Google Ads for e-commerce
Hit 4-8x ROAS with the right campaign structure, bidding, and product feed optimization.
The challenge
Below 3x ROAS? Something is wrong.
A well-run e-commerce Google Ads account should target 4-8x ROAS. If you're below 3x, you likely have a campaign structure problem, a product feed problem, or both.
Your product title IS your keyword
"Men's Nike Air Max 90 Black Size 10" beats "AM-90-BLK" in Shopping results every time. Poor product titles mean poor ad targeting and lower click-through rates.
Seasonal peaks require budget increases, not the same spend
Increase budgets 50-100% during peak periods (Black Friday, holiday season, back-to-school). ROAS usually improves during these windows because conversion rates spike. Don't cap your upside.
One campaign isn't a strategy
You need four campaign types working together: branded search, non-branded search, Shopping, and remarketing. Each has a different ROAS target and budget allocation.
How Fullrun helps
A well-run e-commerce Google Ads account should target 4-8x ROAS. If you're below 3x, something is wrong — usually campaign structure, product feed quality, or bidding strategy. Fullrun fixes all three.
The AI builds four campaign types: branded search, non-branded search, Shopping, and remarketing. Each gets its own budget and ROAS target. Branded search should run 8-15x ROAS. Non-branded search: 3-5x. Shopping: 4-8x. The AI shifts budget toward what's working.
During peak seasons (Black Friday, holidays, back-to-school), Fullrun increases budgets automatically because conversion rates spike and ROAS improves. During slow periods, it pulls back to protect margins. You set the rules. The AI executes daily.
Frequently asked questions
- How much should an e-commerce store spend on Google Ads?
- $1,000-10,000/mo depending on catalog size and margins. Start with your top 20% of products by margin. If you're profitable at $1,000/mo, scale to $2,000. Don't go from $0 to $10,000 — scale incrementally based on ROAS data.
- What ROAS should I target?
- 4-8x for most e-commerce stores. Branded search should hit 8-15x (people already know you). Non-branded search: 3-5x. Shopping: 4-8x. Remarketing: 6-10x. If blended ROAS is below 3x, pause and fix before scaling.
- What campaign structure does Fullrun use for e-commerce?
- Four campaign types: branded search (captures people searching your brand name), non-branded search (captures product/category searches), Shopping (product feed ads), and remarketing (brings back visitors who didn't buy). Each campaign gets its own budget and ROAS target.
- How long until I see results?
- Week 1-2: gathering data, expect inconsistent ROAS. Month 1: the AI identifies winning products and keywords. Month 2-3: campaigns are dialed in and ROAS stabilizes. Don't judge performance in the first 2 weeks — the algorithm needs conversion data to optimize.