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CASE STUDY

Nomad The Label

Industry

DTC Fashion / E-commerce

Services

Google Ads, Microsoft Ads, Feed Optimization, Attribution

Ad Spend

$1M → $10M Annual Revenue

Revenue Growth

Revenue Growth

10x

Monthly Google Ads Revenue

Monthly Google Ads Revenue

$400K+

Microsoft Ads Roas

Microsoft Ads Roas

1,000%

The

Challenge

The

Challenge

The

Challenge

Nomad The Label is a direct-to-consumer fashion brand with a large catalog of products across multiple ranges. The owner had been self-managing ads across Google and Facebook, but reached a ceiling. After discovering Market Lead through a podcast, they came on board with ambitious targets:

Scale annual revenue from $1 million to $4 million in year one, and reach $10 million+ in year two. The business needed to transition from self-managed campaigns to a professional, scalable strategy. There was no structured segmentation across a high volume of products, and Google Ads revenue was sitting at roughly $40,000/month with a 350% ROAS.

Strategy and

Execution

Strategy and

Execution

Strategy and

Execution

Market Lead identified that with the volume of products and product ranges, a traditional segmentation approach based on categories wouldn’t be effective. Instead, the team built a custom algorithm that dynamically categorized products into four performance-based segments using six key metrics.

Custom Product Segmentation Algorithm

Self-built algorithm categorizing all products into four core segments based on impression benchmarks, click benchmarks, spend benchmarks, sales volume benchmarks, conversion rate benchmarks, and ROAS benchmarks.

Custom Product Segmentation Algorithm

Self-built algorithm categorizing all products into four core segments based on impression benchmarks, click benchmarks, spend benchmarks, sales volume benchmarks, conversion rate benchmarks, and ROAS benchmarks.

Custom Product Segmentation Algorithm

Self-built algorithm categorizing all products into four core segments based on impression benchmarks, click benchmarks, spend benchmarks, sales volume benchmarks, conversion rate benchmarks, and ROAS benchmarks.

Performance Max Campaigns

Hyper-segmented feed-only Performance Max campaigns structured around dynamic product performance rather than product ranges. Budget allocation adjusted automatically as products moved between performance tiers.

Performance Max Campaigns

Hyper-segmented feed-only Performance Max campaigns structured around dynamic product performance rather than product ranges. Budget allocation adjusted automatically as products moved between performance tiers.

Performance Max Campaigns

Hyper-segmented feed-only Performance Max campaigns structured around dynamic product performance rather than product ranges. Budget allocation adjusted automatically as products moved between performance tiers.

Product Feed Optimization

Automated product feed optimizations to improve shopping ad positioning, increase CTRs, and capture greater market share across Google Shopping. Launched segmented sales and new range campaigns alongside YouTube Ads.

Product Feed Optimization

Automated product feed optimizations to improve shopping ad positioning, increase CTRs, and capture greater market share across Google Shopping. Launched segmented sales and new range campaigns alongside YouTube Ads.

Product Feed Optimization

Automated product feed optimizations to improve shopping ad positioning, increase CTRs, and capture greater market share across Google Shopping. Launched segmented sales and new range campaigns alongside YouTube Ads.

Channel Expansion & Attribution

Expanded into Microsoft Ads achieving consistent 1,000% ROAS. Implemented third-party attribution tracking to ensure accurate revenue reporting across all channels beyond platform-reported metrics.

Channel Expansion & Attribution

Expanded into Microsoft Ads achieving consistent 1,000% ROAS. Implemented third-party attribution tracking to ensure accurate revenue reporting across all channels beyond platform-reported metrics.

Channel Expansion & Attribution

Expanded into Microsoft Ads achieving consistent 1,000% ROAS. Implemented third-party attribution tracking to ensure accurate revenue reporting across all channels beyond platform-reported metrics.

Results

Results

Results

METRIC

METRIC

METRIC

BEFORE

BEFORE

BEFORE

AFTER

AFTER

AFTER

CHANGE

CHANGE

CHANGE

Annual Revenue

Annual Revenue

Annual Revenue

$1 million

$1 million

$1 million

$10 million

$10 million

$10 million

+900%

+900%

+900%

Google Ads Monthly Revenue

Google Ads Monthly Revenue

Google Ads Monthly Revenue

$40,000

$40,000

$40,000

$400,000+

$400,000+

$400,000+

+900%

+900%

+900%

ROAS

ROAS

ROAS

350%

350%

350%

500% (consistent)

500% (consistent)

500% (consistent)

+43%

+43%

+43%

Microsoft Ads ROAS

Microsoft Ads ROAS

Microsoft Ads ROAS

N/A

N/A

N/A

1,000%

1,000%

1,000%

New Channel

New Channel

New Channel

Key

Takeaways

Key

Takeaways

Key

Takeaways

A proprietary product segmentation algorithm using six performance metrics replaced traditional category-based targeting, enabling product-level budget precision across a large catalog.

Performance Max campaigns structured around dynamic performance data — not static categories — ensured top performers always received maximum spend.

Microsoft Ads expansion delivered 1,000% ROAS from scratch, proving the value of multi-channel diversification.

Third-party attribution provided a true picture of cross-channel performance beyond platform-reported metrics.

Case study prepared by Market Lead · 2026

Case study prepared by Market Lead · 2026

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