Discovery Campaigns Improved Nadine West’s Conversion Rate 197%

Three years into our partnership with Nadine West, paid search competition was rising and putting month-over-month growth goals at risk. We tested a custom Discovery campaign across Gmail, Discover, and YouTube placements, then scaled and optimized it over 60 days. The campaign improved conversion rate 197.62% and click-through rate 48.96% in a 30-day pre/post analysis, while beating the CPA goal by 13.19% in the following 30 days.

Nadine West Results

Key Results

Services: eCommerce, SEM, Discovery, Paid Search, YouTube

Better Than CPA Goal

13.19%

Second 30-day period of the test.

Conversion Rate

197.62%

Improvement in the 30-day pre/post analysis.

Click-Through Rate

48.96%

Improvement in the 30-day pre/post analysis.

The Challenge

Subscription clothing companies like Nadine West face intense competition in search auctions. Higher customer lifetime value can support higher acquisition benchmarks, which pushes up CPCs. Auction prices can climb further when competitors pursue market share without the same performance constraints.

Three years into a successful partnership, we identified more competition in Nadine West’s search auctions. That increase threatened the month-over-month growth goals we were pursuing.

About Nadine West

Founded in 2013, Nadine West is a monthly clothing subscription service that sends personalized outfits to subscribers across the United States. The company focuses on affordable style for everyday women, without fees or hidden costs.

Campaign Strategy

Our Solution

In response to rising competition and CPA pressure, we proposed a custom Discovery campaign strategy and ran it as a 60-day test.

Expanded Placements

The test opened inventory across Gmail, Discover, and YouTube to build awareness at the top of the funnel while intent-driven ads encouraged immediate shopping action.

Audience Strategy

We selected audiences aligned with Nadine West’s target demographic and purchase intent, supplemented them with segments that engaged with the brand’s content, spanning affinity, in-market, custom, and retargeting.

Budget Scaling

Over 60 days we scaled the budget while holding the target CPA-to-daily-budget ratio in line with the campaign plan.

Optimization and Guardrails

We rotated underperforming creative and copy, tested new audiences, and adjusted target CPA without losing scale. Retargeting stayed below 15% of budget, with its own campaign planned if it went higher.

Campaign Outcome

The Results

The Discovery campaign exceeded expectations. During the first 30 days, it came within $1.50 of the CPA goal. In the following 30 days, it beat the goal by 13.19%.

A 30-day pre/post analysis showed sharp gains in both conversion rate and click-through rate, with conversions up 15% overall.

At the time of the campaign, Discovery reporting did not show ad destinations. We read the higher conversion rate as evidence that the campaign was reaching more competitive placements and higher-value audiences that converted.

Campaign Metrics

Results by the Numbers

Performance from the 60-day Discovery test, measured in a 30-day pre/post analysis.

Conversion Rate

197.62% improvement in the 30-day pre/post analysis, the clearest signal that the new placements were reaching buyers.

Click-Through Rate

48.96% improvement in the 30-day pre/post analysis, held up by continuous creative and copy rotation.

Cost Per Acquisition

Came within $1.50 of the CPA goal in the first 30 days, then beat the goal by 13.19% in the following 30.

Conversions

15% increase in the pre/post analysis, even as CPC rose 155.11% and clicks and impressions both fell sharply.

Sidney Williams, founder and CMO of Nadine West

“I’ve worked with the OuterBox team at 2 roles/companies and they’ve been able to scale across diverse needs in search. I’ve recommended them to dozens of colleagues and I always get kudos from them later. Now, they are a secret weapon so I keep it to myself.”

Sidney Williams
Founder and CMO, Nadine West

Expand Paid Search Without Losing Performance Discipline

New inventory can support growth when campaign structure, audience selection, creative rotation, and budget controls work together. OuterBox helps ecommerce teams build paid media strategy around the outcomes they need to protect.

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