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 media buyer for your US business
I help e-commerce brands sell more, and I help real estate, home service, and aesthetic businesses in the United States get qualified leads with Meta and Google. 7+ years. $20M+ ad spend managed. Top Rated Plus on Upwork.
Frequently asked questions
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.
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 and growth strategist. I run Meta and Google ads for US e-commerce, real estate, and home service companies, with a focus on sales, booked calls, and revenue.