Better feed.
Cheaper orders.

Usually not one thing. The most common causes we find are a Merchant Center problem that has been quietly shrinking eligibility, competitors moving on price where your feed does not communicate value, and Performance Max being introduced alongside Shopping without exclusions so the two now cannibalise each other. The audit in week one is designed to tell you which of those it is rather than guess, because the fixes are completely different.

Usually yes, but never on defaults. PMax works when it is given a clean feed, correct conversion values and explicit brand exclusions. Without those it will absorb branded search that would have converted anyway, report an excellent ROAS, and leave you unable to see what new demand costs. We use it where it earns its place and keep enough structure around it that the numbers stay legible.

Because they are measuring different things. Google credits a conversion to a click or view inside its attribution window, so it will claim orders that other channels also claim, and it reports in its own model rather than against your revenue. We report blended figures - total revenue against total ad spend - alongside new-customer cost, and reconcile against your store monthly. Persistent large gaps usually point to duplicated conversions or wrong order values, which is a fixable tracking fault rather than a difference of opinion.

For ecommerce, yes, and it is the least glamorous part of the job. Shopping and Performance Max both buy from the feed, so a missing GTIN, a bad product type or a stale availability flag limits what any amount of bidding skill can do. Fixing bids on a broken feed is optimising the wrong layer, and it is why so many accounts feel like they have hit a ceiling.

Often yes, but it should be a deliberate decision with its own budget and its own reporting line, not something buried inside a campaign that then reports a flattering blended number. Brand traffic is cheap and converts well because those people were already coming. Separating it is what lets you see whether your non-brand advertising is genuinely profitable.

Whatever clears your break-even, which depends on your contribution margin rather than on a figure from someone else's case study. Once we know your COGS, shipping, fees and return rate we can calculate the point where an order stops making money, and set targets against that. If the maths says paid search cannot work at your current margin, we will tell you that instead of taking the retainer.

Yes, and large catalogues are where feed work pays back hardest. The job becomes segmentation - grouping by margin, priority and sell-through rather than by however the export happened to organise things - so that budget flows to the products that deserve it. A feed audit on a large catalogue almost always finds meaningful spend going to SKUs that are out of stock or unprofitable.

Enough for the bidding algorithm to gather conversion data at your price point - a $40 product reaches that far faster than a $400 one. We will give you a realistic floor for your catalogue and margin on the call, and if the budget cannot support the structure the account needs, we will say so rather than take it and hope.

Both, plus headless and custom builds. Shopify and WooCommerce have the most mature feed integrations and are quickest to get right. Custom and headless stacks take longer at the tracking and feed stage because both often have to be built rather than switched on, and we scope that honestly before starting.

They do different jobs and should be judged together. Google captures demand that already exists - someone is searching for the product - while Meta creates demand among people who were not looking. Measuring each on its own last-click ROAS will systematically overrate Google and underrate Meta. We report blended acquisition cost across both so budget decisions are made on the whole picture rather than on whichever platform is best at claiming credit.

First orders typically land within 10-14 days of restructure, with reliable new-customer cost data by around day 45 and confident scaling decisions by day 60. Feed rebuilds can shift performance sooner than that, but bidding still needs data to settle, and anyone promising results on day one is guessing.

We will tell you on the call. We turn down work that is not a fit - usually because the margin cannot support paid search, the catalogue is too small for feed-led campaigns to do much, or the store leaks so badly at checkout that ads would just be funding the leak. Either way you will leave the call knowing exactly what to fix next.

30 minutes. We look at your account, your feed and what a new customer is actually worth after costs, find the biggest leak, and tell you exactly what we would do in your first 90 days. If we are a fit, we talk pricing. If not, no hard feelings - no follow-up sequence, no pressure.