PPC & Paid Advertising
eCommerce PPC Managed on Profit, Not Platform ROAS
Google, Shopping, Performance Max, Meta and marketplace advertising, structured around SKU-level margin. We buy customers profitably and tell you when a campaign the dashboard loves is quietly losing you money.
- Campaigns built around product margin, not category-level budgets
- Blended CAC and contribution reporting, reconciled to actual store revenue
- Your accounts stay yours — we work in them, we do not hold them hostage
6.7x
Median blended ROAS
Across managed paid accounts
-31%
Average CAC reduction
Within the first two quarters
-42%
Best TACoS reduction
VAC Vacuums, Amazon
$48M+
GMV managed
Across all live accounts
The Problem
The paid advertising challenge
Eight reasons paid accounts stop working. Most audits we run find four or five of them at once, and usually the structural ones are causing the rest.
Rising CPCs
Auction prices climb every year. If nothing else improves, the same performance costs more each quarter until the maths stops working.
Low ROAS
Return that looks acceptable on the dashboard and unacceptable once you subtract COGS, shipping and returns. The reported number is not the real one.
Wasted ad spend
Budget going to search terms that never convert, audiences already coming organically, and SKUs whose margin cannot support any acquisition cost.
Poor campaign structure
Everything in one Performance Max campaign, or 400 ad groups nobody has touched in a year. Neither gives you levers to pull.
Weak targeting
Cold prospecting and warm remarketing in the same campaign at the same bid, so the algorithm spends where it is easiest rather than where it is most valuable.
Low-converting landing and product pages
Traffic quality is fine; the page is the problem. Paying more for clicks to a page that converts at 1.1% is an expensive way to avoid a CRO project.
Poor tracking
Consent mode, iOS changes, a theme update that dropped a tag. Decisions made on data nobody has validated since it broke.
Difficulty scaling profitably
Performance holds at $20k/month and falls apart at $50k, because the structure was built for the smaller number.
What We Do
Our PPC & paid advertising services
Eight services covering paid acquisition end to end. This page is the full solution — individual channels get their own detail as we publish them.
Google Ads
Search, Display and demand-gen campaigns structured by intent and margin.
Google Shopping
Feed quality, product segmentation and bidding driven by SKU profitability.
Meta Ads
Facebook and Instagram run as a creative testing system, not a boosted-post budget.
Remarketing & Retargeting
Dynamic product remarketing, cart abandonment and win-back, priced separately from cold.
Performance Max
Asset groups, audience signals and exclusions that give you back control of a black box.
Paid Social Advertising
TikTok and Pinterest where the category and creative pipeline actually support them.
Campaign Management & Optimization
Weekly optimisation against a documented plan, not monthly bid tinkering.
Conversion Tracking & Analytics
Server-side tracking, consent mode and reporting that reconciles to store revenue.
Paid works hardest next to eCommerce SEO and conversion optimization, or inside a full eCommerce management engagement.
Platforms
Advertising platforms we manage
Storefront and marketplace advertising planned together, so they stop bidding against each other on your own brand terms.
- Search
- Shopping
- Performance Max
- Display
Meta
Other Platforms
- TikTok
- Microsoft Ads
- Amazon Ads
The Process
Our PPC management process
Six stages. Stages five and six run continuously; the first four repeat when the account changes shape.
01
Audit & Research
Account structure, search term waste, feed quality, tracking validity and competitor positioning. We come back with what the account is losing and where, quantified.
02
Strategy & Planning
Channel mix, budget allocation by margin contribution, target CAC by product group, and the campaign architecture — agreed before anything is rebuilt.
03
Campaign Setup
Rebuild or restructure: campaign hierarchy, feed optimisation, audience signals, exclusions, naming conventions and conversion tracking validated end to end.
04
Launch & Testing
Staged rollout with the old structure running until the new one proves out. Creative and offer tests queued from day one rather than after the first flat month.
05
Optimize
Weekly optimisation on search terms, bids, budgets, creative and feed. Every change logged, so when performance moves we know which change moved it.
06
Scale
Budget expansion into what is already profitable, plus new channels and markets. Only once contribution holds at the current level.
Scope
What we optimize
Four layers. Most agencies only touch the first two, which is why performance plateaus.
Campaigns
- Structure
- Targeting
- Bidding
- Budgets
Ads
- Headlines
- Copy
- Creative
- Offers
eCommerce
- Product feeds
- Shopping campaigns
- Product pages
- Landing pages
Performance
- CPC
- CTR
- Conversion rate
- CPA / CAC
- ROAS
- Revenue
By Goal
PPC by business goal
Tell us the outcome you are measured on and we will tell you the approach that earns it.
Generate More Sales
Shopping + Search + Paid Social
Capture existing demand first, then widen with paid social once the economics on capture are proven.
Increase ROAS
Campaign restructuring + optimization
Segment by margin, cut the waste, and rebuild the structure so bidding can actually respond to value.
Reduce CAC
Audience + creative + funnel optimization
Stop paying prospecting prices for warm traffic, then fix the landing experience that inflates cost per acquisition.
Launch a Product
Product campaigns + paid social
Isolated budget and measurement so the launch does not cannibalise your proven campaigns or hide behind them.
Retarget Visitors
Remarketing + dynamic campaigns
Dynamic product remarketing and abandonment sequences, capped and separated so they do not inflate blended ROAS.
Scale Revenue
Budget expansion + winning-campaign optimization
Push budget into what already clears target CAC, and rebuild what cannot take more spend before adding any.
Why Us
Why choose our PPC agency
Eight things that separate eCommerce paid media from the generic kind.
eCommerce-Focused Paid Media
Feeds, variants, marketplace advertising and margin structures are our daily work. We are not a lead-gen agency applying the same playbook to products.
Revenue & Profitability Focus
Targets are set on contribution margin per product group, not a blanket ROAS number that ignores what each SKU actually earns.
Data-Driven Optimization
Every change is logged against the metric it was meant to move. When performance shifts we can say which change did it.
Full-Funnel Advertising
Cold, warm and returning audiences separated, measured and budgeted differently, because they behave nothing alike.
Transparent Reporting
One reconciled report against store revenue. Your accounts, your data, your billing — we work inside them and never hold them.
Continuous Testing
A running queue of creative, offer and landing tests. On paid social especially, creative volume is the lever that actually moves cost.
Scalable Campaign Structures
Built for the budget you want, not the one you have. Structures that hold when spend triples instead of collapsing at the next tier.
Integrated With SEO, CRO & Marketing
Paid stops bidding on terms organic already owns, and landing pages get fixed by the same team rather than added to your backlog.
Proof
PPC results
Three paid engagements, measured against the twelve months before we took the accounts over.
CLIENT
VAC Vacuums
Home & Appliances · Amazon + Shopify
CHALLENGE
TACoS above 22%, duplicate ASINs splitting ad spend, and marketplace advertising run by a separate vendor bidding against the storefront on brand terms.
PAID STRATEGY
Consolidated both channels under one plan, rebuilt Amazon advertising around SKU profitability, restructured Shopping by margin band and added brand-term negatives across accounts.
RESULT
-42%
TACoS
+186%
Sales growth
+64%
Buy Box rate
CLIENT
Nutriblend
Health & Supplements · Shopify Plus
CHALLENGE
84% of paid budget going to cold prospecting on a consumable product, with a 3.2x blended ROAS and no separation between acquisition and win-back audiences.
PAID STRATEGY
Split the account into prospecting, win-back and subscription-lapse with separate targets and budgets, then rebuilt creative testing around subscription messaging.
RESULT
7.9x
Blended ROAS
-31%
CPA reduction
+214%
Revenue generated
CLIENT
Fitness Gear
Sports & Fitness · Shopify + Walmart
CHALLENGE
Strong D2C paid performance with no marketplace presence, and concern that launching would cannibalise existing campaigns and inflate blended acquisition cost.
PAID STRATEGY
Launched Walmart and Amazon advertising on a deliberately narrowed SKU set with separate pricing logic, and built channel-contribution reporting rather than channel-revenue reporting.
RESULT
5.2x
Marketplace ROAS
+128%
Revenue growth
+9%
D2C revenue held
Paid results vary considerably by category, margin structure and auction competitiveness. We will give you an honest range for your account on the call, including where we would not expect a quick win.
FAQs
PPC & paid advertising FAQs
Eight questions that come up before most paid engagements. More on our full FAQ page.
How much should we spend on eCommerce PPC?
Enough that the data is statistically useful and not so much that a bad month is existential. Practically, most stores need at least $5,000–$8,000/month in media before paid search produces reliable signal, and paid social needs more because creative testing consumes budget. We would rather tell you the floor honestly than take on an account that cannot get there.
What is your management fee?
PPC management typically runs $2,000–$7,000/month depending on channels, spend level and complexity, separate from your ad spend. We do not work on percentage-of-spend, because it rewards us for spending more rather than earning more. Our pricing page explains how we scope it.
Who owns the ad accounts?
You do, always. We work inside your Google, Meta and Amazon accounts under your billing. If the engagement ends you keep every campaign, every audience and the full history. Agencies that run your ads through their own accounts are holding your data hostage, and it is worth asking any agency this before you sign.
Why do you not just optimise to ROAS?
Because platform ROAS ignores COGS, shipping and returns. A 4x campaign selling a 20% margin product loses money; a 2.5x campaign selling a 60% margin product prints it. We set targets per product group based on contribution margin, which sometimes means turning off the campaign your dashboard likes best.
How long until PPC improves?
Waste reduction and structural fixes usually show in 30–45 days. A full restructure needs 60–90 days because smart bidding has to relearn, and performance often dips in weeks two and three before it recovers — we tell you that up front so it is not a surprise.
Do you handle Amazon and marketplace advertising?
Yes, and we would strongly recommend running it alongside your storefront advertising rather than separately. Run by different vendors they bid against each other on brand terms and give you two irreconcilable views of acquisition cost. On the VAC Vacuums account, consolidating them was most of the 42% TACoS reduction.
Do you produce the ad creative?
We can, or we can brief and test against creative your team or a studio produces. What we will not do is run paid social without a creative pipeline — on those platforms creative volume is the primary lever, and without new assets there is nothing meaningful left to optimise after the first month.
Can you fix our tracking?
Yes, and it is usually the first thing we do. Server-side tracking, consent mode configuration, conversion deduplication and validation against actual store orders. There is no point optimising against numbers nobody has checked since the last theme update.
Find out what your paid accounts are actually losing
Get a free PPC audit. We will review structure, search term waste, feed quality and tracking, and come back with what it is costing you — whether or not you hire us.