Google Ads consulting
Google Ads consultant for ecommerce: Search, Shopping and Performance Max
Looking for a Google Ads consultant who brings sales, not just clicks? I set up and optimize Google Ads for ecommerce and DTC brands, from Search to Google Shopping and Performance Max, with conversions measured correctly.
We review them together on a call
5 checks I run on every account
- Duplicate or missing conversions
- Search terms that waste budget
- Product feed and Merchant Center errors
- Performance Max without signals
- Budget split across too many campaigns
Definition
What a Google Ads consultant does
A Google Ads consultant plans and runs campaigns on Search, Google Shopping, YouTube and Performance Max to reach people at the moment they're looking for what you sell. The job is to pay only for clicks that are likely to become sales.
On Google the difference comes from conversion data quality, the product feed and exclusions. A healthy account is judged on cost per purchase and ROAS, not on the number of clicks.
What's included
What I work on in your Google Ads account
Search
Keywords with buying intent, clear ads and exclusions that stop the waste.
Google Shopping
Products shown with price and photo, grouped by margin and performance.
Performance Max
Automated campaigns guided by audience signals, asset groups and regular checks.
Merchant Center feed
Titles, categories, images and attributes optimized in Google Merchant Center.
Remarketing and YouTube
Bring back past visitors and introduce the brand to similar audiences.
Conversion tracking
Conversion tags, enhanced conversions and GA4, so you optimize on real sales.
Comparison
Google Ads or Meta Ads? The differences
| Google Ads | Meta Ads | |
|---|---|---|
| Captures | Existing demand: people already searching | Creates demand: people who don't know you yet |
| Best for | Products people search for, urgent needs, known brands | Products to discover, new brands, impulse buys |
| Main lever | Keywords, feed and bids | Creative and audience |
| First data | A few days | One to two weeks of testing |
| Typical risk | Paying for irrelevant searches | Creative that wears out |
Most ecommerce brands need both, in different proportions. For social, see Meta Ads consulting; the BEEQ case study shows a brand where we chose to put almost all the budget on Meta, and why.
Audit
The mistakes I find most often in Google Ads accounts
- Duplicate conversions. Google Ads tags and GA4 imports counted together: the account thinks it sells twice as much.
- Broad match without exclusions. You pay for searches that have nothing to do with you.
- Performance Max left alone. It tends to spend on your brand name and products that would sell anyway.
- A neglected feed. Vague titles and disapproved products cut your visibility on Shopping.
- Scattered budget. Ten tiny campaigns don't give the system enough data to learn.
Process
How I start with a new Google Ads account
- AnalysisThe current account, the search terms that spent the most and the products that really sell.
- TrackingIf the data is wrong, that's where we start: conversions, values and deduplication.
- New structureCampaigns and budgets with a clear, shared cost-per-purchase or ROAS target.
- OptimizationWeekly checks and a monthly report: what was done and what's next.
Want to work on the whole store, not just the ads? See ecommerce consulting.
FAQ
Google Shopping or Performance Max: which one first?
Google Shopping shows your products to people already searching for them, so it fits stores with a clean product feed. Performance Max automates more placements and works best once conversion tracking is reliable. I usually start with Shopping and Search, then add Performance Max when the data supports it.
Before raising any budget, find the most you can spend per order with the break-even ROAS calculator.
Google Ads: frequently asked questions
Does Performance Max really work?
Yes, if it gets a well-kept product feed, reliable conversion data and audience signals. Left alone, it tends to spend on what would sell anyway.
I already have an agency. Can you review the account?
Yes. An independent audit is the fastest way to know whether the budget is spent well.
Do I need SEO if I run Google Ads?
They work together: Google Ads brings results now, SEO builds traffic over time, and campaign data helps choose SEO keywords.
Google Ads or Meta Ads first?
If people already search for what you sell, start with Google. If they don't know they need it yet, start with Meta. Most ecommerce brands end up using both.
How soon will I see results?
Search campaigns give data within days; proper optimization usually takes four to eight weeks.
Let's talk about your store
A 30-minute call to understand where you are, where you want to go and whether I can help. If I'm not the right fit, I'll tell you straight away.