When can I expect results?

The first 2 weeks are all about data collection — Google learns who clicks, who buys, and how visitors behave. Meaningful optimization starts from week 4. Most accounts see their best performance after 2-3 months of active management. Patience is essential: the algorithm needs data to make smart decisions.

Why can't I see my own ads on Google?

Google personalizes search results and doesn't always show your own ads. Every time you search without clicking, Google learns you're not interested — showing your ad less often to you. This doesn't affect how other people see your ads. Use the Ads Preview Tool instead of searching yourself.

Why do my results change every day?

Daily fluctuations are normal. Google's algorithm continuously tests different audiences, bids, and placements. Some days are better than others — that's part of the learning process. We look at trends over weeks, not individual days. As long as the trend line is going up, everything is fine.

Healthy e-commerce brands typically target 400-800% ROAS, meaning €4 to €8 revenue per €1 spent. Dropshippers with higher margins often aim for 200-400%. The ideal ROAS depends on your product margins, average order value, and business costs. A lower ROAS can still be profitable with high margins.

Why do Shopify and Google Ads show different results?

Shopify counts only the last click — the click that directly led to the purchase. Google Ads counts every ad click that contributed to a sale, including earlier interactions. The difference shows assisted conversions, not lost ones. As long as total sales are healthy, everything is fine.

What is the learning phase?

The learning phase is the period when Google's algorithm collects data to learn which audiences, search terms, and placements work best for your products. During this phase, results may fluctuate. This is normal and necessary — the algorithm needs enough conversions (ideally 30+ per month) to optimize effectively.

Why did my ads stop spending?

Don't panic — this is usually normal. Check if you hit your daily or monthly budget, if your Merchant Center feed is active and approved, if your payment method on Google Ads went through, and if your cookie banner is active and working. If everything looks fine, it's likely a short learning reset or Google's daily pacing.

Can I choose which products show in my ads?

Yes, through campaign segmentation and your product feed. We can create specific product groups, exclude products, or set priorities. This is done by segmenting your feed with custom labels and aligning your campaign structure accordingly. This way we can focus budget on your best-performing or most profitable products.

Why do I have so many campaigns?

Segmentation is the key to optimization. By running different campaigns for different product categories, audiences, or stages of the customer journey, we can allocate budget more precisely and tune bidding strategies per segment. Running a single campaign for hundreds of products makes optimization nearly impossible.

How do I know if we are on track?

You receive bi-weekly updates with a summary of results and what we're working on next, plus monthly reports with deeper analysis of spend, revenue, ROAS, and actions taken. Each update includes what worked best, what we're improving or testing, and whether the account is on track.

When are we past the testing phase?

After the first 2-4 weeks of data collection, real optimization begins. We consider the testing phase complete when the algorithm performs consistently and we achieve at least 30 conversions per month. From that point, we shift from 'learning' to 'growing.' This timeline varies by account, niche, and budget.

Can we scale up if things go well?

Absolutely, but we do it gradually. We increase budget by 15-20% per week to avoid destabilizing the algorithm. At the same time, we monitor whether your ROAS, CPA, and profit margin remain healthy at the higher budget. Some accounts scale from €1,500 to €15,000+ per month within a quarter.

Why does Google sometimes spend more than my daily budget?

Google may spend up to 2x your daily budget on a given day, but compensates on other days. Over a full month, you'll never pay more than 30.4 x your daily budget. This is normal behavior: Google spends more on high-volume days and less on quieter days.

Why do some conversions show zero value?

This usually happens because the conversion value isn't being passed correctly in the tracking. It can also occur with conversions that don't have a direct order value, like micro-conversions (add-to-cart, checkout started). We check this during tracking setup and ensure every purchase passes the correct value.

How often do you update my campaigns?

We monitor your account daily and make optimizations based on the data. That doesn't mean we make big changes every day — sometimes it's better to give the algorithm time. You receive bi-weekly updates on what we've done and the results, plus monthly deep-dive analyses.

Google Ads for E-commerce: How It Works

Google Ads is the fastest way to get your products in front of people who are actively looking for them. Unlike social media advertising where you interrupt someone's scroll, Google Ads targets intent. Someone types "buy running shoes size 42" — and your product appears.

How Google Ads Works for Webshops

For e-commerce, Google Ads offers several campaign types that each serve a different purpose. The most important ones are Search, Shopping, and Performance Max. A good strategy typically combines all three.

Search campaigns show text ads when someone searches for specific terms. They work well for brand names, product categories, and high-intent keywords like "buy" or "best price." You bid on keywords and pay per click.

Shopping campaigns display your products with an image, price, and store name directly in the search results. These are fed by your product feed, which makes feed quality a critical success factor.

Performance Max is Google's AI-driven campaign type that distributes your ads across all Google channels — Search, Shopping, Display, YouTube, Gmail, and Discover. It optimizes automatically based on your conversion goals. Read more about Performance Max strategy.

What Results Can You Expect?

Results vary by niche, product margins, and competition. As a general benchmark for e-commerce:

ROAS (Return on Ad Spend): Healthy e-commerce brands typically target 400-800% ROAS, meaning €4 to €8 revenue per €1 spent. Dropshippers with higher margins often aim for 200-400%.
Timeline: Initial data collection takes 2-4 weeks. Meaningful optimization happens from week 4 onwards. Most accounts see their best performance after 2-3 months of active management.
Budget: A minimum of €1,000-€1,500 per month in ad spend is recommended to gather enough data for Google's algorithms to optimize effectively.

Common Mistakes

The most frequent issues we see in e-commerce Google Ads accounts:

Poor feed quality — missing attributes, low-quality images, or generic titles that don't match search behavior.
No conversion tracking — or worse, tracking that double-counts or misses sales. Proper tracking and consent setup is essential.
Wrong campaign structure — running a single campaign for hundreds of products without segmentation makes optimization nearly impossible.
Ignoring negative keywords — especially in Search campaigns, irrelevant clicks eat budget fast.

Brands vs. Dropshippers

The approach differs significantly between established brands and dropshippers. Brands typically have higher margins, existing brand recognition, and can invest in long-term growth. Dropshippers need faster break-even, work with tighter margins, and need aggressive testing of products and creatives.

Both models can be highly profitable with Google Ads, but the strategy, budget allocation, and KPIs look different. What matters most is matching your campaign structure to your business model.

The Optimization Process

Our approach follows a proven 6-week methodology that maximizes results from every phase of the optimization journey.

Week 1 — Setup & Data: We fully set up your account: campaign structure, tracking setup, feed optimization, and initial bidding strategies. The algorithm starts collecting data.

Week 2 — Pattern Recognition: The first data flows in. We analyze which products, search terms, and audiences show the best signals and exclude irrelevant traffic.

Weeks 3-4 — Data Gets Smarter: The algorithm now has enough data to make better decisions. We refine bidding strategies, adjust budget allocation, and test new segments.

Weeks 5-6 — Scaling: Profitable campaigns are scaled up gradually. We increase budgets by 15-20% per week while monitoring ROAS and CPA. This is also when Performance Max is typically introduced.

Month 2+ — Continued Growth: The account is now mature. We focus on continuous optimization, seasonal adjustments, new product launches, and strategic expansion into additional campaign types.

Google Ads for E-commerce

How Google Ads Works for Webshops

What Results Can You Expect?

Common Mistakes

Brands vs. Dropshippers

The Optimization Process

Frequently Asked Questions

Let's connect?

Schedule a Call

WhatsApp

How Google Ads Works for Webshops

What Results Can You Expect?

Common Mistakes

Brands vs. Dropshippers

The Optimization Process

Frequently Asked Questions

When can I expect results?

Why can't I see my own ads on Google?

Why do my results change every day?

What is a good ROAS?

Why do Shopify and Google Ads show different results?

What is the learning phase?

Why did my ads stop spending?

Can I choose which products show in my ads?

Why do I have so many campaigns?

How do I know if we are on track?

When are we past the testing phase?

Can we scale up if things go well?

Why does Google sometimes spend more than my daily budget?

Why do some conversions show zero value?

How often do you update my campaigns?

Let's connect?

Schedule a Call

WhatsApp