Jack Burton Jack Burton
Freelance PPC consultant, Leeds

Fashion & apparel PPCrun as part of the business.

Ted Baker, Aquascutum, Ben Sherman, Jeff Banks, Suit Direct, Merrell, Saucony and Cat Footwear, from four years in-house at Baird Group and my time agency side. I know where the wins are in a fashion account, and who in your business holds the data that finds them.

  • 11 years and £20M+ in managed ad spend
  • In-house and agency fashion experience
  • Campaigns built around margin and stock
  • Direct access, no long-term contracts

Fashion brands I've worked on

Menswear, tailoring and footwear, worked on in-house and agency side.

In-house and agency. I know what each side misses.

Agencies see the ad account. In-house teams see the business. Strong fashion PPC needs both: campaigns that grow revenue while lining up with margin, stock levels and what the business is trying to achieve that season.

Most agencies never get near that data. Having worked in-house at Baird Group and agency side on global footwear brands, I know where the wins are, what questions to ask and who to ask. Most of what I need already exists inside your business. I set up processes to bring it into the account with as little extra work for your teams as possible.

Merchandising

Stock levels, back-in-stock dates and new lines going live, feeding into what the campaigns push.

Buying

Margin by product, so spend goes where it makes the most money.

Finance

ROAS targets built around your margins, discounts and returns.

Email & web

Shared content calendars and email automations, so paid search backs the same launches.

Developers

Business data piped into the product feed, so the account can act on it.

“Jack was far more than a safe pair of hands with PPC at Suit Direct, he was consistently driving performance while continually pushing the channel forward. He explored new strategies and technology to ensure PPC wasn't just well managed, but a genuine competitive advantage for us.”
Andrew ChungEcommerce Director at Suit Direct (fmr.)

One PMax campaign can't run a fashion range.

Many fashion accounts run everything through a single Performance Max campaign. That leaves no way to push the lines with the best margins or the deepest stock, and no way to pull back on a product that's selling out and down to a few sizes.

PMax is worth testing. It isn't worth being loyal to. I split campaigns by what the business needs to sell and test PMax against Standard Shopping, keeping whichever earns its place.

  • Push higher-margin products harder than low-margin ones.
  • Lean into lines with deep stock while there's plenty to sell.
  • Pull back on broken size runs and products about to sell out.
  • Test Shopping alongside PMax and keep what performs.

Your feed is your targeting and your ad copy.

Shopping and Performance Max have no keywords to bid on. Google reads your product titles and descriptions to decide which searches to show you for, then shows that same title to the shopper.

Those titles usually come from a merchandiser loading stock onto the site, written to name the product. Google has its own quirks: which words it weights, how much of a title fits on a phone, and which attributes it uses to match a search.

Feed optimisation brings your business data into the feed. It shapes titles and descriptions around what your customers search for, so the right shoppers see your products and click, and it tells the account which products to push and which to hold back.

Check your own titles with the Product Title Audit →

Illustrative example

As loaded onto the site

Harlow Shirt Navy

Rewritten for Shopping

Men's Navy Oxford Shirt | Slim Fit, 100% Cotton, Button-Down Collar

  • Leads with the words people search: gender, colour, product type
  • Adds the fit, fabric and details shoppers filter by
  • Keeps the important words inside what a phone screen shows

Landing pages for shoppers who don't know you yet.

PPC traffic is high-intent and often cold to your brand. Someone searching for a navy overcoat is ready to buy one. They haven't yet decided it will be yours.

I work with clients to build pages that suit that visitor, so more of them stay, browse and buy:

  • Trust where it's seen. Reviews, delivery and returns terms, and sizing help close to the add-to-basket button.
  • Reasons to keep browsing. Related styles and collections that keep shoppers in your range instead of heading back to Google.
  • A page that matches the ad. Content lined up with the search and the ad that brought them in.
  • Built for phones. Speed and layout checked against how your traffic shops.
Read: your landing page is your biggest PPC lever →

What's included

Ongoing management, a one-off audit, or feed work on its own. For eCommerce beyond fashion, see my eCommerce PPC service.

Shopping & Performance Max

Campaigns split by margin, stock and size availability, with PMax tested against Standard Shopping.

Shopping feed optimisation

Titles, descriptions and attributes, with merchandising and buying data brought into the feed.

Search on Google & Microsoft

Brand, category and product searches covered alongside Shopping.

Meta catalogue ads

Dynamic product ads on Facebook and Instagram, run in step with Google.

Amazon, Reddit & marketplaces

Amazon Ads, Reddit Ads and selected marketplaces where they suit the brand.

Landing pages & tracking

Page recommendations for paid traffic, plus GA4 and conversion tracking checked.

Is this a good fit?

A good fit if

  • You sell clothing, footwear or accessories online
  • You spend £2k+ a month on paid ads, or plan to
  • You can make changes to product data and landing pages
  • You want PPC that works with your merchandising and buying teams

Probably not a fit if

  • You want PMax switched on and left alone
  • Product data and site changes are off the table
  • You're looking for the lowest management fee going

Questions from fashion brands

That's how most fashion accounts are run, and where most agencies stop. It leaves a lot on the table: which products get pushed, how they're described, and how campaigns react to stock and margin. PPC can do far more for a fashion brand than keep one campaign topped up, and that's the work I do.
They should test it. Many accounts run all their activity through one PMax campaign, which leaves no way to push higher-margin or well-stocked products, or to pull back on lines that are selling out with only a few sizes left. I split campaigns by margin, stock and size availability, and test PMax against Standard Shopping.
It brings your business data into the product feed. That data shapes titles and descriptions for visibility and click-through, and tells the account which products to push and which to hold back.
There's usually a round of feed and campaign changes at the start, and the benefit is normally felt within the first month. After that, feed and campaign improvements carry on as part of ongoing management.
I work with you to set a ROAS target that suits your business. It can vary by product type and between full-price and sale periods. If discounted products are in the mix, I'm happy to work it through with your finance team.
To make it work, a fashion brand should commit at least £2,000 a month in ad spend.
Merchandising and buying data can be fed straight into the product feed, so I work with those teams and your developers to set that up. I work alongside the shared content calendars your email and web teams use, understand your email automations, and stay close to merchandising on when key products come back in stock and when new lines go live. Most of what I need already exists in your business. It's a case of knowing the right questions and the right people, and setting up processes that need as little extra work from your teams as possible.
Most fashion brands already plan for seasons, new launches and sale periods. My job is to be part of those conversations and close to the brand, so the campaigns are ready when the calendar moves.
Yes. I run Meta Ads, Microsoft Ads, Amazon Ads and Reddit Ads, and work on selected marketplaces.
Quick wins first: negative keywords, splitting out campaigns, and often moving activity from PMax into Shopping. Alongside that I plan the feed optimisation and pick off the easy feed wins, such as better product titles and filling in missing attributes.

Related reading

Your landing page is your biggest PPC lever

Why the page you send traffic to matters more than most bid changes.

"Incremental" Shopping feeds: a fraud hiding in plain sight?

What the data says about feed tools that promise extra revenue.

What's a good ROAS? It depends what your business is trying to do

How the right target changes as a brand grows.
Jack Burton

Talk me through your range.

Tell me what you sell, what you're spending and where it's falling short. You'll hear back from me directly, usually within one working day.