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E-commerce PPC services: what they include and how they are priced
For an online store, PPC works differently than for a service business. You are not selling one offer but hundreds or thousands of products with different margins, seasonality and competition. That is why the foundation is not a keyword list but your product feed and a clear view of the economics of each category. The general mechanics of Google Ads are covered on our PPC services page; here we focus on what matters for e-commerce.
Google Shopping as the foundation
Shopping ads put a product card with an image, price and store name right in Google search. The shopper sees the offer before clicking, so a click is more likely to mean real buying intent. To make Shopping work you need Merchant Center, a clean feed and campaigns structured by product group. We cover this in depth on our Google Shopping management page.
Performance Max, Search and remarketing
- Performance Max uses your feed and audience signals to show products across all Google channels. We add it once conversion data exists and keep an eye on brand-traffic cannibalisation.
- Search campaigns by category give you control over the ad and the page people land on.
- Dynamic remarketing brings back people who viewed a product or left it in the cart. For many stores it is the most cost-effective part of the budget.
Margin and ROAS instead of clicks
We do not judge ads on clicks or even on turnover. First we calculate the ROAS at which each product makes a profit, then we allocate budget across categories accordingly. High-margin bestsellers get more impressions, while products that pay back only at a very high ROAS are limited or excluded.
Seasonality, promotions and sales
Demand in e-commerce is uneven: seasonal peaks, Black Friday, clearance sales, new collections. We plan the budget ahead, raise bids on bestsellers before the surge, keep prices and stock current in the feed so ads never promote items you no longer have, and prepare separate ads for promotions. After the peak we review results and pull budget from items that did not pay back. That way the store does not lose sales on the busiest days or overpay out of season.
How it is priced
Cost has two parts: the ad budget paid to Google and our management fee. The fee depends on the business line, ad budget, number of products and pages, and audience size. We offer Base and Full scopes (see the table above) and give an exact quote after the audit, when the state of your feed and tracking is clear.
What to combine it with
PPC produces sales quickly, while e-commerce SEO lowers your cost of traffic over time. If you want one approach across channels, read about our e-commerce marketing service. Leave a request and we will prepare an audit of your account with recommendations on where to start.
