Case study · E-commerce · Google Ads Shopping and Search
Vinyl Warehouse. 1384% increase in sales.
- 93%Decrease in CPA
- 746%Increase in conversion rate
- 15%Decrease in ad spend
CALL 0115 647 0111
Ecommerce PPC agency UK · Google Partner · 15 years
We look after the paid side of online shops: Search, Shopping, Performance Max, remarketing and Microsoft, with your feed, tracking and margins worked into every decision. One UK team, one flat monthly fee, never a cut of your ad spend.
Where a shop loses money
Pick the one that sounds like your shop to see the problem, how we deal with it and where it sits in the service.
Online shops tend to leak money in the same few places. Tap one.
A slice of every day’s budget goes on browsers, bargain hunters and searches for things you do not sell. Search terms read every week, negatives added, and the budget pushed towards the searches that end in an order.Every packageSee Search
Performance Max is spending, the dashboard is vague and nobody can say which products it is selling. Campaigns split so you can see what each one does, with exclusions and asset groups we choose and check.Every packageSee Performance Max
The return on ad spend figure looks healthy, yet after stock, delivery and returns very little is left. Targets set from your real margins by product group, so a high ROAS on a thin-margin line is not mistaken for a win.Every packageSee feeds and margins
Black Friday and Christmas arrive, budgets run out by lunchtime and the feed still has last year’s prices. A peak plan agreed weeks ahead: feed, stock, budgets, promotions and who is watching the account.Every packageSee the year plan
Results scattered across tools. Mission Control puts your results and reports in one place, with James to answer questions day or night.Every packageSee Mission Control
What we run
Search, Shopping, Performance Max, remarketing and Microsoft, planned together so they stop competing with each other for the same sale. Tap a channel to see how we run it.
Google Ads for ecommerce is more than one campaign type. Our ecommerce PPC services cover the whole account rather than one campaign type. That matters because the channels overlap: the same shopper can see your Search ad, your Shopping listing and a remarketing banner in one afternoon, and someone has to decide which of them deserves the credit and the budget.
If you want the Shopping detail, it has its own page: Google Shopping management. For the wider service, see PPC management.
Search and Shopping do different jobs, and a shop needs both. Shopping shows the product; Search lets you speak. We use it for brand terms, for categories where words sell better than a picture, and for the long, specific searches that Shopping struggles to match.
Ad copy leans on what shoppers weigh up: price, delivery dates, returns and stock. We review the search terms report every week, because that is where an ecommerce account quietly leaks.
Left in one big campaign, a Shopping budget flows to the products that are cheap to click, not the ones that make you money. We group products by margin and sales pattern, then give each group its own budget and target.
The page on Google Shopping management goes into the feed, Merchant Centre and campaign structure in detail.
Performance Max is one of the most useful ecommerce campaign types and one of the easiest to waste money in. It reaches Search, Shopping, YouTube, Display, Gmail and Discover from a single budget, so what you feed it matters.
We build it alongside Shopping rather than on top of it, keep brand searches out so it does not take credit for sales you would have had anyway, and report on it by product group. For performance max for ecommerce, the guardrails are the work.
Remarketing is where cost per sale is often lowest, which is why it can flatter an account. We keep it separate in the reporting so it is not allowed to hide the cost of finding new customers.
Past buyers get their own treatment: a reorder reminder for consumables, an accessory for the thing they bought, nothing at all for someone who has just returned an order.
Microsoft Advertising reaches a smaller audience than Google, often at a lower cost per click and with less competition for the same products. We usually add it once Google is stable, importing the campaigns and then adjusting rather than assuming the two behave alike.
See Microsoft Ads management for how we run the channel.
Every other tab depends on this one. Product titles decide which searches you appear for. Order value tracking tells the bidding what a sale was worth. Margin by product group tells us what return on ad spend you actually need.
Merchant Centre work starts on the Lite package and is handled in full from Standard. Starfeed, our own feed tool, is covered on its Starfeed page.
Case study · E-commerce · Google Ads Shopping and Search
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Figures as published on each case study page, with the services each one lists. All case studies
The calendar problem
Peaks are where an ecommerce account makes its year, and where small oversights get expensive fast. Turn a card to see the fix.
The problem
What we do
We raise the daily budget and the bid targets ahead of the peak, with your approval, and watch the hourly pattern so the best hours are covered.
The problem
What we do
Availability is checked in the feed, and products running low are pulled back so you do not pay for clicks you cannot fulfil.
The problem
What we do
Sale prices and dates are put in the feed correctly, and the price on the ad is checked against the price on the page.
The problem
What we do
Customer lists and the seasonal audiences built in the autumn are kept, so the first quiet month is not a restart.
The problem
What we do
Device performance is read against the product page, not the ad, and the page is flagged to you when it is the page that is losing the sale.
The problem
What we do
Where you share return rates with us, we give the products that come back most a higher target than the ones that stay sold.
Google Ads packages for online shops
Shopping campaigns come on every package. Merchant Centre is set up on Lite and handled in full from Standard. Your ad budget is paid to Google direct, never through us.
All prices are +VAT. Any advertiser can choose any package, provided they do not exceed the maximum monthly ad spend shown.
Managed by our UK team
from£145a month + VAT
Up to £500 a month of ad budget, supported by tickets
Comes with
Sentinel click fraud protectionSwitched on from day one.
Mission Control, James and the Form BuilderYour tools in one place, and James for an update any time.
Luna add-onLanding pages for your ads. £95 a month, up to 3 landing pages.Tools included, worth£65 a month
Get my quoteYour own account manager
from£295a month + VAT
Up to £2,500 a month, with an account manager
Everything in Starter, plus
NebulaSee where visitors click, scroll and drop off.Luna add-onLanding pages for your ads. £95 a month, up to 3 landing pages.Tools included, worth£110 a month
Get my quoteMost popular
Account manager + priority phone
from£445a month + VAT
Up to £7,500 a month, Merchant Centre in full
Everything in Lite, plus
StarfeedYour product feed made to sell. Titles, labels and rules on every product, unlimited products.
Relay ConvertSee which calls came from your ads. 130 minutes, 8 numbers.
Orbit StarterAI chat for your store. 300 conversations a month.LunaLanding pages for your ads, shown on your own website address. Unlimited landing pages, included.Tools included, worth£384 a month
Get my quoteTwo managers + senior strategist
from£695a month + VAT
Up to £15,000 a month, with senior strategy
Everything in Standard, plus
More Relay Convert250 minutes, 8 numbers.Orbit Business1,000 conversations a month.LunaLanding pages for your ads, shown on your own website address. Unlimited landing pages, included.Tools included, worth£473 a month
Get my quoteBy appointment
Direct access to Brett Dixon, MD
from£1,500a month + VAT
Brett runs your account and is available on demand
Everything in Elite, plus
LunaLanding pages for your ads, shown on your own website address. Unlimited landing pages, included.Tools included, worth£473+ a month
Discover PremiumFree set up when your campaigns are running and your conversion tracking is active and tracking correctly. Merchant Centre work starts at Lite, so a Shopping account that needs it should begin there.
Compare every featureAlready advertising your shop? Tell us about your Google Ads account and we will come back with a short, plain-English review of where the budget is going. You keep the findings.
Software we built
Follow a shopper from the ad to the basket. Each step has one of our tools on it. Tap one to see the real screen. The package cards above show which tools come with which package.
Competitors and bots can click a shop’s ads all day. Sentinel watches the clicks and blocks the ones that were never going to buy.
A click that does not become an order is often a page problem. Nebula shows where visitors tap, scroll and leave on your product pages.
Questions about sizing, delivery and returns come in at night. Orbit answers from your own site and takes the shopper’s details.
Your results and reports in one place, with James, our AI account manager, to answer questions. On the web and our iPhone app.
Real screens from Mission Control, shown with our demo account, Tallow & Teasel, an invented shop with sample data.
Really happy Camilla and Lee. Im a small business in Derby and google ads and seo is something I don't understand but the guys take there time to explain it to me in a way I understand and ultimately, I get more customers which is what counts
Camilla and Lee are two of our senior marketing managers.
Lee is very knowledgeable in the field and has been achieving good results with our accounts, making better use of our marketing budgets. Lee is very friendly and personable and able to explain things in ways I understand and always keeps me in the loop of what's happening.
Lee is one of our senior marketing managers.
Lee is excellent at his job, created campaigns that bring in lots of leads. Thank You
Lee is one of our senior marketing managers.
They built us a fantastic new website that looks professional and works exactly how we wanted, and they’ve been managing our Google Ads campaign throughout. Communication has been great, they’re always quick to respond, explain everything clearly, and are constantly looking at ways to improve our results.
Excellent explanations of activity on and traffic to our website. Always ready to fine tune to meet needs, and to recommend and implement measures to maximise our website's exposure. Great feedback and analysis in language a lay-person understands.
Who runs your account
Your account is handled by experienced people on our UK team, with a named account manager from Lite upwards. James, our AI account manager, answers questions day or night and passes your instructions on.
AI does the routine, people decide. Every change James makes is based on data, and your account manager can override it.
Meet the teamCamillaSenior Marketing ManagerLeeSenior Marketing Manager
PatrickSenior Support Manager
ValerieOperations Manager
BrettFounder & Director
JaymeDirector
NigeDirector
JamesAI account manager, 24/7Before you pick an ecommerce PPC agency
These are the questions that matter for a shop. Our answers sit inside our Transparency Guarantee.
Will you ask for my margins?
YesYes, as far as you are willing to share them. Without margins the account can only chase revenue.
Is the fee a percentage of what I spend?
NoNo. It is a flat monthly fee for the package, so spending more on Google does not make us paid more.
Whose Google Ads and Merchant Centre accounts are they?
YesYours, set up under your own login, with the data. If you leave, you keep everything.
Do you report Performance Max separately?
YesYes. It is reported on its own, by product group, so it cannot hide behind the Search and Shopping figures.
Who is looking at the account on Black Friday?
YesYour account manager on our UK team, with James picking up routine questions. We agree the peak plan with you beforehand.
Does a change ever happen to my budget without me knowing?
NoBudgets do not move without a person agreeing it. Changes James makes are based on your account’s own data, and your account manager can override or undo them.
Are you tied to one platform?
NoNo. We run shops on Shopify, WooCommerce, Magento, BigCommerce and others, and the feed work depends on the package.
Is my budget protected from click fraud?
YesSentinel click fraud protection is switched on from day one, on every package.
The shop’s year
A shop’s ad account has a rhythm. This is the one we plan to once the first months are done.
Before any campaign is touched we check that purchases are recorded with their value, that the feed is approved and that we know your margin by product group. Everything later leans on these three.
Shopping and Performance Max need data to settle. We make deliberate changes and then wait, rather than moving something every day and never learning what worked.
We agree the budget you are comfortable with, the dates, the products you will push, and who is to be reached if something breaks. Sale prices and promotions go into the feed early so they are approved by the day.
The quiet weeks after Christmas are when we read the numbers properly and keep the audiences and lessons that earned their place.
Want a second opinion on your current account?
Ecommerce PPC agency
A shop does not need more clicks. It needs more profitable orders, and the work of an ecommerce PPC agency is closing the distance between the two.
A ROAS number is only useful against your margin. We set the target from what each product earns, then check it against what is left after delivery and returns.
Search, Shopping, Performance Max and remarketing all claim the same orders. We look at them together so the budget goes where the sale really started.
Reports show what was spent, what it returned and what we propose next, in plain English, in Mission Control.
If you are searching for an ecommerce marketing agency, it is worth being clear what we do. We are specialists in the paid side, with e-commerce SEO alongside it, a website team for the shop itself, and tools that help the shop convert. We do not run your email lists or your stock.
For businesses that have shopped around for ecommerce Google Ads agency pricing, the packages above are the whole price: a flat monthly fee for management, with your ad budget paid to Google.
Ecommerce Google Ads
Ecommerce Google Ads accounts leak in familiar places. Most of them can be seen in a free audit before a penny of fees is spent.
Every week the search terms report shows the real phrases that cost you money. Reading it is the cheapest improvement there is.
Titles written as stock codes do not match what shoppers type. Rewritten titles can reach searches the old ones never matched.
Performance Max will happily bid on your own name and report the sales as its work. We keep brand out and report it apart.
Looking for ppc for ecommerce that starts with a clean read of what is there? The free Google Ads audit is the quickest route, and the Get in touch form above is the quickest route to a person.
Starfeed is our own feed tool for stores on Google Merchant Centre. See how Starfeed works.
Ecommerce PPC management
Between the monthly report and the yearly plan, there is a weekly routine. Ecommerce PPC management lives or dies by it.
Spend, orders and ROAS by product group against last week and the same week last year.
Bids, budgets, negatives and feed fixes, each logged so you can see what changed and why.
Disapproved products, a sudden fall in orders, a page that is down. These are looked at the day they appear.
A UK ecommerce paid media agency for small and medium shops needs to be affordable as well as capable, which is why there is no minimum ad spend and the packages start low. Ecommerce ppc agency UK searches usually come down to one question: who will actually look after my account? The answer here is named people on our UK team.
People and AI, together
DPOM has looked after UK businesses since 2011, and your account manager still runs your account. Behind them now is a system we built in-house: tools that turn visitors into enquiries, and James, our AI, watching your account day and night.
An experienced person on our UK team sets your plan, makes the big calls and approves anything you ask for. They can override or undo anything our AI does.
AI does the routine, people decide.
A family business, looking after UK businesses since 2011
Ask him about your results, reports or next step in Mission Control, any time. He checks your tracking every weekday, flags ads that stop the same day and warns you before seasonal dips.
Where we switch him on, he makes routine Google Ads changes. Every change is based on your account's own data, and your account manager can override it.
The marketing that brings the right people to you.
Our own tools for what happens after the click.
Every change James makes is based on data, and a person can always override it.
How we use AI to get you ahead, honestlyEcommerce PPC FAQs
A flat monthly management fee based on the package, from £145 a month + VAT, never a percentage of your ad spend. Your ad budget is paid to Google direct. The instant quote gives a price for your shop.
No minimum. Each package has a maximum monthly ad spend it covers, and you choose the package that fits the budget you want managed.
No. We work with small and growing online shops as well as established ones, and the package depends on the ad budget rather than the size of the catalogue.
Google Shopping is one campaign type inside ecommerce PPC. The whole job also includes Search ads, Performance Max, remarketing and Microsoft, with the feed and tracking underneath. The Google Shopping page covers that part in depth.
Yes. We build it with asset groups per product line, keep brand searches out of it and report it separately, so you can see what it is doing.
Yes. We usually add it once Google is steady, importing the campaigns and then tuning them for Microsoft.
Shopify, WooCommerce, Magento, BigCommerce and most others. Merchant Centre work starts on the Lite package and is handled in full from Standard.
We record the value of each order and report return on ad spend against it, then compare it with the margin you share with us so the target reflects profit.
Results vary with your shop, products and budget. Early data comes in the first weeks, and campaigns usually need around three months of steady work before they settle.
We agree a peak plan with you weeks ahead covering feed, stock, budgets and promotions, and your account manager watches the account through the busy days.
Get started
Tell us what you sell, which platform you use and what you spend on ads now, and we will say what we would change and what it would cost.
Call our UK Google Ads team0115 647 0111