Google Ads Management for 7–8 Figure E-Commerce Brands
Optimize your acount for clarity and efficiency
I work with established e-commerce brands doing 7-8 figures in annual revenue. My process starts with a detailed audit of your current account, then restructures campaigns for clarity and efficiency. From there, I manage spend and strategy so Google Ads doesn’t overspend (waste money) or underspend (miss opportunity).
"Zack helped us understand our unit economics and product attribution. We focus on selling different products now."
"Zack optimized our media mix and unlocked sustainable growth, and most importantly, profit."
"Zack helped us grow to the point where we could bring our paid media strategy in house."
"Zack helped us understand our MTA, MMM and incrementality tests to optimize our paid media channels to drive growth and profit."
The Hidden Cost of Misaligned Google Spend
Most e-commerce brands either overspend or underspend on Google Ads. Performance Max and automated reporting make it look like results are scaling, but often the platform is just inflating conversions by blending brand and non-brand traffic. The outcome is wasted budget, missed opportunities, and a false sense of performance.
Agencies and Google reps often push more spend into Performance Max, display, and video. The numbers look great on paper, but much of the reported performance comes from cannibalizing organic search or inflating branded conversions. At scale, even small misallocations compound into significant wasted profit.
Audit & Discovery
Before making changes to spend or structure, I start with a detailed audit to understand how Google Ads is actually impacting your business. The goal is to separate inflated platform reporting from true incremental performance.
The outcome of this audit is simple: a clear view of how Google Ads contributes to your bottom line and where spend is being misallocated.
What the audit covers
Channel Dependency
Analyze how much of Google’s performance depends on awareness from other channels (e.g., Facebook impressions vs. Google conversions).
Overspend / Underspend Check
Identify whether Google is adding incremental sales or just recycling demand you would have captured anyway.
Account Structure Review
Evaluate current campaigns, with focus on separating brand vs. non-brand search and shopping, and cutting wasted spend in Performance Max, display, and video.
Organic vs. Paid Overlap
Compare Google Ads performance with organic search to uncover cannibalization.
Restructure & Strategy
Once my audit reveals how Google Ads is performing, the next step is to rebuild the account so spend is structured around clarity and efficiency. The goal is to eliminate waste, separate brand from non-brand performance, and create a framework for testing budget changes without relying on inflated reporting.
The result is an account built for transparency and control — where every dollar has a clear purpose and Google Ads plays the role it should in your media mix.
Key elements of strategy
Account Restructure
Move away from bloated Performance Max setups. Build clean, separate campaigns for branded search, non-branded search, branded shopping, and non-branded shopping.
Budget Allocation
Shift spend away from display and video waste. Reinvest into campaigns where spend drives incremental results.
Search & Organic Alignment
Monitor paid vs. organic traffic to ensure Google Ads supports demand capture rather than cannibalizing it.
Ongoing Optimization
Use auction insights and structured tests to refine budget levels, adapt to competitor activity, and maintain profitability over time.
Frequently Asked Questions
Do you manage Performance Max campaigns?
Yes — but only when it makes sense to use. Performance Max is useful for some formats, but it often hides waste by mixing brand and non-brand traffic. I separate campaigns so you get accurate reporting and control over where spend is going.
How do you handle branded vs. non-branded search?
I split them into separate campaigns. This prevents branded conversions from inflating results and gives a clear view of how much incremental revenue is actually coming from non-branded search and shopping.
Will reducing Google spend hurt our growth?
Not if it’s structured correctly. Many brands overspend and pay more for the same sales. My role is to identify the right budget level so Google supports your funnel without draining margin. Correcting overspending often covers my entire retainer.
Do you also manage Shopping campaigns?
Yes. Shopping is a core part of most e-commerce accounts, but I separate branded and non-branded traffic so you know exactly how each is performing.
How do you measure incrementality?
I compare paid and organic search performance to identify cannibalization. Tools like auction insights and search console data show whether paid search is capturing new demand or just replacing organic clicks. Once the account is structured to properly get search term and auction insights reports, the next step is an incrementality test.
What if we already have a Google Ads agency?
That’s common. Most agencies focus on pushing more spend, while I focus on restructuring and managing accounts for clarity and efficiency. Many brands bring me in after realizing they’ve been paying for inflated results.
Is Google Ads even worth it at our stage?
For most 7–8 figure e-commerce brands, yes — but not as a growth driver. Google Ads is best used as a demand-capture channel that complements paid social. My role is to make sure it plays that role efficiently and profitably.
Start With a Google Ads Audit
My audit will show you how Google Ads is impacting your business today and whether it’s driving incremental revenue or wasting spend. From there, I’ll restructure campaigns and manage ongoing optimizations so paid search plays its proper role in your media mix.