Online shops that already sell and want to sell more
Ecommerce marketing judged on revenue, not sessions
More traffic is the easy part and usually the wrong goal. We work the pages that actually rank — categories and products — run the paid side on margin rather than on turnover, and fix the tracking so you can tell which of the two is paying.
No commitment and no lock-in. We reply within one working day.
5.0
Reviews from our Google profile, translated from Spanish.
Why more traffic has not made you more money
Most shops that call us are not short of sessions. They are short of margin, because the traffic arrives on the wrong pages and the paid side is being judged on revenue instead of on what is left after cost of goods.
- Monthly ad spend
- €4,000
- Revenue reported by the platform
- €20,000
- Gross margin on those products
- 35%
- Actually left after goods and ad spend
- €3,000
A 5× return looks excellent on a dashboard and is thin once the goods are paid for. Half the products in a typical catalogue are being advertised at a loss while the account average looks fine.
The five leaks we find in most shops:
Category pages with nothing on them
The category page is the one that can rank, and in most shops it is a grid of products with no text at all. That is the single biggest organic opportunity in ecommerce and it is almost always unused.
Product descriptions copied from the supplier
The same words as two hundred other shops. Google has no reason to choose yours, and neither does the shopper comparing tabs.
Performance Max left on autopilot
It will happily spend your budget on your own brand name and on the products that were going to sell anyway, then report the result as incremental. Without structure and exclusions it flatters itself.
The feed is wrong
Missing attributes, bad categories, no GTINs. Shopping performance is mostly a feed problem pretending to be a bidding problem.
Tracking broke when consent arrived
Since Consent Mode, a lot of shops silently lost a third of their attributed conversions. Decisions are still being made on those numbers as if nothing happened.
Three things that cost ecommerce owners money
“We need more traffic.”
Usually you need better traffic and a better conversion path. Doubling sessions on pages that convert at 0.4% doubles your costs and your support emails. The cheapest growth in most shops is in the pages people already land on.
“Our ROAS is 5×, so it is working.”
ROAS ignores what the goods cost you. On a 35% margin, 5× leaves very little, and the average hides the products losing money. The number that matters is contribution after goods and ad spend, per product group.
“Blog content will bring us sales.”
Some will, eventually, and far less than people expect. For a shop, the money is in category pages, product pages and comparison pages — the ones where someone is already deciding what to buy. Blogging is what agencies sell when they cannot touch the shop.
How we work with a shop
Fix the measurement, fix the pages that convert, then scale the paid side on margin.
Tracking that survives consent
GA4 and the ad platforms wired with Consent Mode properly, plus server-side where the volume justifies it. Until this is right, every other decision is being made on bad data.
Category pages that can rank
Real content on the pages that carry commercial intent, with filters and pagination handled so Google indexes what should be indexed and ignores what should not.
Product pages written once, properly
Starting with the products that carry the margin. Original copy, the specifications people actually compare, and the structured data that earns the rich result.
Feed first, then bidding
Titles, attributes, categories and identifiers cleaned up before anyone touches a bid. Most Shopping improvements are feed improvements.
Paid run on margin
Product groups split by contribution, not by catalogue structure, so the shop stops subsidising the products that lose money with the ones that do not.
What is included
The organic and the paid side run by the same team, because in ecommerce they are the same problem.
Technical and tracking audit
Indexing, speed, consent, and whether your conversion data can be trusted at all.
Category and product content
Written for the pages that carry intent, starting with the ones that carry margin.
Feed management
Cleaned, enriched and monitored, because it breaks quietly every time the catalogue changes.
Shopping, Performance Max and Meta
Structured so you can see what each product group earns, with brand traffic separated out rather than counted as a win.
A monthly report in contribution
Revenue, margin after goods, ad spend and what is left — by product group. One page.
It depends on catalogue size, how many markets and the state of the tracking. You get the number in writing after the free audit, with no lock-in.
Get a free auditWhat we commit to
After the audit we agree a written target at six months, expressed in contribution rather than in revenue or ROAS. If we do not reach it, we carry on without charging for the management until we do. At ninety days there is a checkpoint with the data in front of you and you can stop with no penalty.
Three conditions, and all three are on your side:
- We can fix the tracking before judging anything.
- You tell us the real margin by product group, even roughly.
- We can publish content and template changes on the agreed dates.
The margin condition is the one people hesitate over, and it is the one that makes the difference. Without it we can only optimise towards revenue, which is how shops end up scaling the products that lose them money.
Get a free audit
Which shops this works for
It works well if
- You already sell and want to sell more profitably.
- You know, or can work out, your margin by product group.
- Your catalogue is stable enough to work on.
- Somebody can publish changes to the shop.
It does not, if
- You are still testing whether the product sells at all.
- Margins are so thin that paid acquisition cannot work. We will tell you in the audit rather than take the retainer.
- The platform is locked and nothing on the site can change.
- You want ROAS as the only number. We will report it, but we will not optimise to it alone.
Frequently asked questions
Shopify, WooCommerce or PrestaShop — does it matter?
Less than people think for marketing purposes. All three can rank and all three can run Shopping properly. What matters is whether you can edit templates and add content to category pages. If your platform will not let you do that, it is the ceiling and we will say so.
Why do you keep talking about margin instead of ROAS?
Because ROAS does not know what your goods cost. A 5× return on a 60% margin product is excellent and on a 20% margin product it loses money. Once you split campaigns by contribution rather than by catalogue, the decisions become obvious — and usually some of what was being scaled gets switched off.
Is SEO worth it for an online shop?
Yes, and specifically on category pages, which is the part most shops never touch. One of our published cases is a Wix site that went from almost nothing to 735 clicks and 33,400 impressions in twelve months on organic alone. Blogging is a different and much slower proposition.
Our conversions dropped when the cookie banner went in. Is that normal?
Very. Consent Mode changed what gets attributed, and a lot of shops lost around a third of their measured conversions overnight without losing a single sale. If nobody reconfigured things, you are still making decisions on those numbers. It is one of the first things we check.
Do you handle the product feed?
Yes, and it is usually where the quickest gains are. Titles, attributes, categories and identifiers. Most Shopping underperformance is a feed problem wearing a bidding problem’s clothes.
Can you work with our in-house team?
Yes, and it is often the best arrangement: we do the strategy, the campaigns and the content, and your team publishes. We will be explicit about who does what and by when, so nothing sits waiting.
Get a free audit for your shop
Give us the shop URL and tell us roughly what you spend on ads. We will check whether your tracking is intact, look at your category pages and your feed, and tell you where the margin is leaking. We will come back either way.
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