Ecommerce Google Ads fails when ROAS looks good and profit doesn't follow. The structural problem is almost always the same -- branded traffic inflating numbers, a product feed nobody cleaned, and Performance Max doing whatever it wants with your budget.
Quick answer
Stan Consulting runs Google Ads for ecommerce brands across Shopify, WooCommerce, and custom platforms. Shopping, Performance Max, and Search campaigns are structured around profitable cost per acquisition with first-party attribution. Engagements begin with a $999 Conversion Second Opinion delivered in 72 hours with a written diagnostic and prioritized fix list.
20+ Years Ecommerce Campaigns
Shopping + PMax Specialist
Margin-Aware ROAS Targets
Google Merchant Center Integration
What goes wrong
When brand-name searches mix with non-branded campaigns, ROAS looks strong on the dashboard while new customer acquisition is quietly failing. Isolation is the fix, not bid adjustments.
Google Shopping is a feed-first system. Outdated titles, missing GTINs, poor images, and out-of-stock products included in campaigns burn budget daily without a single sale.
PMax requires ongoing audience signal updates, asset testing, and product group segmentation. Left to run without management it shifts toward the path of least resistance -- your existing customers.
A 500% ROAS on a 15% margin product is a money-losing campaign. Bidding strategy must reflect product margin, not just revenue. Most accounts never make this adjustment.
What is included
01
Branded, non-branded, Shopping, and PMax reviewed separately with isolated budget and performance tracking per segment.
02
Titles optimized for search intent. Attributes completed. Low-margin, discontinued, and seasonal products segmented or excluded.
03
Every purchase event verified end-to-end. Value passed correctly. No double counting.
04
Target ROAS set per product category based on actual margin -- not account-level average. High-margin products get aggressive targets. Low-margin products get profit-floor constraints.
05
Campaign performance reviewed against revenue and margin targets. Budget reallocated toward what's profitable. Underperforming segments paused or restructured.
The process
Full account audit -- campaign structure, feed quality, tracking accuracy, spend allocation. Find what's costing margin before touching bids.
Separate branded and non-branded. Clean the feed. Verify tracking. Build product groups by margin tier.
Weekly optimization against margin targets. Feed updates. Audience signal refresh. Monthly reporting tied to profit, not just ROAS.
Common questions
Most ecommerce stores need three campaign types working together: branded search to protect brand-name traffic, Google Shopping for product-intent searches, and Performance Max for feed-based prospecting at scale. Each campaign has a different job and different success metrics -- mixing them into one campaign makes optimization impossible.
High ROAS hides losing campaigns when branded traffic inflates the numbers. A 600% ROAS looks strong, but if 80% of conversions come from people who already knew your brand, you are paying for customers you would have gotten anyway. Margin-aware ROAS targets and branded traffic isolation reveal the real picture.
Declining ecommerce Google Ads performance usually has three root causes: product feed quality degradation, Performance Max shifting spend toward branded audiences over time, or conversion tracking drift. Fixing all three in parallel -- feed, structure, tracking -- is required before bidding adjustments have any effect.
Ongoing Google Ads management for ecommerce brands is structured as a monthly retainer after an initial audit and strategy phase. The starting point is a $999 Conversion Second Opinion that identifies structural problems before any management spend is committed.
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$999 one-time - 72-hour delivery - No retainer - 24-hour fixed scope
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