DDA: ON Demand our new 'Done with You Google Ads Management" program is already getting amazing results for our first intake of businesses.
Like one eCom brand who has doubled their sales (in just 3 weeks)
This was achieved after the only the first round of changes that me & my Google Ads coaches recommended for their account.
This is what every eCom brand needs to know for success with Google Ads.
1. Focus and Know Your Numbers
Before you even touch Google Ads, you need to know your numbers. And I’m not just talking about revenue.
You need to understand your profit margins. Especially if you have a wide range of product pricing.
Selling a $25 product is completely different to selling a $250 one. And if the margins on those two are miles apart, your strategy needs to reflect that.
Once you’re up and running, your focus shifts from just product margins to the core numbers of:
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AOV
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LTV
Let’s start with AOV. As a bare minimum, we’ve seen this needs to be at least $40 (but ideally higher).
But the real key for success with Google Ads and eCom is LTV.
The higher you can get your LTV, the lower your ROAS or the higher your CPA can be.
This is where the successful brands get it right.
When you focus on LTV, you can be less worried about your initial CPA, because you know that every sale leads to more money.
A great example we have of this is: We increased a brand’s GPAM by 40.6% over a 12-month period by focusing more on LTV.
We actually reduced their ROAS targets from 400% to 200%. Why?
Because this business had a 24-month maintenance plan, which was the real money driver.
So by reducing the profit targets on the first purchase, we were able to drive more revenue into the business.
Each business is different, so you need to look at your own numbers.
But the key message is this. Don’t blindly chase a 500% or 600% tROAS because it looks good in the dashboard.
You also need to look at macro-level numbers like cost per session and revenue per session.
Why? Because these show how well your traffic is actually performing. Not just in terms of clicks and conversions, but for overall business health.
In case you missed it I had a great interview with Lauren Oakes (former CEO of Megaphone) which you can watch here.
2. Start with Search and Shopping Campaigns
Search and Shopping should always be your starting point.
Search targets high-intent keywords like “men’s best anti-aging serum”.
These are people already in a buying mindset.
Shopping is where you showcase the product itself. It’s visual. It’s data-driven. And it pulls people in based on price, image and product title.
The key is to optimise for both.
Make sure your Shopping titles are clear and specific.
In Search, start with keyword themes based around your core products.
Once these are converting consistently, then you can move into other campaign types.
3. Structure Your Account for Scale
Your campaign structure is what sets you up to scale profitably.
There are three core areas you need to think about when structuring your campaigns.
1. Profit Margins
Split campaigns based on margin or price point.
If you’ve got high-margin but low-volume products, don’t put them in the same campaign as your high-volume, low-margin ones.
You can also test different bidding strategies based on what each category needs.
2. Levers for Control
What controls do you want?
Do you need to adjust budgets based on location?
Do you run promotions seasonally?
Segment your campaigns so you can control these areas without messing with the rest of your account.
3. Website Structure
This becomes even more important if you’re using AI-powered campaigns like Performance Max or AI Max.
These rely heavily on your site structure.
You don’t get traditional targeting options, but you can still influence the targeting by excluding URLs or setting campaign-level goals.
If your site structure is messy, your campaigns will be too.
If your site is clean and segmented well, it becomes a guardrail to make sure AI campaigns don’t waste budget.
4. Scale with PMAX, Display and Demand Gen
Once Search and Shopping are performing, and your structure is solid, then you introduce your secondary campaigns.
Performance Max, Display and Demand Gen are powerful tools. But they work best when you already have conversion data in your account.
Use them to reach cold audiences and scale beyond what Search and Shopping can do.
For example:
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Exclude branded terms from PMAX
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Limit URL targeting
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Bid for New Customers
And never let these campaigns run wild.
Keep control by setting campaign-specific goals and using exclusions.
Scaling doesn’t mean turning everything on.
It means layering new campaigns on top of what’s already working and using your data to drive growth.
Have a great week in Google Ads.
Aaron
- Monday 8th September, 8pm AEST: What Every eCom Brand Needs To Know About Google Ads
- Wednesday 10th September, 8pm AEST: Youtube Video Ads... What You Need To Know
Head Over To My YouTube Channel 👇
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[LIVE MASTERCLASS + Q&A]
Account Reviews + Q&A | with Aaron Young đź’»
Tuesday 9th, September, 2025, 4:00 PM (AEST)
Tuesday, 9th, September, 2025 07:00 AM (GMT)
Monday 8th, September, 2025, 11:00 PM (PT)
