Google Ads for ecommerce stores

Google Ads for ecommerce stores can look profitable on paper and still lose money. Google reports revenue and ROAS, but a sale only makes you money if its gross profit is bigger than what you paid in ads to get it. Two stores with the same ROAS can have very different results once their margins are counted.

These guides focus on ad spend that's profitable, not just revenue-positive. Measuring ad profit starts with ROAS, break-even ROAS and the click metrics behind them, and how to budget from your margin. Campaign types explains Performance Max, Demand Gen and keyword match types in plain terms. Bidding covers Target CPA, Target ROAS and how to set targets from your margins. Shopping setup covers Google Merchant Center and product identifiers like GTINs.

Google changes its products often, so platform-specific details are checked against Google's own help pages and linked where they appear.