Senior Google Ads Consultant

Google Ads Agency for Ecommerce, Led by a Senior Consultant

Google Ads should help your ecommerce business grow in a way that makes financial sense. That starts with understanding your margins, product range, and what advertising actually contributes to the business. From there, we test, prioritize, and scale based on data.

You work directly with me throughout the engagement, from strategy to ongoing decisions. My experience covers both Swedish ecommerce businesses and advertising across international markets.

Tell me about your ecommerce business

Armin Memić, Google Ads consultant and founder of AM Digital

8+ years: of Google Ads experience
Former Team Lead: at Precis Digital
SEK 250M+: in combined media spend across accounts I've worked on

Experience includes:

When the fundamentals work, the results become clearer

In an existing ecommerce engagement, ROAS increased by 186% to 921% compared with the same period the previous year.

The aim was not to create as many campaigns as possible. The work began with a review of the structure, geographical targeting, branded traffic, and how Shopping, Performance Max and Search worked together.

Read the ecommerce case study

Google Ads report showing 921% ROAS and a 186% increase

What do you actually earn from each sale?

Google Ads can report a high ROAS without the business necessarily making a good return.

I want to understand margins, shipping costs, returns and other costs that affect what you keep after a purchase. Only then can we discuss a sensible level of advertising spend.

We do not need to spend weeks calculating a theoretically perfect threshold before we start. What matters is having a good enough understanding of where profitability lies, especially if margins vary significantly between products.

When products have different margins, using the same revenue-based ROAS target can be misleading. Sometimes it makes sense to group products by profitability. But my more advanced goal is profit bidding: calculating a relevant contribution margin for each product and letting Google Ads optimize towards that value instead of revenue.

If a product sells for €300 and has €200 in relevant costs, the bidding value is €100 before advertising costs, not €300. When an order contains several products, their values can be combined into a profit-based conversion value for the order. This can allow more products to share campaign data despite having different margins.

This requires reliable cost data and accurate conversion tracking. That is why I start simple, learn from the results and introduce more advanced methods when the foundations are in place.

K.I.S.S.

Start simple. Let the data show when something needs to change.

I follow the KISS principle: Keep it simple, stupid.

It is easy to overcomplicate Google Ads before you even know what works. Multiple campaigns, different stages of the buying journey and detailed segmentation can look thorough, but each part needs enough data and a clear purpose.

I prefer to start with a structure that is easy to understand, measure and develop.

But simple does not mean everything should always sit in the same campaign.

Different campaign types need a purpose

Google Shopping

Standard Shopping is my starting point for ecommerce. Once conversion tracking, Merchant Center and the product feed are working properly, I begin there and let the results show which additional campaigns are worth introducing.

Shopping lets us work closely with the products, the product feed and existing demand. In some setups, I use Shopping more aggressively to bring customers into the store.

Google Merchant Center, product data, prices and availability all need to work properly. The feed affects how products can appear and which searches they may be relevant to.

I also check which Comparison Shopping Service (CSS) is used for Shopping ads in markets where the CSS programme operates. Google Shopping deducts a margin from bids before they enter the auction. Using an independent CSS without an equivalent markup can give the same budget more bidding power. This does not guarantee a reduction in CPC, and any fees charged by the CSS provider must also be considered.

Performance Max

Performance Max can be a useful complement. In several of my setups, Shopping works towards a more aggressive target, while Performance Max has a higher profitability requirement.

I then use PMax to complement Shopping, reach more relevant touchpoints and capture demand that the existing structure does not cover. In some accounts, returning visitors can account for a significant share of results.

But this is an approach I test, not a rule for every business. PMax is driven by Google's automation, and we cannot assume that the campaign only handles remarketing.

Google Search

Search can provide more control over selected queries, your own brand, competitors and important product categories.

I pay particular attention to branded traffic. Searches for the company's own name can make campaign results look better than they really are if the aim is to understand how much new demand we are creating.

At the same time, changes need careful consideration. A poorly considered negative keyword list can, for example, limit Shopping visibility on searches for your own brand and create an opening for competitors.

I prefer to test my way towards the right separation rather than rebuild the entire account overnight.

Sometimes the next improvement lies outside Google Ads

1. Why do some products receive almost no traffic?

If one product category takes almost the entire budget, we need to establish whether that is due to demand, product data, profitability targets or campaign structure. Sometimes a separate budget is needed simply to test the potential.

2. Why is nobody buying when the traffic seems relevant?

If we reach people searching for exactly the type of product you sell, but few complete a purchase, I want to look beyond bidding. How competitive is the price? Are shipping costs clear? Does the store feel trustworthy? Where do visitors leave the buying journey?

3. Are we growing, or just paying more for the same sales?

When we scale, I test how additional budget affects both sales and profitability. If costs rise but the number of purchases barely changes, we need to understand why before we keep increasing spend.

Make it easy to buy

An ad can do its job and still lead to a lost sale.

That is why I also look at what it is actually like to shop in the store. Can visitors quickly find the right product? Are reviews, delivery information and payment options visible? Is it easy to proceed to checkout?

For someone who knows what they want to buy, the path from product to payment should be very short. Fast payment options such as Apple Pay can reduce unnecessary friction where they are suitable.

My main responsibility is Google Ads, but if I see a clear problem in the buying journey, I raise it. It would make little sense to keep buying more traffic without discussing why existing visitors are not purchasing.

The same broader view applies to SEO and email. Good product pages and relevant organic content can generate more demand without paying for every visit. Email and returning customers can also change what it makes sense to pay for a first purchase.

I do not need to manage every channel to understand how they affect the business.

How I work with Watson each morning

I start the working day by reviewing how my clients are doing.

Status
This week's goals
Changes to investigate
Priorities

How are we tracking against this week's goals? Has anything changed since yesterday? Are any campaigns or products behaving differently? Do we need to prioritise something other than what we had planned?

I am helped by Watson, my own AI assistant, named after Sherlock Holmes's companion.

Watson has read-only access to relevant data sources and helps me investigate changes, compare results and find patterns worth looking at more closely.

This helps me work more proactively and spend more time on what creates value: interpreting the results, understanding what is happening in the business and deciding which improvements to prioritise.

I make the decisions myself. I combine my experience with the data and stay in close contact with the client about what we need to do next.

If a product starts to sell out, a campaign changes behaviour or new opportunities arise, I want to be able to respond quickly and thoughtfully.

For me, this is a natural way to combine years of experience with modern technology to do an even better job.

Google Ads for Shopify and other ecommerce platforms

I work with several Shopify-based ecommerce businesses and also have experience with other platforms, including Starweb. Shopify is therefore familiar territory for me, particularly when it comes to connecting product data, Merchant Center, Google Ads and analytics tools.

But a ready-made integration does not automatically mean measurement is correct. I still want to verify that purchases, order values and conversion goals are recorded correctly.

The platform matters, but the work always starts with the business and what we are trying to achieve.

From Swedish ecommerce to international markets

I work with ecommerce businesses focused on Sweden and also have experience with international clients and advertising across many markets.

The same campaign setup will not necessarily work everywhere. Language, competition, product range, delivery terms, prices and demand can vary between countries.

When working internationally, I want to understand which markets have the greatest potential and how best to allocate the budget, rather than treating every country the same.

Whether you sell in Sweden or across several markets, we work remotely and you have direct contact with me.

When is it time to increase the budget?

I first want to find a level where the advertising works and we understand why.

From there, we can test increasing the budget or adjusting the profitability target. The question is not simply whether Google can spend more, but whether we actually get more purchases at a reasonable cost.

We also need to consider how long customers usually take to buy. If the buying journey is longer, quick changes can give a misleading picture of performance.

In some businesses, the first order is small, while repeat purchases account for a large share of customer value. We need to consider that before deciding what it should cost to acquire a new customer.

The goal is to scale in a controlled way and recognise when further investment no longer delivers enough return.

For ecommerce businesses that want a partner close to the business

I work best with businesses that already generate sales and want to develop their advertising further.

You may have outgrown your existing setup, want better control over profitability, or feel that Google Ads should be contributing more.

Armin Memić outdoors beside a tree — I take responsibility for strategy, analysis and delivery, and I care as much about how the business is doing as I do about the numbers in Google Ads.

My ongoing Google Ads work starts at SEK 15,000 per month, excluding VAT and ad spend.

That also means my approach will not suit everyone.

If your advertising budget is very small, it may be wiser to start with a simple setup yourself and put more money into traffic. A standalone Google Ads Audit may be a better first step.

I work with a limited number of clients because I want to stay close to the business and take real responsibility.

You hire me for my experience and commitment, but you also get someone who enjoys this work. I am happy to keep discussing improvements even when they sit some way outside the ad account itself.

View pricing and options Read about the Google Ads Audit

Tell me about your ecommerce business

Frequently asked questions about Google Ads for ecommerce

Is Google Shopping or Performance Max better for ecommerce?

I start with Google Shopping. With reliable conversion tracking and a working product feed, that is the foundation I want to build ecommerce advertising on.

I then use Performance Max as a complement, often with a higher ROAS target and a specific role alongside Shopping. I adjust the setup when the results justify it, but I do not start with PMax simply because it covers more ad placements.

How do we know what ROAS target to use?

We start with a practical estimate of profitability based on margins and relevant costs. We then adjust it using data, the product mix and what the business wants to achieve. Google Ads ROAS also needs to be considered alongside the store's overall results.

Can you help if our ecommerce business uses Shopify?

Yes. I work with Shopify-based ecommerce businesses, helping with Google Ads, Shopping, Merchant Center and reviewing measurement. We agree responsibility for larger website development changes separately.

Do you also work with ecommerce businesses outside Sweden?

Yes. I work remotely with businesses throughout Sweden and have experience in international advertising. The approach is adapted to the markets, product range and business goals.

When is hiring a Google Ads consultant worthwhile?

When the potential to improve or scale the advertising reasonably justifies the cost. For a smaller store with a limited budget, an audit or a simpler setup may be a better first step.

Do you also help with conversion rate optimisation?

My main responsibility is Google Ads, but I review and raise issues in the buying journey when they affect results. These might include product presentation, prices, trust, shipping or checkout. Larger CRO and development projects are agreed separately.

Tell me about your ecommerce business

How are you advertising today, and what would you like to improve? Tell me a little about your current situation and I will get back to you with an honest assessment of how I can help.

Prefer a phone call?+46 70 486 82 63