E-commerce PPC That Drives Revenue
From Google Shopping to Performance Max, we manage PPC campaigns that turn browsers into buyers. Specialized strategies for Shopify, WooCommerce, and custom e-commerce platforms.
What is e-commerce PPC management?
E-commerce PPC management is the process of running and optimising paid search campaigns — including Google Shopping, Performance Max, and Search ads — specifically for online stores. It covers product feed optimisation, bid strategy, audience targeting, and conversion tracking to maximise return on ad spend (ROAS) and drive profitable revenue growth.
E-commerce stores with optimized product feeds and proper bid segmentation achieve 2-3x higher ROAS than those using default Google Shopping settings.
E-commerce PPC Challenges We Solve
Common problems we solve for online retailers every day.
Low ROAS on Shopping campaigns
Feed optimization, bid segmentation by product margin, and strategic budget allocation to top performers.
Wasted spend on non-converting products
Product-level performance analysis and automatic budget shifting away from low-margin or low-converting SKUs.
Competition driving up CPCs
Smart bidding strategies, impression share monitoring, and campaign structure that maximizes quality score.
Poor attribution across channels
Proper GA4 e-commerce tracking, cross-device attribution, and revenue-based optimization.
E-commerce PPC Services
Everything you need to scale your online store with paid advertising.
- Google Shopping campaign management
- Performance Max optimization
- Product feed optimization
- Dynamic remarketing campaigns
- Seasonal campaign strategies
- Conversion tracking & GA4 setup
- Competitor price monitoring
- Shopping ads A/B testing
Platforms We Work With
Our e-commerce clients average 5.2x ROAS across Google Shopping campaigns — nearly 3x the industry benchmark of 2x ROAS for unoptimized accounts.
How We Audit DTC E-commerce Google Ads Accounts
Direct-to-consumer brands face unique PPC challenges. Our DTC audit goes beyond standard metrics to uncover the growth levers specific to your business model.
1Product Feed Health Check
We audit your Merchant Center feed for disapproved products, missing attributes, and title optimisation opportunities. DTC brands typically lose 15-25% of eligible impressions from feed issues alone. We check GTIN coverage, product type taxonomy, custom labels for margin-based bidding, and promotional feed extensions that most agencies overlook.
2Customer Acquisition vs. Retention Split
DTC brands must separate new customer acquisition from repeat purchase campaigns. We analyse your audience segmentation to ensure you are not overpaying to re-acquire existing customers via Shopping or PMax. This includes checking customer match list freshness, remarketing audience windows, and whether your bidding strategy properly values new vs. returning customers.
3Unit Economics & Margin Analysis
We map your product margins to campaign structure. Most DTC brands bid the same for a £12 accessory as a £120 hero product — destroying profitability. Our audit identifies which SKUs can sustain aggressive bidding and which need tighter ROAS targets based on contribution margin, not just revenue.
4Performance Max Asset Audit
PMax campaigns can be a black box. We break down asset group performance, check for cannibalisation with your Shopping and Search campaigns, and evaluate whether PMax is genuinely driving incremental sales or simply claiming credit for brand searches and remarketing. We verify audience signals, review auto-generated assets, and check placement reports for low-quality inventory.
5Conversion Tracking & Attribution
Accurate tracking is the foundation of profitable DTC ads. We audit your GA4 e-commerce events, Google Ads conversion actions, and enhanced conversions setup. Common issues include duplicate purchase tracking, missing micro-conversions (add-to-cart, begin-checkout), and incorrect attribution windows that inflate reported ROAS.
6Competitive Landscape & Search Terms
We analyse your search term reports for wasted spend on irrelevant queries, identify competitor conquesting opportunities, and map your impression share against direct competitors. For DTC brands, we also check whether branded searches are being cannibalised by affiliate or marketplace ads — a common profit drain we find in over 60% of audits.
Worth £500 — includes feed analysis, campaign structure review, and 90-day roadmap
FAQ
E-commerce PPC Questions
Common questions about Google Ads management for online stores.
- Most successful e-commerce stores spend 10-20% of their target revenue on Google Ads. For a store targeting £100k/month in revenue, that's £10k-20k in ad spend. We recommend starting with at least £3,000/month to gather meaningful data and optimize effectively. The key is maintaining a profitable ROAS (Return on Ad Spend) — typically 4:1 or higher for sustainable growth.
- Shopping campaigns (including Performance Max) typically drive 60-70% of e-commerce revenue from Google Ads. Search campaigns capture high-intent buyers searching for specific products. Remarketing campaigns recover abandoned carts and bring back previous visitors. We recommend a layered approach: Shopping for product discovery, Search for brand and category terms, and Remarketing for conversion optimization.
- Shopping optimization starts with your product feed: optimized titles with key search terms, accurate categorization, competitive pricing, and high-quality images. We then structure campaigns by product margin and performance, implement negative keywords to block irrelevant searches, and use custom labels for granular bidding. Regular feed audits and bid adjustments based on ROAS targets complete the optimization cycle.
- Target ROAS varies by margin: low-margin products (under 30%) need 5:1 ROAS or higher; medium-margin products (30-50%) can profit at 3-4:1; high-margin products (50%+) can sustain 2:1 ROAS. Industry averages show 4:1 ROAS across e-commerce Google Ads. We typically achieve 400-600% ROAS for optimized accounts, though results depend on product, competition, and market conditions.
- You'll see traffic and sales immediately once campaigns launch. Meaningful optimization data requires 2-4 weeks of consistent spend. Significant performance improvements typically emerge by weeks 6-8 as we refine bidding, negatives, and feed optimization. Full campaign maturity with stable, predictable performance usually takes 3-4 months of active management.
- A DTC e-commerce audit covers six key areas: product feed health (disapproved items, missing attributes, title optimization), customer acquisition vs. retention campaign split, unit economics and margin-based bidding analysis, Performance Max asset and placement audit, conversion tracking accuracy (GA4 events, enhanced conversions, attribution windows), and competitive landscape with search term waste analysis. The audit typically uncovers 15-30% wasted spend and provides a 90-day optimization roadmap.
- DTC brands should structure campaigns around three pillars: acquisition (prospecting Shopping and Search campaigns targeting new customers), retention (remarketing to past purchasers with cross-sell and replenishment offers), and brand defence (protecting branded searches from competitors and affiliates). Within each pillar, segment by product margin using custom labels so high-margin hero products receive aggressive bids while low-margin accessories are capped at sustainable ROAS targets.
Ecommerce PPC Resources
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