Paid search advice built for real ecommerce decisions.
Practical guides to Google Ads, Microsoft Ads, Shopping, Performance Max, Merchant Center, measurement, and the account decisions that matter after the dashboard is open.
Start with the account question underneath the metric.
How to Decide Whether a New Ecommerce Product Line Needs Its Own Google Ads Campaign
A new product line does not automatically need its own Google Ads campaign. Here is how I use Shopify or BigCommerce data, product economics, and a Catch All Shopping campaign to decide when a breakout is worth it.
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Start where the account hurts.
Search and Account Structure
Guides to ecommerce Google Ads Search structure and account audits: campaign roles, intent, query governance, and what to diagnose before rebuilding.
4 guidesShopping and Merchant Center
Guides to Google Shopping and Merchant Center for ecommerce: feed health, product eligibility, disapproval recovery, and ongoing feed operations.
4 guidesChannel Strategy
Guides to ecommerce paid search channel strategy: how Google Ads, Microsoft Ads, and ChatGPT Ads fit together, and when a second channel is worth adding.
3 guidesPerformance Max
Guides to Performance Max for ecommerce: giving PMax a defined role, separating branded demand, cleanup sequence, and when Search is the better home.
3 guidesHiring a PPC Consultant
What ecommerce Google Ads management should include, and the questions worth asking before hiring a PPC consultant: ownership, measurement, and fit.
2 guidesMeasurement and Reporting
Guides to ecommerce PPC measurement and reporting: verifying conversion tracking, attribution and lag, and reports that support an actual decision.
2 guidesPractical guidance for healthier ecommerce accounts.
Use these guides to diagnose an issue, plan the next change, or ask better questions of your account.
How to Prioritize Ecommerce PPC Fixes When Everything Looks Urgent
A practical way to decide whether tracking, feed health, budget, or campaign structure deserves attention first when every PPC problem appears urgent.
Read article Channel StrategyChatGPT Ads for ecommerce brands: what to know before you test
ChatGPT Ads are an evolving beta channel for conversational product discovery. Here is what ecommerce brands should prepare before testing access, creative, tracking, and fit.
Read article Channel StrategyWhen to add Microsoft Ads to an ecommerce PPC program
A readiness test for ecommerce brands weighing a second search channel: what has to be true on Google first, and what usually goes wrong when it is not.
Read article Performance MaxPerformance Max vs Search for ecommerce: where should the next dollar go?
Search and Performance Max solve different account problems. Here is how I compare their roles, overlap, economics, and budget decisions for ecommerce brands.
Read article Hiring a PPC ConsultantHow to choose an ecommerce PPC consultant
The right ecommerce PPC consultant should make the account easier to understand, own the details, and connect recommendations to business priorities. These are the questions I would ask.
Read article Measurement and ReportingEcommerce PPC reporting and measurement that supports decisions
A good ecommerce PPC report explains what changed, why it matters, and what decision comes next. Here is the reporting structure I use with clients.
Read article Search and Account StructureGoogle Ads Search campaign structure for ecommerce brands
A useful ecommerce Search structure makes intent, budget, messaging, landing pages, and reporting easier to control. Here is how I decide what deserves its own campaign.
Read article Measurement and ReportingEcommerce PPC tracking: what to verify before trusting the dashboard
Ecommerce PPC tracking should help you decide where budget belongs. Before trusting the dashboard, verify the event, value, attribution, and data-quality chain.
Read article Shopping and Merchant CenterMerchant Center feed management: a practical operating guide
Merchant Center feed management is an operating process. It keeps product data, eligibility, landing pages, and paid search decisions connected as the catalog changes.
Read article Shopping and Merchant CenterGoogle Shopping management for ecommerce brands
Google Shopping management is part feed operations, part merchandising context, and part campaign discipline. Here is how I connect those pieces.
Read article Search and Account StructureEcommerce Google Ads audits: what I check before recommending changes
A useful ecommerce Google Ads audit should explain what is happening, why it matters, and which changes deserve attention first. Here is the sequence I use.
Read article Channel StrategyHow Google Ads, Microsoft Ads, and ChatGPT Ads fit together for ecommerce
Ecommerce PPC management is not a list of platforms to keep busy. It is the work of matching channel roles, product data, measurement, and business economics so the next budget decision is clear.
Read article Shopping and Merchant CenterMerchant Center recovery is a paid search problem
Merchant Center issues can remove the products paid search is meant to sell. Here is how I diagnose incidents, restore inventory safely, and prevent a repeat.
Read article Performance MaxHow I approach Performance Max cleanup for ecommerce brands
Performance Max cleanup is a sequence: validate conversion inputs, define campaign roles, inspect brand leakage, improve product data, and test one layer at a time.
Read article Performance MaxHow to separate branded demand from Performance Max
Branded queries inside Performance Max can make ROAS look healthier than the campaign's generic demand really is. Here is how I diagnose the overlap, test a cleaner setup, and interpret the result.
Read article Shopping and Merchant CenterThe feed health checklist I run before every account audit
Feed quality quietly determines what Shopping and Performance Max can sell. This is the product-data checklist I use before recommending campaign changes.
Read article Hiring a PPC ConsultantWhat ecommerce Google Ads management should actually include
Good Google Ads management connects strategy, measurement, feeds, testing, reporting, and communication. Here is what I believe an ecommerce brand should expect.
Read articleTurn the next article into an account decision.
Tell me what is unclear in your Google Ads account and I’ll help identify what deserves attention first.