Derek VaalEcommerce PPC Consultant
I help ecommerce brands clean up Google Ads accounts that have become expensive, messy, or hard to trust. My work stays focused on the parts that actually move the needle: Google Ads, Shopping, Performance Max, feed health, and reporting.
Currently accepting new clients
Accounts that are spending real money but still feel messy, inefficient, or unclear.
Common issues include poor query control, branded search distorting Performance Max, Merchant Center problems, unreliable reporting, and not enough visibility into what is actually happening.
See what I handleActive clients will get a private workspace with live reporting, spend monitoring, feed health alerts, and reviewed recommendations, all in one place.
I focus on Google Ads for ecommerce, so the work stays specialized instead of being spread across a dozen services.
Clients get reporting, files, and updates in one place, while recommendations are sent directly by email when they are ready for review.
The work is built around margin, product mix, and measurement quality, not vanity metrics or cherry-picked screenshots.
About
7 years in paid search. $150M+ managed. Ready to scale your brand.
Hi there! I'm a digital marketing professional that's spent 7+ years managing Google Ads accounts from top ecommerce brands. I have years of leading agency experience and am taking that expertise private. I have personally managed over $150M in ad spend across more than 10 top ecommerce brands. Reach out if you're looking for a true expert in all things PPC and want to work with someone who gets down and dirty in testing, optimization, and growing brands for fun.
Google Ads SearchGoogle ShoppingPerformance MaxApp Campaigns
Services
See all servicesI help brands fix the account structure, reporting, and day-to-day management problems that hold performance back.
Google Ads management
Ongoing Google Ads management for ecommerce brands that want a cleaner account, better query control, and stronger performance.
Shopping and PMax diagnostics
Hands-on support for Shopping and Performance Max, with a focus on feed health, Merchant Center issues, and cleaner product-level visibility.
Reporting and client communication
Clear reporting, shared resources, and recommendation emails so next steps are easy to review.
How I approach a new account
See case studiesA structured process, not a guess-and-check cycle.
Audit and diagnose
I map the full account structure, feed health, query patterns, and tracking gaps before any campaign changes are made. You get a written audit with specific problems and a prioritized fix plan.
Restructure and optimize
Campaign architecture, negative keyword systems, asset-group discipline, and bid strategy are rebuilt around what the data actually shows, not templates or best-guess defaults.
Report and communicate
You see exactly what changed, why it changed, and what I am watching next. Recommendations come directly to your inbox, and your reporting dashboard reflects the current account state at all times.
What clients say
View on LinkedInFeedback from brands I have worked with directly.
“Derek is a PPC ninja. He is driven and calm under pressure, even when you throw several projects at him once. Derek provides proactive recommendations and is always looking to test different methods to increase ROI. He is quick to respond to requests, but always provides thoughtful recommendations and new optimization ideas.”
LM
Lauri Makikalli
Marketing Director, Delwest Management · December 2023
How I work
See how I workA simple client experience built around clarity, communication, and accountability.
Reporting stays easy to review
Clients get a reporting-first portal with dashboards, files, shared resources, and source health in one place.
Recommendations arrive by email
When I want a change reviewed or approved, I send it directly by email so it is easy to forward and act on.
Files and agreements stay organized
Audits, exports, shared documents, and signed agreements stay easy to find instead of getting buried in inboxes.
Why work with me
Why brands hire me instead of a broad agency model.
You work with me directly
No junior handoff, no generic channel bundle, and no pressure to buy services you do not need.
Built for ecommerce operators
The work is grounded in merchandising, margin, feed health, and what the store actually needs to scale.
Clarity over dashboard noise
The goal is to make the account easier to trust, not just busier to look at.
Common questions
Ask something elseWhat brands typically ask before reaching out.
What kinds of brands are the best fit?
Shopify or Shopify Plus brands with enough spend and catalog complexity that account structure, feed quality, and reporting can make a meaningful difference. The sweet spot is $15k to $200k per month in Google Ads spend.
What happens after I reach out?
I'll contact you to set up a discovery call then dive into an audit if we seem to be a good fit for each other.
Do you work with brands outside Shopify?
My experience is deepest in Shopify and Shopify Plus environments, but the Google Ads and feed work applies across platforms. Reach out and I will tell you quickly whether it is a fit.
Do you offer one-off audits?
Yes, I'll happily audit your account and give you recommendations, free of charge.
Start here
Send me the account problem, your spend range, and what you want to fix first.
If it looks like a fit, I will tell you quickly what kind of engagement makes sense and how I would approach the account.