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Your Google Ads Account Should Run Like Tesco

Tesco runs full-price aisles and a markdown section side by side, two operations measured separately. Most Google Ads accounts only run the full-price half. Here is how to build the markdown section into ecommerce paid Shopping without compromising profitability.

When to Run Google Ads at a Deliberate Loss

The default position is that every campaign should be profitable. This position is wrong in four specific and important cases. A framework for planned commercial loss, with loss sizing, campaign structure, and finance integration.

Why Cash Cycle Beats Margin: A Working Capital Framework for Google Shopping

Most Google Shopping accounts optimise against margin. The right variable is return on inventory capital. A cash-cycle framework for ecommerce paid Shopping, from velocity tiers to PMax structure.

Why Your Shopify POAS Is Wrong (And How to Fix It in 30 Minutes)

Shopify's gross profit number excludes four major cost categories that wreck your POAS calculation. Here's exactly what's missing and a 30-minute fix.

POAS Targets by Category — Realistic Benchmarks for UK Ecommerce 2026

Realistic POAS target ranges for apparel, beauty, supplements, home goods and food, with the cost structures and competitive dynamics that drive each range.

How to Feed Margin Data Into Google Ads Conversion Values

Three ways to feed profit data into Google Ads bidding signals: conversion value rules, offline imports, server-side custom values. Step-by-step setup and trade-offs.

POAS at the SKU Level — Why Campaign Averages Hide the Truth

A campaign-level POAS of 2.0x can hide SKUs ranging from 0.5x to 4.0x. Bid decisions made on the average leak margin on both ends. How to build SKU-level POAS visibility.

The CFO's Guide to Questioning Your PPC Agency's POAS Reporting

12 questions any CFO can ask their PPC agency in 20 minutes to diagnose whether the reporting reflects commercial reality. With what good answers look like.

POAS Calculation for Shopify Brands: The Formula, the Inputs, and the Gotchas

The real POAS formula, where each input lives in a Shopify stack, the five inputs brands almost always miss, and how to feed corrected POAS into Google Ads.

POAS vs MER vs ROAS: Which Metric for Which Decision

POAS, MER and ROAS measure different things. This guide maps each metric to the decision it should drive — and the decisions it should never drive.

How to Structure Google Shopping Campaigns by Margin - A Practical Guide

Most Shopping accounts are structured by convenience, not profit. A margin-informed campaign architecture: tiers, custom labels, ROAS multipliers, and the transition path from a flat to a tiered structure.

Your Product Feed Is The Most Important Document In Your Ecommerce Business

More important than your brand guidelines. The data file that determines whether Google shows your products or your competitor's - and most ecommerce founders have never read it properly.