Google Rewards Structure.
Most Brands Never Build It.
Throwing your entire catalogue into one campaign and hoping Google figures it out is the single most common reason D2C brands waste ad budget on Google. We build campaigns the way Google's algorithm rewards — your top 20% of products in isolated campaigns, PMAX fed with layered audience signals, and Search accounts scaled from sub-$0.30 CPC upward with discipline. One partner managing all three.
Free audit. No long-term contract. No commitment until you're ready.
Your Best 20% of Products
Deserve Their Own Campaign.
Here is what most Google Shopping accounts look like: every product in one campaign, one shared budget, and Google spending your money on the products it finds easiest to serve rather than the ones that make you the most money. The result is a diluted account where your top performers are competing for budget with products that barely convert.
We fix this in week one. We pull your Shopify data, run a pivot analysis across your full catalogue, and apply the 80/20 rule to identify which products are driving the overwhelming majority of your revenue. These products get their own isolated campaigns with dedicated budgets and aggressive bidding. Everything else goes into a single catch-all testing campaign where budget is tightly controlled until something proves itself.
Why does this matter? When Google Shopping knows exactly what a campaign is optimising for, it becomes dramatically better at finding the buyers for that product. Isolation removes noise. It removes cross-product budget cannibalisation. And it gives you a clear, product-by-product view of what is actually working, which means scaling the right things becomes obvious rather than guesswork.
Pull and Pivot the Shopify Data
We export your full product catalogue and run a pivot table across all SKUs to rank by revenue contribution. This reveals your true 80/20 split instantly.
Isolate Your Top Revenue Drivers
The top 20% of products — the ones generating the vast majority of revenue — go into their own dedicated Shopping campaigns with individual budgets and bidding control.
Everything Else Goes into Testing
The remaining catalogue runs in a single consolidated campaign with a controlled spend cap. This keeps Google from blowing budget on low-performers while you gather data on what else has potential.
Promote Winners, Retire Losers
Products that prove themselves in the test campaign graduate to their own isolated campaign. Products that don't get cut. The account stays lean, profitable, and easy to scale.
PMAX Only Works When
You Give Google What It Needs to Learn.
Performance Max is one of the most powerful campaign types Google has ever built — and one of the most mismanaged. Most advertisers launch PMAX with minimal setup, hand control to Google immediately, and then wonder why the algorithm spends heavily on brand terms and soft signals instead of finding new buyers at profitable CPAs.
The secret to PMAX is that it is only as smart as the signals you give it to learn from. Before we let PMAX run anything, we build three layers of audience data and feed them into the campaign simultaneously. Your existing customer list tells Google who has already bought from you. Interest-based signals tell Google what category of buyer responds to your product. And behavioural data adds a third dimension of intent-based signals that help Google identify high-probability converters before it has enough of its own data.
Then we ramp slowly and deliberately. We start with a modest daily budget, watch closely for quality signals, and only increase spend once the algorithm is showing consistent conversion patterns. PMAX left to its own devices with a large budget from day one is a fast way to burn money. PMAX with proper audience foundations and a disciplined ramp is a compounding growth engine.
Layer Three Audience Signals Before Launch
Customer list, interest-based segments, and behavioural intent data. Three signals give Google enough data points to start smart rather than start blind.
Start Low and Let the Algorithm Learn
We launch with a controlled daily budget and resist the urge to scale too fast. The algorithm needs time to find your buyer pattern before you pour budget into it.
Watch Signal Quality, Not Just Volume
We monitor where PMAX is spending: placements, asset group performance, and whether conversions are coming from new audiences or just retargeting existing customers.
Scale Gradually Once Patterns Are Proven
Once PMAX is consistently converting at or below target CPA, we increase budget incrementally — never more than 20% at a time — to avoid resetting the learning phase.
Search Ads Are a Dial,
Not a Switch. We Turn It Slowly.
The biggest mistake new Google Search advertisers make is telling Google to maximise conversions before Google knows what a conversion looks like for your business. The result is high CPCs, inefficient spending, and an algorithm that learns the wrong patterns from too little data.
We build Search campaigns in three deliberate phases. In a new account, we start with Maximize Clicks at a very low CPC cap, often starting at $0.30 and working up to $0.87. This phase is not about buying sales. It is about building traction — click data, quality scores, and search term intelligence — at the lowest possible cost, so that Google does not make its money before you make yours.
Once we have sufficient click volume and the account has built search term history, we shift to Maximize Conversions. This is where Google starts optimising for purchase signals rather than clicks. And once conversions are flowing consistently, we move to Target CPA with portfolio bids — the most capital-efficient bidding strategy available on Search, where we set the exact price we are willing to pay per conversion and hold Google to it.
The CPC discipline throughout this entire process is non-negotiable. We do not let Google spend freely. Every phase has caps and guardrails because loose Search accounts are how agencies make Google rich at your expense.
Phase 1: Maximize Clicks (New Accounts)
CPC cap starts at $0.30, scaling up to $0.87 as quality score improves. Goal: build traction, click data, and search term intelligence at minimal cost. Not optimising for sales yet — optimising for learning.
Phase 2: Maximize Conversions
Once sufficient click volume exists, we shift to conversion-focused bidding. Google now has the signal data it needs to find buyers instead of browsers. CPC is still monitored and capped.
Phase 3: Target CPA with Portfolio Bids
Once conversions are flowing, we lock in a target CPA and manage it at portfolio level. This is the most efficient state — Google knows your buyer, and we tell it exactly what a buyer is worth to us.
CPC Guardrail: We maintain sub-$1 CPC throughout all three phases. Google's default is to spend what it can. Our default is to spend only what makes you profitable.
Wondering which of these applies to your account? We'll tell you exactly in a free audit. No cost, no obligation.
Get Your Free Audit
Search Ads Driving External Traffic
Directly to Amazon Product Pages.
This account runs Google Search campaigns that send high-intent traffic straight to Amazon product detail pages, bypassing the brand website entirely. $682K in managed spend generating $2.38M in conversion value at a 3.49x ROAS and an average CPC of $0.67 — well below the $1 ceiling we hold across every Search account we manage.
We Work Best With Brands
In One of These Situations
Starting Google Ads for the First Time
You've heard Google Ads works for D2C but you've either never tried it or burned budget before without a clear structure. We set up the account and the campaign hierarchy correctly from day one so you don't pay for the learning curve twice.
Running Google Ads But ROAS Is Inconsistent
You're spending but the return varies wildly. Usually this is a structural problem — everything is in one campaign, bidding strategy hasn't been progressed, or PMAX is spending on the wrong signals. We audit and rebuild without wasting what's already working.
Selling on Amazon and Want External Traffic
Google Search driving traffic to your Amazon PDP is one of the most powerful and underused strategies available to Amazon sellers. We run this for D2C brands that want to grow their Amazon velocity while keeping Google CPCs tight and ROAS accountable.
Who this isn't for: Brands still validating product-market fit, or brands looking for a set-and-forget solution. Google Ads rewards ongoing management, structural discipline, and data-informed decisions. That is exactly what we provide, but it requires a partner relationship, not a one-time setup.
From Free Audit to
First Profitable Campaign
How the engagement works from day one.
Free Audit
We audit your existing Google Ads account — or if you don't have one yet, we map out exactly what the launch structure should look like based on your catalogue and goals.
Strategy Call
We walk you through exactly what we found and the campaign structure we'd build. You speak directly to the person who will manage your account. No handoffs.
Build and Launch
Campaigns are structured, product segmentation is done, audience signals are built, and everything launches within the first two weeks of starting.
Manage and Scale
We manage bid progressions, monitor search terms, refresh negative keyword lists, and scale budget as ROAS data confirms profitability. Weekly calls keep you fully informed.
You keep everything we build — the account structure, the campaign architecture, the audience lists. Our value is in the ongoing management and optimisation, not in holding your account hostage.
Questions About Google Ads
That Actually Matter
Straight answers. No jargon.
We manage Google Shopping, Performance Max, and Search Ads — and we decide which mix makes sense for your brand based on your catalogue, your goals, and your current data situation. Not every brand needs all three from day one. We start with what will produce results fastest and build from there.
Google's incentive is to charge you as much as the auction allows. If you set no CPC caps and tell Google to maximise conversions from day one with a new account, it will spend aggressively before it has enough data to do it efficiently. Starting at $0.30 to $0.87 CPC means we build traction, gather search term data, and improve quality scores at low cost. We let Google earn the right to spend more by proving it can convert efficiently at lower budgets first.
In a single Shopping campaign, Google allocates budget across your entire catalogue based on its own signals, which are not the same as your margin and revenue data. Your best products end up competing for budget with products that barely sell. When you isolate your top 20% into their own campaigns, Google's algorithm focuses entirely on finding buyers for those specific products — which produces better quality scores, stronger impression share, and more consistent ROAS on the products that actually move your revenue number.
Yes, and it is one of our specialities. We run Google Search campaigns that send high-intent traffic directly to Amazon product detail pages. This drives external traffic to your Amazon listing, which improves organic ranking velocity and adds an entirely new acquisition channel outside of Amazon PPC. The account shown in the proof section above is exactly this — $682K in Google Search spend generating $2.38M in conversion value at a 3.49x ROAS and $0.67 average CPC.
Shopping campaigns typically show early signal within 2 to 3 weeks. PMAX takes 4 to 6 weeks to move through its learning phase properly when launched with the audience signal methodology we use. Search accounts in Phase 1 gather traction over the first 30 days before we progress bidding strategy. The discipline to not rush these timelines is what separates accounts that compound over time from accounts that start fast and plateau.
No. We work on a monthly basis. You can leave at any time. We keep your business by producing results, not by contract obligations. That said, Google Ads compounds over time — the longer the account runs with a structured approach, the better the data and the more efficient the bidding. Brands that stay at least 90 days consistently see better outcomes than those who expect immediate scale-level returns in week two.
Your Google Ads Account Is Either
Working For You or Against You.
Most D2C brands don't know which one it is until someone actually looks. We'll audit your account, show you exactly where budget is being wasted, and tell you precisely what we'd do differently. Free, with no commitment attached.
Free audit. No long-term contract. No commitment until you're ready.