Her-Age · Pre-owned luxury fashion marketplace · Google Ads — Search & Shopping · 2026
How Her-Age held a 6.63× return on authenticated luxury resale
Authenticated pre-owned Hermès, Chanel and Cartier is a category where every item is unique and every buyer is cautious. Twelve months of paid search returned €6.63 of tracked value for every euro spent.
6.63×
tracked return on ad spend
€235,171 on €35,486
The results, up top — every number is in the strip below
6.63×
tracked return on ad spend
€235,171 on €35,486
€235,171
tracked purchase value
twelve months, one purchase action
€35,486
media spend
twelve months
171
tracked purchases
single purchase action only
−23%
matched-month value
€166,497 → €128,995, published
01 — The challenge
One-of-one inventory in a category built on trust.
Her-Age sells authenticated pre-owned luxury and vintage designer fashion — Hermès bags, Cartier and Chanel jewellery, collectible pieces from private collections — internationally, from Italy.
Two things make this hard to advertise. Inventory is one-of-one: the exact bag someone searches for may exist as a single unit and sell tomorrow, so campaigns cannot be built around durable product lines. And the objection is authenticity, not price — a five-figure handbag bought online requires a level of trust no ad headline can manufacture on its own.
“Every piece I sell is the only one of it I have. If the ads send someone to a bag that sold last week, I have not just lost the sale — I have spent money to disappoint somebody.”
Illustrative quote — written by Web Tonic to put the results above in an owner’s words. It is not a statement provided by the client.
So the account was built around designers and categories that survive inventory turnover, not individual items.
02 — Our approach
Advertise the house, not the single bag.
Structure follows designer and category — Hermès, Chanel, Cartier, fine jewellery, dresses — rather than individual items, so campaign performance survives inventory selling through.
Authentication and provenance were made the message rather than a footnote, because in resale that is the actual purchase decision.
Now the honest part. Across the seven months that overlap the prior year, tracked purchase value fell from €166,497 to €128,995 while spend grew — so this page publishes the absolute twelve-month return, 6.63×, and states plainly that the year-over-year comparison on matched months is negative. The account is efficient; it is not, on that measure, growing.
03 — What we did
Designer-level structure, authenticity-led messaging, honest year-over-year.
A strong absolute return, reported next to a matched-month decline.
Designer-level structure
Built campaigns that survive inventory turnover
Designer and category campaigns instead of item-level ones, so a sold-through piece does not break a campaign.
Recreated Google Ads campaign table
Authenticity messaging
Led with provenance, not price
In authenticated resale the objection is "is it real", not "is it cheap". The ad copy answers the real question.
Ad copy variants
Revenue tracking
Reported one purchase action, not several
The account also carries GA4-imported checkout events. Only the single purchase action is used, at €235,171 of tracked value.
Conversion action breakdown
Published the decline
Stated the negative year-over-year outright
On seven matched months tracked value fell €166,497 → €128,995. It is on this page because leaving it off would make the 6.63× misleading.
Matched-month comparison
The stack we ran it on
Google Ads
Paid search
Google Ads Editor
Paid search
GA4
Analytics
Google Tag Manager
Tracking
CallRail
Call tracking
Google Search Console
Search
AgencyAnalytics
Reporting
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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