The Style of Search Success: Taking Shape’s Performance Masterclass

Challenges

Economic conditions were challenging, with low consumer sentiment, reduced discretionary spending, and aggressive competitor discounting. The closure of Mosaic Group brands created both an opportunity and a threat, as competitors rushed to target the same newly available customers.

To stay ahead:

• First-party CRM data was prioritised to focus spend on high-value and high-intent audiences.
• Conquest campaigns were launched within days to capture high-intent searches before competitors established presence.
• Conversion tracking was improved to feed accurate, high-quality audience signals into Google’s automation, ensuring smarter optimisation and avoiding wasted spend.
• Promotional budgets were tiered and targeted, preventing unnecessary discounting while still driving urgency among key customer groups.

Strategy & Execution

Taking Shape serves a loyal but highly defined audience: women aged 45 to 65+ across Australia and New Zealand who value quality, fit, and style in plus-size fashion. These customers are price aware, shop both online and in-store, and respond strongly to seasonal offers.

CRM analysis revealed two critical insights. VIP customers converted at more than three times the rate of first-time visitors, and over 60% of revenue spikes aligned with promotional periods. Growth would not come from chasing volume alone, but from reaching the right customers at the right moment.

The strategy was built around three pillars:

• Full-funnel coverage to drive awareness, conversion, and retention.
• Precision audience segmentation powered by continuously refreshed CRM data.
• Rapid response to market shifts through automation and competitor targeting.

Working closely with Google, OMG designed an account structure capable of scaling Broad Match, Demand Gen, and New Customer Acquisition features while retaining strict profitability controls. This ensured the campaign could move faster than competitors without losing efficiency.

Implementation & Creativity

Performance Max Restructure
Campaigns were reorganised around core product categories including Catch All, Dresses, Tops, and Bottoms. A dedicated “Zombie Script” campaign was also introduced to automatically identify and pull in SKUs with historically low impression volume, ensuring overlooked and high-margin products gained consistent visibility across Shopping. This helped expand coverage across the full product range, reducing reliance on only best-selling items and unlocking incremental revenue opportunities from previously underexposed inventory.

Each category featured tailored creative aligned to seasonal behaviour and promotional triggers. Separate asset groups were developed for flash sales, bundle offers, and catalogue drops, allowing messaging to adapt without fragmenting performance.

Search Expansion
Broad Match was deployed across all product-led campaigns to capture previously untapped plus-size fashion intent. This significantly expanded reach while feeding stronger signals into Google’s automation.

Competitor campaigns were launched within days of Mosaic Group store closures, targeting high-intent searches such as City Chic, Autograph, Millers, You + All, and Beme. Speed was critical, and early entry secured share before rivals could respond.

Demand Gen and Audience Activation
CRM audiences were refreshed monthly and segmented by location, value, and recency. These segments were activated across Performance Max, Search, and Demand Gen, supported by tailored creative.

Three Demand Gen campaigns were launched to support:

• Remarketing and lookalike audiences.
• Prospecting focused on email sign-ups.
• Upper-funnel awareness using custom intent and in-market signals.

Ongoing Optimisation
Underperforming Performance Max campaigns were consolidated to strengthen learning and targeting. High-impact Optiscore recommendations were actioned to improve ad strength, conversion tracking, and audience coverage, ensuring automation was driven by high-quality inputs.

Key Results

In 2025, results far exceeded targets:

• 80% growth in Google Ads conversion value was achieved, which was nearly six times higher than the original goal of a 50% uplift.
• 61% year-on-year improvement in ROAS was delivered, rising from 14.88 to 23.96, more than doubling performance and surpassing the target uplift.
• 50,000 new customers were acquired during this period, as a result of sharper audience segmentation and deeper reach through Broad Match, Demand Gen, and Performance Max New Customer Acquisition features.

All of this was achieved while maintaining strong profitability, proving that aggressive scaling and improved efficiency can work together.