Google Ads
Google Ads management for e-commerce, with your margin as the starting point.
Many online stores run fine ROAS numbers and have little left over at the end of the month. That's because ROAS calculates on revenue, not on what's left per order. We build your Shopping, Search and Performance Max campaigns around the margin under your products, so budget lands where there's actually something to earn.
The problem
Google Ads has become a lot more complicated for online stores. There's more automation and fewer dials, so your results depend more and more on the data you feed in.
- ROAS is calculated on revenue, so two campaigns with the same number can turn out completely differently once margins differ.
- Performance Max does a lot automatically, and without good data and steering, it also gets a lot wrong.
- Rising CPCs eat into margin while the budget stays the same.
- Poor feeds and missing conversion data leave Google's algorithms optimising blind.
The opportunity
Take an online store selling speakers at 12% margin and cables at 45% margin. At a ROAS of 4, you lose money on every speaker and earn on every cable, while the dashboard shows the same number for both. Google only sees that difference once you supply the margins, and from that point on Smart Bidding steers your budget towards the cables. We keep the feed clean through Channable, and the conversion data comes from the measurement foundation, so bids run on numbers that actually hold up.
Our approach
What we actually do.
Full campaign management for online stores, from feed to bidding strategy. We're a Google Partner and Channable Partner. Google tracks how every partner agency's accounts perform; our optimisation score has stayed above 70% throughout, and you can check that yourself on our public Google Partner profile.
Shopping & Performance Max
Campaign structure based on margin and search intent, with product groups you can steer independently on what's left per order.
Search campaigns
Search campaigns on the terms buyers actually use, with active exclusion of irrelevant traffic that eats budget.
Feed optimisation
We optimise product titles, attributes and categorisation through Channable, because Shopping pulls almost everything from that feed, and a title like 'JBL Flip 6 waterproof bluetooth speaker' simply picks up more impressions than 'Flip 6'. That same product data is what you need for the shopping feature in ChatGPT, for which OpenAI publishes its own feed specification with a mapping from the Google format.
Margin in your campaign structure
We split your range by what's left per order and build campaigns around that, so products with different margins aren't funded from the same pot.
Channable Partner
As a Channable partner, we manage your product feeds towards Shopping, Microsoft Ads and marketplaces from one place, including the rules that differ per channel.
Testing & reporting
Structured experimentation with ads, bidding strategies and audiences. The monthly report shows what each test delivered and what we're doing with it.
In the Growth System
Stage 3: attracting profitable demand.
Google Ads runs on the measurement foundation from stage 1. The cleaner your conversion data, the more sharply Smart Bidding steers in your favour. And your campaigns aren't separate from stage 4: Google factors the landing pages built organically into the auction, and the search terms that generate revenue here determine what the organic content is about.
View the full Growth System- 01 Measure
- 02 Discover
- 03 Attract
- 04 Get found
- 05 Scale
What clients say
How it plays out in practice.
“Digital Bean offers excellent communication and thinks proactively about our Google advertising approach. They constantly look for new opportunities, keep a close eye on performance, and act immediately when needed. A reliable and pleasant collaboration!”
“Digital Bean has done great work helping with a number of Google Ads (Performance Max) campaigns, which are performing very well for my business. You can really tell that Digital Bean employs professionals who know what they're talking about.”
Frequently asked questions
What clients usually ask.
Missing a question? Email or call us, the lines are short here.
Do you steer on ROAS or on profit?
On both, but not on a single formula. ROAS is handy for comparing campaigns, but it's calculated on revenue: a ROAS of 5 on products with 10% margin costs you money, while a ROAS of 3 on 50% margin earns just fine. That's why we put your margins alongside your campaigns and split your range based on what's left per order. You'll sometimes hear about POAS as a fixed bidding metric. That doesn't work everywhere in practice, because it stands or falls on margin data that's accurate and enough conversions to bid on. We mainly use that information to divide budget and structure, and we'll tell you honestly when a store isn't ready for it yet.
How quickly do I see results?
With existing accounts, we often see real improvements within a few weeks, because there's usually quick wins to be had in structure, exclusions and the feed. Structural growth takes longer, because algorithms need data and time. Every month you see what's changed and what it did to your margin.
Do you also work with Microsoft Ads?
Yes, that's a service of its own with us. For many online stores, Microsoft Ads is a profitable addition with lower click prices, and since you can import your campaigns, it takes little extra work. The Microsoft Ads page explains when it does and doesn't pay off.
What's the minimum budget I need?
That depends on your margin and your niche. Below a certain budget, Smart Bidding doesn't get enough conversions to learn anything, and you stay stuck in the test phase. In the growth session, we work out a sensible starting point for your margins and niche.
My Ads are performing well. Should I still invest in SEO?
Yes, and not just because organic traffic is cheaper. In search campaigns, Google factors in the experience on your landing page, and that judgement counts towards Ad Rank, which determines your actual click price. Google itself states that higher-quality ads typically cost less per click. That's about the on-page part: relevance, speed, mobile and clear navigation. Your backlinks and organic rankings play no role there. With automated bidding, you often see that quality gain show up more in volume than in a lower CPC, so we look at cost per conversion.
Do you see everything people search for in the search terms report?
No. Google hides search terms that occur too infrequently, and that's a substantial share of your clicks and spend. What you do see is useful, so we always put it next to Search Console and next to keyword research. That way you build a complete picture instead of half a picture from one source.
Do I keep ownership of my Google Ads account?
Always. We work in your account, you keep access and the full history. If the collaboration ends, you remove our access in two clicks.
Curious what your campaigns actually deliver after product costs?
In an hour, we'll work through your margins to see where budget is leaking and which product groups have room to scale.
Reply within 24 hours on working days