Google Ads · Shopify and WooCommerce stores · Australia
Google Ads for Australian ecommerce stores that answer to your revenue.
Search, Shopping and Performance Max for Australian ecommerce brands, built and run from Melbourne by me, Mark Tran, the person you actually talk to. Shopify, WooCommerce, or whatever your store runs on. Google flatters its own numbers; I judge the account against your revenue and show you the gap.
I’m based in Melbourne and work with stores across Australia. There is no account manager between you and the account: the person who builds it is the person who reports on it.
Who this is for
Stores where Google should already be a profit channel.
- Australian ecommerce stores on Shopify or WooCommerce with a product feed, or one that needs building
- Accounts where Performance Max spends most of the budget and nobody can say where it went
- Brands ranking on their own name and unsure whether paying for it is worth it
- Stores with disapproved products, thin feeds or a Merchant Center that has never been looked at
- Founders who want the person running the account on the call
How I run it
Structure follows intent
Search, Shopping and Performance Max each doing the job they're actually good at, segmented by product category so budget flows to what sells, not what's easiest for the algorithm.
Targets set to your account's reality
A target ROAS that's too low tells Google to flood you with low-intent traffic. I set targets from what your account actually converts at, then move them deliberately as it scales.
Placements policed
Performance Max will happily spend your budget on mobile games and Gmail if you let it. I check where the money actually goes and cut the placements that never sell.
Feed health before cleverness
Disapproved products and a messy feed quietly cap your Shopping coverage. Whether it comes out of Shopify or somewhere messier, fixing the boring things usually beats adding another campaign.
Search terms read weekly
The search-terms report is where wasted spend hides. I read it, add negatives, and tell you what your customers are actually typing.
Scaled around the retail calendar
EOFY, Black Friday and Christmas are planned for in advance, so peak demand lands on an account that's ready for it.
Shopify and WooCommerce specifics
Most Google Ads problems on a store are feed problems wearing a campaign costume.
The feed is the campaign
On Shopify the feed usually comes through the Google and YouTube app; on WooCommerce through a feed plugin. Either way Google only sells what it can read: product titles written the way people search, correct identifiers, prices and availability that match the store, and no disapprovals sitting unnoticed for months.
Tiers in the structure
Not every product deserves the same bid. Custom labels split the catalogue into performance tiers, hero, standard and tail, with margin folded in where you can supply it, so the budget leans toward what makes money and lines that take clicks without selling are excluded rather than tolerated.
Brand and non-brand kept apart
Your own name converts at a rate nothing else will match, and left blended it makes the whole account look better than it is. Brand search gets its own campaign and its own read, and whether it is worth paying for is something we measure rather than assume.
Tracking that survives an audit
Google Ads conversion tracking and GA4 checked against what the store recorded, and one source of truth for a sale. If the platform's count and Shopify's drift apart, the bidding is being trained on the wrong number.
The first 90 days
Feed first, structure second, scale third.
Days 1 to 10
Feed, Merchant Center and tracking before anything else. I work out your break-even ROAS with margin and management in it, clear disapprovals, and make sure a sale in the store is a sale in Google Ads. Access is through your own Google Ads and Merchant Center accounts; everything stays yours.
Weeks 2 to 4
Restructure: brand separated from non-brand, Shopping or Performance Max segmented by category and margin, placements and search terms cleaned up, and targets set from what the account actually converts at rather than a number Google suggested.
Month 2
Read the account against revenue and break-even. Move targets deliberately, scale what clears the bar, and cut what does not. Search terms every week, with the feed checked alongside them.
Month 3 and on
Plan the retail calendar (EOFY, Black Friday, Christmas) months ahead so peaks land on a ready account. You get a short weekly update and a full monthly report against your revenue, with Google's attribution shown next to what the store recorded.
From a real account
One account I inherited had 85% of its Google budget in a single PMax campaign, serving video ads to puzzle game apps. Six months, zero sales.
I removed the video assets, corrected a target ROAS set at 160% when the account converted at 450 to 500%, and rebuilt the feed. Across the 15 months tracked in the case study, the channel averaged an 8.54x ROAS and peaked at 15.8x.
Read the full case study→Questions about Google Ads management.
Shopping or Performance Max for a Shopify store?+
Usually both, doing different jobs. Standard Shopping gives you control and a clean read on what sells; Performance Max reaches further but hides where the money goes unless it is segmented and its placements are policed. Which one leads depends on your catalogue size, margins and how much history the account has.
What target ROAS should I set?+
Start from your break-even, worked out from margin after product cost, fees, shipping, GST and management, then set targets from what the account actually converts at. A target set too low tells Google to buy cheap, low-intent clicks. A target set from wishful thinking starves the account. Neither is a strategy.
Do you manage the Merchant Center feed too?+
Yes. Feed quality is most of Shopping performance, so titles, identifiers, disapprovals, pricing sync and custom labels are part of the work, not a separate service.
Should I bid on my own brand name?+
It depends on who else is bidding on it and what happens to sales when you stop. Brand search converts extremely well, which is exactly why it should sit in its own campaign and be measured on its own rather than propping up the account's average.
Can you fix a Performance Max campaign that spends but does not sell?+
Often, and the fix is usually not more budget. Wrong targets, video assets running to app placements, a feed with half the catalogue disapproved, and no segmentation are the common causes. The proof card on this page is one such account.
Do you also do SEO for ecommerce?+
Yes. My roots are SEO, including national brands at Megantic. Paid ads lead; SEO comes in when it makes sense for your stage.
What does it cost?+
A flat monthly base plus a percentage of ad spend, both ex GST, with the percentage stepping down as spend grows. Month to month on 30 days' notice. Ask on the audit call and you get a straight number for your spend.
Who supplies the creative?+
Ad copy, creative direction and recommendations are part of the job. You supply the images and video. If you need photography, video, UGC or design made, bring your own team or I'll quote it separately before any work starts.
Is there a setup fee?+
Only if the pixel, ad account or catalogue needs building from scratch. It's a one-off, and it's waived if you commit to three months. Already set up? No setup fee. Anything bigger, like a tracking rebuild or feed repair, gets scoped and priced before I start.
What's the commitment?+
Month to month, no lock-in. Either of us can end it with 30 days' written notice, and email is fine. A billing month that has started isn't refunded. The only exception to month to month is the optional three-month commitment that waives a setup fee.
Guides
Work through the numbers.
Get a straight answer on your Google account.
Fifteen minutes, screen shared, on your live campaigns. You leave with the one thing I'd fix first.
Free, on your real account, no obligation.