An ecommerce PPC consultant is an independent specialist who plans and manages paid advertising for online shops, mainly Google Shopping, Performance Max and Search, to grow profitable sales. Stevie Morris does this with 14 years' experience, from £300 a month. I focus on margin and profit, not vanity ROAS, so your ad spend grows the business.
Start a conversationPPC in ecommerce is paid advertising where an online shop pays each time someone clicks an ad, typically a Google Shopping listing or Search ad. Results depend on the product feed, campaign structure and accurate sales tracking.
The cost of getting this wrong is spending on products that do not make money, which is why the rest of this page starts from margin. For the fee, see what a PPC consultant costs.
ROAS measures revenue per pound of ad spend, while POAS measures profit per pound after product costs and returns. A high-ROAS product with thin margins can lose money, so Stevie Morris optimises for profit contribution where margin data exists.
Most ecommerce brands are optimising for the wrong number. A 10x ROAS sounds impressive until you account for product margins, fulfilment costs, and returns — and realise you’re barely breaking even on those sales.
I take a different approach. Before touching a bid strategy or shopping feed, I want to understand your margin structure. Which products are actually worth advertising? Where does POAS (profit on ad spend) flip negative? That shapes every campaign decision — from product prioritisation in Shopping to exclusion logic inside Performance Max.
An ecommerce PPC consultant structures Google Shopping and Performance Max campaigns, improves the product feed, sets bids around margin, adds Search and remarketing campaigns, and checks conversion tracking. Stevie Morris also runs the account day to day.
Performance Max combines Shopping, Display, YouTube and Search in one campaign. Stevie Morris structures it with asset groups by product category, audience signals from customer data and product-level exclusions, and uses Standard Shopping where it performs better.
Google’s own recommendations will tell you to hand everything to Performance Max and let the algorithm decide. That works well for Google’s revenue. It’s not always the best approach for yours.
PMax consolidates Shopping, Display, YouTube, and Search into a single campaign — which means budget that should be going to your proven Shopping SKUs can quietly bleed into low-quality Display placements or branded queries that would have converted anyway.
I use a structured approach to Performance Max: clear asset groups per product category, strong audience signals built from your existing customer data, and product-level exclusions to keep wasted spend in check. Where Standard Shopping still outperforms PMax for certain account setups, I’ll say so honestly and use whichever structure serves you better.
The goal is always the same — profitable growth, not impressive-looking dashboards.
A Google Shopping product feed is the product data an online shop sends to Google, and weak titles, missing GTINs, thin descriptions and unused custom labels reduce performance. Stevie Morris reviews titles, descriptions, custom labels and category mappings.
Your Google Shopping feed is your product catalogue sent directly to Google’s matching engine. If your product titles are pulling from generic database fields, your descriptions are thin, or your custom labels aren’t mapped to margin tiers — you’re leaving significant performance on the table before a single bid is placed.
I review your feed for the issues that consistently hold ecommerce Shopping performance back: weak titles missing key search attributes, missing or inaccurate GTINs, unhelpful category mappings, and custom labels that aren’t being used for smart bidding segmentation.
Feed work isn’t glamorous but it’s often where the biggest gains are. Getting the product data right means better auction eligibility, better match quality, and better results from every bid strategy on top of it.
More ad spend does not fix conversion rate problems, checkout friction or weak product-market fit. Stevie Morris says when advertising is not the constraint and points to what needs fixing before paid traffic is scaled.
If your ecommerce store has conversion rate problems, checkout friction, or product-market fit issues — more ad spend won’t save it. I’ll tell you when the constraint isn’t the advertising. Sometimes the most valuable thing I can do is point you toward what actually needs fixing before we scale paid traffic.
An ecommerce PPC consultant works on the account personally, while an agency spreads it across a team. Stevie Morris is an independent specialist who manages every account personally, with no junior or account manager between the client and the work.
At a larger agency, your ecommerce account can be managed day to day by a junior account manager working across a large portfolio. Strategy decisions are made by someone senior, but the day-to-day optimisation — the bid adjustments, the search term reviews, the feed updates — is done by whoever has capacity.
As an independent specialist, I personally manage every account I take on. There’s no handover to a junior, no account manager between you and the person making decisions. When you ask a question, I answer it. When something needs adjusting, I adjust it.
Not sure you need an agency at all? Do I need a PPC agency? For general PPC advice and support beyond ecommerce, see my PPC consultant page.
Ecommerce PPC management from Stevie Morris costs 10% of monthly Google Ads spend, with spend rounded down to the nearest £100, and a minimum of £300 a month covering up to £3,000 of spend. Ad spend is paid directly to Google with no markup.
More on what a PPC consultant costs.
PPC in ecommerce is paid advertising where an online shop pays each time someone clicks an ad, typically a Google Shopping listing or Search ad. Results depend on the product feed, campaign structure and accurate sales tracking.
An ecommerce PPC consultant structures Google Shopping and Performance Max campaigns, improves the product feed, sets bids around margin, adds Search and remarketing campaigns, and checks conversion tracking. Stevie Morris also runs the account day to day.
ROAS (return on ad spend) measures revenue per pound of ad spend, while POAS (profit on ad spend) measures profit per pound after product costs and returns. A high-ROAS product with thin margins can actually lose money when you factor in the true cost of goods. I optimise for profit contribution wherever margin data is available.
Yes. Performance Max combines Shopping, Display, YouTube and Search in one campaign. I structure it with asset groups by product category, audience signals from customer data and product-level exclusions, and use Standard Shopping where it performs better.
Yes. A Google Shopping product feed is the product data an online shop sends to Google, and weak titles, missing GTINs, thin descriptions and unused custom labels reduce performance. I review titles, descriptions, custom labels and category mappings as part of ecommerce account management.
Ecommerce PPC management from Stevie Morris costs 10% of monthly Google Ads spend, with spend rounded down to the nearest £100, and a minimum of £300/month covering up to £3,000 of spend. At £4,500/month in spend, for example, the fee is £450/month. Ad spend is paid directly to Google; there’s no markup on media.
Not necessarily. If your current setup is working well, I’ll tell you honestly. There is a free basic health check, and a £450 one-off in-depth audit with a written report within 5 working days of read-only access, if you want an expert second opinion. See PPC audits. There’s no obligation to move your account.
My primary focus is UK-based businesses, but I work remotely and have experience running campaigns targeting UK audiences from brands based elsewhere. Get in touch to discuss your specific situation.
PPC and SEO do different jobs for an online shop. PPC buys traffic through paid ads for as long as the spend continues, while SEO builds organic rankings over time. Stevie Morris’s service covers paid advertising, so the choice depends on budget, margins and timescale.
If you're running Google Shopping or Performance Max and suspect you're optimising for the wrong metrics — or you want a specialist to build it right from the start — let's talk. I offer a straightforward initial conversation to assess whether I can genuinely add value to your account.
Call 07410 907 104 Start a conversation