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.
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
€208
media cost per tracked purchase
€35,486 across 171 purchases
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.”
So the account was built around designers and categories that survive inventory turnover, not individual items.
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.
Structuring by designer and category rather than by item means the account keeps performing as individual pieces sell through — the central problem in one-of-one resale inventory.
Designer-level structure, authenticity-led messaging, honest year-over-year.
A strong absolute return on authenticated luxury resale.
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.
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.
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.
Every series published
Designer and category, not individual items
Campaign performance survives pieces selling through, which is the central problem when every item in the catalogue is one of one.
Twelve months: €235,171 of tracked value at a 6.63× return.
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