Career case study
Taking Shape: scaling ecommerce growth without sacrificing profitability.
During Ed Jones’s agency career before founding Edify Digital, he worked on the paid media strategy for Taking Shape, a leading plus-size fashion retailer, using Google’s automation, first-party data, product-led campaign structure and continuous optimisation to scale online revenue while improving efficiency.
Career case study — work from Ed Jones’s agency career before founding Edify Digital.
Services: Ecommerce Performance · Paid Search & Performance
Results at a glance
Growth at scale, with stronger efficiency.
- +148%
- YoY conversion value
- +105%
- YoY ROAS
- ROAS increased to 23.6
- Halved
- CPA
The challenge.
Taking Shape entered late 2024 and 2025 in a volatile retail environment. Demand was softening, competitors were discounting heavily and broader cost pressures were putting margins under strain.
At the same time, the closure of competing physical stores created an opportunity to capture customers looking for a new destination in plus-size fashion.
The objective for September 2024 to July 2025 was ambitious: grow online revenue and ROAS by 50% year on year while protecting profitability.
The approach.
Performance Max structure
Product-category campaigns were built around Dresses, Tops and Bottoms, alongside broader coverage and a dedicated campaign designed to resurface overlooked, higher-margin products.
Creative depth
More than 100 assets across product imagery, promotional messaging and seasonal catalogue activity gave Google’s automation a broader set of creative combinations to test across key retail moments.
Search expansion
Broad Match and Smart Bidding were used to uncover additional plus-size fashion demand, alongside competitor-focused search activity during important trading periods.
First-party audiences
Regularly refreshed CRM audiences were segmented by customer value and recency, allowing different messaging for loyal customers, lapsed buyers and prospective new customers.
Continuous optimisation
Campaign structure, offers, audience coverage and budget allocation were continuously refined, with spend concentrated around the products, audiences and activity demonstrating the strongest commercial performance.
A record year for online performance.
The strategy was designed to increase scale without allowing efficiency to collapse as investment grew.
Ecommerce · Performance snapshot
+148%
YoY conversion value
- YoY ROAS
- +105%
- ROAS
- 23.6
- CPA
- Halved
The result was Taking Shape’s most profitable online year to date, with revenue growth accompanied by substantially stronger return on ad spend and a lower cost of acquisition.
Building growth beyond the next sale.
Record new-customer contribution.
The campaign also delivered record new-customer contribution, using first-party audience data and Google’s New Customer Acquisition capabilities to place greater emphasis on incremental buyers rather than relying only on existing customers.
That gave the growth strategy a longer-term role: acquiring customers who could contribute future lifetime value while maintaining the efficiency required from the current campaign.
What the work demonstrated.
Scaling ecommerce profitably requires more than increasing spend. The Taking Shape work combined campaign structure, product data, creative depth, first-party audiences and automated bidding so growth could accelerate while return on ad spend improved and acquisition costs fell.
Related services
The services behind this work.
Next step
Looking for a better way to grow?
Tell Ed what you're trying to achieve and where your marketing is today. The first conversation is simply about whether Edify can help.