Growth and planning
Growing a store with Google Ads: scaling, seasonality and Q4, working with agencies and selling across borders.
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Agency vs In-House vs Freelancer: Who Should Run Google Ads?
Find the set-up that fits your store's budget and catalogue, then check whoever runs the ads by one number: the share of budget on products that never sell.
Black Friday Google Ads: A Week-by-Week Plan for Stores
See when to change Shopping and Performance Max before Black Friday and what to leave alone. Two weeks out: budgets up 20–30%, target ROAS down 10–15%.
Seasonal Demand in Ecommerce: Measure It and Plan Google Ads
See how seasonal online stores really are, with data from 96 stores, and what to do in Google Ads and the catalogue before, during and after the peak.
Ecommerce Growth Strategy: Google Ads Levers and Their Order
Get a five-step plan to grow your store's revenue from Google Ads. It starts with conversion numbers you can trust and uses data from 1,360 store-months.
International PPC: Shopping and PMax Across Countries
See what changes when your store sells in several countries, from shipping settings in Merchant Center to ROAS targets per market, and the order to set it up.
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Shopify Markets and Google Shopping Without Duplicate IDs
See how Shopify Markets and WooCommerce plugins send each country to Merchant Center, and how to stop one product splitting into two IDs and two histories.
Slow Season for Online Stores: How Deep It Goes, What Helps
Get a plan for your weakest months, such as cutting ad spend in steps instead of pausing, and see how big the revenue gap was in 96 online stores.
Test-Market a New Country in Google Ads: Budget and Time
Work out the budget, length and scale-or-stop rule for a new-country test in Google Ads, with a shop that tests 50 products for six weeks as the example.