Key Module(s) used:
An iconic California-based fashion brand unlocked significant performance gains by optimizing its Performance Max (PMax) campaigns using the Share of Model™ Platform.
Within just four weeks, the brand achieved a +38% revenue increase and an exceptional 13x ROAS on incremental spend. These results demonstrate the immediate advantage of aligning marketing assets with how Google's AI Mode is transforming search.
As AI Mode evolves search into a rich, multimodal experience—analyzing images, text, and context simultaneously—this brand is future-proofing its strategy by ensuring AI correctly understands its product quality and attributes.
Strategic Approach: Bridging the Gap Between Creative and Intent
Heading into its peak fall sales period, the brand faced a critical challenge: new product styles struggled to gain traction despite strong demand for core classic styles. The issue was discoverability in an AI-driven search environment.
Fall fashion is a season led by comfort and durability—apparel and outerwear must protect, perform, and feel cozy—making these attributes high-priority in purchase intent. At the same time, conversational, intent-driven search queries were rising (e.g., comfort, style, durability), but the brand’s PMax assets—images, headlines, and descriptions—were not cohesively aligned. AI models failed to connect the visual signals in their images (like durability) with the textual signals in their copy.
Using Share of Model's multimodal semantic analysis, the team analyzed how AI models process visual and textual assets together. They uncovered a key disconnect: product images conveyed comfort and durability, but the accompanying text and search themes failed to reinforce these signals.
The solution was not to increase bids or budgets. Instead, the team integrated AI-informed Search Themes (comfort, style, durability) into targeted asset groups. They then optimized the multimodal pairing of images and text, ensuring AI models could accurately interpret and surface their new collections for high-intent, conversational queries.
The Results: Immediate Revenue Growth with Exceptional Efficiency
The impact of this AI-aligned optimization was immediate and validated within the first four weeks:
# Qualified Traffic Surge: Click traffic for theme-related queries soared, with durability themes driving +47% more clicks and comfort/cozy themes generating a +29% increase.
# Significant Revenue Growth: Revenue across optimized groups jumped +38%. Durability themes delivered a +42% revenue increase, while comfort/cozy themes drove +31% more revenue.
# Exceptional Efficiency: The brand achieved a 13x ROAS on incremental spend.
# Improved Traffic Quality: ROAS for queries related to the new themes strengthened significantly post-implementation: +20% for durability searches and +30% for comfort/cozy queries, proving the optimization captured higher-intent shoppers.
# Immediate ROI: The identified lift delivered a 3x ROI on the Share of Model license fee in month one alone.
The Takeaway: Winning in the AI Recommendation Era
This case study proves a critical point: brands that control how AI understands their products will dominate AI-driven search. As AI Overviews and AI Mode make search a multimodal, contextual experience, visibility is no longer won just by bids, but by alignment. AI models must interpret intent across multiple formats—connecting conversational queries ("durable boots") with visual and textual evidence.
The brand’s success—+38% revenue and 13x incremental ROAS—stems from solving a problem most brands don't yet see: having great creative isn't enough if AI models can't connect it to consumer intent. By using Share of Model to ensure their PMax assets sent a cohesive multimodal signal, they secured immediate performance and a lasting competitive advantage in the new era of AI recommendations.
