The $100M+ Google Ads Playbook For Ecommerce Brands
The complete system for scaling to 6-7 figures/month with cold traffic, backed by strategies from $143M+ in managed ad spend
Real Results From Real Brands
Dashboard showing: $724K/month spend → $2.7M revenue from PMax alone
Watch: See the exact strategy in action before we dive in.
Who This Is For + What You'll Learn
This Playbook Is For You If:
  • You're doing $50K+/month in revenue
  • You're heavily reliant on Meta/TikTok ads
  • You want predictable, scalable growth
  • You're tired of the "Meta rollercoaster"
What You'll Learn:
  1. How the Google Ads algorithm ACTUALLY works
  1. Why most brands struggle (and how to fix it)
  1. How the bidding system works on a top level
  1. The TPS Framework—best account structure for 2026
  1. How to allocate budgets properly
  1. Google Ads vs. other platforms (the real difference)
  1. The 3 buying intent audiences and which to target
  1. How campaigns work together to drive sales
  1. What your brand should focus on FIRST
What Your Brand Should Focus On (In Order)
Stage 1: Foundations (Fix First)
  • Conversion tracking accuracy
  • Product feed optimization
  • Google Merchant Center quality score
Stage 2: Structure
  • Campaign architecture (TPS Framework)
  • Proper budget allocation
  • Branded vs. non-branded separation
Stage 3: Scale
  • Bidding optimization
  • Campaign expansion
  • Volume growth
Most brands jump to Stage 3 with broken Stage 1. That's why they fail.
Why Google Ads Wins in 2026
The fundamental difference most brands miss
The Reality of Meta Ads in 2026
A 3x ROAS on Facebook is considered "great."
On Google? 3-4x is the baseline. We have brands doing 5x, 10x, even 13x ROAS—exclusively to cold traffic.
The difference? Buying intent.
With Facebook, you go through extra loopholes to convince someone to click. With Google, they already want it.
Why Buying Intent Changes Everything
Facebook Scenario:
Someone's scrolling → sees your ad → has to be convinced → has to click → has to want it → maybe buys
(5+ steps, high drop-off)
Google Scenario:
Someone searches "buy whiskey" → sees your ad → already wants it → clicks → buys
(2-3 steps, high conversion)
Real Example:
  • Search: "buy running shoes" = ready to purchase NOW
  • Scroll: sees running shoe ad = "maybe later"
This is why there's a much shorter path from click to conversion on Google.
What Happens When Brands Stop Relying on Facebook
Case Study 1: Liquor Brand
Before (Facebook-heavy): $87K spend → 1.3x ROAS
After (Google-focused): $80-90K spend → 6-7x ROAS consistently
Case Study 2: Fashion Brand
  • Spent $1M in 30 days
  • 36% attributed to Google Ads
  • Why? They realized that's where high-buying-intent lives
This didn't happen by chance. It happened by intention.
Google Ads vs. Facebook Ads: The Real Difference
Bottom line: Facebook creates demand. Google captures it. You need both, but Google converts.
How The Google Ads Algorithm Actually Works
What 99% of brand owners get completely wrong
Google Ads Is a System of Inputs and Outputs
The algorithm is a robot. Not a person at Google HQ deciding where your ads go.
It believes in zeros and ones. Inputs and outputs. That's it.
Your job: Enter the right inputs → receive the right outputs.
The algorithm wants:
  • High-quality brands
  • Good products and experiences
  • Users who come back to Google
Why? Google's retention matters more than your retention. If users have bad experiences, they stop using Google.
The #1 Thing Google Cares About (It's Not Your ROAS)
Google optimizes for USER EXPERIENCE first—not your ROAS.
Even though Google lets you set Target ROAS, it doesn't care if you hit it.
It cares about:
  • Keeping users happy
  • Users coming back to search
  • Users trusting Google's recommendations
What this means for you: Your brand needs to work WITH Google's criteria. You need to make Google money by providing good experiences—then Google rewards you with better placements and lower costs.
How Google Decides Who Wins (The Bidding System)
Every time someone searches, an auction happens in milliseconds.
Google scores every advertiser based on:
Key insight: The highest SCORE wins—not the highest bid.
A $2 bid with 10/10 Quality Score beats a $5 bid with 4/10 Quality Score.
Quality Score: Your Secret Weapon
Quality Score determines where you rank and what you pay.
Components:
  • Expected CTR (33%) — Will people click?
  • Ad relevance (33%) — Does ad match search?
  • Landing page experience (33%) — Will users convert?
Where to check: Google Merchant Center → Products → Store Quality
Look at:
  • Shipping experience (0-4 days = excellent)
  • Return experience
  • Browse & purchase experience
Target: "Exceptional" rating. This directly impacts your CPC and rankings.
The 3 Audiences on Google (Know Which One to Target)
1
2
3
1
🔥 High Buying Intent - Target THIS
Ready to buy NOW
2
📚 Medium Intent (Education-Based)
Researching, might buy later
3
❄️ Low Buying Intent - Avoid for Paid
Window shoppers, just curious
  • High Intent: Keywords: "buy [product]", "[product] price", "[brand] vs [brand]" — This is your goldmine
  • Medium Intent: Keywords: "best [product] for...", "how to choose [product]" — Can convert but needs nurturing
  • Low Intent: Keywords: "what is [product]", "[product] review" — Waste of paid budget
Your product feed keywords determine which audience you attract.
Keyword Intent Examples (What to Target vs Avoid)
The rule: Target people ready to BUY, not just learn.
Someone searching "buy whiskey" has wallet open. Someone searching "how is whiskey made" is just curious.
Why Your Product Feed Is Your New Targeting
On Meta, you select interests and audiences.
On Google? Your product feed IS your interest targeting.
Your titles, descriptions, and keywords tell the algorithm:
  • What keywords to match you with
  • What audience segment to show you to
  • What your quality score should be
Think of it like this:
  • Meta: You tell the algorithm who to target
  • Google: Your feed tells the algorithm who you're relevant for
This is why product feed optimization matters MORE than campaign settings.
Why Most Brands Struggle With Google Ads
After auditing hundreds of accounts, these are the mistakes I see every week:
❌ "More budget = better results"
Without proper structure, more budget = more waste. You can't buy your way to a better Quality Score.
❌ "Google will figure it out"
Set-and-forget doesn't work. Google only works if you give it the right signals. Relevancy is key.
❌ "PMax is plug-and-play"
Performance Max needs good data and structure. If your results are bad, PMax makes them worse.
❌ "Copying Facebook strategy to Google"
Completely different platforms, different user intent, different strategies needed.
❌ "Launching 20+ campaigns for 'control'"
Spreads budget too thin, starves campaigns of data, leaves 40-70% of products untested.
What the Top 1% of Google Ads Accounts Do
After scaling 500+ brands, here's what winners have in common:
✅ Foundations first
Fix tracking, feed, and Merchant Center BEFORE scaling
✅ Quality over volume
3-4 well-structured campaigns beat 20 scattered ones
✅ Product feed obsession
Treat titles/descriptions like ad copy
✅ Data-based decisions
Segregate based on performance, not arbitrary categories
✅ Cold traffic focus
80% non-branded, 20% branded/retargeting
✅ Patience with learning
Give campaigns 7-14 days before major changes
✅ Consistent structure
Clear signals to algorithm, not random changes
How The Bidding System Works
Smart bidding vs manual—and when to use each
Google Ads Bidding Strategies Explained
Key insight: Smart bidding (Target ROAS/CPA) needs DATA to work. Don't use it day one.
Bidding Strategy by Stage
Stage 1: New/Testing (Little Data)
→ Use: Manual CPC or Maximize Clicks
→ Why: Gather data, maintain control, don't let algorithm guess
Stage 2: Some Winners (30+ conversions/month)
→ Use: Maximize Conversions or Target CPA
→ Why: Enough data for algorithm to optimize
Stage 3: Scaling (100+ conversions/month)
→ Use: Target ROAS or Maximize Conversion Value
→ Why: Algorithm has enough signals to hit efficiency targets
The mistake: Jumping straight to Target ROAS with no data. Algorithm can't optimize what it doesn't understand.
Best Bidding Strategy by Campaign Type
Remember:
  • Manual bidding = more control, more work
  • Smart bidding = less control, needs data
  • PMax is ALWAYS smart bidding—that's why feed quality matters so much
The TPS Framework
The exact system we use to scale 500+ brands in 2026
Introducing the TPS Framework
TPS stands for:
  • T — Testing
  • P — Profitability
  • S — Scaling
This framework has scaled 500+ brands under Yoru Marketing.
What TPS does:
  1. Fast identification of winning products
  1. Predictable performance across the account
  1. Scale without ROAS drop-offs
  1. Reduced wasted spend
Why it works: It gives Google clean, predictable signals instead of chaos.
The TPS Cycle
This is a constant cycle. 99.9% of brands never fully exit it—and that's a good thing.
Budget Split Over Time:
Winners fund testing. It becomes self-sustaining.
Phase 1: Testing
Goal: Give the algorithm a chance to thoroughly test your products and find winners.
How to set up:
  • Launch Standard Shopping OR PMax with all products
  • Use high-buying-intent keywords in feed
  • Group products by SIMILARITY (price point, audience, category)
Grouping Example:
Why similarity matters: Different price points = different audiences = conflicting signals to algorithm.
No time limit. Some brands stay here 3 days, others indefinitely. Let data guide you.
Phase 2: Profitability
Goal: Shift budget from testing to what's already working. Stabilize winners.
How it works:
  • Keep winning products WHERE THEY ARE (don't move what's working)
  • Move non-winners to different campaign/approach
  • Focus on efficiency and ROAS stabilization
Graduation Criteria (When to move from T → P):
  • ✅ Consistent conversions over 7-14 days
  • ✅ ROAS above your target threshold
  • ✅ Enough data to confirm it's not a fluke (not just 2-3 sales)
  • ✅ CTR and conversion rate are stable
Critical rule: Don't move products randomly. Use DATA. Moving a winner can break it.
Phase 3: Scaling
Goal: Push spend and volume on proven winners.
Two types of scaling:
Best practice: Start vertical (more budget on winners), then expand horizontal (new campaign types).
Use Smart Bidding as a SCALING layer, not a starting point. By now you have data to fuel it.
TPS Campaign Structures (NEEDS TO BE APPROVED BY SHRI)
Minimum Viable Structure (Starting Out):
├── Testing: PMax (Feed Only) - All products
└── Profitability: Standard Shopping - Winner products
Intermediate Structure ($100K-$250K/mo):
├── Testing: PMax Feed Only (broad)
├── Profitability: Standard Shopping (by category)
├── Scaling: PMax (proven winners only)
└── Data Feed: Search (high-intent keywords, low budget)
Advanced Structure ($250K+/mo):
├── Testing Layer
│ ├── PMax Feed Only (all products)
│ └── PMax with Assets (select products)
├── Profitability Layer
│ ├── Standard Shopping (by subcategory)
│ └── Search (branded terms)
└── Scaling Layer
 ├── PMax (top winners)
 ├── YouTube
 └── Demand Gen
How Each Campaign Type Drives Sales
The Customer Journey:
01
Search Campaign (High intent keywords)
Captures: "buy [product]" searches
Role: Feed high-quality data to account
Even 72x ROAS on small budget—because keywords are hyper-targeted
02
Standard Shopping (Product visibility)
Captures: Product-specific searches
Role: Test products with control, identify winners
You control bids and can A/B test landing pages
03
Performance Max (Scale winner products)
Captures: Shopping + Search + YouTube + Display + Gmail
Role: Maximize reach for proven products
Uses all the data from other campaigns to get smarter
They complement each other. Search feeds data → Standard Shopping tests → PMax scales.
Running all three makes your WHOLE account smarter.
TPS in Action: $462K/Month Store (14x ROAS)
The Setup:
Key insight: 80% cold traffic, 20% retargeting. The 14x ROAS is NOT from retargeting.
Why it works:
  • Proper product segregation
  • Each campaign has clear role
  • Data flows between campaigns
  • Winners get isolated and scaled
TPS Framework Summary
Remember: This is a cycle, not a one-time setup. Google works best when structure is clear and predictable.
How to Allocate Budgets Properly
Stop spreading budget too thin
The #1 Budget Mistake (I See This Every Week)
Brands launch 10, 20, 50 campaigns and spread budget thin.
What happens:
  • $1,000 here, $400 there, $200 somewhere else
  • No campaign gets enough data to learn
  • 40-70% of products get less than 1 click in 90 days
  • Winners never get found
  • Money wasted everywhere
More campaigns ≠ more scale. It usually means less.
The fix: Consolidate. 3-4 well-funded campaigns beat 20 starved ones.
Budget Allocation Guide
Budget split within TPS:
When Should You Create a New Campaign?
Only segregate when you have:
  • ✅ Real data showing different performance
  • ✅ Different audience segments (by price point or intent)
  • ✅ Enough budget to properly fund BOTH campaigns
  • ✅ A specific strategic reason (not just "I feel like it")
Don't segregate based on:
  • ❌ Arbitrary categories (collection names)
  • ❌ "I want more control" (you'll spread data thin)
  • ❌ Copying what someone else did
  • ❌ Product price alone (without performance data)
Rule of thumb: If you can't give a campaign at least $50-100/day, don't create it.
How to Adjust Budgets (Without Breaking Things)
Do:
  • ✅ Make 10-20% adjustments max
  • ✅ Wait 7+ days before major changes
  • ✅ Scale where ROAS holds, not just where spend grows
  • ✅ Increase gradually (avoids learning phase reset)
Don't:
  • ❌ Double budget overnight (triggers learning phase)
  • ❌ Cut budget by 50% in panic (loses momentum)
  • ❌ Change bids AND budget at same time
  • ❌ Make changes daily based on 1-day data
The patience rule: Google needs 7-14 days to stabilize after changes. Stop touching it.
The Silent Killer of Google Ads Scale
Is branded traffic destroying your results?
Your ROAS Might Be a Lie
Most brands don't realize 50-90% of their "Google Ads results" come from branded searches.
Why it's a problem:
  • You're paying for traffic that would've found you anyway
  • Your "ROAS" is artificially inflated
  • You CAN'T actually scale cold traffic
  • You've turned Google into an expensive retargeting tool
How to check:
  1. Campaign Settings → Customer Acquisition → If "Existing and new customers" = you're bidding branded
  1. Insights → Top converting terms → Is your brand name #1? 🚩
Why Google Does This (It's Not Evil, It's Logic)
Google's goal: Keep you spending.
How? Show you good ROAS.
Easiest way? Serve ads to people already searching for YOUR BRAND.
The cycle:
  1. You set Target ROAS
  1. Google needs to hit it to keep you spending
  1. Branded traffic converts at 10x+ (they already want you)
  1. Google prioritizes branded to hit your target
  1. You think Google Ads is "working"
  1. But you're just paying for existing customers
The Fix: 80/20 Non-Branded Rule
Aim for:
  • 80% of campaigns → Non-branded (cold traffic only)
  • 20% of campaigns → Branded + retargeting
How to implement:
  1. Duplicate your current best campaign
  1. New campaign: Settings → "New customers only"
  1. Add brand terms as negative keywords
  1. Run both simultaneously
  1. Gradually shift budget to non-branded
  1. Track TRUE cold traffic ROAS separately
What happens: The 20% branded traffic still makes your account smarter. But now you KNOW what's cold vs. warm.
Campaign Types That Actually Scale
The truth about PMax, Shopping, Search, and more
The 5 Campaign Types You Need to Know
For ecommerce, focus on: PMax + Standard Shopping + Search (in that priority order for most brands)
Performance Max: The Truth
What most people think: PMax is plug-and-play magic.
The reality: PMax is a BLACK BOX that needs:
  • Good historical data to learn from
  • Strong product feed (your targeting)
  • Proper asset groups
  • Time to optimize (7-14 days minimum)
When PMax works:
  • ✅ You have 30+ conversions/month already
  • ✅ Your product feed is optimized
  • ✅ You've already found winners via testing
  • ✅ You're using it to SCALE, not discover
When PMax fails:
  • ❌ No historical data
  • ❌ Weak product feed
  • ❌ Using it as starting point
  • ❌ Bad conversion tracking
Best practice: Use PMax as a scaling layer AFTER testing with Standard Shopping.
Why Standard Shopping & Search Still Matter
Standard Shopping:
  • More control over bids
  • See exactly which products perform
  • Test specific products granularly
  • Manual bid optimization
  • Best for: Testing phase, granular control
Search Campaigns:
  • Highest intent keywords
  • Feeds data to whole account
  • Even tiny budget (72x ROAS possible)
  • Strict bids keep quality high
  • Best for: Data feed to make other campaigns smarter
The combo: Search feeds keyword data → Standard Shopping tests products → PMax scales winners
The Triple Campaign Approach (Our Secret Weapon)
,Run all three simultaneously:
Why this works:
  • Search gives hyper-targeted keyword signals
  • Standard Shopping identifies winning products
  • PMax takes that data and scales it everywhere
  • They make each other smarter
Real result: One brand hit 14x ROAS with 80% cold traffic using this exact setup.
Recommended Structure by Stage
Campaign count guidelines:
  • $50K-$100K/mo revenue: 2-3 campaigns
  • $100K-$250K/mo: 3-5 campaigns
  • $250K-$500K/mo: 5-7 campaigns
  • $500K+/mo: 7-10 campaigns
Don't add campaigns just to add them. Each one needs purpose and budget.
Tools & Resources
Everything you need to implement this
Essential Tools for Google Ads Success
Platform Tools:
  • Google Merchant Center — Product feed management (FREE)
  • Google Ads Editor — Bulk campaign management (FREE)
Feed Optimization:
  • DataFeedWatch — Feed rules & optimization
  • Feedonomics — Enterprise feed management
  • GoDataFeed — Multi-channel feeds
Attribution & Analytics:
  • Triple Whale — Multi-touch attribution
  • Northbeam — Advanced attribution
  • Supermetrics — Reporting automation
Your feed is your targeting. Invest in feed tools first.
Spy on Your Competitors
Free tools:
  • Google Ads Transparency Center — See any brand's active ads
  • Google Shopping — Search your keywords, see who's bidding
Paid tools:
  • SEMrush — Competitor keyword research
  • SpyFu — Historical ad data
  • Library.marketing — Ad creative inspiration
What to look for:
  • What keywords competitors bid on
  • Their product titles/descriptions
  • Landing page structure
  • Pricing and offers
Learn From Winners
Brands crushing it on Google (study their ads):
  • Seed (supplements)
  • Ridge (wallets)
  • Dr. Squatch (men's care)
  • Olipop (beverages)
  • Magic Spoon (cereal)
Search for their products. See their ads. Learn.
See how I scale brands
$814,423 PER Month With Google Ads [INSANE Case Study]
How This Ecommerce Brand Made $4,073,560 [Case Study]
That's It For This One!
Thanks for reading. I hope you got some value :)
Quick Recap: What You Learned
01
Google captures existing demand
High intent wins over impressions
02
Algorithm rewards quality
Quality Score > bid amount
03
Product feed = targeting
Your feed tells Google who to show you to
04
TPS Framework
Testing → Profitability → Scaling (constant cycle)
05
Bidding matches stage
Manual for testing, Smart for scaling
06
80/20 rule
80% non-branded, 20% branded traffic
07
Consolidate campaigns
3-4 well-funded beats 20 starved
08
Fix foundations first
Tracking, feed, Merchant Center before scaling
Free: Audit Your Own Account
Use this checklist right now:
  • ☐ Check branded vs. non-branded split (Insights → Top terms)
  • ☐ Review Merchant Center quality score (Products → Store Quality)
  • ☐ Identify untested products (< 10 clicks in 30 days)
  • ☐ Check Quality Score on top keywords
  • ☐ Review search terms report for wasted spend
  • ☐ Verify conversion tracking accuracy
  • ☐ Count campaigns — do you have too many for your budget?
If you find 3+ issues, your account has room to improve.
What's Your Next Step?
Option 1: Implement This Yourself
  • Use this playbook as your guide
  • Start with TPS framework
  • Fix foundations first
  • Track your progress weekly
  • Watch my YouTube for deeper dives
Option 2: Get Expert Help
  • Let us implement it for you
  • Faster results, less guesswork
  • We've done this 500+ times
  • Focus on your business, we handle Google
Both paths work. It depends on your time and resources.
Don't forget to connect with me!