E-commerce
E-commerce Meta and Google Ads That Sell, Not Just Generate Traffic
Stores do not need more leads. They need purchases. This is the Meta and Google playbook I use for US DTC brands.
E-commerce ads fail when they are treated like lead gen. A store does not win by collecting emails. It wins when the cart converts and the funnel is not leaking.
I run paid sales ads for Shopify and DTC brands: Meta catalog and Advantage+ purchase campaigns, Google Shopping and Performance Max, creative tests, and weekly scaling of winners.
The structure that reports to sales
- Meta: Pixel + CAPI, purchase as the primary event, catalog synced, Advantage+ shopping and testing campaigns with a clear offer.
- Google: Search and Shopping for high-intent queries, PMax only after feed quality and conversion tracking are clean.
- Creative: Product, UGC, and offer angles. The first three seconds matter more than targeting tweaks. That is the AI ads strategist layer.
What I do not do
I do not run e-commerce accounts as lead-form machines. If your goal is purchases, the campaign objective, landing page, and reporting must all say purchase.
Proof from live accounts
Winning campaigns on long-running stores have hit 20X–50X+ ROAS. Other accounts scaled thousands of purchases at a controlled cost per purchase. Results vary. The method does not: track purchases, test creative, cut waste.
TikTok in the mix
TikTok is a creative laboratory, not always the checkout engine. Use it when you can ship volume. Keep conversion weight on Meta and Google unless TikTok is already buying. Details: TikTok vs Meta vs Google.
Work together
Book a strategy call, WhatsApp, or hire a media buyer who already lives in purchase metrics.
Hire a performance marketer for your brand
I help DTC brands and lead gen businesses grow with Meta Ads, Google Ads, creative, funnel, and CRM follow-up. One person who owns the whole path. 7+ years. $20M+ ad spend managed. Top Rated Plus on Upwork.
Frequently asked questions
Should an e-commerce brand start on Meta or Google?
If you have demand in search, start Google Shopping and Search. If you need to create demand, start Meta with catalog and Advantage+ purchase campaigns. Most stores eventually need both.
What ROAS should I expect?
It depends on margin, AOV, and offer. I report cost per purchase and ROAS against your real contribution margin, not a generic 3X target.
Written by
Asmat
Senior media buyer. I run Meta Ads, Google Ads, creative, funnel, and CRM follow-up for DTC brands and lead gen businesses. The goal is sales and qualified leads, not cheap clicks.