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Shopify PPC

The Shopify PPC agency that fixes the feed and tracking first

Google Ads, Shopping, and Performance Max run against a rebuilt product feed, conversion data you can reconcile against Shopify, and landing pages that hold the traffic you paid for.

  • Break-even ROAS worked out from your actual gross margin
  • Product feed and tracking fixed before bids are touched
  • Flat fees, and every ad account stays in your name
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Trusted by 50+ D2C brands · Google, Meta & Shopify partners

Google Partner — Premier 2024Meta Marketing PartnerShopify PartnerDash & DotReplenhairAllterOkhaiBanarsaiNOCDASMOKEDropshipwearwell
Why accounts plateau

Most Shopify PPC problems are not in the ad account

Most underperforming Shopify paid search accounts are managed only inside the ad platform. The campaign structure is fine and the bids are automated, but performance is capped by a product feed with weak titles, conversion tracking that double-counts, and product pages that lose the click after it lands. We work on all of it: the feed, the measurement, the account, and the landing pages paid traffic reaches, with deeper testing through our Shopify CRO team.

Everything starts from margin. A brand at 35% gross margin should not run to the same target as one at 70%, and our break-even ROAS guide shows the maths. From there we run Google Search, Shopping, Performance Max and Microsoft Ads, and add Meta and Instagram ads or shoppable ads when the brand is ready. Larger catalogs and multi-market stores get the same approach through our Shopify Plus agency. For brands on WooCommerce, BigCommerce or Magento, see our platform-agnostic ecommerce Google Ads agency page.

What we usually find

The patterns behind a stalled Shopify paid search account

These come up in nearly every account audit. Most are cheaper to fix than the spend increase usually proposed instead.

  • A product feed left at Shopify's defaults

    Titles written for a product page rather than for search, missing GTINs and product types, and images that lose against competitors in the shopping carousel. Shopping and Performance Max match on feed content, so this quietly caps everything above it.

  • Conversion tracking nobody has reconciled

    GA4, Google Ads, Meta, and Shopify all reporting different revenue, with no documented explanation of why. Bidding algorithms optimise toward whatever signal they are given; if the signal is wrong, the automation confidently makes things worse.

  • Performance Max absorbing branded demand

    An excellent reported ROAS that is substantially traffic you already owned. Without brand exclusions and separate branded campaigns, PMax will take credit for demand your marketing generated elsewhere.

  • Everything run to one ROAS target

    Prospecting, retargeting, branded, and shopping held to the same number, which guarantees over-investment in the easy wins and under-investment in the ones that actually grow the business.

  • Search terms nobody reads

    Broad match with automated bidding and no negative keyword discipline is an efficient way to fund searches that will never convert. This is unglamorous work and reliably one of the fastest returns available.

  • Traffic landing on pages that cannot convert it

    High-intent clicks arriving at a slow PDP with thin imagery and unclear delivery information. The account is not the constraint; the page is. Spending more on the account in this state just buys the same problem at scale.

Results

Results from client ad accounts

Three past clients across ecommerce, subscription apps and SaaS. Each set of numbers comes from that client's own account.

Top Seedz — client results

Top Seedz

47% increase in new customers

+65%

Increase in CTR

−37%

Reduction in CPA

Waking Up — client results

Waking Up

34% increase in online sales

+57%

Increase in CTR

−69%

Reduction in CPR

NP Digital — client results

NP Digital

Scaling Ubersuggest & NP Digital

+85%

Increase in CTR

−36%

Reduction in CPA

Scope

Shopify PPC management: what we run

Feed, measurement, account and landing pages, managed as one system. Scope varies by spend level; this is the full programme.

  • Google Search campaigns

    Structure built around how people search for your category, with match types, negative keywords and regular search term reviews that keep spend on qualified queries.

  • Shopping and Performance Max

    Feed-led campaigns with brand exclusions, asset groups split by margin and category, and standard Shopping alongside PMax so you can see what each one earns.

  • Product feed optimisation

    Titles rebuilt around the attributes people search, product types, GTIN and MPN coverage, supplemental feeds and feed rules for fixes the Shopify Google & YouTube app can't make, custom labels for margin-based bidding, and per-country feeds for multi-market Shopify Plus stores. Usually the highest-return early work.

  • Google Merchant Center

    Setup, feed diagnostics, shipping and returns settings, and fixing suspensions and misrepresentation flags with the evidence Google asks for.

  • Conversion tracking

    One conversion definition, enhanced conversions, Consent Mode v2 for EU and UK traffic, server-side tagging through GTM where it helps, deduplication across GA4 and ad pixels, and a written reconciliation against Shopify orders.

  • Margin-based bidding and budgets

    Break-even ROAS from real gross margin, Smart Bidding (target ROAS and Maximise Conversion Value) on clean data, high- and low-margin products bid to different targets, PMax new customer acquisition goals where LTV supports them, and budget forecasts that show where extra spend still pays.

  • Branded search and incrementality

    Branded demand kept in its own campaigns, plus geo holdout tests when spend justifies them, so reported revenue reflects what paid search actually added.

  • Microsoft Ads, Meta and YouTube

    Microsoft Ads and Microsoft Shopping run with their own negatives and bids. Meta, YouTube, Demand Gen and dynamic remarketing added when the brand is ready, reported in one view with search.

  • Landing page and PDP work

    Conversion fixes on the pages paid traffic lands on, tested where volume allows, because much of paid search performance is decided after the click.

Free account audit

What you get in the free audit

A straight read on your Google Ads account, useful whether you hire us or not.

Book a Free Audit Call

  1. Account structure and search terms

    Where spend goes to queries that will never convert, which negatives to add, and whether bidding is still stuck in a learning phase.

  2. Feed and Merchant Center health

    Title, product type and GTIN gaps, disapprovals, and anything that puts the Merchant Center account at risk of suspension.

  3. Tracking reconciliation

    Whether Google Ads, GA4 and Shopify agree on revenue, and if they don't, why. Most accounts we audit have a measurement problem before a bidding problem.

  4. Budget against margin

    Your break-even ROAS from gross margin, which campaigns sit above or below it, and how much of the reported revenue is branded demand.

Findings come in writing, ranked by expected return, and they're yours to keep.

Process

How we take over an account

  1. Step 01

    Margin and measurement

    Gross margin by category, break-even ROAS, and whether conversion data reconciles against Shopify. Everything downstream depends on these numbers.

  2. Step 02

    Tracking and feed fixes

    Conversion definitions, deduplication and server-side tagging first, then feed titles, product types, GTINs and custom labels. This often moves results more in the first month than any change inside the account.

  3. Step 03

    Restructure and launch

    Campaigns built around intent and margin, with branded demand separated so it can be measured. Structural changes then wait while automated bidding settles, so the data has a chance to mean something.

  4. Step 04

    Optimise and test

    Search term reviews, budget moves against margin, creative and landing page tests, and periodic holdout tests to keep the reported numbers honest.

Why brands switch

How we run a Shopify PPC account differently

The right-hand column is the standard agency model. It works until the easy inefficiencies are gone, then it stalls.

  • What is optimised

    How we work
    Feed, measurement, account, and landing experience
    Typical account management
    Campaign settings and bids

  • Primary success metric

    How we work
    Contribution against break-even ROAS
    Typical account management
    Platform-reported ROAS

  • Branded search

    How we work
    Separated and measured for incrementality
    Typical account management
    Blended into overall performance

  • Product feed

    How we work
    Actively rebuilt around searched attributes
    Typical account management
    Shopify default export

  • Conversion tracking

    How we work
    Reconciled against Shopify order data
    Typical account management
    Assumed correct

  • Landing pages

    How we work
    In scope and tested
    Typical account management
    Client's responsibility

  • Fee model

    How we work
    Flat fee, or performance-linked where attribution allows
    Typical account management
    Percentage of ad spend

  • Account ownership

    How we work
    Your business owns every account; we are added as users
    Typical account management
    Often built inside the agency's own accounts

  • Channels

    How we work
    Search, Shopping, and PMax first, with Meta, YouTube, and remarketing in one view
    Typical account management
    Each channel reported on its own terms
Questions

Shopify PPC, answered

What does a Shopify PPC agency do?
A Shopify PPC agency runs paid search and shopping campaigns for ecommerce brands: Google Ads, Google Shopping and Performance Max, Microsoft Ads, and often paid social alongside them. On Shopify a large share of the work sits outside the ad platforms, in the product feed, the conversion tracking and the landing pages. An agency that only works inside the ad account tends to plateau for those reasons.
What does a Shopify PPC agency cost?
Common models are a flat monthly retainer, a percentage of ad spend, or a hybrid. Market ranges run roughly $2,000 to $10,000 a month for management, or 10% to 20% of spend, with the percentage falling as spend rises. Percentage-of-spend pays an agency to recommend spending more, so we prefer flat fees, with performance-linked terms on growth work where attribution is clean enough to make them fair.
How much should we spend on Shopify PPC?
Start from break-even ROAS, which comes from gross margin, then budget for the volume that exists above it. Most brands getting serious about paid search find $5,000 to $15,000 a month produces enough data for real decisions. The right number depends on margin, AOV, repeat rate and how much of your demand is branded.
How long before PPC works?
Meaningful signal on a new or restructured account usually takes 4 to 8 weeks: enough conversions to judge structure, enough search term data to build negatives, and time for automated bidding to leave its learning phase. The exception is obvious waste, such as irrelevant search terms, a conversion tag that has stopped firing or disapproved products, which should be fixed straight away.
Is Performance Max right for a Shopify store, and is it enough on its own?
Often right, rarely enough on its own. PMax works well when the feed is strong and conversion data is clean, because it is mostly a feed-and-signal system. It shows you little about which queries earned the sale, and it leans toward branded and remarketing traffic unless you stop it. We run it with brand exclusions next to standard Shopping and non-brand Search, so the comparison keeps it honest.
Is Google Shopping or Meta better for a Shopify store?
They do different jobs. Google Shopping and Search catch people already looking for what you sell, so they usually convert better per click and are easier to measure. Meta creates demand from people who were not searching yet, which matters for new products and anything that sells on visuals. Most Shopify brands past the early stage need both, and the useful question is which one is starved right now.
What ROAS should a Shopify store expect from Google Ads?
Your own break-even ROAS matters more than any benchmark. A store at 70% gross margin breaks even at a far lower ROAS than one at 30%, so the same number can mean profit for one brand and a loss for another. Branded campaigns always show a much higher ROAS than non-brand prospecting, which is why we report them separately.
Should we bid on our own brand name?
Usually yes, measured honestly. Brand terms convert cheaply, which flatters blended ROAS while adding less incremental revenue than the numbers suggest, because much of that traffic would have arrived organically. The case for bidding is defensive: it stops competitors taking clicks on your name and keeps control of the message and landing page. The case against is paying for clicks you would have had anyway. A geo holdout test is the only real way to settle it for your brand, and we run one when spend justifies it.
How do you handle conversion tracking on Shopify?
One canonical conversion definition, server-side tagging where it improves durability, deduplication between GA4 and ad platform pixels, correct handling of Shopify checkout events, and a written reconciliation between Shopify order data and what the ad platforms report. If those numbers can't be reconciled, bid strategy work won't produce reliable decisions.
Should a Shopify store use Smart Bidding and target ROAS?
Usually yes, once conversion tracking is clean and a campaign has enough volume, roughly 30 or more conversions a month. Target ROAS and Maximise Conversion Value optimise toward the revenue you report, so set targets per margin band from break-even ROAS and fix double-counted purchases first. On low-volume campaigns, Maximise Conversion Value without a target, or manual CPC on Shopping, is often steadier while data builds.
Is Microsoft Shopping worth running alongside Google Shopping?
For most Shopify stores, yes, as a second channel. Microsoft Merchant Center can import the same feed and Microsoft Ads can import Google campaigns, so setup is quick. Clicks are often cheaper, and the audience skews older and more desktop-heavy. Volume is far smaller than Google, so treat it as incremental and manage its negatives and bids separately rather than leaving the import on autopilot.
Should we hire an agency, an in-house PPC manager, or a freelancer?
Below about $3,000 a month in spend, a freelancer or a simple self-run Shopping campaign is usually better value. From around $5,000 to $250,000 a month, a specialist agency brings feed, tracking and account patterns from many stores for less than a senior hire, which typically costs $90,000 to $130,000 or more a year plus tools. Very large accounts often run an in-house team with agency support.
Who owns the ad accounts if we stop working together?
You do. Google Ads, Merchant Center, GA4 and Meta Business Manager sit under your business, with us added as users. If an agency builds everything inside its own accounts, leaving means losing your conversion history and starting the learning period again, so check this with any agency before you sign.
Can you fix Merchant Center suspensions and disapprovals?
Yes, as part of feed work. Most suspensions on Shopify stores come from a short list: missing contact, returns or shipping information on the site, price or availability mismatches between the feed and the page, and policy issues with specific product claims. We find the cause, fix the site or the feed, and file the review with the evidence Google asks for.
How do we choose a Shopify PPC agency?
Ask what they would change in the first 30 days and why, how they would work out your break-even ROAS, how they report branded and non-brand results, who runs the account day to day, who owns the accounts, and how they are paid. Then watch for red flags: a ROAS target quoted before anyone asks about margin, branded and non-brand results blended together, accounts built in the agency's name, an audit that never mentions the feed or tracking, and fees that rise automatically with spend.
Pairs well with Shopify PPC

Where paid search gets help

Paid search works best when it is not carrying the funnel alone.

Book a call

Book your free Shopify PPC audit call

30 minutes with someone who runs Shopify accounts, and an honest read on whether the constraint is the account, the feed, the tracking or the page.

What happens next

  1. 1Pick a time for a 30-minute call.
  2. 2If you're comfortable, share read access to Google Ads, Merchant Center and GA4, and bring your gross margin and Shopify revenue for the same period, so we can check the numbers together.
  3. 3Get the prioritised findings in writing. They're yours whether or not we work together.

Prefer email? tarun@conversion.is