One paid account, judged on what it returns.
An ecommerce store does not run Shopping, Performance Max, paid social and remarketing as separate campaigns. It runs one paid account with a job: sell profitably. We manage the whole thing to a return target, with the product feed and tracking that make the numbers real.
Ecommerce PPC is the paid advertising that drives profitable sales for an online store, run as one coordinated account across Google Shopping, Performance Max, paid social and remarketing rather than as separate channels. It is judged on return on ad spend and profit, not clicks or impressions, and it stands on two foundations most stores get wrong: an accurate, well-structured product feed and clean conversion tracking. Done well it scales spend while holding the return you set, instead of buying traffic that never converts.
ecommerce PPC, in full.
Most ecommerce advertising is run channel by channel, and it is the wrong shape. A Shopping specialist here, someone boosting posts there, a remarketing pixel firing on its own logic, each optimising to its own metric and each claiming credit for the same sale. The result is a set of campaigns that look fine in isolation and add up to a muddle: budget stuck in a channel that has stopped working, the same customer chased by three campaigns at once, and no single view of whether the whole thing is actually profitable. A store does not need four channel managers. It needs one account run to one number.
That number is return on ad spend, tied to real margin. Everything else, impressions, clicks, even revenue, is a step removed from whether the advertising made money, and in ecommerce the gap between revenue and profit is where a lot of accounts quietly drown. We manage Shopping, Performance Max, paid social and remarketing as a single system with a shared target, moving budget to whatever is selling profitably and pulling it out of whatever is not. The specialisms still matter, deeply, but they serve the account, they do not each pull in their own direction.
Underneath all of it sit two foundations that decide whether any of the clever work pays off: the product feed and the tracking. The feed is what Google Shopping and Performance Max actually read, so its titles, images, attributes and structure quietly determine what you appear for and how much each sale costs. The tracking is what tells you, and the platforms, what a conversion is worth, and if it is wrong every ROAS figure downstream is fiction. We get both right before we chase scale, because scaling an account built on a weak feed and shaky tracking just loses money faster.
ecommerce PPC, broken down.
Google Shopping
The product-feed and Shopping campaign work that puts the right items in front of buyers at a cost that leaves margin. This is a specialism in its own right, and we run it as the foundation of the account.
Explore →Performance Max
Google's cross-network campaign type, driven properly with structured asset groups, feed control and the guardrails that stop it spending blindly. We manage it as a deliberate lever, not a black box.
Explore →Paid social for ecommerce
Meta and the other social platforms used for prospecting and catalogue sales, coordinated with search so the two build demand and capture it rather than overlapping and double-charging you for the same customer.
Remarketing and retention
Abandoned-cart and returning-visitor campaigns that recover sales the first visit missed, sequenced so they support the rest of the account instead of hammering people who were going to buy anyway.
Explore →Feed and tracking foundation
The product feed and conversion tracking that everything else depends on, fixed first. Get these wrong and no amount of campaign tuning helps, because the platforms are optimising to bad information.
Explore →ROAS reporting across the account
One view of spend, revenue and return across every channel, tied to margin, so you can see what the whole account is doing rather than four disconnected dashboards.
Explore →The way we run ecommerce PPC.
Free teardown and scope
We audit your account, product feed and tracking, and show you where spend is wasted and where the return is hiding before you commit to anything.
Fix the feed and tracking
We correct the product feed and conversion measurement first, because a ROAS target built on either being wrong is meaningless and scaling it just multiplies the error.
Set the return target
We agree a return that reflects your real margins and repeat value, so the whole account optimises toward profitable orders rather than headline revenue.
Structure the account as one system
We build Shopping, Performance Max, paid social and remarketing to work together, with clear roles so they stop competing for the same sale and the same budget.
Scale what works, cut what does not
We move budget toward the campaigns and products hitting the target and pull it from those that are not, week by week, rather than leaving spend on autopilot.
Report on return and profit
Monthly reporting across the whole account, tied to ROAS and margin, walked through by the senior person running it, with the plan re-prioritised around what is selling.
How we approach ecommerce PPC.
One account, one number
Shopping, Performance Max, paid social and remarketing are not separate budgets competing for credit. We run them as one account against a single return target, so spend flows to whatever is actually selling profitably this week.
The feed is the campaign
In ecommerce, the product feed does most of the work Shopping and Performance Max rely on. Titles, images, attributes and structure decide what you show for and at what cost, so we treat the feed as core, not admin.
Tracking you can trust
A ROAS target is only as honest as the tracking behind it. We fix conversion measurement, values and consent handling first, because scaling spend on numbers you cannot trust is how stores lose money quietly.
Profit, not just revenue
Revenue at a bad margin is not a win. We work to a return that reflects your actual margins and repeat value, so the account optimises toward profitable orders rather than headline sales that lose money.
What ecommerce PPC puts on your desk.
Who does the work, and how
Rogue Logic is the trading name of Bryley Ltd. Your ecommerce account is run by four senior practitioners with around forty years of combined experience between them, and no juniors learning on your budget. Running Shopping, Performance Max, paid social and remarketing as one system to a return target is judgement work, not a set of channel checklists, and it depends on getting the unglamorous feed and tracking right first. We would rather show you where the account is losing money than sell you more spend, which is why we open with a free teardown.
One team on the whole account
The same senior people run every channel, so the account is managed as one system rather than handed to four specialists who never compare notes. The person who plans it is the person tuning it daily.
Judged on profit
We work to a return that reflects your real margins, not headline revenue. Sales at a loss are not a result, and we would rather hold a target that makes money than chase a bigger top-line number.
Foundations before scale
We fix the product feed and conversion tracking before chasing more spend, because scaling an account built on bad data just loses money faster. It is the least glamorous part of the job and the most important.
ecommerce PPC: common questions.
What is ecommerce PPC?
It is the paid advertising that drives profitable sales for an online store, run across Google Shopping, Performance Max, paid social and remarketing. Unlike lead-generation PPC, it is judged on return on ad spend and profit rather than clicks or form fills, and it leans heavily on two foundations, an accurate product feed and clean conversion tracking. Managed well, it is one coordinated account working to a return target, not four channels each optimising to their own metric.
Why run all the channels as one account rather than separately?
Because they all chase the same customers and the same sales. Run separately, they compete for budget, claim credit for each other's conversions and leave money stuck in channels that have stopped working. Run as one system to a single return target, spend flows to whatever is selling profitably and pulls back from whatever is not. The channel specialisms still matter deeply, but they serve the account rather than pulling in their own directions.
How does this relate to your Shopping and Performance Max pages?
Those are the specialisms this account is built from. Google Shopping and Performance Max each have their own craft, and we run them as the core of most ecommerce accounts, with remarketing recovering missed sales alongside. This page is the pillar that ties them together to one return target. If you want the detail on a single channel, the individual pages go deeper, and we link to them throughout.
Why do you start with the product feed and tracking?
Because everything downstream depends on them. The feed is what Shopping and Performance Max actually read, so its titles, images and attributes decide what you appear for and at what cost. The tracking is what tells you and the platforms what a sale is worth, so if it is wrong every ROAS figure is fiction. Scaling spend on a weak feed and shaky tracking just loses money faster, so we fix both before chasing volume.
What ROAS should I be aiming for?
There is no universal number, because the right target depends on your margins and repeat-customer value, not an industry average. A store on thin margins needs a higher return than one that makes most of its money on repeat orders. We work the target back from your actual economics so the account optimises toward profit rather than headline revenue, and we would rather hold a target that makes money than chase a bigger one that does not.
Do you handle paid social as well as Google?
Yes, as part of the same account. Meta and the other social platforms are strong for prospecting and catalogue sales, and we coordinate them with the search and Shopping side so the two build demand and capture it rather than overlapping and double-charging you for the same customer. It is run to the same return target as everything else, not as a separate experiment with its own metrics.
How much does ecommerce PPC management cost?
Our engagements start from £1,500 per month for management, with scope agreed before you commit rather than sold as a fixed package. Media spend sits on top and stays yours. The right figure depends on the size of the catalogue, the number of channels and markets, and the state of the current feed and tracking. We scope it against what the account actually needs after the teardown.