Industries / 10 E-Commerce
Profitable ROAS, not vanity ROAS.
Shopping, Performance Max and the feed work underneath them. A 6x ROAS on margin-less products is a beautiful way to go broke. We optimise to what lands in the bank: margin-aware bidding, feed quality and channel-level honesty about where the money goes.
01 Sound familiar?
What store owners tell us.
"PMax spends the money and tells us nothing."
Performance Max is deliberately opaque, but it is not unreadable. We break the spend out by channel (Shopping, Search, Display, YouTube) so you can see where the money went, and so it can be acted on rather than guessed at.
"ROAS looks fine. Profit doesn't."
Blended ROAS hides everything: brand traffic propping up numbers, low-margin bestsellers swallowing budget. We segment by margin and intent, then bid to profit, not to a vanity ratio.
"Our products barely show on Shopping."
That is almost always feed quality: titles, attributes, categorisation. The feed is the keyword research of e-commerce, and fixing it is usually the highest-leverage work in the account.
02 What we run
The playbook, itemised.
The same disciplined method on every account, shaped to your business on the audit. No two businesses are the same, so no two accounts run the same plan; this is the framework yours starts from.
- PB/01Intent-led search campaignsCore
Built around the searches your buyers actually make: the problem, the service, the comparison, the "near me".
- PB/02Message-matched landing pagesCore
The page continues the ad's promise, so clicks become enquiries rather than bounces.
- PB/03Conversion tracking to the poundCore
Calls, forms and sales recorded once each, against the campaign that produced them.
- PB/04Search-term and budget disciplineOngoing
Search terms read weekly, waste excluded, budget moved to what performs rather than what shouts.
- PB/05Local visibilityAdd-on
Google Business Profile and map-pack work wherever "near me" demand exists in your market.
- PB/06Daily checks by MagnusAlways on
Spend, conversions, pacing and disapprovals surfaced in hours by our in-house engine, reviewed by a senior.
03 How store accounts are run
One store's ledger · IT retailer · 2019 to date
return on ad spend held across seven years: £591,200 of revenue from £55,249 of spend.
The feed is the strategy.
A feed that tells Google almost nothing caps everything downstream, which is why titles, attributes and categorisation come first, before a single bid is touched. Then the account is split by product role and margin, bestsellers labelled, so a bid can actually mean something.
Targets are set from your margins rather than Google's recommendations, and phased up only as the data earns it. Monthly you see where PMax really spent, by channel, and which products and markets made money. The figures beside this are one account's month, with their source. Yours are judged the same way: your figures, from your account, in your report.
See what this looks like for your account.
Book a discovery call ↗04 Fair questions
Fair questions
What ROAS should we expect? +
The honest answer: it depends on margin, AOV and competition, which is why we set targets from your unit economics rather than promising a number. What we commit to is direction and transparency: you will always know the true blended and per-segment picture.
Shopify, WooCommerce, Magento? +
All of them. Feed tooling differs by platform, the method does not. Tracking setup and feed pipeline are part of onboarding regardless of stack.
We sell internationally. Can you handle multiple markets? +
Yes, we run stores across multiple countries and currencies, with market-level budgets, feeds and reporting, so a strong market never subsidises a weak one invisibly.
Can you work alongside our in-house team? +
Comfortably. Plenty of e-commerce clients keep creative or merchandising in-house while we run the paid engine. Clean division of labour, shared reporting.
Find out what your store's spend really returns.
The free store audit covers feed quality, campaign structure, PMax channel split and margin alignment. Findings walked through with you, live on a call or as a recorded video.
Free audit · live or recorded · no obligation