01
Account Architecture
Campaign structure controls how budget flows and how Google learns.
ecommerce PPC consultant
If you're spending more on Google Ads but revenue is flat, the problem usually isn't your bids or your ads. It's the structure underneath them.
Typically working with brands at £3-10M+ in DTC ecom with active Google Ads spend of £100K/year or more.
What actually drives performance
02
Feed & Data Optimisation
Product data and signals determine what Google learns and prioritises.
03
Measurement
Clean tracking and attribution give you reliable inputs for optimisation.
These 3 layers determine where spend goes. Not bids. Not ads.
The pattern I see most often
What seems to be happening
- Spend increases
- Revenue plateaus
- Account hits a “ceiling”
What's actually happening
- PMAX over-focuses on known winners
- Small product sets absorb spend
- Long tail gets no visibility
Why it matters
Google never gets the data to scale beyond it.
The fix
- Segment the account
- Fix the feed
- Clean measurement
Where I've done this work
10+ years in-house before going independent.
Most recently: Head of Ecommerce.
How I work
1
Month 1–2
Reset the foundation
- Account architecture
- Feed rebuild
- Measurement audit
2
Month 3+
Compound the foundation
- Structured testing
- Scaling what's working
- Killing what isn't
- Trading calendar moves
3
Throughout
Working rhythm
- Weekly trading review
- Trading calendar planning
- Async comms — no busywork meetings
What's in scope
- Google Ads — Search, Shopping, PMAX
- Account architecture
- Feed strategy and optimisation
- Measurement and tracking audit
What's not in scope
- Meta, TikTok, other paid channels
- Conversion rate optimisation
- Site development
- SEO
Get in touch
Currently taking on one new client per quarter.