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The perfect fit: Farai London scales by 400% with Google Ads

Farai-London founder Mary-Ann

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Success story
Launched from the one-bedroom flat of founder Mary-Ann Msengi, Farai London can now be found in the wardrobes of celebrities and rap stars: Kylie Jenner, Cardi B and Megan Thee Stallion have worn its distinctive print dresses and playsuits. Since using Google Ads, the womenswear brand has scaled by over 400%.

quarterly increase in revenue

ROI with Google Search Ads

total scale

GOALS

  • Grow the brand
  • Boost conversions
  • Reduce customer acquisition costs

APPROACH

  • Launch Search and Shopping Ads
  • Leverage Google AI
  • Use Keyword Planner to boost sales

“Google Ads have helped us break through the ceiling, expedite our journey and reach people we wouldn’t have otherwise.”

Kareem Tamam, Director, Farai London

Why Google Ads?

After launching in summer 2020, Farai London experienced three successful years of organic growth. But the brand wanted to scale. “We turned to Google as our way of reaching new audiences and showing off our bold, colourful print designs to more people,” says Kareem Tamam, Director at Farai London.

Products used

Shopping, Search and Google AI

Farai London immediately leveraged Shopping, then Search ads. The brand also utilised Google AI to tailor its campaigns, with Performance Max showcasing the right dress to the right customer.

Keyword Planner

Farai London optimised campaigns, says Kareem, by combining its own post-purchase customer surveys with Google suggestions to improve existing ads. This tailored approach was also used for Keyword Planner, with Google AI and customer data guiding the team on keywords to bid on.

Results

In the first month, Farai London’s Performance Max campaigns for new collections and dresses saw a 105% increase in revenue and over 80,000 impressions directly attributable to Google Ads.

Farai London’s Q4 Google Shopping Campaign delivered a 112% increase compared to Q3, effectively doubling the brand’s quarterly revenue, with customer acquisition cost slashed tenfold compared to previous paid social ads.

A major highlight was Farai London’s Search Ad, delivering a 17x return on investment in Q3 and Q4 of 2023.

Farai London’s strong results have also informed its strategy going forward – Kareem says through Google Ads, the brand discovered its target market may be slightly older than first thought.

The brand has not only tweaked its advertising in response, but its dresses, too. “Online brands are on a digital high street,” says Kareem.

“Google Ads allows you to have the most welcoming, enticing store on that high street.”

Please note all results data featured has been provided by Farai London.

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