In e-commerce, the campaign starts before the campaign: in the product feed. A poorly transmitted catalog limits delivery before a single bid is placed.
A campaign can push revenue up and destroy margin. As long as acquisition cost is compared to the average basket and not to the real margin on the product sold, you're optimizing a metric that doesn't pay the salaries. Low-margin products then soak up the budget because they convert better.
The product feed above all
Titles, images, availability, categories: the quality of the feed determines what Google can serve. It's the most profitable lever, and the one most often neglected.
Manage for margin, not volume
We group products by what they really earn, not by what they bring in. A product that converts a lot but earns little doesn't deserve the budget it captures.
Measure what is actually collected
Returns, cancellations and abandoned carts change the result. A conversion reported at checkout doesn't tell the same story as a confirmed sale.
Monitor availability
Paying for clicks to an out-of-stock listing is a pure and frequent loss. It's something to monitor permanently, not a monthly check.
What's included
Should you use Performance Max or standard campaigns?
Both have their case. Performance Max simplifies things but makes reporting more opaque: it can only be managed properly if the feed is clean and conversions are reliable. Without those two conditions, it's an expensive black box.
Do you work with our e-commerce platform?
The product feed is built from your catalog, whatever the platform. What matters is the quality and freshness of the data transmitted.
Can we start with part of the catalog?
It's even recommended. We start with the products whose margin can support acquisition, then expand on what proves itself.