Ecommerce Ads Australia | Google Shopping & Meta Ads

How It Works

How Ecommerce Ads Work Differently

An online store is judged on orders and margin, not leads. The campaign structure, tracking and reporting all need to reflect that.

Google captures buyers already searching

Shopping and Search ads put your products in front of people actively looking for them, with the price and image right in the results. This is usually the most efficient spend for an established product category.

Meta creates demand and brings people back

Facebook and Instagram find new customers who were not searching yet, and catalogue ads show people the exact products they viewed or added to cart. For new brands and visual products, Meta often does the heavy lifting.

Your product feed is your targeting

On Google Shopping there are no keywords to bid on. Product titles, categories, images and identifiers decide which searches you appear for, so fixing the feed is often the fastest win.

Profit is the scoreboard

Return on ad spend only means something next to your margins. A 3x return is excellent on a high-margin product and loses money on a thin one, so targets are set from your own numbers.

The Setup

What I Set Up for Online Stores

Purchase tracking you can trust

Purchase events with order value in Google Ads and Meta
Meta Conversions API alongside the pixel
Checked against your actual store orders

Google Shopping & Performance Max

Merchant Center feed audit and fixes
Campaigns split by margin and best sellers
Brand searches watched so they don't inflate results

Meta prospecting & retargeting

Broad and interest testing for new customers
Catalogue ads for viewed and added-to-cart products
Creative tested in small batches, winners scaled

Reporting on what matters

Return on ad spend and cost per purchase
Blended results across Google and Meta
Weekly notes on what changed and why

Keywords

What to Pay For, What to Block

Search themes worth paying for

[product] buy online / price
[product type] Australia / delivered
your brand name (cheap to protect)
gift and seasonal searches
specific sizes, colours and materials

Negatives I add for online stores

free, DIY, how to make, template
jobs, careers, wholesale supplier
second hand, used, Marketplace, Gumtree
repair, manual, replacement parts
brands and products you don't stock

Strategy

Google or Meta for an Online Store?

Most stores need both, in different proportions. Google Shopping and Search capture demand that already exists: people who know what they want and are comparing where to buy it. Facebook and Instagram create demand: they introduce new customers to products they didn't know they needed, and bring back people who browsed but didn't buy.

As a rule of thumb, an established product category with plenty of search volume leans toward Google, while a new brand, a unique product or anything highly visual leans toward Meta. On Meta, the creative is the targeting, so the account needs a steady flow of fresh photos and short videos. I write the ad copy, brief the creative and test it, and I can work with the content you already have.

Most clients spend $1,000 to $10,000+ a month on ads, and management is a flat monthly fee or a percentage of spend, with no lock-in contract and no markup on ad spend. See how pricing works →

Also see: What Google Ads costs in Australia · Why ads get clicks but no results · Google Ads management Brisbane

FAQ

Ecommerce Questions

How much should an online store spend on ads?

Most Caleb Marketing clients spend $1,000 to $10,000+ a month on ads. For an online store, the better question is how much you can spend while staying profitable, which depends on your margins, average order value and how often customers buy again. That number gets worked out with you before any budget goes live.

What is a good ROAS for ecommerce?

There is no universal number. Your break-even return on ad spend depends on your margin: a product with a 50% margin breaks even at about 2x, while a 25% margin needs about 4x. Targets are set from your own numbers, not industry averages.

Do you work with Shopify stores?

Yes. Shopify, WooCommerce and other platforms, as long as purchases and order values can be tracked accurately. Tracking is checked before any budget goes live.

Can you help with ad creative?

Yes. I write the ad copy, brief the creative and test variations. You supply product photos and videos, or customer content, and I tell you which formats to make more of based on what is actually selling.

How do you charge for ecommerce ads management?

Management is a flat monthly fee or a percentage of ad spend, typically $500 to $2,000+ a month, with no lock-in contract and no markup on ad spend.

Turn Ad Spend Into Profitable Orders

Fill out the form and I'll get back to you within 24 hours with a free audit and a clear plan for your paid advertising.

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Get Started

Get Your Free Ecommerce Ads Audit

Tell me about your online store and I'll send back a free audit of your Google and Meta ads - what's selling, what's wasting money, and what I'd change first. No commitment, no sales pressure.

Free strategy consultation
Full campaign audit included
No commitment required
Response within 24 hours

You'll deal directly with me, Caleb Peirce. No account managers, no lock-in contracts. I read every enquiry myself and reply within 24 hours.

Ecommerce Ads That Sell Profitably