Product feed
Titles rewritten so they contain what people search for. Product types, GTINs, attributes and availability corrected. Feed rules to fix at scale what the platform exports badly.
Service
E-commerce Growth
Shopping feeds, Performance Max and the unit economics underneath them. Growth that survives contact with your actual margin — not a ROAS number that looks good until you subtract cost of goods.
ROAS is not profit
A 4× ROAS on a product with a 20% gross margin loses money. A 2.2× on a 60%-margin product makes it. Yet almost every store I look at runs one target ROAS across an entire catalogue, then wonders why revenue grows and the bank balance does not.
The first thing I do on an e-commerce account is put margin into the model. Everything after that — feed segmentation, campaign structure, bid targets, which products get budget at all — follows from it.
Where the work goes
Margin segmentation
Custom labels splitting the catalogue by margin band, bestseller status and stock depth — so each group gets a target that reflects what it is actually worth.
Performance Max, controlled
Brand exclusions so PMax stops billing you for traffic you already had, asset groups split by product group, and audience signals that are actually informative.
Standard Shopping & Search
Where control matters more than automation — high-margin ranges, competitive terms, new launches that need a push before the algorithm has data.
E-commerce tracking
GA4 purchase events with correct revenue and currency, server-side where ad blockers are eating conversions, and deduplication so nothing is counted twice.
New vs returning
Separating new-customer acquisition from repeat purchases, so you can see the true cost of growth instead of retargeting your existing customers and calling it performance.
The numbers I manage against
- Contribution margin after ad spend — the number that decides whether growth is worth having
- Break-even ROAS by margin band — calculated, not guessed at
- New customer acquisition cost — separated from repeat revenue
- Blended ROAS vs platform-reported ROAS — the gap between them is usually the most interesting number in the account
Who I work with
Direct-to-consumer brands on Shopify and WooCommerce, typically in apparel, home and lifestyle, spending enough that segmenting the catalogue properly changes the outcome. Recent work includes premium swimwear and resort wear, made-to-measure blinds and home furnishings, and custom home decor — see the case studies.
Frequently asked questions
Which platforms do you work with?
Shopify and Shopify Plus most often, WooCommerce regularly, and Magento or Adobe Commerce where the client already runs it. The feed and campaign work is broadly platform-agnostic; the tracking implementation is not.
Is Performance Max worth running?
Usually yes, but rarely on its own and never without controls. Left unmanaged it absorbs your brand traffic and reports it as new revenue. With a proper brand exclusion list, sensible asset groups and clean product segmentation it does real work — the problem is almost always the setup, not the campaign type.
How important is the product feed?
Very. For Shopping and Performance Max the feed is effectively your keyword strategy. Titles, product types, custom labels and attributes decide which searches you appear for and which products get the budget. It is the least glamorous work in e-commerce advertising and reliably the highest return.
Can you help with marketplaces or Amazon?
My focus is your own store, where you own the customer relationship and the margin. I can advise on how marketplace activity interacts with your direct channel, but I do not run Amazon Ads as a service.
How do you handle products with different margins?
With custom labels in the feed segmenting by margin band, then separate campaigns and separate ROAS targets per band. Running a single account-wide target across products that make 12% and 60% guarantees you overspend on one and starve the other.
Related services
Performance Marketing
Paid media on Google and Meta, managed to profit rather than to clicks.
Conversion Rate Optimisation
Turning the traffic you already pay for into customers.
Lead Generation
A predictable flow of qualified leads at a cost you can plan around.
Analytics & Tracking
GA4, GTM and server-side tracking that reports numbers you can trust.
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