PPC for Ecommerce

Why Ecommerce PPC Is Different

Ecommerce is not like lead gen. You have hundreds or thousands of SKUs, each with its own margin, seasonality, and competition level. A single Google Shopping campaign cannot handle all of that. You need granular control, smart segmentation, and a deep understanding of product-level profitability.

The Ecommerce PPC Stack

Google Shopping (Performance Max & Standard)

Shopping ads put your products directly in front of people searching with buying intent. Performance Max has expanded reach but reduced control — we use a hybrid approach:

• Standard Shopping for your top-performing products where we want full bid control
• Performance Max for broader product discovery, with careful asset group segmentation
• Feed optimization is critical: titles, descriptions, product types, custom labels for margin tiers

Google Search

Brand campaigns to protect your brand terms from competitors. Non-brand campaigns for high-intent keywords like “buy [product]” and “[product] best price.” Competitor campaigns where the math works.

Meta Ads

Prospecting campaigns that introduce your products to new audiences. Dynamic product ads that retarget viewers with the exact items they browsed. Collection ads for mobile-first shopping experiences. Video ads for brand storytelling and new product launches.

Retargeting Across Platforms

Cart abandonment sequences, viewed-product retargeting, post-purchase upselling. Coordinated frequency caps across Google Display and Meta to avoid ad fatigue.

Common Ecommerce Challenges We Solve

Low ROAS on new customer acquisition: New customers cost more than returning ones. We separate new vs. returning customer reporting and optimize each differently. If your blended ROAS is 4x but new customer ROAS is 1.5x, that context changes the strategy entirely.

Product feed quality issues: Bad product titles, missing GTIN codes, incorrect categories — these kill Shopping performance. We audit and optimize your product feed as a foundational step.

Seasonality management: Black Friday does not start on Black Friday. We build seasonal ramp-up plans months in advance, adjust budgets dynamically, and wind down profitably instead of overspending in the tail.

Customer lifetime value blindness: If you only optimize for first-purchase ROAS, you underspend on products that lead to repeat purchases. We work with you to incorporate LTV into campaign decisions.

What Results Look Like

Typical ecommerce engagements see measurable improvement within 60-90 days:

• Shopping ROAS improvements of 30-80% through feed optimization and campaign restructuring
• Cart abandonment recovery rates of 8-15% through retargeting sequences
• New customer acquisition cost reductions of 20-40% through better audience targeting and creative testing
• Overall revenue growth of 25-60% at maintained or improved profitability

These ranges are based on patterns we have seen across engagements. Your results depend on your product, market, and starting point. We do not guarantee specific outcomes.

The Ecommerce Metrics We Track

Metric	Why It Matters
ROAS (new vs. returning)	Separates real acquisition from repeat customers
Revenue by campaign type	Shows what is driving growth vs. maintaining baseline
Cost per new customer	The true cost of growth
Average order value	Indicates product mix and upsell effectiveness
Cart abandonment rate	Measures funnel leakage
Return rate by channel	Prevents optimizing for returns instead of kept orders
Product-level ROAS	Identifies margin-positive vs. margin-negative products

Who We Work Best With

• DTC brands doing €20K-€500K/month in online revenue
• Ecommerce stores on Shopify, WooCommerce, Magento, or custom platforms
• Product catalogs of 20-10,000+ SKUs
• Teams that understand their unit economics and margins
• Brands willing to invest in creative production for social ads