Running and scaling paid acquisition for online stores across Meta, Google, and TikTok.
E-commerce media buying means running paid ad accounts across Meta, Google, and TikTok as one coordinated acquisition system rather than three separate budgets. In practice this starts with defining risk tolerance for the first week before any test goes live, then studying what's already working for competitors — creatives, offers, formats — before writing a single ad. Winning creatives get identified early and distributed across different audience segments with different offers and angles, rather than repeating the same ad to the same person twice, which keeps campaigns from competing against each other for the same impressions. Campaigns are timed to launch at the start of a season rather than partway through it, leaving room to test and scale before the window closes. For MoreShopping, an Egyptian electronics retailer, this approach grew gross sales 40% over a month (Jul 6 – Aug 6, 2026) to EGP3.65M across Google Ads and Meta Ads.
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Sources: Meta for Business, Google Ads, TikTok for Business
Campaign structure, creative testing, and scaling built around the full customer journey.
Meta Ads for e-commerce means building campaigns around the complete customer journey rather than a single conversion campaign — prospecting to reach people who don't know the brand, retargeting to recover the ones who did not buy, creative testing to find what actually stops the scroll, product testing to find which SKUs carry the account, and budget allocation that moves spend toward what's working instead of spreading it evenly. Campaign structure matters because badly-split ad sets bid against each other for the same impressions and inflate their own costs. Scaling on Meta depends less on raising budgets than on having enough tested creative, reliable conversion data feeding the algorithm, and product economics that survive a higher acquisition cost. Both case studies published on this site used Meta Ads — Alma Home, a Kuwait-based bedding brand, grew total sales 120% in February 2026 on Meta Ads alone, with return on ad spend improving as budget scaled.
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Sources: Meta for Business
Capturing the purchase intent that already exists — Shopping, Search, and Performance Max.
Google Ads for e-commerce is about capturing demand that already exists rather than creating it. Someone typing a product name into Google has already decided they want the thing; the job is to be there, with the right price and the right landing page, at a cost the margin can carry. That makes the product feed as important as the campaigns — Shopping and Performance Max both bid off the data in Merchant Center, so titles, images, prices and availability quietly determine which searches an account is even eligible for. Performance Max adds reach across Search, Shopping, YouTube and Display from a single campaign, which is powerful and also opaque: without asset-group discipline and exclusions it will happily spend the budget on the cheapest inventory it can find. Read alongside Meta rather than separately, Google also shows where budget is being spent twice on the same customer, because paid social is usually what sent them searching in the first place.
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Sources: Google Ads, Google Merchant Center
Server-side tracking and Conversions API setup so your e-commerce numbers are accurate.
Server-side tracking, often called CAPI setup (Conversions API), sends conversion events directly from a server to Meta or TikTok's ad platform instead of relying only on a browser-based pixel — which iOS privacy changes, ad blockers, and cookie restrictions have made increasingly unreliable on their own. Setting this up typically means connecting a Conversions API integration through the ad platform's Events Manager, deduplicating events between the browser pixel and the server event using a shared event ID so nothing gets double-counted, and mapping key actions — purchase, lead, add-to-cart — so the revenue an ad account reports actually matches what happened in the store or CRM. The direct benefit is accurate numbers: knowing which campaigns are actually driving results instead of guessing from partial data. The indirect benefit is that the ad platform's own optimization algorithm learns from more complete data, which tends to improve how it spends the budget it's given.
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Sources: Meta Conversions API docs
Hook and angle direction for e-commerce ads that actually get watched.
Creative testing is hook and angle direction — deciding what an ad says and how it opens before a single asset gets produced, since the first two seconds of a video or the first line of a static ad determine whether the rest of it gets seen at all. In practice this means testing creative before scaling media spend behind it: identifying which hooks and angles actually stop the scroll for a given audience, then differentiating the message across segments — same product, different angle, offer framing, and urgency per audience — so multiple campaigns aren't competing for the same impressions with near-identical ads. This is the creative half of the same testing process used for media buying and scaling: winners get identified early and distributed deliberately, rather than running one ad everywhere and hoping it works for everyone.
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Finding and fixing what stops e-commerce traffic from converting.
Conversion rate optimization starts from a simple question: of everyone who's already clicking an ad and landing on the store, why isn't a higher share of them buying? That means auditing the path from ad click to landing page to product page to checkout, looking for friction — a page that doesn't match what the ad promised, a checkout step that asks for more than it needs to, a form that's slower or more confusing than it looks, load times that lose visitors before the page even finishes rendering, or a value proposition that isn't clear in the first few seconds. The fixes are usually specific and testable rather than a wholesale redesign — one change at a time, measured against the traffic that's already being paid for, so the same ad budget converts more of the people it's already reaching instead of needing a bigger budget to compensate for a leaky funnel.
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Full-funnel planning to take a store from where it is to where it wants to be.
E-commerce growth is full-funnel planning — connecting media buying, tracking, conversion rate work, and creative direction into one plan instead of treating them as separate, uncoordinated services. It starts with where a brand actually is: current revenue, current ad spend, and a specific target, which is exactly what the free Growth Gap Calculator on this site is built to estimate — the ROAS or additional spend needed to close that gap. From there, the plan sequences the work: fixing tracking accuracy first so every later decision is measured against real numbers, testing creative and offers before scaling spend behind them, and timing campaign launches to seasonal windows rather than running flat year-round. Scaling is not simply increasing the budget — it needs a repeatable acquisition system, reliable tracking, enough creative volume, and product economics that hold up as acquisition costs rise.
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