google Ads management?: Scale Chapter charges a flat monthly fee and never takes a percentage of your ad spend, so the fee does not move when your budget does. Ad spend is paid to Google directly from your own Google Ads account. After a free audit we set out the team, the plan and the fee on one page.
How soon will we see results from Google Ads?: Fixes to tracking and wasted spend usually show up in the first few weeks. Bigger changes to campaign structure need a few more weeks while Google’s bidding learns again. That is why we make changes one at a time and wait to see each one work before starting the next.
What access do you need to get started?: Access to Google Ads, GA4 and Google Tag Manager is enough, plus Merchant Center for ecommerce brands, and all of it stays in your name. We also ask for rough margins by product group and your campaign calendar, because a ROAS target set without the margin is a guess.
Who manages our account day to day?: The same strategist, performance lead and data analyst work on your account from start to finish. Any change that affects a live campaign is signed off by the strategist before it goes out. We go through results and next steps with you every week, and you can meet the team in how we work.
How do you measure and report ROAS?: We calculate ROAS from your shop’s own order data, and if Google Ads shows a different figure we find out why first. In the weekly review we go through spend, cost per acquisition and ROAS by product group. The reasoning behind every recommendation is shared with you in writing.
Why split Performance Max campaigns by product group?: With the whole catalogue in one Performance Max campaign, Google tends to spend on the products that are cheapest to show, and those are often not the most profitable. Scale Chapter splits the catalogue with Merchant Center labels into groups such as best sellers, new lines and slow movers, each with its own ROAS target, so you can see where the budget goes.
Do you work with the Türkiye business of an international brand?: Yes, and most of the brands in our case studies work that way. The global team usually sets the brand rules and sometimes the product feed, while the business in Türkiye runs its own Google Ads account and budget. We work in that local account, keep to the brand rules and send reports in the format the global team asks for.

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