The Problem
Most ecommerce Google Ads accounts are optimising towards the wrong number.
“If ROAS keeps improving but profit stays flat, the account isn’t optimising towards the right metrics.”
ROAS is climbing but contribution profit remains flat
"Generic" activity is taking credit for brand searches and returning customers
Spend scales but new customer numbers don’t
High and low margin products are treated equally
The account was built for a smaller catalogue and hasn’t kept up
What’s included
What’s included in our Google Ads management
Profit-led structure
Campaigns organised around margin tiers, bestsellers, and stock, so budget follows the products that make money.
Brand and non-brand separation
Brand and non-brand split cleanly, so you can see the growth your ads actually create.
Feed management
Feed-led campaigns built on margin tiers and clear product grouping to improve visibility and performance.
Tracking and analytics
Robust measurement frameworks ensuring every optimisation decision is backed by reliable data.
Waste control
Regular review of search terms to cut wasted spend using negative keywords
Custom reporting
Automated, insight-driven dashboards tailored to the metrics that matter most to your business.
How we run your account
What working with us looks like, from the first review to ongoing growth.
Step 1
Audit
We review account structure, tracking, feed and product margin data to find where profit is leaking.
Assessment
Step 2
Rebuild
We restructure campaigns around product economics and fix measurement before scaling anything.
Profit-led structure
Step 3
Optimise
Ongoing work on bids, search terms, ads, budgets, promotions and stock.
Constant optimisation
Step 4
Report and scale
Monthly commentary from your specialist, then budget moves to where profit holds.
Growth
Campaigns don’t each have a single fixed job. Generic Search covers very different intent depending on the terms it bids on, and Search and Shopping can both capture the same generic demand. So we organise the account around the type of demand, then give each campaign a clear role within it.
Impression share, click-through rate, cost per click, conversion rate and return on ad spend.
Contribution profit, incremental profit, return on ad spend, quality score and placement mix
Incremental profit, conversion rate and return on ad spend
What we do month to month
Structure campaigns around margin tiers, bestsellers and stock levels
Separate brand from non-brand so incremental growth can be measured
Manage bids and targets against contribution profit, using cost of goods sold and revenue data
Review search terms and add negative keywords to cut wasted spend
A/B test ads, landing pages, campaign structures, and offers with a clear hypothesis and outcome
Adjust budgets for seasonality, promotions and stock changes before they happen
Related services
Other ways we can help
Frequently asked questions
How much should an ecommerce brand spend on Google Ads?
Do you manage Microsoft Ads too?
Will we keep ownership of the account?
How quickly will we see changes?
What do you need from us to get started?
How is this different from a generalist agency?
How do your fees work?
How long are contracts?
Get In Touch
See what a senior-led Google Ads account looks like
Book a free discovery call. We’ll identify where your account could be more profitable and uncover opportunities to drive incremental growth, then give you an honest assessment of whether we’re the right fit to help.