Search, Shopping and PMax for DTC stores spending $20k-$250k a month. Run on margin, by one person who knows which SKUs carry the account.
Already know what you need? Skip to pricing.
Three campaign types do the work. Search catches people looking for what you sell. Shopping shows your products, driven by a product feed instead of keywords. Performance Max spreads across all of Google at once. How Google Ads works, in plain English.
Under all three sits conversion tracking. It tells Google what a sale is worth. New to this? Start with the Shopping ads guide.
That's the entire menu. There's no enterprise tier. There is no enterprise.
Screen-share, read-only. I show you what's wrong in the account. You decide what to do with it, including nothing.
Not a fit? You get a referral, not a follow-up sequence.
The problem named, fixes in priority order, what to expect at 30, 60, 90 days. Your team can run it without me.
Credited to month one if we continue.
Non-brand isolated, so blended ROAS can't hide the real number.
What changed, why, what's next. Forwardable to your CFO.
PMax on a leash until it earns trust. Shopping built around the SKUs that make money.
If Google can't understand what you sell, it can't sell it.
Target ROAS set from your breakeven, not Google's suggestion.
Brand, non-brand, scaling, testing. You see where every dollar sits.
You write to me, not to an account manager.
If you're an agency rather than a brand, the partnerships page is the one you want.
I can step in as a consultant during your notice period, so the account isn't left alone in between.
Two of the four steps. The two that matter most for Shopping-heavy accounts.
"Where is my money going?"
What counts as a real purchase, how much goes to brand search, which SKUs spend without returning, and your real breakeven ROAS.
"So what do I change?"
Brand split from non-brand. PMax on a leash. Bidding aimed at breakeven, not Google's applause. Every fix ranked by the money it moves.
Supplements, apparel, gadgets, home goods. Different margins, same method.
The full picture on feed attributes and what breaks is in the Shopping ads guide.
No brand names, the contracts say so. The numbers are straight from the accounts.
DTC eCommerce brand, feed & Merchant Center recovery.
€202K in spend, feed-first fix, not a bidding trick.
DTC eCommerce brand, PMax-heavy account.
Full restructure, results inside 60 days.
DTC eCommerce brand, previously stagnant account.
Spend went down. Return went up.
DTC eCommerce brand, strong repeat-purchase model. Breakeven target set on the first purchase alone.
eCommerce store, Serbia. Half the budget was going to Display banners with zero conversions. Fixed first, then the bid strategy went into a controlled Google Ads experiment.
In this order. Start at bidding and the account stays stuck.
Merchant Center, feed, campaigns, in that order. Campaigns built on a feed Google can't read will spend confidently on the wrong products.
Feed first, structure second, bidding last. Bidding is the fastest thing to change and the least likely to be the real problem.
Two to four weeks to re-stabilise. Anything judged on three days is noise.
Good means above your breakeven, which is 1 divided by your gross margin. At 40% margin breakeven is 2.5×. At 20% margin it's 5×, and the same 3× is losing money on every order.
Run your own number in the breakeven ROAS calculator before setting any target.
Usually not, at first. Brand traffic inflates the blended figure, conversions get double-counted between GA4 and Google Ads, and revenue gets booked before returns.
Smart Bidding on broken tracking optimises faithfully towards the wrong outcome.
Longer answers to the questions people type into Google, sorted by category, live on the Google Ads for eCommerce FAQ.
Last thing.
Stop running the account off the dashboard. Run it off your margin.
30 min, free. I reply within 24h.