E-commerce PPC that reports margin and new customers, not the ROAS the platform awards itself

Why e-commerce PPC reports look better than the bank account

• ROAS counts the brand. Performance Max and Shopping take credit for people who searched the store's name and would have bought anyway. Exclude the brand and the number often halves.
• Returning customers are counted as wins. A repeat buyer who clicked an advert is revenue the store already had. New-customer and returning-customer revenue are separated here, and the bid strategy is set on the first.
• Revenue is not margin. A 600% ROAS on a product with 20% margin loses money after the click cost. Campaigns are grouped by margin band, and the targets differ by band.
• The feed is left to the platform. Titles written for the warehouse, missing GTINs, no custom labels for margin or stock. The feed decides which auctions you enter; it is the first thing fixed.

What management includes

1. Feed first. Merchant Centre diagnostics cleared, titles rewritten around how people search, GTINs and product types completed, custom labels for margin, stock and seasonality. Supplemental feeds where the platform cannot do it.
2. Shopping and Performance Max by margin band. Standard Shopping where control matters, Performance Max where volume does, brand excluded in both so the reported return is real. Asset groups built per category, not one for the whole store.
3. Search for the intent Shopping misses. Category and problem searches, with negatives maintained weekly and brand kept in its own campaign with its own budget.
4. Meta for new customers. Catalogue and prospecting campaigns with the Conversions API, judged on new-customer orders from the store's own data, not on the platform's view-through revenue.
5. Measurement reconciled monthly. GA4, Google Ads and Meta compared with the order export. The report shows platform revenue, store revenue, new versus returning customers and contribution after ad cost. See conversion tracking.

Who this fits

UK and Irish stores spending roughly £3,000 to £60,000 a month on a catalogue of a few hundred to a few thousand products, on Shopify, WooCommerce, Magento or BigCommerce. Owners and e-commerce managers who want one accountable person and a report they can reconcile themselves.

Stores with tens of thousands of products and daily feed operations are agency work: the feed alone is a full-time job, and I will say so at the first call rather than run it half well. Marketplaces (Amazon Ads) are not offered.

How an e-commerce engagement starts

With a fixed-price audit of the account and the feed, which puts a pound figure on brand inflation, returning-customer spend and feed gaps before anything is changed. The audit fee is credited against the first month of management. Quoted in pounds, ex VAT, from the form.

Questions people ask before hiring

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