I'm an independent Google Ads specialist with 12 years' experience managing paid search and shopping campaigns for D2C and online retail brands. I focus on margin and profit — not vanity ROAS — so your ad spend actually grows the business.
Book a free strategy callMost ecommerce brands are optimising for the wrong number. A 10x ROAS sounds impressive until you account for product margins, fulfilment costs, and returns — and realise you’re barely breaking even on those sales.
I take a different approach. Before touching a bid strategy or shopping feed, I want to understand your margin structure. Which products are actually worth advertising? Where does POAS (profit on ad spend) flip negative? That shapes every campaign decision — from product prioritisation in Shopping to exclusion logic inside Performance Max.
This is the approach I use across my own client accounts and through my sister agency, Growth PPC, where we’ve managed over £20M in ad spend and hit a peak of 20.8x ROAS for ecommerce clients. Those numbers didn’t come from chasing clicks — they came from disciplined campaign structure and knowing which products deserve budget.
Google’s own recommendations will tell you to hand everything to Performance Max and let the algorithm decide. That works well for Google’s revenue. It’s not always the best approach for yours.
PMax consolidates Shopping, Display, YouTube, and Search into a single campaign — which means budget that should be going to your proven Shopping SKUs can quietly bleed into low-quality Display placements or branded queries that would have converted anyway.
I use a structured approach to Performance Max: clear asset groups per product category, strong audience signals built from your existing customer data, and product-level exclusions to keep wasted spend in check. Where Standard Shopping still outperforms PMax for certain account setups, I’ll say so honestly and use whichever structure serves you better.
The goal is always the same — profitable growth, not impressive-looking dashboards.
Your Google Shopping feed is your product catalogue sent directly to Google’s matching engine. If your product titles are pulling from generic database fields, your descriptions are thin, or your custom labels aren’t mapped to margin tiers — you’re leaving significant performance on the table before a single bid is placed.
I review your feed for the issues that consistently hold ecommerce Shopping performance back: weak titles missing key search attributes, missing or inaccurate GTINs, unhelpful category mappings, and custom labels that aren’t being used for smart bidding segmentation.
Feed work isn’t glamorous but it’s often where the biggest gains are. Getting the product data right means better auction eligibility, better match quality, and better results from every bid strategy on top of it.
If your ecommerce store has conversion rate problems, checkout friction, or product-market fit issues — more ad spend won’t save it. I’ll tell you when the constraint isn’t the advertising. Sometimes the most valuable thing I can do is point you toward what actually needs fixing before we scale paid traffic.
At a larger agency, your ecommerce account is typically managed by a junior account manager working across a large portfolio. Strategy decisions are made by someone senior, but the day-to-day optimisation — the bid adjustments, the search term reviews, the feed updates — is done by whoever has capacity.
As a freelance specialist, I personally manage every account I take on. There’s no handover to a junior, no account manager between you and the person making decisions. When you ask a question, I answer it. When something needs adjusting, I adjust it.
With 12 years of Google Ads experience, a Google Partner status, and a track record in ecommerce PPC through both my freelance work and Growth PPC, I bring senior expertise to accounts of all sizes — without the overhead of an agency.
ROAS (return on ad spend) measures revenue generated per pound spent on ads. POAS (profit on ad spend) measures profit generated per pound spent — accounting for product cost, margins, and returns. A high-ROAS product with thin margins can actually lose money when you factor in the true cost of goods. I optimise for profit contribution wherever margin data is available, so ad spend is allocated to products that genuinely grow the business.
Yes — but with a structured, sculpted approach rather than Google’s default ‘let the algorithm decide’ setup. I use asset groups segmented by product category, strong first-party audience signals, and product-level exclusions to keep PMax focused on profitable inventory. Where Standard Shopping still makes more sense for your account structure, I’ll recommend that instead.
Yes. Feed quality underpins everything in Google Shopping and Performance Max. I review and improve product titles, custom labels, category mappings, and descriptions as part of ecommerce account management. Strong feed data means better auction eligibility and better match quality before a single bid is placed.
Management starts from £300/month, which covers up to £3,000/month in ad spend. Above that, the fee is 10% of your ad spend — so at £4,500/month in spend, for example, the management fee is £450/month. Ad spend is paid directly to Google; there’s no markup on media. Get in touch and I’ll give you a clear figure based on your account.
Not necessarily. If your current setup is working well, I’ll tell you honestly. I offer independent PPC audits specifically for ecommerce accounts if you want an expert second opinion on performance, structure, and where budget might be wasted — without any obligation to move your account.
My primary focus is UK-based businesses, but I work remotely and have experience running campaigns targeting UK audiences from brands based elsewhere. Get in touch to discuss your specific situation.
If you're running Google Shopping or Performance Max and suspect you're optimising for the wrong metrics — or you want a specialist to build it right from the start — let's talk. I offer a straightforward initial conversation to assess whether I can genuinely add value to your account.
Call 07410 907 104 Book a free strategy call