Stan Consulting · Industry
Ecommerce brands do not have a traffic problem. They have a margin problem. Stan Consulting structures paid ads and store conversion around one number: the CPA that makes your business profitable.
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Stan Consulting diagnoses and rebuilds ecommerce marketing systems across Shopify, WooCommerce, and custom platforms. Google Ads, Meta Ads, Performance Max, feed and conversion architecture. The $999 Conversion Second Opinion is the diagnostic-first entry. Higher-tier engagements scope on the intake call. Stan Consulting works with clients across the United States and internationally, including active engagements in New York, Texas, Los Angeles, Germany, and Israel. The office is in Roseville, California.
20+
Years in Paid Media
Google + Meta + Shopify
All Three Channels
Audit First
Before Any Campaign Change
$999
Diagnostic - 72-Hour Delivery
Root causes
These four structural issues appear in the majority of ecommerce accounts. Every audit starts here before any campaign recommendation is made.
Platform ROAS looks strong but margin after ad spend, COGS, and fulfilment is negative. The optimisation target is wrong and the account is losing money on every reported win.
PMax, Shopping, and brand campaigns sharing budget. Brand traffic credited to PMax. True new customer acquisition cost is unknown and scaled spend is inflating a false number.
Traffic is arriving but leaving before purchase. The product page is missing specific trust signals, mobile optimisation, or offer clarity that converts a warmed visitor.
The ad sets a specific expectation. The landing page does not continue it. Visitor confidence collapses at the first click and paid traffic leaves without converting.
Structural failures
These are the structural problems Stan Consulting identifies in almost every ecommerce account audit. Most can be traced to a single root cause that cascades across every campaign.
No audience signals, no asset group segmentation, no separate brand campaign. PMax spends broadly and claims credit for revenue it did not generate, leaving new customer acquisition cost invisible.
Missing GTINs, disapproved products, and incorrect categories reduce Shopping reach without any visible error in the account interface. The algorithm cannot serve ads for products it cannot read.
View-through conversions and modelled data inflate reported ROAS. Spend decisions are made on numbers that do not represent real revenue and scaling accelerates the gap.
Cold prospecting and retargeting in the same campaign with the same creative and bid. Neither performs at the level it would with proper separation and audience-matched creative.
The same ad creative runs until frequency drives CPM above profitable levels. No creative rotation system. No signal-based refresh schedule. Performance declines are attributed to the market.
Spend increased based on platform metrics rather than revenue attribution. Scaling accelerates the loss and the real problem - structural, not budget-related - goes undiagnosed.
What we review
Every ecommerce engagement begins with a structured diagnostic across these six areas. No campaign changes are made until the audit findings are delivered.
01
Product feed reviewed for disapprovals, missing attributes, and title optimisation before any campaign changes. Feed errors are the most common suppressor of Shopping and PMax reach.
02
Brand, Shopping, and PMax layer separation assessed. Budget allocation reviewed by intent stage. Bidding strategy alignment to a defined CPA target confirmed or corrected.
03
Purchase event confirmed in Google Ads and Meta. Attribution model reviewed. View-through conversions assessed and isolated from revenue-attributed data used for optimisation decisions.
04
Cold, warm, and retargeting campaign separation reviewed. Audience overlap assessed. Creative rotation and frequency caps evaluated against current CPM and conversion trends.
05
Trust signals, mobile layout, price presentation, social proof placement, and CTA reviewed against conversion best practice. Pages receiving paid traffic are prioritised.
06
Every active campaign checked against its landing page for offer continuity, audience match, and visual consistency. Mismatches are documented and ranked by traffic volume.
Where budgets are lost
The same agency failures appear across accounts. These are not mistakes - they are predictable patterns that follow when senior judgment is absent from daily account decisions.
No creative testing system. No refresh protocol. CPMs rise as frequency climbs and the account manager optimises bids instead of creative. The real problem - audience exhaustion - goes unaddressed.
ROAS, CPC, and impression share reported without revenue attribution. The business owner cannot tell if the channel is profitable. The agency looks productive. The store loses margin.
Campaign changes made without reviewing whether the product page can convert the traffic. The bottleneck is on the page. The agency fixes the ad. Nothing improves and budget continues to run.
A junior team member manages the account. The senior person who pitched the work reviews it quarterly at best. Account decisions are made by someone without the experience to identify structural problems.
Scope clarity
Common questions
Continue reading
Tool for ecommerce operators
ROAS (return on ad spend) is revenue divided by ad spend. A 3x ROAS means every $1 of ad spend returns $3 in revenue. But revenue is not profit. The question is: what ROAS do you need so the campaign actually makes money after you pay for the product AND the ads?
Enter your gross margin and the net profit you want to keep. The calculator tells you the minimum ROAS you need for the campaign to hit that profit target.
Minimum ROAS to hit your target
2.5x
Every $1 of ad spend must return at least this much revenue for the campaign to leave your target profit on the table.
Break-even ROAS: 1.67x
At break-even: campaign pays for product cost plus ad cost. Zero profit.
Below target ROAS: you are not hitting your planned profit margin. Every sale eats into it.
Above target ROAS: campaign produces more net profit than planned. Room to scale or reinvest.
Note: this calculator assumes the ROAS reported by your ad platform reflects real revenue attributable to those ads. In many Shopify stores it does not, because of duplicate conversions, view-through bloat, or organic sales counted as paid. The $999 Conversion Second Opinion audits attribution before any target is set.
Beyond the Campaign
Ecommerce marketing problems are rarely just campaign problems. Feed structure, offer positioning, checkout architecture, and post-purchase sequencing all sit upstream of the ads. When fixing the campaign does not fix the revenue, the problem is structural.
Stan Consulting works at the level where those decisions are made. Campaign management, full system builds, and strategic consulting engagements are all available depending on what the business actually needs.
Not sure what is broken
Start with the $999 Conversion Second Opinion. Structural diagnosis in 72 hours.
Ready for a full build
The $5,000 Revenue Sprint. Diagnose, build, and fix in one defined engagement.
Need ongoing strategy
Monthly consulting from $1,500. Four engagement levels. Scoped to what applies.
$999 one-time - 72-hour delivery - No retainer - 24-hour fixed scope
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