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Google Ads and Shopping management for ecommerce brands

Performance Max is happy to spend your budget. Whether it’s spending it on new customers, or on people who were already typing your brand name, is another question.

We’re an ecommerce PPC agency that manages Google Shopping, Performance Max, search and Microsoft Advertising for US online stores. We fix the product feed first, structure campaigns around margin and product performance, and keep the automation on a short leash. You own the account, and you’ll see every change we make.

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Illustrative example with sample data, not client results.

PPC built for ecommerce

Most ecommerce Google Ads spend runs through Shopping and Performance Max, campaigns powered by your product data rather than keywords you choose. That makes the biggest levers:

Feed quality

Titles, attributes, product types and images Google can match to real searches.

Campaign structure

Separating heroes, zombies (products that get no impressions), high-margin and clearance items so budget flows to what earns.

Targets that reflect profit

A 4x ROAS on a 25%-margin product loses money once shipping, returns and payment fees are counted.

Your catalog

Products, prices, inventory and margins in Shopify or Magento

Feed rules

Titles rewritten, GTINs and attributes filled, custom labels for margin and season

Merchant Center

Products approved, disapprovals fixed, shipping and returns set

Campaigns by margin

Shopping and Performance Max split by custom label, each with its own target

Profit report

Spend, revenue and profit after ad costs by product group

 

How product data becomes a profitable Shopping ad. Most Shopping and Performance Max gains come from the first three steps, before any bid is changed.

Why ecommerce Google Ads accounts underperform

Brand and non-brand blended together, so cheap brand conversions hide unprofitable prospecting

PMax with no guardrails, spending on remarketing and branded queries

One giant Shopping campaign, where bestsellers soak up budget and long-tail winners never get impressions

Feed problems: vague titles, missing GTINs, wrong categories, unnoticed disapprovals

Broken conversion tracking: duplicate purchase events, missing enhanced conversions, GA4 imports double-counting

Smart bidding targets with no link to margin

No negatives, paying for irrelevant and competitor-research clicks

What we manage

Google Shopping and product feeds

We audit and optimize your Merchant Center feed: title structure, GTINs, product categories, custom labels (margin, seasonality, bestsellers), sale prices, shipping and tax settings, and disapprovals. We use supplemental feeds and rules so you don’t need a developer for every change. On Shopify we also check how the Google & YouTube app syncs your catalog, because the defaults rarely do what you’d want.

Performance Max

PMax works for many stores, but unmanaged it leans on branded searches and remarketing that would have converted anyway. We segment by product performance and margin, design asset groups deliberately, use brand exclusions where appropriate, and use search term insights and placement data to see where the money goes.

Search and brand

Search campaigns capture high-intent, non-brand queries and protect your brand terms from competitors. Brand and non-brand are always reported separately, so brand revenue doesn’t inflate PPC’s apparent performance.

Microsoft Advertising

Microsoft Advertising (Bing) reaches a different, often older and higher-income audience, frequently at lower cost per click. Importing proven Google campaigns makes it a low-effort test for most US stores.

Merchant Center feed checklist

  • Titles front-load brand, product type and key attributes (size, color, material, model)
  • Correct Google product category and your own product_type hierarchy
  • Valid GTINs, brand and MPN where applicable
  • Complete apparel attributes (gender, age group, size, color) where relevant
  • Clean, policy-compliant images with no promotional overlays
  • Custom labels for margin tier, price tier, seasonality and bestseller status
  • Accurate shipping, tax and return settings, now surfaced prominently in Shopping results
  • Sale price and promotion annotations for key events like BFCM

What we manage

We work with you to understand gross margin by product or category, shipping and return costs, and new-customer value. That lets us set target ROAS (or profit-based targets) per campaign that reflect real profitability, and pull spend away from products Google loves but your P&L doesn’t.

We also measure beyond Google’s dashboard: comparing total ad spend with total store revenue and new customers shows whether PPC is creating sales or just claiming them.

Work out your break-even ROAS

Break-even ROAS

Gross margin on the products you advertise

Gross margin on the products you advertise

20.0x

At a 4x ROAS, ads cost 25% of revenue, leaving a loss of 20% of revenue after product costs, fulfilment and ads.

Simplified: ignores overheads and the value of repeat orders from new customers. We set real targets per product group from your own numbers.

 

6.7x

At a 4x ROAS, ads cost 25% of revenue, leaving a loss of 10% of revenue after product costs, fulfilment and ads.

Simplified: ignores overheads and the value of repeat orders from new customers. We set real targets per product group from your own numbers.

 

4.0x

At a 4x ROAS, ads cost 25% of revenue, leaving 0% of revenue after product costs, fulfilment and ads.

Simplified: ignores overheads and the value of repeat orders from new customers. We set real targets per product group from your own numbers.

 

2.9x

At a 4x ROAS, ads cost 25% of revenue, leaving 10% of revenue after product costs, fulfilment and ads.

Simplified: ignores overheads and the value of repeat orders from new customers. We set real targets per product group from your own numbers.

 

2.2x

At a 4x ROAS, ads cost 25% of revenue, leaving 20% of revenue after product costs, fulfilment and ads.

Simplified: ignores overheads and the value of repeat orders from new customers. We set real targets per product group from your own numbers.

 

1.7x

At a 4x ROAS, ads cost 25% of revenue, leaving 20% of revenue after product costs, fulfilment and ads.

Simplified: ignores overheads and the value of repeat orders from new customers. We set real targets per product group from your own numbers.

 

1.8x

At a 4x ROAS, ads cost 25% of revenue, leaving 20% of revenue after product costs, fulfilment and ads.

Simplified: ignores overheads and the value of repeat orders from new customers. We set real targets per product group from your own numbers.

 

2.0x

At a 4x ROAS, ads cost 25% of revenue, leaving 20% of revenue after product costs, fulfilment and ads.

Simplified: ignores overheads and the value of repeat orders from new customers. We set real targets per product group from your own numbers.

 

2.2x

At a 4x ROAS, ads cost 25% of revenue, leaving 20% of revenue after product costs, fulfilment and ads.

Simplified: ignores overheads and the value of repeat orders from new customers. We set real targets per product group from your own numbers.

 

Google Ads for BFCM and Q4

For many stores, Black Friday through the holidays drives an outsized share of annual revenue, and auctions are at their most expensive. We prepare in stages: feed and promotion annotations set up early, Q4 budgets and pacing agreed by October, seasonality adjustments to warn smart bidding about short conversion-rate spikes, inventory-aware campaign priorities, and daily monitoring through the peak. After the rush, we scale back fast so January budgets aren’t wasted on post-holiday traffic.

YouTube and Demand Gen

For brands ready to create demand on Google rather than only capture it, YouTube and Demand Gen campaigns put product video and imagery in front of new audiences across YouTube, Discover and Gmail. They’re measured differently from Shopping, on view-through impact, branded search lift and new-customer acquisition, so we set expectations and test budgets carefully before scaling.

Your first 90 days

Step 1 of 3

Audit

Google Ads, Merchant Center, GA4 and conversion tracking review. You get a written findings report.

Step 2 of 3

Fix the foundation

Tracking (including enhanced conversions), feed optimization, campaign restructure, negative keyword cleanup and margin-based targets.

Step 3 of 3

Optimize and scale

Search term mining, product-level bid strategy, budget shifts and structured tests.

What we'll need from you

Admin access to Google Ads, Merchant Center and GA4; gross margins by category (approximate is fine); inventory and promotion calendars; shipping and return cost assumptions; and a monthly review with someone who can make budget decisions.

Fees and account ownership

You own your Google Ads and Merchant Center accounts, and keep them, and all their data, if we part ways.

Most agencies charge either a percentage of ad spend (commonly in the 10–20% range) or a flat monthly fee. Each has trade-offs: percentage fees scale with your spend, which can reward spending more, while flat fees are predictable. For a full breakdown of PPC fee models, see our pricing guide. [PLACEHOLDER: state our fee model and any minimum spend.]

PPC works best as part of a plan. Social ads (Meta and TikTok ads) create demand that search captures. If clicks aren’t converting, CRO on landing pages and checkout often beats adding budget. For multi-channel budget management, see our paid media services.

Results

[Client name]

[Industry, platform]. [Challenge, work done, verified result with timeframe]

[Client name]

[Industry, platform]. [Challenge, work done, verified result with timeframe]

[Client name]

[Industry, platform]. [Challenge, work done, verified result with timeframe]

Ecommerce agency FAQs

Something else? Ask us directly.

Usually a percentage of ad spend, a flat monthly fee, or a hybrid with a minimum. Some add setup fees or performance bonuses. [PLACEHOLDER: our model.]
[PLACEHOLDER: our minimum.] As a rule, very small budgets don’t give Shopping and PMax enough data to optimize well, and we’ll tell you if management fees wouldn’t pay off at your level.
Tracking fixes and wasted-spend cleanup often improve efficiency in the first few weeks. Structural changes need two to four weeks of learning before they stabilize.
There’s no universal number. Your break-even ROAS is roughly 1 ÷ your contribution margin after COGS, shipping and payment fees, so a 35% margin means about 2.9x just to break even. We calculate targets per product group from your data.
Usually both, used deliberately: standard Shopping for control and transparency, PMax for incremental reach. We split products between them based on performance and keep testing.
The one that starts with your feed and margins, reports brand and non-brand separately, and leaves you in full control of your account. Ask any agency you’re considering how they set ROAS targets; if the answer isn’t “from your margins,” keep looking.
Always. Your accounts, data and history stay yours.
Yes, where it fits, but segmented, monitored and compared against standard Shopping and search so you can see what it actually adds.