Organic Basics Achieves 146% YoY Revenue Increase and 24% YoY ROAS Uplift, leveraging Performance Max for Rapid Market Expansion

Organic Basics, a digitally native sustainable apparel company, faced a period of significant transition. Following acquisition by Delta Galil Industries in 2023, Organic Basics needed to restructure its growth strategy, set ambitious revenue targets, and efficiently expand into new markets.

Organic Basics partnered with the agency Searchmind to manage its Google Ads campaigns and collaborated with the Google Shopping team to achieve its revitalized goals. The approach focused on:

• Performance Max (PMax) for Revenue Growth: Leveraging PMax campaigns was central to driving revenue and achieving the ambitious targets set for 2023, and subsequently doubled for 2024.

• Strategic Market Expansion: The partnership focused on expanding from 5 to 20 markets, utilizing PMax to capture demand in these new territories.

• Multi-Channel Synergy: A coordinated approach combined PMax campaigns (set to maximize conversion value and target high-intent customers) with brand-focused Search campaigns (set to ‘maximize clicks’) to build awareness. This created a full-funnel strategy.

• Granular Campaign Structure: As growth was established, PMax campaigns were refined, becoming more granular by segmenting based on clothing categories.

The strategic partnership and multi-faceted approach yielded exceptional results:

• Significant Revenue Growth: Overall revenue driven by Google Ads, with PMax playing a critical role, increased by 146% year-over-year.

• Improved Profitability: Return on Ad Spend (ROAS) increased by 24% year-over-year, demonstrating improved efficiency alongside growth.

• Successful Market Expansion: Organic Basics successfully expanded its presence from 5 to 20 markets within one year, demonstrating the scalability of the PMax-driven strategy.

Organic Basics aims to build on this impressive growth trajectory. Further expansion is already underway, with testing in new markets being carried out primarily using Performance Max to drive initial penetration. Supported by analysis and insights from the Google Shopping team, Organic Basics is also updating assets across all Performance Max campaigns with new collections to enhance relevance and efficiency during this expansion phase.