PPC management for e-commerce businesses

My focus goes beyond improving the numbers reported by individual advertising platforms. I look at how your campaigns contribute to the business as a whole, including revenue generated through your website and other sales channels.

And when you work with Inwurx, I’m the person managing your accounts.

Who I work with

I work with established e-commerce businesses that are already investing in paid advertising and want experienced, hands-on management of their campaigns.

Some sell exclusively through their own websites. Others also sell through marketplaces such as Amazon and Walmart, where advertising on one platform can influence sales on another.

Whether your store runs on Shopify, WooCommerce, BigCommerce or another e-commerce platform, my starting point is the same: understand your business, how customers buy your products, and where advertising can make the greatest contribution.

My services are best suited to businesses with existing advertising accounts, historical performance data, and an established sales operation. If you’re just getting started with paid advertising, I may not be the right fit yet.

Advertising platforms I manage

I work across Google Ads, Microsoft Advertising, Meta, Amazon Ads, TikTok, Pinterest and LinkedIn, along with emerging advertising opportunities such as ChatGPT Ads.

Not every platform is right for every business. The goal isn’t to advertise everywhere, but to invest in the channels that make sense for your products, customers and business objectives.

Because I manage your advertising directly, I can evaluate performance across channels rather than looking at each platform in isolation.

A campaign that appears expensive on its own may be contributing to sales attributed elsewhere. Likewise, a campaign reporting strong returns may be capturing demand generated by other marketing activities.

Understanding those relationships helps inform where budgets should be allocated and how campaigns should be managed.

How I get started

Every engagement begins with a detailed review of your existing advertising accounts, Google Analytics 4 (GA4), and conversion tracking.

I examine how campaigns are structured, where budgets are being spent, how performance is measured, and where opportunities for improvement exist.

My initial priority is identifying issues that may be limiting performance. These can include inefficient spending, inaccurate conversion tracking, underperforming campaigns, or product feed issues affecting your advertising.

From there, I develop a plan to address the most important opportunities first.

I don’t believe in restructuring accounts simply for the sake of making changes. If parts of your advertising are performing well, there’s no reason to disrupt them unnecessarily.

When significant changes are needed, I generally introduce them in stages, preserving what’s working while improving what isn’t.

How I measure advertising performance

Return on ad spend (ROAS) is an important metric, and I monitor it closely across advertising platforms.

But platform-reported ROAS doesn’t always tell the complete story.

Google, Meta, Amazon and other advertising platforms use different attribution methods, and multiple platforms can claim credit for the same purchase.

That’s why I also look at overall business performance.

One measurement I use is blended ROAS, which compares total sales revenue with total advertising spending across channels. I also look at total advertising cost of sales (TACoS), which expresses that advertising investment as a percentage of total revenue.

These measurements provide a broader view of how advertising spending relates to sales, regardless of which platform receives credit for individual conversions.

Revenue growth matters, but so does the cost of generating that revenue. I consider advertising performance in the context of your business objectives, not simply whether sales are increasing.

For businesses selling through multiple channels, I also examine sales trends across their websites and marketplaces.

Advertising on Google or Meta can influence purchases that eventually happen on Amazon, Walmart or elsewhere. Those relationships aren’t always directly measurable, but understanding them is important when evaluating advertising performance and making budget decisions.

Reporting and communication

I provide monthly performance reports as part of my PPC management services. Weekly or customized reporting can also be arranged based on your business needs.

Between reports, I’m available by email, Slack, Microsoft Teams, phone or video call.

You’re communicating directly with the person responsible for your advertising, whether we’re discussing performance, reviewing opportunities or deciding what to do next.

How engagements work

My PPC management services are provided month-to-month, without long-term contracts.

Product feed management and optimization are included as part of my work. You can learn more about this on my product feed optimization page.

If you have an established internal marketing department, you may also be interested in PPC management for in-house marketing teams.