On September 10, 2025, Google published retail case studies and new loyalty features for Google Ads on its Ads blog. Authored by Courtney Rose, VP of Retail, the update details how brands used AI across search, video, and omnichannel to drive revenue online and in stores.
Key Details
Google highlighted six retail examples across beauty, fashion, and consumer electronics, with performance metrics, channels, and campaign goals.
- Rare Beauty used YouTube within its Search strategy to reach Gen Z shoppers, reporting increased search volume from new and existing customers and a 7X ROAS.
- L'Oréal applied AI Max to find new search opportunities and improve ad relevance. By enabling search term matching, the team unlocked new queries such as "what is the best cream for facial dark spots?" Results included a 2X higher conversion rate and 31% lower cost per conversion.
- Louis Vuitton used an omnichannel bidding strategy for its Damier Fine Jewelry launch to drive store and call center traffic while maintaining online sales. The approach delivered a 41% higher omnichannel ROAS in the United States and France, and a 7% increase in online ROAS.
- Hatch generated three target personas with Gemini for its Restore 2 launch. Using ImageFX, the team produced 27 visuals from minimal sets. Results included an 80% higher click-through rate, 31% better cost per purchase, and 50% fewer design and production hours.
- ba&sh shifted to an omnichannel approach to maximize offline and online sales. The team assigned a value to store visits and set it as a primary goal, increasing both online and offline revenue and improving ROAS by 8.5%.
- Sephora US used personalized annotations to show signed-in shoppers loyalty tier discounts. Personalized ads to loyal customers delivered a 20% higher click-through rate.
Background
Google framed the update around extended holiday timelines, noting that shoppers are more deliberate from October through the New Year. The company said AI adoption is accelerating and reshaping how consumers search, discover, and shop.
Recent product updates for retailers include new loyalty features and AI-based tools outlined on the Google Ads blog: loyalty offerings for retailers and AI-driven tools for strategic consumers.
Sources
All case studies and figures were published by Google on September 10, 2025, in an update authored by Courtney Rose, VP of Retail.
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