Google Ads Run by Senior Buyers, a Decade Deep in the Auction.
Senior Google Ads buyer team running Search, Shopping, Performance Max, and YouTube against NC-CPA and MER, not the platform ROAS column. Built for DTC brands at $100k+/mo on Shopify.
Performance Max Is a Channel Decision, Not a Default.
Most DTC brands at $100k+/mo are letting Performance Max absorb the spend that should be tier-segmented across Search brand defense, Shopping product-level intent, and YouTube upper-funnel. The platform rewards consolidation because the auction takes more margin out of a black-box campaign than a transparent one. Operators reading the auction know when Performance Max earns the budget and when it costs the buyer the ability to diagnose.
How we operateThe operating model, in 33 words
EcomLabs360 runs full-funnel growth for founder-led DTC brands at $100k+/mo through a proprietary AI-augmented stack, a cross-account knowledge OS, and a team that operates its own brands in parallel.
What we run inside your account
- 01
Senior buyer coverage across Search, Shopping, Performance Max, and YouTube
Tier-segmented campaign architecture across the four Google surfaces a DTC brand at $100k+/mo actually needs. Brand defense and high-intent non-brand in Search. Standard Shopping for product-level diagnosis, Performance Max only where the asset feed and conversion signal can earn the black-box. YouTube upper-funnel on the brands where the catalog supports the watch-time. One operator coordinates all four.
- 02
Attribution discipline against NC-CPA and MER, not platform ROAS
Platform ROAS includes brand search revenue that would have happened without the spend. NC-CPA isolates new-customer acquisition cost. MER captures whether total media spend across Google plus Meta is generating total revenue lift. We read the Google account against blended measurement, and the weekly call shares the same numbers we read.
- 03
View-through accounting that doesn't double-count Meta
Default Google view-through windows credit conversions that Meta would also credit. We set view-through stitching by hand so the same purchase is not counted twice in cross-channel attribution. GA4 + Google Ads + Meta Ads attribution is reconciled at the brand-level MER, not at the platform column.
- 04
Performance Max asset feed discipline
The asset feed determines whether Performance Max earns the budget or burns it. Product titles structured for the categories the buyer actually wants to win, image and video assets fed through the eval-judge pipeline before they enter the campaign, audience signals seeded against real CRM cohorts rather than Google-suggested defaults. Performance Max is a feed problem before it is a budget problem.
- 05
Cross-account playbook built over a decade of buying
Patterns surfaced across current engagements feed back into every account we run. The seasonality read on one beauty brand informs the auction expectation on the next. The Shopping feed structure that earned the click-share on one supplement account becomes the starting hypothesis on the next. Operators with cross-account context start ahead of operators reading one dashboard.
Mi Amante Professional runs Google Ads across Bulgarian, Slovak, Polish, Czech, and German markets alongside the Meta layer. The Google account is structured per-market with attribution reconciled against MER at the brand level, not platform ROAS by territory. The operator running Google sits in the same weekly call as the operator running Meta and the operator running Klaviyo, which is the only configuration where multi-market cross-channel measurement holds together.
From diagnostic to compounding outcome
- 01
Diagnose
We sit with the existing account until the structure tells us what is working and what is absorbing budget. Search non-brand vs brand allocation, Shopping product-level CTR and CR diagnosis, Performance Max asset feed audit, view-through stitching, GA4 source reconciliation. No template diagnostic. The account tells us the next test before we run it.
- 02
Architect
Tier-segmented campaign architecture takes shape around what the diagnosis surfaced. Brand defense isolated, non-brand intent segmented by category, Shopping structured for product-level signal, Performance Max scoped only where the feed and conversion signal can carry the black-box. Cross-channel attribution stitched against MER before any new spend ships.
- 03
Operate
We run the account on an operator cadence. Daily monitoring on the high-intent surfaces, weekly performance call with the Meta and Klaviyo operators in the same room, creative and feed refresh on the rhythm the auction calls for. Operators in the e-com field since 2014, the senior buyer is the buyer on the account.
- 04
Compound
Winners scale, losers cut fast, and the patterns that emerge feed the cross-account playbook so the next quarter starts ahead of where this one ended. Google compounds across the catalog when the Shopping feed and the Performance Max signal are healthy. The compounding shows in MER, not in the platform column.
The metrics that move business outcomes
NC-CPA
New customer cost per acquisition, isolated from brand search revenue that would have happened anyway.
MER
Media Efficiency Ratio across Google plus Meta plus the rest of the spend. The brand-level number that captures cross-channel reality.
View-through stitched attribution
Google view-through credit reconciled against Meta view-through credit so the same purchase is not counted twice.
Search impression share (brand vs non-brand)
Brand defense health alongside non-brand intent capture. The two are read separately, not summed.
Shopping CR by product
Product-level Shopping conversion rate diagnosis. Identifies which catalog segments earn the click-share and which are absorbing impressions without converting.
Performance Max incrementality
Lift testing against a Performance Max holdout. Confirms whether the black-box is creating incremental revenue or claiming credit for purchases that would have closed via Search.
Good fit / Not a fit
- DTC brand at $100k+/mo on Shopify with existing Google spend and a current attribution model that needs reconciliation
- Catalog or category fit for Shopping plus Search plus Performance Max coverage, not single-surface dependency
- Operator on the client side who reads MER, not just platform ROAS columns
- Multi-market or international DTC brand needing tier-segmented per-market account architecture
- Pre-product-market-fit brand: Google compounds existing demand more than it creates it
- Single-SKU low-AOV catalog where Shopping economics do not support the auction
- Brand insisting on platform ROAS as the only success metric: we will not run an account against a metric that misreads the auction
- Wants Google as a standalone channel with no Meta or Klaviyo coordination: full-funnel measurement requires cross-channel reconciliation
Documented engagements for this service
What we look at first inside a Google account
Most Google accounts at $100k+/mo are running a structure that worked two years ago against an auction that has changed three times since. The first read is the structure itself. Brand search defending against brand-bidders. Non-brand intent segmented by the categories the buyer actually wants to win. Shopping running at the product level with feed titles structured for the matching the auction is actually doing. Performance Max scoped only where the asset feed and conversion signal can carry the black-box.
Operators with current context across enough live engagements know which surfaces have shifted recently and which have not. The cross-account read informs the first hypothesis on every new engagement, which is the difference between a buyer who reads dashboards and a buyer who reads the auction.
How we measure
Platform ROAS in Google Ads is the number that tends to flatter the account, because the column credits revenue from brand search and from view-through windows that overlap with Meta. We measure against NC-CPA at the campaign level and MER at the brand level, with view-through stitching reconciled so the same purchase is not counted by both Google and Meta.
The weekly call shares the same MER number we read internally. The number on the dashboard is the number on the call. No filtered attribution windows, no selectively chosen comparison periods.
Cross-channel coordination
Google Ads is one input in the funnel. The full value emerges when the Meta buyer, the Google buyer, and the Klaviyo operator coordinate the brief, share the attribution model, and read the brand-level MER together. Brands running Google as a standalone channel are paying for traffic that the other channels also influenced, and reading a number that does not reflect what the spend actually did.
See also: Meta Ads for the cold-traffic creative engine that pairs with this layer, and Advertorials for the pre-sell pages that compress CAC across both paid surfaces.
FAQ
Why do you not lead with case-study ROAS numbers?
Do you run Performance Max?
How do you coordinate Google with Meta?
What about GA4 attribution?
What is the minimum spend?
What is the engagement length?
How do retainers work?
What is the timeline from first call to active management?
What is the minimum monthly commitment?
If you are a growth-focused ecommerce brand doing $100k+/mo on Shopify, $3M+/yr on Amazon, or $2M+/yr on TikTok Shop, we would love to help you scale to your next milestone.
