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Google Ads for ecommerce,
more profit from every product.
Most ecommerce Google Ads accounts spend heavily on a few products, starve the rest and use one ROAS target for everything. I rebuild Shopping and Performance Max around your margins, fix the Merchant Center feed and set targets by product group, so budget follows profit, not just revenue. I've managed €1bn+ in media across 35+ markets, including for large retail and ecommerce brands.
€150m+
INCREMENTAL REVENUE
€1bn+
MEDIA SPEND MANAGED
35+
GLOBAL MARKETS MANAGED
Free 30-minute discovery call, I will listen to your business problems. No pitch.
PROVIDING DIGITAL MARKETING STRATEGIES TO SOME OF THE WORLD'S BIGGEST BRANDS
WHO I WORK WITH
For online stores at every stage.
Growing stores need a clean feed and a simple structure that scales. Larger retailers need product-level profitability, international feeds and governance across markets.
FOR GROWING STORES
Profitable Shopping from day one
Feed fixed, Performance Max and Shopping split by margin and best sellers, and ROAS targets you can actually hit.
FOR RETAILERS
Product profitability at scale
Margin-based bidding, international feeds and catalog-wide reporting across markets and Merchant Center accounts.
WHAT I DO
Google Ads built around your products and margins.
Every account starts with the feed and the numbers, then the campaign structure follows.
01
Merchant Center & feed
Titles, attributes, categories and custom labels fixed, so products match more searches and disapprovals stop costing sales.
02
Performance Max & Shopping
Campaigns split by margin, price band and best sellers, so budget goes to the products that make money.
03
Profit-based bidding
Conversion values and ROAS targets set by product margin, not one blanket average across the catalog.
04
Search & brand
Brand, category and competitor search managed alongside Shopping, without paying twice for the same customer.
05
Ecommerce tracking
Purchases, revenue and new customers tracked accurately, with enhanced conversions and GA4 linked properly.
06
Product-level reporting
A simple view of revenue, profit and return by product group, so you know what to push and what to cut.
WHY A CONSULTANT
Ecommerce Google Ads: a senior consultant vs a PPC agency
TRADITIONAL AGENCY
FULL-TIME SENIOR HIRE
GEORGE MORTIMER
Operator Level
With a retained agency
Mixed account team
With a full-time senior hire
One senior salary
✓ With George Mortimer
Director-level, on demand
Speed to impact
With a retained agency
Slowed by layers & onboarding
With a full-time senior hire
Three to six month ramp-up
✓ With George Mortimer
Diagnostic within weeks
Primary focus
With a retained agency
Campaign delivery & output
With a full-time senior hire
One role's bandwidth
✓ With George Mortimer
Systems & operating model
Commercial model
With a retained agency
Long fixed retainers
With a full-time senior hire
Permanent headcount cost
✓ With George Mortimer
Scoped to the objective
What's left behind
With a retained agency
Ongoing dependency
With a full-time senior hire
Capability tied to one person
✓ With George Mortimer
Embedded systems & playbooks
✓ George Mortimer
Operator level
Director-level, on demand
Speed to impact
Diagnostic within weeks
Systems & operating model
Primary focus
Scoped to the objective
Commercial model
Embedded systems & playbooks
What's left behind
Retained agency
Operator level
Mixed account team
Speed to impact
Slowed by layers & onboarding
Campaign delivery & output
Primary focus
Long fixed retainers
Commercial model
Ongoing dependency
What's left behind
Full-time senior hire
Operator level
One senior salary
Speed to impact
Three to six month ramp-up
One role's bandwidth
Primary focus
Permanent headcount cost
Commercial model
Capability tied to one person
What's left behind
HOW I WORK
A clear path from diagnosis to embedded capability.
Every engagement starts with evidence. No recommendations are made until the foundations have been audited and the real constraints are understood.
Diagnose
Audit structure, tracking, taxonomy and creative to find what is genuinely holding performance back.
You Get
A structured performance & tracking audit.
Build
Fix the foundations and set a prioritised testing roadmap tied to commercial outcomes.
You Get
A prioritised roadmap and testing plan.
Scale
Optimise budgets, automation and creative velocity to compound efficiency and growth.
You Get
Optimised budgets, automation and creative.
Embed
Install the systems, playbooks and capability so performance holds without external dependency.
You Get
Playbooks, governance and trained capability.
CASE STUDIES
Real results.
Measurable commercial impact.
Selected outcomes from enterprise and multi-market engagements. Client names are withheld for confidentiality; metrics are genuine.
COMMERCE
+8%
Incremental store visitation for a global fast-fashion retailer, proven through a structured incrementality testing framework.
AVIATION
−23% CPC · +50% revenue
Reduced costly competition between owned brands while lifting revenue through a rebuilt account structure.
SELF STORAGE
+150% leads
Lead volume up and CPA down through geo-controlled campaigns and advanced bidding strategies.
FINANCE
Full customer segmentation
Advanced data segmentation built to identify, profile and prioritise customers into actionable value buckets.
EDUCATION
+220% closed leads
Advanced lead scoring prioritised higher-quality prospects, lifting closed leads and overall return.
REAL ESTATE
+80% incremental leads
Cross-platform optimisation and synced messaging drove incremental lead growth for new property developments.
A GENUINE PARTNER
George doesn't operate just like another agency or freelancer, he fully integrates himself into the business and becomes an extension to the team
Marketing Director
Aviation Industry
FREQUENTLY ASKED QUESTIONS
Google Ads for ecommerce, answered
Yes, for most online stores. Shopping and Performance Max show your products, prices and images to people already searching to buy, which usually converts better than broader channels. Results depend on a clean product feed, accurate tracking and targets set by margin.
Many stores use both. Performance Max can scale well across Google's channels, while Standard Shopping gives more control and clearer search term data. I usually split products by margin and performance and test which campaign type wins for each group.
It depends on your margins. A store with a 30% margin needs a much higher return on ad spend to break even than one with a 70% margin. I work out a break-even ROAS for each product group and set targets above it.
Start with accurate, keyword-rich titles, complete attributes such as brand, color and size, correct product categories, high-quality images and custom labels for margin or best sellers. Fixing disapprovals in Merchant Center comes first.
Yes. I work with Shopify, WooCommerce, Magento and custom platforms, connecting the product feed to Merchant Center and setting up purchase tracking with enhanced conversions.
Enough for Smart Bidding to learn, which usually means several conversions a week per campaign. I'd rather start with a focused budget on your best products and scale as the return proves out than spread a large budget thinly.
Yes. I've run paid media across 35+ markets, including country-specific feeds, currencies and languages, with reporting that rolls up into one view.
Not sure where to start?
A free, 30-minute review with a Global Digital Director — a clear, honest read on where performance is leaking and what to do about it.
30 minutes · No pitch · hello@georgemortimer.com