Ecommerce PPC
Ecommerce PPC management measured on margin and new customers, not on platform ROAS
Google Shopping, Performance Max, Search and Meta for online stores, run by one person who separates the revenue you would have had anyway from the revenue the ads produced.
What an ecommerce PPC consultant should be looking at
Platform ROAS is the most flattering number in paid media. Performance Max claims your brand searches, Meta claims your returning customers, and both report a return that would make any store profitable. Ecommerce PPC management that is worth paying for starts by separating three things: revenue from new customers, revenue from existing ones, and revenue that would have arrived without ads. Budget decisions are made on the first, with margin rather than revenue as the unit.
The feed is the campaign
Titles rewritten for how people search, GTINs and attributes completed, price competitiveness checked against the Merchant Center report, custom labels for margin, seasonality and stock so campaigns can be split on what matters.
Performance Max, contained
Brand terms excluded, asset groups built around product economics, search term insights reviewed weekly, a Standard Shopping campaign kept where query control beats reach.
Meta for new customers
Advantage+ Shopping with a new-customer cap where it works, prospecting on creative rather than interests, remarketing frequency capped, and results reconciled against store data rather than Meta's own attribution. See Meta Ads.
What management includes
- Measurement. Purchase tracking with enhanced conversions and Conversions API, revenue and item data correct, new versus returning customer flagged, and a monthly reconciliation between platform-reported revenue and the store's order data. See conversion tracking.
- Feed and Merchant Center. Disapprovals cleared, feed rules and supplemental feeds maintained, promotions and shipping set up, price benchmarks reviewed.
- Campaign structure by economics. Products grouped by margin and price tier, not by category tree; brand, non-brand and competitor search separated; PMax and Shopping given distinct roles.
- Weekly optimisation. Search terms and negatives, target ROAS or CPA moved with margin and stock, budgets shifted between platforms on incremental new-customer cost.
- Seasonal planning. Budgets, bids and creative staged ahead of peaks, and a plan for the quiet weeks that does not involve buying your own brand.
Who this fits
Stores spending roughly $5,000 to $100,000 a month across Google and Meta, on Shopify, WooCommerce, BigCommerce or a custom stack, with a margin structure that can be shared so campaigns can be run against it. It fits less well for marketplaces-only sellers and for stores whose main need is creative production at volume, where I run the media and testing framework alongside a studio rather than replacing it.
Audit first
Ecommerce accounts benefit more than most from a fixed-price audit before anything changes: the gap between reported and incremental revenue is usually the biggest finding, and it changes what the account should be doing. Management is a flat monthly fee, month to month; see pricing.
Questions people ask before hiring
What does ecommerce PPC management cost?
A flat monthly fee set by scope: platforms, catalogue size, markets. Not a percentage of spend or of revenue. Audit first, credited against the first month. See pricing.
Should I run Performance Max or Standard Shopping?
Usually both, with different jobs: PMax for reach across Google's inventory with brand excluded, Standard Shopping where you need control over queries and products. The split depends on the catalogue and the data, and it is one of the first things the audit settles.
What ROAS should I expect?
The honest answer is that platform ROAS is not the target; contribution margin after ad spend on new customers is. A store with 60% gross margin and a 3x ROAS is in a very different position from one with 25% margin and the same ROAS. I will build the target from your numbers, not from a benchmark.
Do you manage Amazon Ads?
No. Google, Microsoft and Meta for the store's own site. For Amazon I can recommend specialists.
Do you work with our developer on the feed?
Yes. Most feed work can be done through Merchant Center rules and supplemental feeds without touching the store; where a platform change is needed, I specify it for your developer.
Related services
Tell me about the account
Spend band, site and what is not working. You get a straight answer on whether I can help, what I would do first and a price range. No proposal deck, no sales follow-up sequence.