Google Ads for Ecommerce
Google Ads for Ecommerce Brands Ready to Scale Profitably.
Search, Shopping, Performance Max, Demand Gen and remarketing — built as one stack where every campaign has a distinct job. Whether we start narrow on a proven category or open the full catalogue to find the winners, the data decides. And every dollar is tracked against margin, not just revenue.
£10.3M
Revenue generated for a UK apparel brand at 4.69x ROAS
£4.5M
In Shopping sales for a fashion retailer — £3.5M from new customers
11.77x
ROAS on a skincare catalogue across 9,014 conversions
The Campaign Stack
Every Campaign Type Has One Job. None of Them Overlap.
Most wasted ecommerce spend comes from two campaigns chasing the same buyer and bidding against each other. Here's how the stack is separated.
Capture
Search & AI Max
Branded and non-branded Search catching people already looking for what you sell. AI Max for Search extends that reach into query variations you'd never have built keywords for — powerful, but only once the conversion data underneath it is clean.
Job: convert existing demand at the lowest possible CPA
Acquire
Standard Shopping
Kept separate from Performance Max on purpose. Standard Shopping gives visibility into which products and search terms are actually working, and it's the cleanest engine for growing a new customer base rather than re-selling to people who already know you.
Job: grow the new customer base with full visibility
Expand
Performance Max
Built with proper ecommerce assets — product imagery, lifestyle graphics, video — running against a Shopping feed or page feed rather than being left to guess. PMax rewards good inputs and quietly wastes budget without them.
Job: extend reach across Google's full inventory
Create demand
Demand Gen
Visual campaigns across YouTube, Discover and Gmail, aimed at audiences that look like your existing buyers. This is where you build the pool of people who'll search for you later — measured on assisted conversions, not last click.
Job: build future demand from lookalike audiences
Recover
Remarketing & YouTube
Cart abandoners, product viewers and past customers brought back through Demand Gen and YouTube placements. Almost always the cheapest revenue in the account — and almost always the piece nobody built properly.
Job: recover abandoned intent and drive repeat purchases
How Scaling Actually Works
Let the Data Decide Where the Budget Goes
Some accounts need a narrow start to prove profitability. Others need the full catalogue running first to reveal which categories can actually win. The account tells you which — here's how I find out.
Read the account before deciding the approach
If there's existing conversion data showing a category already works, we start there. If there isn't, we run the catalogue broadly at controlled spend and let the search terms and product data show us where demand actually sits.
Find what's profitable before adding budget
Feed, campaign structure, ad copy and landing pages fixed against real numbers. Whatever can't be made to work at a small budget won't be rescued by a bigger one — so that gets identified early and cut.
Scale what works, in controlled steps
Budget increased gradually into the products and categories carrying the account, watching ROAS, CPA and margin at each level. The moment efficiency breaks, we stop and find out why instead of pushing through it.
Apply the pattern to the rest of the catalogue
What proved out — feed titles, segmentation, asset style, bidding approach — gets rolled across the remaining categories, each validated on its own numbers rather than assumed to behave the same way.
