Ecommerce marketing agency UK

Google & Meta Ads for UK ecommerce, tracked to profit, not just ROAS.

DTC, B2B or subscription: we wire your margin, returns and repeat purchases back into Google and Meta, so the platforms bid for orders that make money.

  • Margin, stock and returns wired in before budget chases loss-making SKUs.
  • Feeds and claims kept Merchant Center and Meta compliant. No Q4 suspensions.
  • Reported as profit per order and new-customer cost, not blended ROAS.
Google Partner Meta Business Partner 5.0 on Clutch 7 years UK paid media
Get Google & Meta Ads for your ecommerce store
Tell us what you sell and what you spend. Hassan replies with a plan for your category and a free teardown.
Reviewed personally by the strategist. No spam, no sales calls unless you ask. Prefer to talk? WhatsApp us.

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Hassan will review your store and reply within two working days with a plan for your category, plus a teardown of your current account if you have one. In a hurry? Message us on WhatsApp or email hello@globalppc.org.

A partner, not a vendor
Google Partner Meta Business Partner Clutch 13 active Google & Meta certifications Manchester, working UK-wide
Where the budget actually goes

Most of an ecommerce ad budget buys revenue that never becomes profit.

When a store's campaigns are judged on ROAS, the platforms find the cheapest revenue they can: your own brand searches, discount-code hunters, returning customers who were coming back anyway, and orders on SKUs that lose money after shipping and fees. The dashboard looks great. The bank account does not. Here is what a month looks like once you follow the money past the order confirmation.

ILLUSTRATIVE MONTH · £15,000 ON GOOGLE AND META ADS 15%22%20%24%19% Dead clicksBrand cannibalisedDiscount huntersReturns & no-marginProfitable
Clicks on out-of-stock products and searches that could never buy£2,25015% of spend
Brand searches that would have converted anyway£3,30022% of spend
Discount-code hunters and one-time promo shoppers£3,00020% of spend
Orders refunded, returned or sold at a loss after shipping and fees£3,60024% of spend
Spend that produced profitable orders£2,85019% of spend

Illustrative figures for a UK DTC store; your split is measured from your own order, margin and refund data in the first 30 days. The point is not the exact numbers. It is that the first four rows all count as revenue on a ROAS dashboard.

What changes when profit feeds the bidding

  1. The platforms learn what a profitable order looks like. Every order goes back into Google Ads and Meta Ads with its margin after returns, so bidding leans towards the SKUs, searches and audiences that make money, and away from the ones that only make revenue.
  2. ROAS looks worse. Profit gets better. A 9x ROAS built on brand clicks and returning customers is expensive theatre. A 3.5x on new customers at full margin is a growing business. We make that trade on purpose, and report the number that pays you.
  3. Returns come off before the platforms learn. Refunded orders are pushed back as conversion adjustments, so a size-swapping serial returner stops looking like your best customer and the algorithm stops hunting for more of them.
  4. Budget follows stock, margin and the calendar. Feeds sync daily, sold-out lines pause themselves, and bids move into Black Friday, gifting peaks and your category's season with last year's data, not this year's lag.
See where your budget is leaking
Categories we work in

Pick what you sell. See how we would run it.

Thirteen ecommerce categories, from DTC to B2B and wholesale, each with its own searches, margins, return rates and seasonality. Choose yours to see the plan we would start from.

Installers and the lead-generation trades sit in our separate home energy and home services playbooks. Selling something the ad platforms restrict, or something else entirely? Ask us and we will say honestly whether it fits.

Search intent

We pay for the searches that become profitable orders, not the ones that only look busy.

A shopper typing an exact product name with a size and a price check has a card in hand. Someone searching your brand was coming anyway, and someone reading "best of" lists is a week from deciding. The whole account is built around those differences.

INTENT AND INCREMENTAL PROFIT 5 · Research EXCLUDED · REMARKETING ONLY "are air fryers worth it", "how to choose a mattress" 4 · Brand and competitor "your brand discount code" · "alternatives to [rival]" SPLIT & MEASURED Never flatters the blend 3 · Gift and occasion "gifts for coffee lovers" · "valentines gifts for him" GIFTING WINDOWS Seasonal budgets, gift pages 2 · Category with intent "womens waterproof jacket" · "sofa free delivery" SEGMENT BY MARGIN Budget follows contribution 1 · Product and model "air fryer 9l" · "linen duvet king" BID HARD Decided buyers · price answered on the page
1
Product and model"air fryer 9l dual zone", "linen duvet cover king". Decided buyers. Bid hard through Shopping and exact match, with the price answered on the page.
2
Category with buying intent"womens waterproof jacket uk", "sofa free delivery". Segmented by margin so budget follows contribution, not clicks.
3
Gift and occasion"gifts for coffee lovers", "valentines gifts for him". Pushed hard in gifting windows with dedicated landing pages.
4
Brand and competitor"your brand discount code", "alternatives to [rival]". Split out and measured so brand can never flatter the blended number.
5
Research"are air fryers worth it", "how to choose a mattress".Excluded · remarketing only
How an ecommerce search account is layered. Budget concentrates at the top tiers, brand is measured on its own, and the bottom tier never sees your money.

Product, category and gift searches come first

A shopper searching an exact model, or a category with "buy", "uk" or "free delivery" attached, has decided to purchase; the only question is where. Those searches get the strongest bids, feeds with accurate prices and stock, and product pages that answer price and delivery honestly instead of hiding them behind a bundle.

Margin, stock and returns shape every bid

Every SKU carries its contribution after COGS, shipping, fees and expected returns as a feed label, so bids scale with what an order actually earns. Sold-out lines pause automatically, and loss-making "hero" products are capped instead of celebrated.

Anything that never makes money is removed every week

Discount-code and voucher hunters, freebie searches, job seekers, wholesale tyre-kickers on a retail store, and countries you do not ship to are blocked from day one, and the search-term, placement and SKU reports are reviewed weekly so new leaks close before they cost a month of budget.

Feeds and claims are written to keep you unsuspended

Ecommerce is the vertical where Merchant Center suspensions kill Q4. Prices, availability and claims stay consistent between feed, ads and site, promotions follow the rules, and restricted-category policies are respected, so your campaigns keep running through the season your competitors lose theirs.

Meta Ads angles that work for stores

UGC and founder-story creative, offer and angle testing on a weekly cadence, catalogue ads for prospecting and cart recovery, and creative built from your real reviews. Everything runs to fast product pages, and new-customer results are reported separately so returning buyers cannot inflate them.

New customers vs returning, split honestly

The platforms love taking credit for people who were coming back anyway. We split new from returning at the campaign level, report new-customer cost against payback, and feed repeat-purchase value back, so growth spend is judged on the customers it actually created.

WHEN UK SHOPPERS BUY · INDICATIVE SEASONALITY JFMAMJJASOND Fashion & apparelBeauty & skincareHealth & supplementsHome & furnitureGarden & DIYElectronics & gadgetsGifts & jewelleryPets, baby & kidsB2B & wholesale QuietSteadyBusyPeak
Swipe sideways to see all twelve months
Budgets and bids move with paydays, gifting peaks and the Black Friday to Christmas run, not on a flat monthly split. Garden lives in spring, supplements in January, B2B in restock cycles. Your own sales data overrides the general pattern within the first quarter.
How the tracking works

From click to profitable order, and back into the platforms.

Google and Meta can only optimise for what they can see. Most store accounts show them an order total and nothing else. We show them the margin, the refunds and the repeat purchase, so the bidding learns which SKUs, searches and audiences produce customers worth keeping.

Profit and repeat value fed back into Google Ads & Meta Ads Click38,400 Add to cart3,610 Checkout1,940 Order1,270 · £96,400 Net of returns1,152 · £87,300 Profit£31,400 fed back Repeat customer348 · by day 90 Where most agencies stop Where we optimise Illustrative month Server-side events capturewhat browsers and iOS hide Refunds pushed back asconversion adjustments New vs returning split ·repeat value via Conversions API
  1. Click38,400
  2. Add to cart3,610
  3. Checkout1,940Server-side events capture what browsers and iOS hide.
  4. Order1,270 · £96,400Where most agencies stop
  5. Net of returns1,152 · £87,300Refunds pushed back as conversion adjustments.
  6. Profit£31,400Where we optimiseContribution after COGS, shipping and fees, fed back as the conversion value.
  7. Repeat customer348 · by day 90New vs returning split, with repeat value carried back via the Conversions API.
↺ Profit and repeat value fed back into Google Ads & Meta Ads
Built in-house

Tracking system

Our own system for Google Ads, Meta Ads and GA4. Server-side events, the Conversions API and margin-adjusted conversion values flow back into the platforms, so bidding learns from profit rather than order totals.

Built in-house

Feed engine

Keeps your product feed accurate and Merchant Center healthy: stock and price sync, margin labels on every SKU, and promotions structured properly, so Shopping and Performance Max spend where the contribution is.

Built in-house

Profit reporting

Connects to Shopify, WooCommerce and the major platforms, pulls orders, COGS, shipping and refunds, and turns them into the contribution-per-order numbers the ad platforms bid on and you see on every report. Already have a data stack? We connect to it instead.

What we run for ecommerce

The channel mix, chosen from your numbers.

Google Ads and Meta Ads are the core specialisms, run as an ecommerce PPC agency rather than a generalist juggling twenty trades. Which campaign types get budget depends on what you sell, your margins and your repeat rate, never on what is easiest to set up.

Highest purchase intent

Google Shopping

Feeds rebuilt with margin labels, accurate stock and honest prices, split into campaigns by contribution tier, so the products that earn the most get the budget, not the ones that merely sell.

Category & gift demand

Google Search

Category, gift and competitor searches in exact and phrase match, with brand ring-fenced in its own campaign so cheap brand clicks can never flatter the blended number.

Prospecting engine

Meta Ads

Facebook and Instagram prospecting with UGC, founder and review-led creative tested weekly, run to fast product pages, with new-customer results reported apart from returning buyers.

Second chance

Remarketing & catalogue

Abandoned carts and browsers followed with catalogue ads, offers and review creative across Google and Meta, and past buyers brought back for the second order that turns acquisition into profit.

Only once tracking is live

Performance Max

Added only after margin-adjusted values are flowing back, with brand excluded and loss-making SKUs capped. Without that, PMax buys the cheapest revenue it can find, most of it yours already.

Measured, not guessed

Server-side tracking

First-party, server-side events and the Meta Conversions API recover what browsers and iOS hide, deduplicate orders, and carry margin and refund adjustments, so decisions run on numbers you can trust.

How our PPC system works

Five checkpoints that make Google and Meta bid for profit.

The same route on every store account, from a bootstrapped DTC brand to a national B2B wholesaler: wire the profit back, label the catalogue, rebuild around the money number, then scale only what holds.

1 2 3 4 5 ConnectMarginRestructureCreativeScale Store, orders, COGS andreturns wired into Google Adsand Meta Ads. Every SKU labelled bycontribution and stock;loss-makers capped or cut. Campaigns, budgets and bidsrebuilt around profit perorder, with brand split out. Ads and offers in yourcustomer's words, tested weekly,kept policy-safe. Spend rises only where theprofit holds, SKU by SKU,season by season.
  1. ConnectStore, orders, COGS and returns wired into Google Ads and Meta Ads.
  2. MarginEvery SKU labelled by contribution and stock; loss-makers capped or cut.
  3. RestructureCampaigns, budgets and bids rebuilt around profit per order, with brand split out.
  4. CreativeAds and offers in your customer's words, tested weekly, kept policy-safe.
  5. ScaleSpend rises only where the profit holds, SKU by SKU, season by season.
Day 30

Server-side tracking and the Conversions API are live, brand is split from non-brand, discount and freebie searches are blocked, refunds flow back, and you see your first honest profit per order and new-customer cost.

Day 90

Google and Meta are bidding on margin-adjusted values rather than order totals. Blended ROAS may look flatter; contribution per order and new-customer payback are trending the right way.

Day 180

The account compounds: budget scales into the SKUs, audiences and seasons that make money, with every pound of spend traceable to contribution profit on a screen share.

Who we work with

Stores already on the method.

Ecommerce is one of the six industries we work in, and DTC, subscription and B2B stores from London and Manchester to Birmingham, Leeds and Glasgow run their Google and Meta budgets through the same method. If you are comparing ecommerce marketing agencies in the UK, start with the numbers: live dashboards from the accounts we manage, with every number checkable against the screenshot, are in the case studies.

Clutch★★★★★5.0 · independently verified reviews

Clients review us on Clutch, where every review is verified independently before it is published. The rating is 5.0. One reviewer, the project manager of a home improvement company, reports 230 conversions at a 13.26 return on ad spend, with the account managed to the jobs it produces rather than to clicks.

Global PPC on Clutch · Google Partner · Meta Business Partner · 13 active certifications
5.0Clutch rating
13Certifications
7 yrsUK paid media

What you get on every report

The numbers a store owner can act on
Cost per

Order and new customer, by campaign, category and SKU tier, with brand and non-brand reported apart.

Profit

Contribution after COGS, shipping, fees and refunds, tracked per order and fed back to the platforms.

Customer quality

New versus returning split, repeat rate, return rate and payback period, so hollow revenue is visible and shrinking.

Compliance

Merchant Center and policy health: feed accuracy, disapprovals and every claim running, with substantiation on file if a platform asks.

Shared on a screen share every month, and available in your own dashboard in between. No slide deck, no vanity metrics.

The honest filter

Built for some stores. Wrong for others.

Profit-tracked PPC earns its fee fastest when there is real margin in the products and someone minding stock and fulfilment. Here is exactly who this works for, and who should not hire us.

Green light if

  • Your gross margin is 55% or better, or your customers reorder, so acquisition maths can actually work. DTC, B2B, subscription and high-AOV stores all qualify, from London labels to Sheffield workshops.
  • You can share COGS, shipping costs and refunds, or you are willing to let us calculate them. A spreadsheet is enough to start.
  • Your product pages convert and your stock is deep enough that a winning campaign is not switched off by the warehouse in week three.
  • You spend £8,000 a month on ads, or are ready to, and someone owns the store side: stock, fulfilment and offers.

Red light if

  • You are pre-launch with no sales history. Paid traffic is a magnifier, not a product-market-fit machine. Get your first orders, then come back.
  • Your budget is under £5,000 a month. You would be paying agency fees your ad spend cannot pay back yet. Grow first, then come back.
  • You want the biggest ROAS number, however it is made. We split out brand and returning customers, which makes ROAS look worse before profit gets better.
  • You want claims that break platform policy: fake was-prices, unsubstantiated health claims or feed tricks. Those get accounts suspended and we will not run them.
Quick answers

Ecommerce PPC, answered plainly.

How much does ecommerce PPC cost in the UK?

Two numbers matter: ad spend and management. Most stores need £8,000 a month or more in spend for Google and Meta to learn from enough orders; high-margin and high-AOV stores can sometimes start lower. Management is a flat retainer set out on our pricing page, with a free teardown and a paid PPC audit as the two ways to start. As an ecommerce marketing agency based in Manchester, we work with stores UK-wide, from London and Brighton to Newcastle, entirely remotely.

How quickly will we see profitable orders?

Shopping and product searches produce orders within days of launch. The honest profit per order appears around day 30 once margin and refund data are flowing back, improves through day 90 as the platforms learn, and compounds from day 180. New brands lean on Meta prospecting early; established stores usually find profit hiding inside their existing spend first.

Which ecommerce categories do you work with?

Fashion and apparel, beauty and skincare, jewellery and watches, sports and outdoors, health and supplements, food and speciality grocery, pets, baby and kids, home and furniture, garden and DIY, electronics, subscription boxes, and B2B and wholesale ecommerce. Categories the ad platforms restrict are the exception, and we will tell you honestly before you spend a pound if yours is one. Installers and lead-generation trades sit in our home energy and home services playbooks. Most of the stores we manage run on Shopify or WooCommerce, so Shopify paid marketing in the UK, from Shopping feeds to checkout and server-side tracking, is home turf.

Do you work with B2B and wholesale stores?

Yes. Trade and wholesale ecommerce runs on the same method with different numbers: consumer-intent traffic is screened out, trade-account registrations and first orders are tracked as conversions, and repeat account value is fed back, so bids reflect what an account is worth over years rather than what one order pays.

Our Merchant Center was suspended. Can you help?

Usually, yes. Most suspensions come from price or availability mismatches, policy wording or checkout issues rather than mysteries. We fix the feed and the site together, document the appeal, and rebuild the setup so it does not recur, because no campaign matters while Shopping is dark.

We don't track COGS or returns. Can you still optimise to profit?

Yes. A spreadsheet of product costs and a monthly refund export are enough to start, and our in-house tracking system and profit reporting do the rest, connecting Shopify, WooCommerce or your platform to Google Ads, Meta Ads and GA4. The full route is on how the system works.

Do you only work with UK stores?

We are based in Manchester and most of our clients are UK stores, but campaigns run wherever you ship: UK, EU, US and beyond, with budgets and currencies split by market and profitability reported per country, because a market that only breaks even should not share a budget with one that compounds.

What is the free teardown?

A short personal video in which Hassan pulls your live Google Ads or Meta Ads account apart: where the budget is leaking, which campaigns are buying revenue with no margin in it, and what we would change first. Specific to your account, recorded by the strategist, and yours to keep. Use the form at the top of this page or the teardown page.

Want your ads judged on profit?

Send us your account for a free teardown. We will show you which campaigns are buying revenue that never becomes profit, and what your budget could return once margin feeds the bidding.

Get a free teardown See pricing