How Product Catalog Enrichment Transformed Paid Search for Boston Proper

Paid search is only as strong as the data behind it.

For many retailers, that means the quality of their Google Merchant Center (GMC) feed. With the rise of AI-driven discovery, new search interfaces, and higher shopper expectations, ad performance in GMC now depends more than ever on high-quality product data.

Boston Proper, a women’s apparel brand, wanted to see how enrichment could improve their paid search program by adding richer attributes such as colors, patterns, occasions, and style themes to their product feeds.

Together, we put it to the test.

The Challenge

Like many retailers, Boston Proper’s catalog had solid foundations, but product titles and attributes often missed the long-tail keywords and shopper language that drive discovery. Item names didn’t always align with how customers searched, limiting visibility in Google Merchant Center, the primary way products index on Google.

• Improving discoverability: Making sure products surfaced for the right shopper queries.
• Scaling search relevance: Enhancing feeds dynamically without overhauling the entire catalog.
• Proving incremental value: Showing measurable lift in CTR, conversion, and ROAS before scaling.

The Approach

Stylitics partnered with Boston Proper and their media agency, Tinuiti, to run a controlled A/B test in Google Merchant Center.

• Randomized split: Products were divided into test and control groups
  
• Daily enrichment: The test group received enriched metadata via a supplemental feed.
  
• Consistent execution: Tinuiti managed identical campaigns across both groups to ensure a fair test.

This setup allowed Boston Proper to isolate the impact of enriched data on paid search performance.

The Results

The test delivered clear, measurable gains:

• +7.6% CTR lift: Enriched products attracted more clicks.
• +6.32% ROAS growth: Campaign efficiency improved.
• Higher conversion & AOV: Shoppers bought more, at higher values
• 16.4x ROI: Annualized incremental revenue far outpaced the additional spend.

For a 4,400-item catalog, these results translate into meaningful top-line impact.

Why It Matters

Boston Proper’s test shows that feed enrichment is a true growth lever. Stronger product data improves visibility, ensuring products surface in Google Shopping and emerging AI-driven search channels. It also drives efficiency, helping the same ad spend generate more clicks and conversions. Just as important, enrichment is simple to implement in Google Merchant Center, making it a practical way for retailers to strengthen paid search performance today.

Read the case study.

Authors

Stylitics Marketing Team

The Stylitics Marketing Team explores the intersection of AI, retail, and shopper experience, sharing strategies and insights that shape the future of product discovery and visual merchandising.