Google Ads for e-commerce
From first purchase to repeat customer, Google Ads for webshops that want to look beyond ROAS alone.
We've run campaigns for webshops in fashion, interior, food, gifts and B2B product sales. That breadth helps us quickly spot what makes the difference in your shop, feed structure, margin differentiation or retention after the first order.
What Google Ads can deliver in e-commerce
In e-commerce Google Ads is often the leading growth channel. Shopping, Performance Max and Search together form a funnel that is scalable and predictable, provided you play them against each other rather than running them in parallel.
What often goes wrong, and how we approach it
In e-commerce these four considerations decide whether a campaign burns budget or drives growth.
ROAS is a result, not a strategy
Pure ROAS optimisation often leads to shrinkage, the campaign only picks up what would have converted 'for free'. We steer on new customers and customer value, using ROAS as a guardrail.
Feed optimisation is the biggest lever
Product titles, GTINs, categorisation and custom labels decide where ads show. A well-structured feed lifts CTR and lowers CPC without extra budget.
Stock reality belongs in the feed
Out-of-stock products still advertising is wasted money and a poor customer experience. Real-time stock status in the feed is not optional.
Attribution determines what you scale
Without data-driven attribution and Enhanced Conversions, Search usually gets too little credit and Performance Max too much. That leads to wrong budget decisions.
From first audit to monthly optimisation
Four steps we take in every campaign for this industry, no template, but a proven rhythm.
- 01
Feed and account audit
We start with a product, feed and account structure audit. In 80% of cases this is where the biggest initial win sits, before any budget optimisation.
- 02
Funnel: Shopping, PMax and Search balanced
Shopping and Performance Max for broad coverage, Search on brand and high-intent terms for control and margin. Each with its own role and budget.
- 03
Customer-value tracking + remarketing
Customers from Google Ads are the beginning. With dynamic remarketing and connected email flows we squeeze repeat revenue from the same ad euro.
- 04
Weekly optimisation on customer value
Every week we evaluate which campaigns deliver new customers versus which re-convert existing ones, and shift budgets accordingly.
Dutch interior webshop, mid-to-high segment
Situation
Stuck at a ROAS ceiling of 4.2. Every scaling attempt tanked ROAS immediately. Little visibility on new vs. returning customers.
Our approach
Feed structure fully rebuilt with margin-based custom labels, PMax rebuilt with new-customer signal, Search expanded on category intent, remarketing tied to email flows.
Does this sector approach fit you?
We deliberately don't work with everyone. Our approach delivers the most for a specific business profile, here's where we fit best, and where we don't.
- ✓Webshops with at least €30k/month revenue and growth ambition
- ✓Shops with a healthy margin (>30%) and repeat-purchase potential
- ✓Brands wanting to look beyond pure ROAS optimisation
A fit for your business?
Want a concrete estimate of your growth potential on Google Ads? We happily do a free feed and account analysis for your shop.
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