Google Ads for Ecommerce

META FINDS YOUR CUSTOMER.
GOOGLE CATCHES THEM WHEN THEY'RE READY TO BUY.

Intent is the most valuable thing in advertising. We make sure you're there when it matters most.

Someone searching "best waterproof hiking boots South Africa" isn't browsing — they're buying. But not every search is equal. The keyword tells you where someone is in their decision. Understanding that hierarchy is how you build campaigns that convert, allocate budget intelligently, and stop paying for clicks that were never going to become customers.

NOT ALL SEARCHES ARE EQUAL. BUDGET SHOULD REFLECT THAT.

The keyword someone types tells you exactly where they are in their decision. A person searching broadly is researching. A person searching specifically is buying. Understanding that hierarchy is how you structure campaigns, write ads that actually convert, and stop wasting budget on clicks that were never going to become customers.

Awareness Keywords

"waterproof hiking boots" — researching, not ready. Broader reach, lower bid. Plant the flag without burning budget.

Consideration Keywords

"best waterproof hiking boots South Africa" — comparing options, higher intent. Stronger ad copy, clearer value proposition needed.

Decision Keywords

"buy Salomon hiking boots Johannesburg" — ready to purchase. Maximum bid, frictionless path to checkout. Every rand counts here.

The most important conversation most agencies skip

HIGH REVENUE
DOESN'T MEAN HIGH PROFIT.

Most agencies run Shopping campaigns across your entire catalogue and celebrate whatever revenue comes in. We don't. Before we allocate a single rand of budget, we need to understand which products actually make you money — not just which ones sell.

A product doing R50k in monthly revenue at a 10% margin deserves less budget than a product doing R20k at 45% margin. That's not complicated maths — it's just the conversation most agencies never have because they don't understand your business well enough to have it.

"Budget follows margin. Not revenue. Not volume. Margin." We build campaign structures around your actual profitability — which means your ad spend compounds toward your most valuable products, not just your most popular ones.

Budget priority — high

Monthly Revenue R20,000

Gross Margin 45%

Gross Profit R9,000

✓ Real winner — scale the budget

Budget priority — low

Monthly Revenue R50,000

Gross Margin 10%

Gross Profit R5,000

✗ Revenue winner. Profit loser.

Before we touch your account

WE LEARN YOUR CATALOGUE
BEFORE WE SPEND A RAND.

Google Ads built on guesswork burn budgets. We need to understand your products, your margins, your bestsellers, your seasonality, and your catalogue depth before we structure a single campaign.

Which products have the volume to justify their own campaigns? Which categories are worth owning? Which SKUs should get budget pulled and redirected to higher-margin alternatives? You can't answer any of that without knowing the business first.

Step 01 — Before anything else

THE BRAND ROUNDUP

We map your catalogue — products, margins, volume, categories, and competitive landscape. We identify your real winners, your hidden losers, and the gaps worth targeting. This shapes everything that follows.

Step 02 — With you in the room

THE SADDLE SESSION

We align on campaign priorities, budget allocation strategy, and profit targets. You tell us what matters most to your business. We tell you what the data says. Together we agree on how the account gets built — before a single campaign goes live.

How we build your account

THE RIGHT CAMPAIGN
FOR THE RIGHT JOB.

Not every campaign type suits every product or every stage of growth. We match the structure to the objective — not the other way around.

Shopping Campaigns

The backbone of ecommerce Google Ads. Product image, title, price, and reviews visible before the click — which means more qualified traffic and higher conversion rates than text ads alone.

Structured around margin priorities, not just revenue
Budget concentrated on proven performers
Losers deprioritised before they drain the account
Feed optimisation to maximise product visibility

Search Campaigns

Text ads that appear for specific search queries. Used strategically for brand protection and high-intent product searches where Shopping ads alone aren't enough.

Brand campaigns to own your own name in search
High-intent product and category terms
Competitor terms where relevant and cost-effective
Tightly managed match types to avoid wasted spend

Remarketing

Re-engaging visitors who've already shown interest. Someone who viewed a product page or abandoned a cart is far more valuable than cold traffic — and far cheaper to convert.

Segmented by behaviour — viewers vs cart abandoners
Dynamic remarketing showing the exact products viewed
Frequency caps to avoid ad fatigue
Coordinated with Meta retargeting for full-funnel coverage

The PMax conversation everyone needs to have

PMAX IS POWERFUL.
BUT LEFT ALONE IT BURNS YOUR BUDGET.

Performance Max gives Google's AI access to every channel — Shopping, Display, Discover, YouTube, Gmail. In theory, powerful. In practice, Google defaults to sending your budget where it's easiest to spend — not where it converts best for ecommerce.

DEFAULT PMAX — WHAT GOOGLE WANTS

Left to its own devices, PMax spreads your budget across every available channel. Display and Discover are easy to spend on — but they rarely convert for ecommerce at the same rate as Shopping placements.

Budget leaks to Display, Discover, and Gmail
Shopping inventory gets underfunded
Impressive impression numbers, weak actual sales
Hard to diagnose where the waste is happening

THE TCC APPROACH — PMAX AS SHOPPING

We use PMax in a way that forces the algorithm to behave like a Shopping campaign. Through deliberate account structure and target bid strategy, we keep Google's AI focused on the placements that actually drive ecommerce revenue.

Structure that keeps budget in Shopping inventory
Target ROAS bids calibrated per account for maximum efficiency
Continuously adjusted as the account learns and data builds
Combined with standard Shopping for full coverage

The full-stack advantage

WHEN WE BUILD YOUR SITE AND RUN YOUR SEO,
YOUR GOOGLE AD COSTS GO DOWN.

Not as a bonus. As a structural outcome.

Google's Quality Score directly affects how much you pay per click. A higher Quality Score means lower CPCs — even against competitors bidding more than you. Quality Score has three components, and two of them are directly influenced by your website and SEO. When TCC handles all three, you have a structural cost advantage that compounds over time.

Quality Score Factor 01

Ad Relevance

How closely your ad matches the search intent. We write ads that align precisely with what buyers are searching — no generic copy.

Quality Score Factor 02

Expected CTR

Google's prediction of how likely someone is to click. Strong ad copy and accurate keyword targeting improve this over time as the account learns.

Quality Score Factor 03

Landing Page Experience

Page speed, relevance, and UX. A fast, well-built Shopify store with strong SEO signals tells Google your landing pages deserve high-quality traffic — and lowers what you pay for it.

WE WIN WHEN YOUR ROAS GOES UP. NOT JUST WHEN IT STAYS STABLE.

Our fee is tied to your performance — we earn on the revenue uplift above your baseline ROAS. That means we're structurally incentivised to keep finding efficiency, keep testing, and keep pushing your ceiling higher. Not just to maintain what's already working.

For existing stores

We earn a percentage of the uplift above your baseline ROAS. No growth, no additional reward for us. Simple, honest, aligned.

For new stores

We share in everything from the first sale. Full skin in the game — from account setup to first rand of revenue generated.

Who we work with

SELECTIVE BY DESIGN.
SERIOUS ABOUT RESULTS.

Google Ads only works when the fundamentals are in place. We need certain things to be true about your business before we can do our best work.

WE'RE A GOOD FIT IF...

You have a product catalogue with proven demand
You know — or are willing to find out — your product margins
Your Shopify store is reasonably fast and well built
Your monthly marketing budget is R30k or more
You want profit growth, not just revenue numbers
You're open to Google + Meta as a combined strategy

WE'RE NOT THE RIGHT FIT IF...

You have no sales history or proven product demand
You don't know your margins and aren't willing to work them out
Your website is slow, broken, or not conversion-optimised
Your budget is under R30k/month
You want to measure success by clicks and impressions only

How we start

BEFORE WE SPEND,
WE UNDERSTAND.

Every Google Ads engagement starts with learning your business — not launching campaigns. The time we spend understanding your catalogue before we touch your account saves significant budget waste down the road.

Brand Roundup

We map your catalogue

Products, margins, volume, categories, and competitive landscape. We identify real winners, hidden losers, and the gaps worth owning before a single campaign is built.

Saddle Session

We align on priorities

Campaign structure, budget allocation, and profit targets agreed with you before anything goes live. No surprises, no assumptions.

Build & Launch

We structure and fire

Account structured, feed optimised, campaigns built with the right bid strategy from day one. Tracking verified before spend starts — no data black holes.

Optimise & Scale

We compound the wins

Budget shifted toward winners, pulled from losers. Target bids adjusted as the account learns. Monthly reporting focused on profit, not vanity metrics.

READY TO MAKE EVERY RAND COUNT?

We'll tell you honestly if Google Ads is the right next move for your store.

Fill in the discovery form below. Tell us about your catalogue, your current setup, and what you've already tried. We'll come back to you with an honest read on where the opportunity is — and exactly how we'd go after it.

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Google Ads for Ecommerce