Scaling Cecelia New York to $1.16M in sales with Google Ads (531% ROAS) - Thrive Converters

At Thrive Converters, we help fashion and lifestyle brands unlock sustainable growth by turning ad spend into measurable profit. T

At Thrive Converters, we help fashion and lifestyle brands unlock sustainable growth by turning ad spend into measurable profit. This case study shows how we helped Cecelia New York, a women’s footwear and accessories brand, achieve $1.16M in revenue from $219K ad spend — delivering an impressive 531% ROAS.

Brand Background

Founded in 2015 by Ashley Cole and named after her daughter, Cecelia New York blends style, comfort, and craftsmanship. Signature designs—crafted from premium Italian leathers—span:

Footwear: flats, sandals, wedges, heels, boots, booties
Accessories: handbags, apparel drops, gift cards
Seasonal Deals: curated sale collections

Beyond its own site, Cecelia New York is stocked at Nordstrom, Anthropologie, Saks Fifth Avenue, Neiman Marcus, Zappos, and Dillard’s.

While retail distribution was strong, the challenge was scaling direct-to-consumer (DTC) growth with Google Ads.

Challenges

High Competition – Luxury shoe brands and mass-market players increased CPCs
Broad Search Intent – Generic queries like “women’s shoes” wasted budget
Seasonal Buying Patterns – Sales fluctuated around seasonal launches, requiring adaptive budgets

Before vs After

Before Thrive Converters:

Campaigns lacked segmentation and efficiency
Tracking incomplete, limiting Smart Bidding impact
Wasted budget on broad, low-intent traffic
Revenue plateaued, ROAS below target

After Thrive Converters:

$1.16M revenue from $219K ad spend
531% ROAS achieved (every $1 → $5.31 sales)
3,750+ conversions tracked with accuracy
Seasonal scaling improved profitability during peak cycles
Stronger DTC presence built alongside retail distribution

Strategy – Driving 531% ROAS

Campaign Restructure & Segmentation – Product-specific campaigns for sandals, boots, heels, accessories, and clearance items
Shopping Feed Optimization – Keyword-rich product titles improved Shopping visibility and CTR
Conversion Tracking & Smart Bidding – GA4 + Tag Manager ensured accurate data feeding Target ROAS bidding
Seasonal Scaling – Budget shifted to sandals in summer, boots in fall/winter, urgency-focused holiday sales
Creative Optimization – Ads highlighted “style meets comfort,” blending luxury design with practicality

Results – $1.16M Revenue at 531% ROAS

📊 Ad Spend: $219,000
💰 Revenue: $1,160,000
🛒 Conversions: 3,750+
🎯 ROAS: 531% (5.3x return)

Every $1 invested generated $5.31 in sales, proving profitability and scale are possible even in competitive luxury markets.

Key Takeaways

✅ Segmentation Maximizes Efficiency – Category-based campaigns improved targeting and CTR
✅ Seasonal Scaling Boosts ROI – Aligning spend with seasonal buyer intent drove higher returns
✅ Accurate Tracking Powers Smart Bidding – Clean data made Google AI optimize for profit
✅ Creative Messaging Converts – Positioning footwear as stylish and comfortable resonated with high-value buyers

Conclusion – From Plateau to $1.16M in Sales

By restructuring campaigns, optimizing feeds, and aligning seasonal strategies, Thrive Converters helped Cecelia New York achieve $1.16M in direct-to-consumer sales at 531% ROAS.

For a brand built on craftsmanship and elegance, this campaign delivered measurable DTC growth while reinforcing long-term profitability.

At Thrive Converters, we don’t just run ads — we engineer success stories that scale sustainably.

his case study shows how we helped Cecelia New York, a women’s footwear and accessories brand, achieve $1.16M in revenue from $219K ad spend — delivering an impressive 531% ROAS.