Question 1

How long does it take to see real results from Google Ads?

Accepted Answer

Most stores see meaningful traction by month 2 or 3. The first week or two is data collection - Google needs around 10 to 30 sales before its bidding settles, so early days look slow on purpose. After that we push toward $1k/day by months 2 to 3. Speed depends on the store, the offer, and how clean the tracking and feed are from day one. A slow start is not a broken account.

Question 2

Why do I have no sales in the first week?

Accepted Answer

No sales in week one is almost always a tracking, feed, or store problem - not the bids. Google needs 10 to 30 sales to calibrate. Before that can happen, we check that purchase events are firing, the feed is approved and clean, and the product page actually converts visitors. Those three things are where 'no sales' problems live. Get them right and sales follow.

Question 3

Is it normal for performance to swing so much day to day?

Accepted Answer

Yes, day-to-day swings are normal and we expect them. We never judge an account on a single day. We look at a multi-day ROAS trend. We never include today's data either, because conversions keep registering after the day ends and today's numbers are always incomplete. One quiet day in a good week is noise. A downward trend over several days is a signal, and that is when we act.

Question 4

Why is my ROAS different every day?

Accepted Answer

Because conversions from the last 24 to 48 hours are always incomplete. Google catches up on attribution over time, so one day's ROAS is never the full picture. We track the trend over several days. A stable or improving trend is what matters, not whether Tuesday looked worse than Monday.

Question 5

What ROAS should I expect from Google Ads?

Accepted Answer

Early on, 1.5 to 1.7 ROAS is enough to keep pushing the budget up. That is just the starting line. As the account matures, we aim for 2.0 and above to feel good about scaling, and 2.3 or higher before we go hard. The goal is profitable growth, not hitting a specific number. A 1.5 ROAS at EUR 50 per day on a new account is fine. A 1.5 ROAS at EUR 500 per day on a mature account is a problem we need to fix. The right target depends on your stage, your margins, and your niche.

Question 6

Why is my conversion rate low even though I am getting clicks?

Accepted Answer

Clicks with no conversions is almost always a store problem, not a Google Ads problem. Conversion rate lives on the product page - the layout, trust signals like reviews, mobile speed, and how clear the offer is. The best campaign in the world cannot save a page that does not convince visitors to buy. We audit the store at week 4 because that is where the biggest gains usually hide.

Question 7

What drives click-through rate on Google Shopping?

Accepted Answer

CTR on Shopping comes mainly from the product feed. The title is the biggest lever. It needs the main search keyword at the front, clear product details, and no filler words. Images matter too - clean, high-contrast photos on a white background outperform lifestyle shots in most Shopping placements. If the title and image are weak, more budget just buys more ignored impressions.

Question 8

Can I improve conversion rate without changing the ads at all?

Accepted Answer

Yes, and it is often the fastest way to lift results. Conversion rate is a store metric. Improving the hero section, adding real reviews, speeding up the mobile page, and simplifying checkout all move the number without touching a single campaign setting. A 1% CVR improvement on the same traffic has the same revenue effect as doubling ad spend. We flag these at the week 4 store audit.

Question 9

Why did performance drop this week?

Accepted Answer

Performance dips have a short list of causes. We work through them in order: is tracking still firing, is the feed clean and approved, are there Merchant Center issues, did anything change on the site. If nothing changed on our side, we look at the market - seasonality and competitor moves both shift ROAS without us touching anything. We always bring a reason and a next step, not just a number.

Question 10

Is a slow season normal, or is something wrong?

Accepted Answer

Slow seasons are real and predictable. Q1 after the holidays is the weakest period for most ecom niches, and summer can soften demand before Q4 picks back up. The account is not broken - shoppers are just buying less. We use quieter periods to clean the feed, test new products, and prepare for the stronger seasons ahead. Panic-changing a healthy account during a natural dip is how you actually damage it.

Question 11

How do seasonal trends affect my Google Ads results?

Accepted Answer

Seasonal demand hits ROAS before you notice it in revenue. A product that sells well in October can run flat in January, not because the ads changed but because shoppers stopped searching. We track seasonal patterns and plan ahead: getting seasonal products live before demand peaks, adjusting budgets as seasons shift, and using slower months to build creative and feed for the next surge.

Question 12

Will performance keep improving over time, or does it plateau?

Accepted Answer

It keeps improving as long as the inputs keep improving. Months 1 and 2 are data collection. From month 2 onward the algorithm sharpens targeting, and every feed improvement, page tweak, and product test adds to it. Accounts plateau when the feed, the store, or the offer stops getting better - not because Google Ads has a ceiling. The results follow the work.

Question 13

How do you decide what to fix first?

Accepted Answer

We always start with tracking and data accuracy. Wrong data leads to every wrong decision after it. Then we look at the offer and the feed, because you cannot scale a bad product or win impressions with a weak title. Store UX and trust signals come next, then campaign structures, then average order value. Fixing bids before fixing tracking is working backwards.

Question 14

Why did results drop after we made a change on the site?

Accepted Answer

Site changes can break tracking, shift what the feed sends to Google, or change the page visitors land on. Any of those can hit results within days. A new checkout flow, a price change, or a redesigned product page all feed back into the algorithm's data. When we see performance move after a site change, the first check is always tracking and feed - before anything else.

Question 15

What does 'the algorithm is still learning' actually mean?

Accepted Answer

Smart Bidding needs conversion history to work out who is likely to buy and what to bid. In the early weeks it is testing different bid levels to build that picture. During that phase ROAS looks unstable and spend can be patchy. The learning phase ends faster when conversions come in regularly. That is why we push for volume in weeks 1 and 2 before tightening any targets.

Question 16

Can you guarantee a specific ROAS or sales number?

Accepted Answer

No, and any agency that does is either lying or setting you up to be disappointed. What we can guarantee is a process built on data from 200+ stores. We track the trend, move when the numbers move, and tell you straight when something is not working. The goal is profitable scale. We get there with data, not promises.

Question 17

How do I know if the ads are actually driving real sales?

Accepted Answer

We match Google Ads conversions to Shopify orders so you can see both numbers together. Google and Shopify will never match exactly. Google records a sale on the click date, Shopify on the order date, and some browser tracking is lost to ad blockers and iOS privacy. But when both numbers move in the same direction, you are seeing real sales. If the two diverge sharply for no clear reason, we flag it straight away.

Question 18

What happens in the first month of working together?

Accepted Answer

The first 1 to 4 days are setup: feed, tracking, campaigns, and a Merchant Center check. Weeks 1 and 2 are data collection - we run Performance Max and watch conversions closely. From week 3 we push toward 50 conversions and start scaling what works. Week 4 is the first store audit: product pages, trust signals, mobile speed, and offer quality. By month 2 the account is ready to scale in earnest.

Question 19

Why are CPCs so high at the start and then come down?

Accepted Answer

New accounts have high CPCs because the algorithm does not yet know which clicks will convert. It bids across a wide range while it figures that out. As conversion data builds, Smart Bidding gets better at finding the right auctions and stops paying for clicks that do not convert. CPCs settle and often drop as the account matures and the feed gets cleaner.

Question 20

How do I read the weekly performance report?

Accepted Answer

The report shows the ROAS trend across the last several days (never today, since that data is always incomplete), plus spend, revenue, and what we did or plan to do next. We call out what improved, what we are watching, and what the next move is. You get context, not just numbers. If a figure looks off or you want to dig into something, drop us a message and we will walk through it.

Question 21

Can we scale the budget up right now?

Accepted Answer

We scale the moment the numbers say it is safe - not before, not after. We look at ROAS over the last 3-4 days. If it is holding above target and the account has enough conversion data, we raise the budget in steps. We never jump all at once because a big sudden increase knocks Smart Bidding back into a learning phase and the account wobbles. The budget follows the performance, always.

Question 22

What does the starting budget actually do?

Accepted Answer

The opening budget is a data-gathering baseline, not a goal. At around 50 euros a day the algorithm gets just enough signal to start learning. But with only 1-2 sales a day it cannot stabilise, and scaling stays slow. The plan is always to move off that floor as fast as performance allows. Staying there too long is the trap - not enough data, not enough learning, not enough growth.

Question 23

How fast can we scale the budget once things are working?

Accepted Answer

Pretty fast, if the ROAS holds. In the early push phase we can raise the budget 50-100% every 2-3 days when ROAS is strong. Later, once the account is bigger and more stable, we slow to 10-30% steps and give it 2-4 days to settle at each level. The account tells us the pace - when performance is strong we push, when it softens we hold.

Question 24

Why is the campaign underspending and not using the full budget?

Accepted Answer

Underspending almost always means the bidding is being held back, not that demand is gone. The most common cause is a Target ROAS set too high - Google skips any auction it does not think will hit that number, so spend dries up. Thin conversion data and narrow targeting do the same thing. We loosen the target, feed it cleaner conversion signal, and the spend opens back up.

Question 25

When should we start scaling and what ROAS do we need?

Accepted Answer

We start scaling once ROAS is holding at around 1.5 to 1.7 in the early weeks. That is the first checkpoint to keep pushing. Once the account has 30 to 50 conversions and ROAS is at 2.0 or above, we scale with more confidence and raise the budget 10 to 20 percent at a time. To go really aggressive with big jumps, we want to see 2.7 or higher. We never scale on a single good day - we need a 3 to 4 day trend before we move the budget.

Question 26

What happens if we scale too fast?

Accepted Answer

Smart Bidding goes back into a learning phase and performance dips. The algorithm is pattern-matching across a lot of auction signals, and a large sudden budget jump disrupts that pattern. We step up in controlled increments and give the account 2-4 days to stabilise at each level. The goal is a smooth climb, not a spike followed by a crash.

Question 27

Should we scale back the budget if ROAS drops for a couple of days?

Accepted Answer

Not immediately. One or two rough days is usually noise - we wait for three straight days below the ROAS floor before cutting. In the early push phase that floor is around 1.6. At the proper scaling stage it is around 2.0. If three consecutive days come in below those lines, we trim 10 to 30 percent and let the account stabilize. We never do a full stop - keeping some spend going means the algorithm stays warm and recovers faster once performance turns around.

Question 28

Why do we start small before tripling the budget?

Accepted Answer

Because tripling a budget before the account has real conversion data is how you burn money fast. Google's bidding needs a track record to spend efficiently. Without it, it bids blind and ROAS collapses. Starting controlled, gathering the first 30-50 conversions, and then stepping up is the fastest path to real scale - it just does not feel that way in week one.

Question 29

Can we expand into a new country or market?

Accepted Answer

Yes, once the home market is stable. New markets are a deliberate scaling step, not something we open all at once. Each new country needs its own currency, shipping, and feed setup, and it starts a fresh learning phase. We sequence new markets after the core account is profitable and the data is strong. Trying to expand everywhere at once splits the budget and the data, and neither market gets enough to work.

Question 30

What ROAS do we need before expanding into the US or another big market?

Accepted Answer

We want the existing market at a steady 2.3+ ROAS with stable conversion volume before opening a new one. A new market is essentially a new account starting from zero - it needs its own budget, its own data, and its own learning window. Funding it from a home market that is still shaky spreads the risk in the wrong direction. Strong foundation first, then expand.

Question 31

How do we handle scaling after a slowdown, like a quiet season?

Accepted Answer

We do not crawl back up slowly just because the budget was cut. When momentum comes back, we move quickly. A typical restart goes from the low floor straight to 300-350 euros, monitor for a day or two, then push to 700, then back to the previous level - all within a few days if performance holds. We scale based on live signals, not a cautious schedule.

Question 32

How do we know when to hold the budget steady instead of scaling?

Accepted Answer

We hold when ROAS is in the marginal zone - roughly 2.0 to 2.2. That range means the account is covering costs but not delivering enough profit headroom to justify pushing harder. Scaling into a marginal ROAS just creates more volume at thin margins, and one bad day tips it negative. We wait for the ROAS to lift before adding spend.

Question 33

What does Target ROAS do and how does it affect how much we spend?

Accepted Answer

Target ROAS tells Google what return you need per euro spent, and Google only enters auctions where it thinks it can hit that number. Set it too high and Google skips most auctions - spend drops off and you underspend. Set it in the right range and Google bids aggressively where conversion probability is high. We set tROAS about 20 percentage points below the actual ROAS so there is room to spend and grow.

Question 34

When does Target ROAS get switched on?

Accepted Answer

We add Target ROAS once the account has at least 30-50 conversions and is spending around 250 euros a day. Before that, the algorithm does not have enough data to use the target sensibly. In the early weeks we let the campaign gather data without a tROAS constraint, then we introduce it once there is a solid conversion base. Turning it on too early starves the account of spend.

Question 35

How many conversions do we need before scaling properly?

Accepted Answer

The first milestone is 30 conversions - that is when we implement the full optimisation package. Fifty conversions is the second checkpoint, because that is when Target ROAS unlocks and Smart Bidding can really do its job. Before 30 conversions we are still in data-collection mode. We treat those first weeks as investment, not underperformance.

Question 36

What is the path from launch to spending $1,000 a day?

Accepted Answer

Weeks 1-2 are data collection at a low baseline budget. Weeks 2-3 we scale PMAX as soon as ROAS holds above 1.5-1.7 and push to 50 conversions. Month 2-3 we implement the full campaign structure and target consistent $1K/day. The exact timeline depends on how fast conversion data builds, but that is the normal sequence we run for every account.

Question 37

Is it fine to overspend the budget slightly?

Accepted Answer

A small overspend in a strong period is fine - Google can spend up to about 2x the daily budget on a good day to make up for quieter days, but it balances out monthly. What we watch for is sustained overspend that blows the monthly cap. If that happens we adjust the daily budget or apply a campaign-level cap. A good spending week is not a problem; running out of budget mid-month is.

Question 38

Should we use one campaign or split the budget across multiple campaigns?

Accepted Answer

We start with one PMAX all-products campaign and a Search brand campaign. Once there is real conversion data and the account is spending well, we split into a high-performer campaign and a low-performer campaign so the budget flows toward products that actually sell. Splitting too early just divides thin data into even thinner slices and nothing learns fast enough.

Question 39

What if ROAS looks great but sales volume is still low?

Accepted Answer

Strong ROAS on low volume usually means the targeting is too narrow or the budget is too small for the algorithm to find enough buyers. A 4.0 ROAS on 5 sales a week is not a scaling account - it is an account in a very tight box. The fix is to open the budget, let Google bid across more auctions, and accept that ROAS may soften slightly as volume grows. Efficient on small is not the same as profitable at scale.

Question 40

How do we scale without breaking what is already working?

Accepted Answer

Step up in 10-20% increments, wait 2-4 days, and watch the ROAS before the next move. We never change the bid strategy and the budget at the same time because that stacks two learning resets on top of each other. We also keep the campaign structure stable while scaling - structure changes are done separately from budget changes. Small controlled steps keep the machine running while it grows.

Question 41

What is the difference between tROAS and Maximize Conversions bidding?

Accepted Answer

Maximize Conversions tells Google to get as many sales as possible with your budget, no matter the return. tROAS tells Google to hit a specific return on ad spend target first, then find as many sales as it can within that. Maximize Conversions is better early on when you need data. tROAS is better once you have 50 or more conversions and want to protect your margins while you scale.

Question 42

When should we switch from Maximize Conversions to tROAS?

Accepted Answer

Switch once you have at least 50 conversions and ROAS has been holding steady for a few days. Before that the algorithm does not have enough data to hit a target reliably and will waste budget. Around 30 conversions we set up the full campaign structure - but we hold off on adding tROAS until we reach 50. Once the account is spending around EUR 250 per day and has 50 conversions in, we set the tROAS target about 20 percentage points below the real ROAS we are seeing and give it 2 to 4 days to stabilize.

Question 43

Why is my tROAS set but the campaign is barely spending?

Accepted Answer

A tROAS target that is set too high is the most common reason campaigns stop spending. When the target is too aggressive, Google skips most auctions because it does not think it can hit that number, so impressions and spend dry up. The fix is to lower the target to something closer to your real average ROAS, then give the account 2 to 4 days to recalibrate before judging the result.

Question 44

What happens to performance when we turn off tROAS completely?

Accepted Answer

Removing tROAS puts the campaign back into Maximize Conversions mode, which can cause a dip for a few days while the algorithm adjusts. Spend often rises first and conversions may look unstable. This is normal and not a sign something is broken. It usually takes around a week to stabilize. We do this intentionally when an account is stuck, then re-introduce tROAS once momentum returns.

Question 45

How do negative keywords work and why do they matter?

Accepted Answer

Negative keywords stop your ads from showing on searches that have nothing to do with your products. When someone types something irrelevant and clicks your ad, that is money wasted. We review the search terms report twice a week, sort by clicks and impressions, and add anything irrelevant to a structured negative keyword list as phrase match. We always block the base word too, not just the full phrase, so the same junk traffic cannot slip through in a slightly different form. It is one of the fastest ways to cut waste and lift ROAS without touching a single bid.

Question 46

Should we add negative keywords to Performance Max campaigns?

Accepted Answer

Yes. Performance Max campaigns can still pick up irrelevant search terms, and adding negatives helps Google focus spend on the right buyers. Brand terms should go in as negatives from the start if you are running a separate brand campaign, so you do not pay Performance Max for traffic you are already capturing elsewhere. We review the search terms report twice a week and update the list every time.

Question 47

How often do you review and update the negative keyword list?

Accepted Answer

Twice a week, minimum. We open the search terms report for all campaigns, sort the top results by clicks and impressions, and add anything irrelevant as a phrase match negative. Waiting too long means paying for bad traffic for days. Regular filtering keeps the account clean, spots trends early, and makes every dollar work harder over time.

Question 48

What does the weekly optimization routine actually cover?

Accepted Answer

Every week we check week-over-week performance across the whole account, review and adjust bids and budgets, go through the search terms report twice, check Merchant Center for disapproved or flagged products, and look at how individual products are performing. If there is a non-brand search campaign we also review keyword performance and pause anything burning spend with no results. Bigger changes get flagged and discussed before we make them.

Question 49

What is the learning phase and how long does it last?

Accepted Answer

The learning phase is the period after a campaign launches or a major change is made, during which Google is still figuring out who to show your ads to. Performance looks unpredictable during this time because it is. It usually lasts 1 to 2 weeks and needs around 30 to 50 conversions to fully exit. Making big changes during the learning phase resets the clock, so we avoid unnecessary edits until the algorithm has had time to stabilize.

Question 50

Does making changes to the campaign or feed reset the learning phase?

Accepted Answer

Major changes do reset it. Things like changing the bidding strategy, making a big budget jump, or heavily editing the product feed trigger a new learning period. Small changes like pausing one product or adjusting a minor budget tweak usually do not. We time changes carefully and batch them together where possible to avoid resetting the learning phase over and over, which wastes weeks of data.

Question 51

When do you cut the budget and by how much?

Accepted Answer

We cut when ROAS falls below the floor for 2 to 3 consecutive days, not on a single bad day. Cuts are typically 10 to 30 percent, not a full stop. We never drop below the baseline floor that keeps the algorithm ticking over with some data. Once performance recovers and holds for a few days, we scale back up again. Decisions are always based on trends across multiple days, never a single number.

Question 52

Why should we not just set a very high tROAS target to protect profit?

Accepted Answer

A very high tROAS sounds safe but actually starves the campaign. Google will skip almost every auction it does not think will hit that number, so spend collapses and you get almost no sales. You end up with a great ROAS on a tiny number of orders, which means very little profit in absolute terms. A realistic target just below your actual ROAS keeps spend flowing while still protecting margins.

Question 53

What do you do with products that are wasting budget and not converting?

Accepted Answer

We identify them in the weekly product performance review and either pause them or exclude them from the feed if they have meaningful spend and no results. Zombie products and clear wasters get drafted first. Borderline cases get a bit more time. Removing dead weight lets the budget flow to products that are actually converting, which lifts the overall ROAS without spending a cent more.

Question 54

How do search terms help us find new opportunities, not just cut waste?

Accepted Answer

The search terms report shows the exact words real shoppers typed before clicking your ad. That is gold for finding what people actually want from your store. Strong recurring terms tell us which products to push harder, which titles to rewrite, and sometimes which new products to stock. We flag the best ones and share them, because the same report that cuts waste also shows where the demand is.

Question 55

Can we use tROAS on a brand new account or a new campaign?

Accepted Answer

Not right away. A new account or campaign needs to collect its own conversion data before tROAS can work properly. Switching too early means Google has nothing to base its targeting on and the campaign either overspends chasing nothing or underspends trying to be safe. We start on Maximize Conversions, build up to around 30 to 50 conversions, then introduce tROAS at a target roughly 20 percentage points below the real ROAS we are seeing.

Question 56

What is Performance Max and how does it work?

Accepted Answer

Performance Max is Google's all-in-one campaign type that shows your products across every Google surface - Search, Shopping, YouTube, Display, Gmail, and Maps - from a single campaign. You give Google your product feed, budget, and a ROAS target, and the algorithm decides where to show ads, who to show them to, and when to bid. It is the foundation of a modern ecom Google Ads account because it reaches every stage of the buying journey automatically, instead of you having to manage separate campaigns for each channel.

Question 57

What is feed-only Performance Max and why do we start there?

Accepted Answer

Feed-only PMax runs on just your product feed with no extra creative assets like images or videos. We start here because it is the cleanest way to get data. There are no creative variables to confuse the signal, so you learn quickly which products Google wants to push and whether the ROAS is viable. Once feed-only holds a healthy ROAS, you can layer in assets on top. Starting with assets before the feed is proven is putting the cart before the horse.

Question 58

When is the right time to launch a Performance Max campaign?

Accepted Answer

Launch PMax as soon as your feed is clean, tracking is verified, and the store is live. We launch it in week one alongside a brand Search campaign, even before you have conversion data, because it needs to gather those first 10-30 sales to start learning. A tiny budget like €5 a day is too low to learn anything useful. Aim for at least €30-50 a day so the algorithm gets real signal fast and can start optimizing.

Question 59

What is a brand Search campaign and why does every account need one?

Accepted Answer

A brand Search campaign shows text ads when someone types your brand name into Google. It costs almost nothing because your own brand terms have very low competition, but it protects the bottom of the funnel where someone is already ready to buy. Without it, a competitor or a comparison site can show up above you when someone searches your own name. We run brand Search from day one alongside PMax on every account - it is a small spend with a very high return.

Question 60

What is the difference between Performance Max and Standard Shopping?

Accepted Answer

Standard Shopping gives you manual control - you choose which products to show, set bids by product group, and see exactly which search terms triggered your ads. Performance Max hands those decisions to Google's algorithm across all channels at once. Standard Shopping is slower to scale but more predictable and easier to inspect. PMax scales faster but is a black box. We use both together: PMax for scale, Standard Shopping when we need control over specific products or to protect margin on winners.

Question 61

Why would you run both Performance Max and Standard Shopping at the same time?

Accepted Answer

Running both gives you scale plus control. PMax finds new buyers across every Google surface, but it can also waste spend on products you do not want to push or at margins you cannot afford. Standard Shopping lets you carve out your top products, set tighter bids, and watch exactly what is happening. The two campaign types work side by side without cannibalizing each other when they are set up cleanly. The advanced structure we build uses this split to protect margin while still reaching full scale.

Question 62

Can we run separate Performance Max campaigns for different countries?

Accepted Answer

Yes, and it is usually the right call. Each country gets its own PMax campaign so the algorithm learns separately per market. Traffic patterns, competition, and conversion rates differ by country, and mixing them in one campaign muddies the signal. We launch the home market first, get it profitable, then open new countries one at a time as deliberate scaling steps once the core account is stable.

Question 63

What is Demand Gen and how is it different from Performance Max?

Accepted Answer

Demand Gen is a Google campaign that runs visual ads on YouTube, Gmail, and Discover to warm up people who are not actively searching yet. PMax targets people already in-market. Demand Gen targets people who match your buyer profile but have not searched for you. It sits higher in the funnel, which means results take longer and the direct ROAS looks lower. The job of Demand Gen is to create demand that feeds everything else, not to produce sales on its own.

Question 64

When should we add a Demand Gen campaign?

Accepted Answer

Demand Gen is for accounts that already have real traction - consistent profitable PMax spend and a strong conversion rate on the store. We only add it once the core Shopping and Search structure is working and scaling, and typically only for larger accounts doing meaningful daily spend. If the base campaigns are not yet profitable, adding Demand Gen just burns budget on top-of-funnel before the bottom of the funnel can close those buyers. It is a scale tool, not a launch tool.

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