Google Ads that answer to your P&L.
Ecommerce Google Ads is a different discipline from generic PPC. The feed is the keyword strategy, margin decides the bid, and blended efficiency — not platform ROAS — decides whether you are actually growing. We run the whole system: Search, Shopping, Performance Max, and YouTube, bid to your unit economics.
Most ecommerce accounts optimize revenue and quietly lose profit.
Google made ecommerce advertising easy to start and hard to run well. Automated campaign types spend confidently whether or not the economics work — and the dashboard always looks better than the bank account.
Platform ROAS is not profit
A 4x ROAS on a 15% margin product loses money after shipping and fees. Accounts that bid to revenue instead of margin scale their least profitable products fastest — the more efficient the machine, the faster the leak.
The feed is neglected infrastructure
Titles, GTINs, categories, and availability determine which auctions you enter before any bid is set. Most agencies treat the feed as an IT problem. In Shopping and PMax, the feed IS the campaign.
PMax absorbs your brand demand
Left unguarded, Performance Max claims branded searches that would have converted anyway and reports them as wins. Brand exclusions and honest incrementality reads are the difference between growth and expensive bookkeeping.
Scaling breaks the learning systems
Doubling budgets overnight resets Smart Bidding into re-learning chaos. Scaling is a sequencing discipline — headroom, targets, surface — executed at the pace the models can absorb.
The full Google stack, bid to your margins.
One team owns your feed, your campaign structure, your bidding, and your measurement — because in ecommerce they are one system, not four workstreams.
- →Search, Shopping, Performance Max, and YouTube under one strategy
- →Product feed engineering — titles, attributes, GTINs, supplemental feeds
- →Margin-tier campaign segmentation with custom labels
- →Value-based Smart Bidding fed true margin data, not gross revenue
- →PMax brand exclusions and asset group architecture
- →Brand vs non-brand separation for honest incrementality
- →MER governance alongside per-channel ROAS targets
- →Promotion and seasonal calendar synced to bidding strategy
- →Server-side conversion tracking and enhanced conversions
- →Search term mining and negative keyword discipline at scale
A catalog watched SKU by SKU.
An ecommerce account changes every day — stock, prices, disapprovals, query drift. Our platform watches all of it around the clock, drafts the fix with the margin math attached, and hands it to a strategist to approve. Nothing slips, and nothing ships unchecked.
- 01 · SensingFeed and margin telemetryDisapprovals, price mismatches, out-of-stock spend, and margin-tier drift surfaced the day they happen — not at the monthly review.
- 02 · ReasoningProposals with profit mathEach signal becomes a structured proposal — bid shift, exclusion, feed fix — sized against your unit economics, with a rollback plan.
- 03 · ConversationA strategist signs offNothing reaches your account until a senior ecommerce operator reviews the proposal and approves it.
Low-margin tier → High-margin Shopping
Low-margin tier → High-margin Shopping
Economics first, structure second, scale third.
We do not touch bids until we know your breakeven ROAS by product tier and trust your conversion data. Everything scales from that foundation.
Unit economics and measurement foundation
Breakeven ROAS computed per margin tier from your actual COGS, shipping, and fees. Conversion tracking audited and rebuilt where needed — server-side where it counts. This is the map everything else follows.
Feed and structure rebuild
Feed rebuilt to earn the right auctions. Campaigns segmented by margin and strategic priority so budgets and targets can differ. Brand carved out from non-brand. PMax given structure and exclusions, not blind budget.
Scale by marginal economics
Budgets grow where marginal — not average — returns clear your economics. Weekly search-term, feed-health, and pacing reviews. MER tracked beside platform ROAS so channel wins never masquerade as business wins.
Margin-first vs revenue theater.
Most agencies run ecommerce Google Ads the way they run every account: bid to revenue, report platform ROAS, review monthly. The gap shows up in your P&L, not their dashboard.
Quick answers to common questions.
What ROAS should an ecommerce store expect from Google Ads?
The honest answer: whatever clears YOUR breakeven, which depends on your margin structure — a 3x target can be aggressive for one catalog and lazy for another. We compute breakeven per margin tier in week one and set targets above it. Anyone quoting a universal "good ROAS" before seeing your P&L is guessing.
Do you need our margin and COGS data?
Yes — it is the single highest-leverage input you can give us. With per-product margin we bid to profit instead of revenue. We handle it under NDA, and clients on Shopify or similar platforms can usually export it in an afternoon.
Standard Shopping or Performance Max?
Usually both, deliberately segmented: Standard Shopping where control and query data protect high-margin or strategic products, PMax where its reach earns incremental volume — with brand excluded so it cannot flatter itself. The wrong answer is whichever one is running by default.
What ad spend level do you work with?
Our ecommerce engagements typically start around $5k per month in ad spend for single-channel Google work — below that, the management fee distorts the economics we are trying to fix. Most clients are in the $20k-$300k per month range.
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