Ecommerce Promotion Strategy: A Step-by-Step Plan
Read the guide
eCommerce Advertising
Online Store Advertising — More Sales, Lower Costs
We help online stores increase sales through Google Shopping, Performance Max, Meta Catalog Ads, and Dynamic Remarketing. We scale revenue while optimizing ad spend.
4.8x
Average ROAS
-35%
CPO Reduction
300+
Orders/Month
50+
eCommerce Clients
Complete Toolkit for Sales Growth
We use every effective tool to maximize your online store's return on ad spend
Google Shopping
Product feed setup and optimization, Shopping campaign management. We maximize impressions and product visibility in Google search results.
Performance Max
AI-powered Google campaigns across all channels — Search, Display, YouTube, Gmail. Maximum coverage with smart budget optimization.
Meta Catalog Ads
Dynamic product ads on Facebook and Instagram. Automatic display of relevant products to users based on their browsing and purchase history.
Dynamic Remarketing
Automatic ads showing products viewed by users but not purchased. We return potential buyers with personalized creatives.
Cart Abandonment Retargeting
Special campaigns targeting users who added products to cart but didn't complete purchase. Average conversion rate 3–7%.
Sales Analytics
GA4 eCommerce setup, funnel tracking, attribution modeling, and customer LTV analysis. Data-driven decisions for growth.
From Audit to Scaling in 5 Steps
1
Store Audit
Analysis of current campaigns, product feed, conversion tracking, and store technical performance.
2
Strategy
Selecting optimal channel mix, budget allocation, and target ROAS based on your niche and competition.
3
Campaign Setup
Creating Shopping, Performance Max, and Meta Catalog campaigns with proper feed optimization and tracking.
4
Optimization
Daily bid management, product group optimization, negative keywords, audience refinement for best ROAS.
5
Scaling
Budget increase on proven winners, seasonal campaign adjustments, and expansion to new markets.
Real Results for Online Stores
Figures from live client accounts — not projections.
Client case · Medical equipment
+47.8% conversions in 9 months
A large store selling health technology — blood pressure monitors, massagers, orthopaedics and cardio equipment. We audited the account, restructured Performance Max, optimised the Shopping feed and launched 6 new campaigns for categories that had never been advertised.
+47.8%Performance Max conversions at a stable cost per conversion
−45%cost per conversion in Shopping
+502orders from 6 new PMax campaigns built from scratch
Client case · Cosmetics
Profitable within 5 weeks from zero
A cosmetics store with no prior Google Ads experience. We configured GA4 e-commerce tracking and Merchant Center, launched Google Shopping, and added Performance Max once the first data had accumulated.
5 weeksto reach profitability with no prior Google Ads experience
300%+ROAS achieved on a modest starting budget
Useful materials
Read about e-commerce advertising
Practical guides from the Spilno team — how to set up Shopping, launch PMax, and achieve ROAS that actually pays off.
Strategy
Google Shopping
How Google Shopping campaigns work in Google Ads: a first-time advertiser’s guide
Read the guide 
Performance Max
How Performance Max campaigns work in Google Ads: a guide for first-time advertisers
Read the guide 
Merchant Center
Google Merchant Center: How to Run Ads Only for a Specific Product Group in Google Ads
Read the guide
Free of charge
Read about the audit
Get a Google Ads audit for your online store
Not just checking CTR and settings — but a financial analysis: which campaigns generate profit, which burn budget, and where your minimum ROAS sits given your margins.
We identify profitable, break-even and loss-making campaigns
We calculate your minimum ROAS based on your margin
We show where you’re losing money and what to fix first
Technologies
Tools we use for online stores
We use proprietary AI tools for rapid optimisation — not just the standard platform features.
Claude AI
We analyse Google Ads and GA4 reports, write product ad headlines, generate A/B test hypotheses, and automate routine data work.
Data analysis
Ad copy
A/B hypotheses
AdFeedManager
We manage product feeds for Google Shopping and Meta Catalog: segment by margin, auto-update prices and availability, exclude low-ROAS products.
Feed management
Margin segmentation
Auto-updates
RobotsCheck
Cross-checks the Google Merchant catalog against active Google Ads campaigns and finds products that passed moderation but aren’t running any ads. Real example: 1,375 products in the feed, 227 not advertised, 83% coverage.
Merchant Center
Ad coverage
ROAS monitoring
Read the RobotsCheck case study →
FAQ
Frequently Asked Questions
Read before you start — then ask us directly.
What is the minimum advertising budget for an online store?
The advertising budget depends on your niche, number of SKUs, and competition level. At the start, we recommend a budget large enough for Google and Meta algorithms to learn — otherwise optimization data accumulates too slowly. We’ll calculate a specific estimate for your store after a brief audit. The ad budget is transferred directly to the platforms — with no agency commission on top.
What’s better: Google Shopping or Performance Max?
It depends on your scale and goals. Google Shopping (Standard) gives more control over bids and segmentation — ideal for starting out and precise optimization. Performance Max automatically distributes budget across all Google channels and is suited for scaling. We typically recommend running both types in parallel and comparing ROAS by product category.
Is Google Merchant Center required?
Yes, Google Merchant Center is a mandatory requirement for running Shopping ads. This is where your product feed is uploaded — product name, price, availability, image, and URL. We handle the complete Merchant Center setup, site verification, feed upload, and error fixing. If you already have an account, we connect to it; if not, we create one from scratch.
How do I connect Facebook Catalog for advertising?
Facebook Catalog is set up through Meta Business Manager. We create or connect your catalog, configure automatic feed updates (XML or CSV), and install Meta Pixel on your site to track product views and cart events. We then launch Dynamic Ads — your products automatically appear on Facebook and Instagram to the right audience.
How long until the first sales from advertising?
First orders typically appear within the first 3–7 days of launching Shopping or Meta Catalog. However, we recommend evaluating performance after 4–6 weeks, once algorithms have gathered enough data and completed their learning phase. Optimal ROAS is usually reached around months 2–3.
How do you measure e-commerce advertising effectiveness?
The primary metric is ROAS (Return on Ad Spend): how much revenue each dollar spent on advertising generates. We also track CPO (cost per order), site conversion rate, average order value, and new vs. returning customer ratio. All of this is set up in GA4 with channel-level breakdown. You receive a weekly report with key metrics and recommendations.
“E-commerce advertising without a financial focus is a budget drain, not an investment. We always start with margin analysis: which products are truly profitable after subtracting ad costs, shipping, and returns. Only then do Google Shopping and PMax become a manageable growth tool — not a black box. I invite you to a free consultation to review your store’s economics together.”
Valeriy Krasko
CEO & Founder, Spilno Agency
Grow Your Online Store Sales
Fill in the form — we will audit your current campaigns and prepare a strategy to maximize your ROAS.