Over the past decade, I’ve helped dozens of ecommerce brands scale to 8-figures and beyond using a tried-and-tested Google Ads strategy.
No blackhat tactics. No dodgy shortcuts. Just a laser-sharp focus on the fundamentals, and executing them exceptionally well.
Today, I’m revealing exactly what this strategy is so you can use it to grow your ecommerce brand.
What Makes a Great Ecommerce Google Ads Strategy?
Before we get into specifics, let’s discuss the fundamentals of what makes a winning strategy:
1. Balancing AI with Human Control
Google’s AI has come a long way. Features like Smart Bidding and Broad Match have significantly improved over the years.
But complete reliance on AI without manual oversight? That’s a no-go.
Here’s the right balance:
✅ Use Smart Bidding to automate decisions when you have sufficient conversion data.
❌ Avoid wasting hours on outdated practices like manual negative keyword research. Trust the data!
✅ Combine automated and manual campaigns. Performance Max can handle much of the work, but layering in manually controlled campaigns (like Search and retargeting) gives you the edge.
2. Using the Right Campaigns for Your Business Stage
Not all campaigns are created equal. The best campaigns depend on your budget, business stage, and goals.
For most ecommerce brands, starting with Performance Max is ideal (more on that later). As you grow, expand into retargeting, branded Search, and other campaign types.
3. Focus Your Efforts Where They Count
Resource management is critical. Don’t waste time on low-leverage activities, like analysing day-by-day data or endlessly tweaking keywords.
Instead, prioritise high-impact areas like:
Understanding bid strategies.
Ranking keywords by cost and focusing on the highest spenders.
Taking a long-term view (e.g., analysing data weekly or monthly rather than daily).
The Best Google Ads Strategy for 2025
Now let’s break down the exact steps to scale your ecommerce brand with Google Ads in 2025.
Step 1: Start with Performance Max
Performance Max is your best friend when starting out. This campaign type automates placements across Google’s entire network — Search, YouTube, Shopping, and Display.
For ecommerce, it’s essentially the new Smart Shopping. Performance Max will:
Prioritise Shopping ads (the bread and butter of ecommerce).
Experiment with additional formats like YouTube and Display for retargeting.
It’s quick to set up and delivers results fast, making it perfect for beginners.
Pro Tip:
Don’t stop at Performance Max. As your account grows, diversify with other campaigns like Search and retargeting to maximise your results.
Step 2: Optimise Product Titles
Your product titles are critical for Shopping ads. Google’s algorithm relies heavily on keywords within titles, so optimising them is non-negotiable.
How to Optimise Product Titles:
Use Google Keyword Planner to find high-volume, relevant keywords.
Create a keyword-rich title with up to 150 characters.
Include product specifics, benefits, and target audience terms.
Here’s an example for a leather wallet:
Original title: “Hide and Seek Wallet”
Optimised title: “Men’s Slim Leather RFID Wallet | Card Holder | Small Wallet for Accessories by Bellroy”
Want to save time? Use my free Product Title Optimiser AI Tool.
Step 3: Get Product Ratings Enabled
Product ratings (those little stars next to your Shopping ads) are game-changers for clickthrough and conversion rates.
Here’s how to enable them:
Collect reviews via a third-party provider (like Judge.me or Okendo).
Submit the Product Ratings Interest Form in Google Merchant Center.
Upload your review feed to Google Merchant Center to display stars on Shopping ads.
Step 4: Manage Bids and Budgets Like a Pro
When starting out, use the Maximise Conversion Value bid strategy without setting a Target ROAS (Return on Ad Spend). This helps Google’s AI gather data quickly.
Once you’ve hit at least 50 conversions, introduce a Target ROAS and scale your budgets. Key rules:
Always set your daily budget higher than your actual spend.
Never let campaigns lose impression share due to budget limitations.
Step 5: Expand Your Campaign Structure
As you grow, you’ll want to move beyond the initial simple PMax-focused campaign structure you may have started with. Here’s a winning campaign structure:
PMax High ROAS Campaign: For products demonstrating consistent high ROAS. Put them in a dedicated campaign with a high budget to get Google to spend more on them.
PMax Low ROAS Campaign: For products that demonstrate low ROAS. Put them in a dedicated campaign with a higher ROAS target, to get them more profitable.
PMax Zombie Campaigns: Dedicated campaigns for products the system neglected to test, keep budget controlled here and remove the ROAS target to force the system to spend and test these products.
Search Campaigns: Separate branded and non-branded keywords for tighter control. Also run Dynamic Search Ads (DSA) and Search Retargeting Ads.
Retargeting Campaigns: On Google Display Network and YouTube to improve your overall conversion rate.
Scaling your ecommerce business with Google Ads in 2025 requires a balance of automation and manual strategy. Start with Performance Max, optimise product titles, enable product ratings, and carefully manage bids and budgets. As you grow, expand into advanced campaign structures for even better results.