- ClientBrandon, AKEK
- IndustryE-commerce · Outdoor gear
- RoleGoogle Ads Expert
- StartedJun 2024
The challenge
An e-commerce catalogue competing with much larger retailers on the same product searches. Shopping performance was limited by an incomplete product feed, campaigns were competing with each other for the same queries, and purchase values were not being passed back properly, so smart bidding was optimising without knowing which sales were actually worth chasing.
The strategy
Make the feed the foundation, separate the campaign types so each has a clear job, and give the bidding algorithms accurate revenue data. Then scale spend only on the product groups that hold their target return.
The work
- Merchant Center feed. Titles, categories, attributes and images cleaned up so products qualify for the right searches and disapprovals stop.
- Campaign structure. Search, Shopping and Performance Max separated with clear priorities and negative lists, so campaigns stop bidding against each other.
- Tracking. Purchase events with values and enhanced conversions set up across Google and Meta, so ROAS targets are based on real revenue.
- Testing. Continuous testing of product groups, bidding targets and creative angles, scaling what holds its return and cutting what does not.
- Reporting. One view of spend, revenue and ROAS by product group, so budget decisions take minutes rather than a spreadsheet afternoon.
Results
Verified figures are being confirmed with the client and will be published here. Until AKEK approves the exact numbers, I would rather show nothing than a figure I cannot evidence.
I can show the account screens on a call. Book a walkthrough.
Tools & platforms
Google AdsMerchant CenterPerformance MaxMeta AdsGA4Google Tag ManagerShopify
Questions about this project
What services were provided for AKEK?
Google Merchant Center feed optimisation, Search, Shopping and Performance Max campaign structure, purchase tracking with values, and ongoing ROAS-focused testing.
What was the main challenge?
An incomplete product feed limited Shopping performance, campaigns competed with each other for the same queries, and purchase values were not passed back correctly, so smart bidding was optimising blind.
How long has the project been running?
Since June 2024, as an ongoing engagement covering the whole Google Ads account plus Meta.
How were the results measured?
By revenue and ROAS per product group, using purchase events with values and enhanced conversions, rather than by clicks or impressions.
Do you work with other e-commerce brands?
Yes, on Shopify, WooCommerce and similar platforms. The feed and the tracking always come before any budget increase.
Selling online and stuck on ROAS?
Send me your ad account and feed and I'll show you what's holding the return back, free.
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