Ecommerce PPC is decided before the auction. Feed quality, product data and campaign structure determine what Google can sell for you, and most accounts leave that to chance.
We treat your product feed as a commercial asset, structure campaigns around margin rather than ROAS averages, and scale spend only where the economics hold.
What Strong Ecommerce PPC Delivers
How We Build Profitable Ecommerce Campaigns
Ecommerce PPC only scales when feed, structure and bidding are aligned. Our framework is designed to control spend, protect margin and grow revenue predictably.
Feed and Margin Audit
Feed and Account Architecture
Bidding Governance & Budget Logic
Incrementality & Profit Optimisation
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Ecommerce PPC, Answered
How does product feed quality affect Google Shopping performance?
Feed quality decides which auctions your products can enter, so it shapes Shopping results before a single bid is placed. Titles, product types, attributes and pricing tell Google what each item is and who should see it. Thin or inconsistent data leaves products showing for the wrong searches or not showing at all. That is why our work starts with a feed and margin audit, and why we treat your product feed as a commercial asset. More detail in our guide to feed quality in ecommerce PPC.
Should an online store judge its PPC on ROAS or on profit?
Profit, because a healthy ROAS can still lose money once product costs, delivery and returns are taken out. Two products with the same ROAS can carry very different margins, and an account average hides that. We structure campaigns around margin by category and scale spend only where the marginal return still makes commercial sense. ROAS remains a useful working target, but it should be set from your margins rather than picked as a round number.
How do you manage Shopping bids when margins vary across the product range?
We group products by margin and commercial priority, so bidding algorithms receive clean signals and high-margin lines get priority. Lower-margin products can still earn a place, but under tighter efficiency targets that reflect what each sale is worth to you. Budget then grows product by product and category by category, only where the return justifies it.
How should ecommerce PPC budgets change around Black Friday and Christmas?
Budgets should rise ahead of peak trading where stock and margin support it, with the plan agreed weeks in advance rather than on the day. Click prices and conversion rates both move sharply around big retail events, so targets and product priorities need setting early. Smart bidding also needs clear guardrails through these spikes, because short bursts of unusual demand can distort how it learns. Afterwards, we review which spend won new customers and which simply captured sales you would have made anyway.
Why separate branded and non-brand searches in an ecommerce Google Ads account?
Separating them shows what paid media adds, because branded searches come from people who are already looking for you. Brand terms usually convert cheaply, so when they are mixed with prospecting they can hide non-brand campaigns that are losing money. We structure accounts so the two are budgeted and reported separately. You can then see how much new demand and revenue your advertising creates, rather than crediting it with demand your brand has already earned.