Where I start in the account

We pick a product group and follow one search through to an order. I check the feed, the destination page, recorded purchases and whether brand searches mask what happens with new customers. A recorded purchase should correspond to a real order.

Depending on the findings, you get feed corrections, a campaign structure for Search or Shopping and agreed changes to the landing pages. We consider Performance Max when the catalogue, goals and data support it.

How do we judge the business result?

Ad revenue means less on a product with frequent returns than on one with a healthy margin. We work out what's left after product, shipping and return costs before deciding what a new customer can cost. See the budget versus store example.

What budget do I need?

There isn't one number that fits every catalogue. Your markets, margins and recent spend help us estimate the work. Media spend, management and any feed or store work are separate in the proposal. You can also book just the account review.