--- title: Ecommerce PPC Agency | Google Ads Management | Tebs description: "Ecommerce PPC agency: margin-based targets, the 4 Ps plus margin, feed-only Performance Max by category, Meta and eBay Promoted Listings, a fixed control routine and real ROAS." --- [Skip to content](https://tebs.co/services/advertising#main-content) [![Tebs logo](https://tebs.co/hubfs/Tebs%20Website/Logos/tebs%20blue%20med%201.svg)](https://tebs.co?hsLang=en) - [Services](https://tebs.co/services?hsLang=en) - For ecommerce - [SEO](https://tebs.co/services/seo?hsLang=en) - [GEO – AI search](https://tebs.co/services/geo?hsLang=en) - [CRO & measurement](https://tebs.co/services/cro?hsLang=en) - [Product content](https://tebs.co/services/product-content?hsLang=en) - [Advertising](https://tebs.co/services/advertising) - [Email marketing](https://tebs.co/services/email-marketing?hsLang=en) - For B2B companies - [Cold email](https://tebs.co/services/cold-email?hsLang=en) - [B2B customer success](https://tebs.co/services/b2b-customer-success?hsLang=en) - [How we work](https://tebs.co/how-we-work?hsLang=en) - [Pricing](https://tebs.co/pricing?hsLang=en) - [About us](https://tebs.co/about-us?hsLang=en) [Contact us](https://tebs.co/contact?hsLang=en) [Home](https://tebs.co?hsLang=en)›[Services](https://tebs.co/services?hsLang=en)›Advertising Google Ads, Meta and eBay Ads # Ecommerce PPC agency Campaigns with targets calculated on margin, not revenue. We propose which products to push, when and with what budget, and check every campaign with a fixed routine: spend, real purchases, cost per purchase against break-even. [Request an analysis](https://tebs.co/contact?hsLang=en)[How we work](https://tebs.co/services/advertising#metodo) A feed-only campaign split by category, with real ROAS above break-even▶Performance Max · feed onlyMen’s outerwearactiveWomen’s outerwearactiveWomen’s jacketsactiveGeneric catalogpausedReal ROASbreak-even ## First question: what margin do you make on the product? Running a campaign is easy; making it sustainable isn’t. Before starting we look at the 4 Ps and the margin, category by category and price by price. If the margin doesn’t hold up, we say so before spending. The 4 Ps plus margin: when a campaign makes sensePProductIs it appealing topeople searching forit?PPriceIs it competitiveagainst other sellers?PPlaceWhere do we advertiseit: Google, Meta,eBay?PPromotionWith what message andwhat offer?+MMarginWhat’s left on eachsale? It’s the firstquestion.The 4 Ps plus margin: when a campaign makes sensePProductIs it appealing to people searching forit?PPriceIs it competitive against other sellers?PPlaceWhere do we advertise it: Google, Meta,eBay?PPromotionWith what message and what offer?MMarginWhat’s left on each sale? It’s the firstquestion. ## The math starts from margin A 300% ROAS looks good until your gross margin is 30%: at that point every dollar spent loses a little. That’s why the first number we calculate is break-even, and targets sit above it. Break-even cost per purchase is recalculated on the average order value of the categories active in the campaign, not the site average: if you push outerwear, outerwear’s order value is what counts. - Break-even ROAS = 1 ÷ gross margin - Break-even cost per purchase = average order value × gross margin - ROAS “reported” by Google Ads and “real” ROAS on purchases only, read separately Break-even is calculated on margin, not revenueBreak-even ROAS1 ÷ gross margin30% margin → 333%Break-even cost per purchaseaverage order value × gross margin$150 × 30% → $45Where a campaign at 300% ROAS standsExample with a 30% gross marginlosing moneyprofitable333%300%Break-even is calculated on margin, not revenueBreak-even ROAS1 ÷ gross margin30% margin → 333%Break-even cost per purchaseaverage order value × gross margin$150 × 30% → $45WHERE A CAMPAIGN AT 300% ROAS STANDSlosing moneyprofitable300%333%Example with a 30% gross margin ## Which products to push Campaign structure decides where the budget goes. These are the rules we build it with. ![](https://tebs.co/hubfs/Tebs%20Website/Icons/Mappatura.svg) ### One group per category and audience Feed-only Performance Max, with asset groups split by category and gender: spend and return are read group by group. ![](https://tebs.co/hubfs/Tebs%20Website/Icons/controllo.svg) ### No catch-all groups Generic groups soak up budget on low-value products and hide what works. They get paused. ![](https://tebs.co/hubfs/Tebs%20Website/Icons/euro.svg) ### High order value first Categories with higher order values can sustain a higher cost per purchase: budget goes there first. ![](https://tebs.co/hubfs/Tebs%20Website/Icons/analysi.svg) ### Signals from real data Audience signals start from GA4 and are checked against real orders: a segment that doesn’t buy doesn’t become a “persona”. ![](https://tebs.co/hubfs/Tebs%20Website/Icons/elenco%20di%20lettura.svg) ### Feed ready before budget GTINs, titles, availability and Merchant Center diagnostics sorted before spending. Without them the campaign has nothing to work with. ![](https://tebs.co/hubfs/Tebs%20Website/Icons/piano.svg) ### Season and stock We push what’s in season and in stock; sold-out products leave the campaign instead of wasting impressions. ## The conversions that drive bidding Google Ads optimizes for whatever you tell it to count. As primary conversions we keep the purchase, with the real order value, and begin checkout with a low fixed value: it gives the model volume when purchases are few, without inflating returns. GA4 events stay secondary: they’re observed but don’t drive bidding, so the same purchase is never counted twice. The “cost per conversion” Google shows includes checkouts: we calculate the real cost per purchase separately. - Consent Mode v2 with consent denied by default - Google Tag Manager, server-side too when data gets lost - Meta Pixel plus Conversions API Which conversions drive bidding and which are only observedPrimary: drive biddingPurchasereal order valueBegin checkoutlow fixed value, to add volumeSecondary: observe onlyGA4 eventspurchase, begin\_checkout,add\_to\_cartNo double countingeach purchase counts onceFoundation: Google tag, Consent Mode v2, GTM incl.server-side, Meta Pixel + Conversions APIWhich conversions drive bidding and which are only observedPRIMARY: DRIVE BIDDINGPurchasereal order valueBegin checkoutlow fixed value, to add volumeSECONDARY: OBSERVE ONLYGA4 eventspurchase, begin\_checkout, add\_to\_cartNo double countingeach purchase counts onceFoundation: Google tag, Consent Mode v2,GTM incl. server-side, Meta Pixel +Conversions API ## The control routine Every campaign gets the same checks, always in the same order. ![](https://tebs.co/hubfs/Tebs%20Website/Icons/euro.svg) ### 1. Spend vs budget The first signal: it tells you whether the target lets the campaign spend. ![](https://tebs.co/hubfs/Tebs%20Website/Icons/chart-linear.svg) ### 2. Conversions by action Purchases and checkouts separated, value, reported ROAS and purchase-only ROAS. ![](https://tebs.co/hubfs/Tebs%20Website/Icons/leaderboard.svg) ### 3. Cost per purchase vs break-even Using the order value of active categories and a recalculated break-even. ![](https://tebs.co/hubfs/Tebs%20Website/Icons/Mappatura.svg) ### 4. Product groups Status and spend for each group: which ones work, which spend without selling. ![](https://tebs.co/hubfs/Tebs%20Website/Icons/elenco%20di%20lettura.svg) ### 5. Feed and ads Merchant Center diagnostics, disapproved products, ad strength. ![](https://tebs.co/hubfs/Tebs%20Website/Icons/controllo.svg) ### 6. Data read, not estimated The current day is excluded; if a number can’t be read we say so instead of guessing. ## When a target changes Decisions follow rules written in advance, not the mood of the day. Google’s automated recommendations aren’t applied while the campaign is relearning. How we assess whether to change a campaign’s targetCampaign checkSpending under 60% ofbudget?yesTarget too high: lower itone step (e.g. 300% → 270%)Spending the full budget?yesKeep the target. The nextstep (+50 points) isreviewed after two weeksCost per purchase abovethreshold for 1-2 weeks?yesMove budget away from theweakest product group• In the first days after a change the data doesn’t count: the campaign is relearning.• With few purchases, nothing gets changed.How we assess whether to change a campaign’s targetCampaign checkSpending under 60% of budget?yes → Target too high: lower itone step (e.g. 300% → 270%)Spending the full budget?yes → Keep the target. The nextstep (+50 points) is reviewedafter two weeksCost per purchase above thresholdfor 1-2 weeks?yes → Move budget away from theweakest product group• In the first days after a change thedata doesn’t count: the campaign isrelearning.• With few purchases, nothing getschanged. Thresholds are indicative: they’re set for each store based on margin, order value and purchase volume. Meta Ads ## On Meta: one product, one landing page On Meta we don’t push the whole catalog. We pick one very specific product type, with margin and appeal checked against the 4 Ps, and promote it with a dedicated landing page: the product, the photos, why to buy it and a single possible action, buying. No suggested products, no categories, no menus to wander off into. Site product page vs single-product Meta landing pageSite product page↗↗↗↗↗Many exits before checkoutLanding page for the Meta campaignThe campaign product✓Product photos and video✓Who it’s for, what itsolves✓Reviews and guarantees✓Shipping and returnsBuy nowExpress checkoutOne action only: buy that productSite product page vs single-product Meta landing pageSITE PRODUCT PAGEMany exits before checkoutMenu and categoriesSearchRelated productsBanners and promosFooter linksLANDING PAGE FOR THE META CAMPAIGNThe campaign product✓ Product photos and video✓ Who it’s for, what it solves✓ Reviews and guarantees✓ Shipping and returnsOne action only: buy that product We design the landing page’s content, copy and photos; campaign, audiences and creatives are measured on purchases of that product. ## Channels Same method on every channel: margin-based break-even, selected products, measured on real purchases. ![](https://tebs.co/hubfs/Tebs%20Website/Icons/campaign.svg) ### Google Performance Max and Shopping Feed-driven campaigns split by category and audience, with budget going first to high order value categories. ![](https://tebs.co/hubfs/Tebs%20Website/Icons/search.svg) ### Google Search Only precise commercial intent: searches from people about to buy, no scattered awareness spend. ![](https://tebs.co/hubfs/Tebs%20Website/Icons/campagne-1.svg) ### Meta Ads One product type at a time, with a dedicated landing page where the only possible action is buying that product. ![](https://tebs.co/hubfs/Tebs%20Website/Icons/Nazioni.svg) ### eBay: Promoted Listings general and priority General (cost per sale): you pay an ad rate only if the item sells within 30 days of a click, and that rate must fit inside the margin. Priority (cost per click): keywords and a daily budget, on listings that already convert. How we work ## Our process, month by month One point of contact, a monthly call and a report with numbers read, not estimated. [Contact us](https://tebs.co/contact?hsLang=en) 1. ![](https://tebs.co/hubfs/Tebs%20Website/Icons/analysi.svg)Step 1 ### Prerequisites Tracking, Consent Mode, feed and Merchant Center checked; gross margin by category and break-even calculated. 2. ![](https://tebs.co/hubfs/Tebs%20Website/Icons/Mappatura.svg)Step 2 ### Structure and budget Which categories to push, product groups, budget by channel and targets above break-even. 3. ![](https://tebs.co/hubfs/Tebs%20Website/Icons/controllo.svg)Step 3 ### Checks The six-step routine and target rules, with changes proposed and approved. 4. ![](https://tebs.co/hubfs/Tebs%20Website/Icons/chart-linear.svg)Step 4 ### Report and call Spend, purchases, cost per purchase, real and reported ROAS, order value, break-even; work done and planned. ## Ecommerce PPC FAQs The questions we hear before we start. How much budget do I need to start? It depends on margin and order value. We start from break-even and concentrate budget on a few categories: with few purchases a month there isn’t enough data to decide, and spreading budget thin makes it worse. What’s the difference between reported and real ROAS? Reported ROAS is what Google Ads shows and can include conversions other than purchases, like begin checkout. Real ROAS counts purchases only. Decisions are made on real ROAS. Do you use Performance Max or standard Shopping? In our accounts we run feed-only Performance Max with groups split by category, so spend stays readable group by group. The choice is reviewed on each store’s data. Do you manage eBay Promoted Listings? Yes. With general (cost per sale) campaigns you pay an ad rate only on sales within 30 days of a click: we set it based on the category margin. Priority campaigns are cost per click, with keywords and budget: we use them on listings whose titles and item specifics are already in good shape. How do you run Meta ads? With campaigns dedicated to one specific product type and a landing page where the only thing you can do is buy that product, with no related products or categories. Tracking runs through the Pixel and Conversions API. Why doesn’t Google Ads match my store’s orders? Attribution, conversion windows, consent and micro-conversions. That’s why we compare Google Ads conversions with real orders and state the gap. How much does PPC management cost? Fixed-fee packages, or the Performance package with a reduced fee from 1,000€ a month plus a performance bonus on growth. Never a percentage of ad spend: you pay ad budgets directly to the platforms. Details on our [Pricing](https://tebs.co/pricing?hsLang=en) page. ## Related services ### [![](https://tebs.co/hubfs/Tebs%20Website/Icons/copywriting.svg) Product content Titles, attributes and photos: the feed is what Shopping campaigns are made of. Learn more →](https://tebs.co/services/product-content?hsLang=en) ### [![](https://tebs.co/hubfs/Tebs%20Website/Icons/optimisation-1.svg) CRO & measurement Paid traffic needs buyable products and a frictionless checkout. Learn more →](https://tebs.co/services/cro?hsLang=en) ### [![](https://tebs.co/hubfs/Tebs%20Website/Icons/envelope.svg) Email marketing People who buy once from a campaign need to be brought back. Learn more →](https://tebs.co/services/email-marketing?hsLang=en) ## At what ROAS do your campaigns break even? With your average margin and access to Google Ads, we calculate break-even by category and show you where the budget is going. [Request an analysis](https://tebs.co/contact?hsLang=en) [![Tebs logo footer](https://tebs.co/hubfs/Tebs%20Website/Logos/tebs%20white%202-1.svg)](https://tebs.co?hsLang=en) Target. Engage. Build. 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