PPC & AI Search for E-commerce
Profit-first paid media, technical SEO and AI search for online retail and omnichannel brands, measured against contribution margin rather than ROAS theatre.
Speak with NicBuilt for e-commerce & retail.
E-commerce makes every weakness measurable, and most accounts optimise to the wrong number. Blended ROAS flatters, returns and discounts quietly erase the margin, and the feed, not the campaign, is where most of the money is won or lost. Growth that ignores contribution is just expensive revenue.
The work here starts from margin and works back to the bid. Shopping and feed quality, profitable acquisition across Google, Meta and Amazon, server-side tracking that survives consent and iOS, and the technical and AI search foundations that win the organic demand you should not be paying for twice.
What an e-commerce engagement covers.
- Google Shopping and Performance Max
- Product feed optimisation and architecture
- Meta and Amazon performance advertising
- Margin and contribution-based bidding
- Server-side tracking and Consent Mode v2
- Technical SEO for category and product pages
- AI search visibility for product discovery
One senior mind, audit to invoice.
One senior operator runs acquisition, feed and measurement as a single system, because in retail they are a single system. The person setting the strategy is the person in the platform and in the feed every week, not a brief handed to a junior.
Everything is wired to a profitability model you own, so spend is judged on contribution after returns and discounting, not on the platform's preferred headline. The same engagement can carry the technical SEO and AI search work that lowers blended acquisition cost over time.
Architect of the LUSH Cosmetics global digital transformation across sixteen markets, spanning full omnichannel e-commerce. Google Partner and Amazon Ads Partner, with verified server-side tracking.
E-commerce & Retail questions.
Do you work with Shopify, Magento and WooCommerce?
Yes. The work sits on top of your platform rather than replacing it, covering the feed, tracking, campaigns and the technical SEO of category and product pages on whatever stack you run.
How do you handle returns and discounting in ROAS?
By measuring contribution, not headline ROAS. Spend is judged after returns, discounts and cost of goods through a profitability model you own, so the number you optimise to is the number the business actually banks.
Can you run Amazon alongside Google and Meta?
Yes. As a verified Amazon Ads Partner, Amazon runs as part of the same profit-first system rather than as a siloed channel, with budget moving to wherever a customer is won most profitably.
The full stack, on one desk.
Every sector engagement draws on the same four disciplines, held by one senior practitioner. Take one, or the whole stack.
Senior work, sector by sector.
Start with a conversation.
A proper conversation with the person who would do the work. Tell me about your e-commerce & retail business and where you want to be, and you will get an honest read on what I would change, what I would leave alone, and where the real upside is.
Speak with Nic