Digital Advertising & PPC Services

Paid Media Frequently Asked Questions

Can your PPC actually scale as your product range grows?

Short answer: yes.

The longer answer is that we build PPC so it still works when you add new categories, new SKUs, and new markets, not just when you have a neat starter catalogue.

We’ve done this for fashion brands, B2B beauty, electronics retailers and niche eCommerce stores with fast‑moving ranges.

How do you structure PPC for expanding product lines?

When your range grows, the account has to grow with it without turning into chaos.

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Our approach focuses on three things:

Structure by meaningful groups, not guesswork
Campaigns and asset groups are built around product categories, margins, intent level and lifetime value, not just broad keyword buckets.
Product feed and Merchant Centre rules that scale
We use clean feeds and Merchant Centre rules to control which products show where, and to spin up or dial down visibility as new lines launch or old ones need clearing.
Testing that keeps control as you add more
We run controlled experiments on bids, audiences, and creatives so new products plug into a framework that’s already proven, instead of starting from zero each time.

This gives you a setup where adding 200 new products is a process, not a fire drill.

What does this look like in real campaigns?

To make this concrete, here’s how scalable PPC has played out in client accounts:

B2B beauty brand with products and courses
We built a paid media plan around two distinct product categories (products and training), across Google Ads, Meta, TikTok, Pinterest and Snapchat, all integrated with Shopify. During peak season, Google Ads hit a ROAS of over 16, Meta Ads delivered 14.7, and total website revenue rose 35.6% in 12 months, with users up 48.9%.
Fashion eCommerce store through peak winter
Over a key winter period, revenue grew 92% year on year, transactions rose 119%, and the eCommerce conversion rate more than doubled. Revenue from Paid Search alone increased by 558.27%, off the back of tightly structured campaigns aligned to the product range and seasonal demand.

International electronics retailer with a huge catalogue
For a household‑name electronics retailer selling “all types” of products online and in‑store, we rebuilt PPC and organic strategy around both category performance and local store demand. Paid media drove a 97% increase in online revenue year on year, ROAS improved from 9.81 to 13.8 while media spend rose 40%, and monthly revenue was up £49k by the second full month.
Niche furniture brand scaling with limited budget
For a TV bed retailer starting from a fresh domain and small budget, we combined focused content, link building and cost‑effective PPC including Performance Max. Website sessions grew 180% year on year and revenue doubled, showing how a lean account can still scale with the range if the structure is right.

These examples are different businesses, but the principle is the same: the account is built so you can keep adding categories without tearing everything down each quarter.

What do you get as your range keeps growing?

If you’re expanding your product lines, you’ll want answers to questions like:

“Which categories actually justify more budget this month?”
“Are new products stealing sales from existing lines or lifting overall revenue?”
“What happens to ROAS when we add an entirely new range?”

Our setup is designed so you can see that clearly:

Reporting broken down by category, product type, or margin band.
Budget controls that let you push winners and protect core ranges while you experiment.
Feed and campaign structures that don’t collapse the second you add a new collection.

So if you’re wondering “Can you handle PPC as we keep adding products?” — this is exactly the kind of account we build PPC for.

How do you track ROI when running PPC across lots of categories?

We don’t just give you one blended ROAS and hope it makes sense.

We break reports down by category and brand, so you can see which ranges are driving profit, which ones are better at recruiting new customers, and where budget should actually go.

Where we can, we optimise to profit or margin-weighted goals, not just a headline ROAS at campaign level.

Under the bonnet we use server-side tracking to clean up GA4 data, plus data-driven attribution in GA4 and the ad platforms, along with assisted conversion and path reports. That means early-stage and supporting campaigns get fair credit rather than being cut by last-click reports.

For brands with longer journeys or stores, we also bring in repeat purchases and offline impact – for example, using local intent data and store visit signals alongside online revenue for Euronics that saw a 97% increase in online revenue and ROAS rise from 9.81 to 13.8 while spend went up 40%.

If you want the full breakdown, we’ve written a detailed guide on how we track PPC ROI across complex product catalogues – that’s where we show the full process step by step. You can check that out here.

Who actually runs my account day to day?

You’ll have a named senior strategist who owns your plan and is responsible for results. They’re the person you see in strategy sessions, not someone who pops up once at pitch and disappears.

Around them, we build a small team so you always know who does what:

Strategy – your senior lead sets direction, signs off tests and keeps the account moving.
Daily optimisation – a specialist manages bids, search terms, creative tests and feed changes.
Reporting – we pull performance into clear reports and calls, with real commentary, not just charts.

We don’t hide juniors behind inflated job titles or swap your team without telling you.

Before you come on board, we’ll show you exactly who would be working on your account and how much time they’ll spend on it.

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