How we drive 76% of our clients e-com ad purchases with Google Shopping

Most e-com founders obsess over Meta and TikTok.

But Google Shopping Ads quietly drive 76% of all purchases on Google.

If you’re not tapping in, you’re leaving money on the table.

Here’s the exact step-by-step strategy I use for profitable Shopping Ads:

Step 1: Set it up right

You need two things to get started:

• A Google Merchant Center account

• A product feed synced to your store (Shopify makes this easy)

Once that’s live, open Google Ads and hit ‘+Campaign’ → Shopping.

Step 2: Choose the right bidding strategy

Your goal at the start isn’t ROAS, it’s data.

Set your bidding to:

• Max Conversions or Target ROAS

• Start with 2–3x your target CPA

• Minimum: $30/day to see traction

This gives the algo room to learn and find your buyers fast.

Step 3: Optimise for sales, not clicks

Here’s where 90% of brands fall short.

They launch the campaign and then forget to optimise.

Don’t do that,

Instead, work through these 5 levers:

1. Feed quality

• Use clean, high-res product images

• Write keyword-rich titles (they do a lot of the heavy lifting)

• Add promos like “Free shipping” or “10% off”

2. Pricing

• Benchmark your competitors

• Stay aggressive, especially if you’re new

• Test dynamic pricing if your margins allow it

3. Product pages

If your page isn’t optimised, you’ll bleed profit.

Make sure:

• Fast load speed

• Mobile friendly

• Reviews + social proof above the fold

4. Negative keywords

Protect your budget.

Filter out irrelevant search terms early, especially info-seekers or unrelated categories.

5. A/B testing

Run variations with just one variable changed (e.g., title or image).

Then:

• Compare CTR + conversion

• Kill the loser

• Scale the winner

If you’re running an e-com brand and ignore shopping Ads, you’re fighting with one hand tied.

Most brands treat it like an afterthought while smart ones use it as their lowest CAC channel.

This is how we win every time.

Patrick,

Founder & CEO of Ad-lab.

P.S. Got a friend interested in Google Ads? 

Send this their way, Good media buying deserves better data. 

If you’re that friend, You can get insights like this straight to your inbox. Subscribe here https://adlab.beehiiv.com/subscribe