Google Ads management

Reach buyers at the moment they search

Shopping, Performance Max and Search campaigns for e-commerce and lead generation, built on clean Google Tag Manager tracking so every rupee of spend is measured.

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Product A

People searching are people ready to act

Social ads interrupt. Google ads answer. That is why Google works for both selling products and generating leads.

For e-commerce

Shopping campaigns

Your product, price and image show up when someone searches for exactly what you sell.

For lead generation

Search campaigns

Capture enquiries from people actively looking for your service, with calls and forms tracked as conversions.

Shopping campaign strategy

How I build a Shopping campaign, start to end

Six steps in a fixed order. Feed and tracking come before budget, because Google can only optimise what it can see.

STEP 1

Feed

Clean titles, GTINs, images and categories in Merchant Center.

STEP 2

Track

GTM, GA4 and Google Ads purchase conversions with values.

STEP 3

Structure

Split products by margin, price and sales into separate groups.

STEP 4

Bid

Start with Maximize conversion value, then move to a target ROAS.

STEP 5

Refine

Review search terms, add negatives and pause weak products.

STEP 6

Scale

Raise budgets in steps and push winners into their own campaigns.

Important factors

What decides Shopping campaign results

These six things matter more than any single setting.

Factor 1

Product feed quality

Titles with the keywords buyers use, correct GTINs, sharp images and accurate prices and stock.

Factor 2

Margin-based structure

Group by profit, not just by category, so budget flows to products that actually earn.

Factor 3

Conversion tracking

Accurate purchase values let smart bidding chase revenue, not just clicks.

Factor 4

Bid strategy

Use value-based bidding such as target ROAS once there is enough conversion data.

Factor 5

Landing page and price

Fast pages, clear shipping and returns, and prices that compete with other results.

Factor 6

Search term control

Regular negative keywords remove irrelevant traffic and cut wasted spend.

Campaign types

Which campaign does what

Each campaign type has a job. The strongest accounts combine them instead of relying on one.

Most powerful

Performance Max

Runs your products across Shopping, Search, YouTube, Display and Gmail from one campaign, using your feed and assets.

Best for

Scaling sales across the whole catalog

Why

Widest reach with Google's automation

Core

Standard Shopping

Product listing ads with more control over bids, products and search terms.

Best for

Control, brand vs non-brand, testing

Why

Clear data on which products win

Search

Text ads shown for specific keywords with clear buying or enquiry intent.

Best for

Lead generation and high-intent keywords

Why

Highest intent, easiest to measure

Remarketing and Demand Gen

Bring back visitors and reach new audiences on YouTube, Discover and Gmail with visuals.

Best for

Considered purchases and repeat orders

Why

Keeps your brand in front of warm buyers

My usual setup: Performance Max plus Standard Shopping for sales, Search for brand and high-intent keywords, remarketing to bring buyers back.

Conversion tracking

Why tracking is the engine of Google Ads

Google's smart bidding learns from your conversions. Better data means better bids, and better bids mean better ROAS.

Benefit 1

Smarter bidding

Purchase values train Google to bid more for high-value customers.

Benefit 2

True ROAS

See which campaign, product and keyword actually brought revenue.

Benefit 3

Less wasted spend

Spot and cut what does not convert, with numbers to back the decision.

Benefit 4

Better audiences

Build remarketing lists from add-to-cart, checkout and past buyers.

Benefit 5

Enhanced conversions

Recover conversions that cookies miss, for more accurate reporting.

Benefit 6

Lead quality data

Track calls, forms and WhatsApp clicks, and feed back which leads became customers.

The tracking flow

Website event

→

Google Tag Manager

→

GA4

Google Ads

→

Smart bidding

What to expect

Target results from a structured account

Typical improvement ranges I aim for once feed, tracking and structure are in place.

3x – 6x

Target Shopping and Performance Max ROAS on well-run D2C accounts

CPC ↓ 15–30%

Better feed and negatives lower the cost of each click

Wasted spend ↓ 20–40%

Search term clean-up and product-level control

CPL ↓ 25–40%

Lower cost per lead on Search campaigns with tracked lead quality

These are target ranges, not guarantees. Real results depend on your product, price, margin, competition and market.

Is your Google Ads account working?

Free Google Ads audit

Send your store link and a screenshot of the last 30 days. I'll show you what to fix in your feed, tracking and campaigns.