Paid search
Google Shopping, Performance Max and Microsoft Shopping managed against your margins, not your revenue. A clean feed, honest tracking and a live dashboard.
A campaign can report a return on ad spend of 5 and still lose you money, if it sells your lowest-margin products or the ones customers send back. Most ecommerce accounts are set up to chase revenue because that is what Google sees by default.
We set yours up to chase profit. That means grouping products by margin, setting targets from what each product actually earns you, and reporting the result in profit as well as revenue.
Shopping ads show your product, price and store name above the search results. For most online shops they are the best performing ads on Google. They depend on one thing more than any other: your product feed.
We set up or clean up your Google Merchant Center account and your product feed. That means titles written with the words shoppers search for, correct GTINs and brands, product categories and types, high-quality images, shipping and returns settings, and fixing every disapproval and warning. Then we keep the feed in sync with your stock and prices.
We tag products with custom labels, such as margin band, best seller, seasonal or clearance, so we can set different targets and budgets for each group.
The same feed can show your products for free in the Shopping tab, Google Images and product results. We switch it on and track the sales it brings.
In the UK and EU, Shopping ads can run through a Comparison Shopping Service (CSS) instead of Google’s own. It can lower your cost per click for the same ad. We check whether it suits your account and set it up if it does.
Performance Max uses your feed to run ads across Search, Shopping, YouTube, Display, Gmail and Discover from one campaign. It can work very well for stores, but only with good inputs. We give it a clean feed, real conversion data, proper asset groups by category or margin, and audience signals from your customer lists. We split campaigns so best sellers and new products do not compete for the same budget, and we check the search term and placement reports every week.
Search campaigns for high-intent searches, your brand and competitor terms, where text ads still win.
Demand Gen and YouTube to reach new customers with product images and video before they search.
Dynamic remarketing that shows people the exact products they viewed.
Microsoft Shopping through Microsoft Merchant Center, using the same feed. Clicks are often cheaper, and the audience is different enough to be worth testing.
Promotions in Merchant Center, so discount codes and offers show on your Shopping ads.
We set up GA4 ecommerce tracking from product view to purchase, Google Ads conversion tracking with Enhanced Conversions, and Consent Mode v2, which Google requires for UK and EEA users. We pass basket value and, where you can share it, product margin, so bidding can work on profit. Then we check that the numbers in Google Ads, GA4 and your store match within a sensible margin.
Slow product pages, unclear delivery costs and a long checkout lose sales that ads paid for. We build and fix Shopify and WooCommerce stores, so if the store is the bottleneck, we can fix it rather than just tell you about it. See our web development service.
People who search for your store’s name were already coming to you. If they sit in the same campaign as new customers, your results look better than they are. We separate brand from non-brand campaigns and report them apart, so you can see what advertising brings in that you would not have had anyway.
POAS
Return on ad spend (ROAS) divides revenue by ad cost. It ignores what the product cost you. If a product has a 40% margin, a ROAS of 2.5 only breaks even, before delivery and returns. A product with a 70% margin makes money at the same ROAS.
Profit on ad spend (POAS) uses margin instead of revenue, so the account chases products that make money. Where you can share product costs, we pass margin into the conversion data or group products by margin with custom labels, then set a target for each group.
Try it
Before delivery and returns. Break-even ROAS is 1 divided by your margin.
Black Friday, Christmas and your own sale periods can bring in a large share of the year’s revenue in a few weeks. We plan them two to three months ahead: stock and promotions agreed, feed updated with sale prices and dates, budgets raised in stages, and Google told about the expected jump in conversion rate with a seasonality adjustment, so automated bidding does not overreact.
Weeks 1 to 2
Account, feed, tracking, margins, competitors and landing pages.
Product groups, targets by margin band, budget split and launch order.
Weeks 2 to 4
Feed clean-up, tracking fixes and campaign build.
Search terms, product groups, bids, budgets and feed changes.
Budgets, promotions and feed updates planned two to three months ahead of Black Friday, Christmas and your own sales.
Feed fixes and campaign restructures often improve results within two to four weeks. New Performance Max campaigns need four to six weeks of data to settle. Most accounts settle within two to three months.
Honest limit: Ads cannot fix prices that are higher than your competitors’ for the same product. If Shopping shows your price next to cheaper sellers, we will tell you which products to push and which to leave out.
Real numbers only. Each result is published with the date range and the client’s permission.
Result to be confirmed
Alex builds and manages your Shopping and Performance Max campaigns and your feed. Louie handles hosting and store speed. Meet the team
Alex
Co-founder · Web development, SEO and PPC
Louie
Co-founder · IT, websites, hosting and security
FAQs
Straight answers. If yours is not here, ask us and we will reply within one working day.
It depends on catalogue size, platforms and the state of your feed. You get a fixed monthly fee after the audit. Ad spend is separate and paid directly to Google or Microsoft.
Yes. The feed is the core of Shopping and Performance Max, so we manage it as part of the service.
Often both. Performance Max reaches more places; standard Shopping gives more control. We test them against each other on your products.
Yes. We manage feeds and ads for both, and we build stores on both. See our WooCommerce PPC service.
It depends on your margins, prices and market. We set a target in the audit based on what you can afford to pay for a sale, then report against it.
No. Plans start with a three month term and then roll monthly.
You do. Google Ads, Merchant Center and Analytics stay in your name.
Where your store or CRM records returns, we adjust revenue for them and can upload the corrected value to Google Ads, so bidding learns from what customers kept.
No. We focus on Google and Microsoft, and on your own store. [to confirm]
Yes. SEO and Shopping use the same product data, so running both saves work. See our ecommerce SEO service.
