eCommerce PPC

Your PPC is running.
The question is whether it's actually growing your revenue.

  • 10+ YEARS' EXPERIENCEA decade-plus managing PPC across agency and in-house roles, including time at IPG Mediabrands
  • £15M+ MANAGEDProven at scale with clients including Adobe, Ted Baker and Ben Sherman across multiple channels
  • eCOMMERCE SPECIALISTPMax and Shopping campaigns architected to drive revenue and margin, not just clicks and spend
  • CUTTING-EDGE TOOLINGAI bidding, feed optimisation and automation scripts used as standard on every account I manage
  • FULL CHANNEL COVERAGEGoogle, Meta, Bing and Display all handled under one roof, with consistent strategy across each
  • INDEPENDENT STRATEGYEvery account built around your brand's actual goals and margins, not whatever Google's nudging
Jack Burton Meet Jack Freelance PPC Consultant

"Far more than a safe pair of hands. Jack consistently drove performance and made PPC a genuine competitive advantage for us."

Andrew Chung

Andrew Chung, Ecommerce Director (fmr.) at Suit Direct

Ongoing management  ·  Audits  ·  Project-based work welcome

Let's Work Together

Tell me about your store and what you need. I'll come back to you within one working day.

No commitment. Just a conversation.

About Jack Burton

A PPC specialist who grows eCommerce, his way.

I'm Jack, a UK-based PPC consultant with close to a decade of hands-on experience across some of the UK's biggest agencies and in-house teams, including time at IPG. I've grown tens of eCommerce businesses, from growth-stage brands to multi-million pound accounts.

I don't follow Google's playbook by default. A lot of what gets called "best practice" serves Google's revenue, not yours. I've spent years figuring out what actually works for eCommerce, then building systems around it.

My last in-house role was Paid Search Manager at Suit Direct, where I turned PPC into a genuine competitive advantage in one of the UK's most competitive retail markets. I know what high-performance eCommerce PPC looks like from the inside.

Jack Burton
Services
PMax done properly, with the controls Google would prefer you to leave off. Feed-driven architecture, controlled asset groups, audience signal strategy built around your margins. Shopping campaigns structured to push spend where it converts, instead of wherever Google's algorithm decides.
  • Campaign build & restructure
  • PMax asset group architecture
  • Feed-driven Shopping strategy
  • Bidding strategy and target setting
  • Negative and search term management
Search campaigns built to support Shopping and PMax instead of cannibalising them. Tight keyword control, aggressive negative management, and RSA copy that earns clicks. Structured around the way people actually buy, not the way Google wants to categorise them.
  • Campaign structure
  • Negative management
  • RSA strategy
  • Bidding strategy
  • Audience layering
Catalogue-driven Meta campaigns run in sync with Google, instead of as a separate silo. DPA prospecting and retargeting, creative guidance, and Pixel and Conversions API implementation to keep measurement clean.
  • Campaign setup and audience strategy
  • Dynamic product ads (DPA / catalogue)
  • Prospecting & retargeting
  • Pixel & Conversions API implementation
Display and Demand Gen used deliberately for awareness, retargeting, and filling the gaps Shopping can't cover. A tactical channel, deployed only where the data supports it.
  • Demand Gen campaigns
  • GDN retargeting
  • Audience strategy
  • Creative guidance
The feed is the engine of your Shopping campaigns. I audit and optimise product data across Google Merchant Centre (titles, attributes, categorisation and custom labels) to unlock better targeting and improved ROAS. Available as a standalone engagement or as part of full management.
  • Merchant Centre audit and error resolution
  • Title and attribute optimisation
  • Custom label strategy
  • Feed management and supplemental feed setup
A thorough, honest audit of your PPC account: what's working, what isn't, and where the real opportunity is. Prioritised recommendations with clear rationale. A good starting point if you're not sure where things stand.
  • Full cross-platform account review
  • PMax and Shopping audit
  • Feed audit
  • Prioritised recommendations with clear rationale
How I Work

A focus on the full system, not just the ads.

Most eCommerce PPC problems aren't inside Google Ads. They're in the feed, on the landing page, or in how campaigns are structured relative to each other. My approach starts with understanding where the system is leaking before touching bids.

That means auditing feed titles so your products show for the right searches, building custom label strategies that let you control spend by margin tier, and managing the search term report so budget goes to high-intent, commercially relevant traffic — not whatever Google's algorithm decides to chase.

The process:

  • AuditWhat's already running — identify the highest-impact fixes before anything else moves.
  • RebuildCampaign structure around your products and margins, with feed quality as the foundation.
  • ImplementProper Shopping and PMax architecture with controlled asset groups and audience signals.
  • OptimiseOngoing work across search terms, bids, and creative — with reporting that shows what's actually moving.
Testimonials

What people say

Frequently Asked Questions

Yes, though I'm best suited to brands spending at least £3–5k/month on paid ads. That's the level where there's meaningful data to work with and real optimisation to be done. If you're below that, I'll be honest about whether the timing is right.
Absolutely not. PMax is powerful if it's structured correctly: controlled asset groups, audience signals built from real data, proper negative management, and solid feed architecture underneath it. Left to run on its own it will spend efficiently, report optimistically, and quietly cannibalise your brand terms.
I've grown tens of eCommerce businesses across a range of sectors and spend levels. Most engagements are covered by NDAs so I can't share specific numbers publicly. I can walk you through my approach and what to expect. References are available on request.
Both. A standalone audit is a great starting point if you're not sure where things stand: a clear, prioritised view of what's working and what isn't. Worth noting that the biggest opportunities in most eCommerce accounts sit outside the ad platform — in the feed or on the landing page — and an audit will surface those too. Many clients move into ongoing management from there, but there's no obligation.
Google Ads (Search, Shopping, PMax, Demand Gen, Display), Meta Ads (Facebook & Instagram), and Microsoft/Bing Ads. I also handle feed management across Google Merchant Centre using tools like DataFeedWatch and Channable where needed.
I keep my availability deliberately fluid so I can take on new work without a long waiting list. Drop me an enquiry and I'll be honest with you about timelines. If I'm at capacity I'll say so upfront rather than overpromise.
Typically: a short intro call to understand the brief → access to relevant accounts → initial account review → agree scope, deliverables and reporting cadence → work begins. For most engagements I can be up and running within a few days of access being granted.
It depends on your product, margins, and audience. Google Shopping and PMax are almost always the starting point for product-based eCommerce — they put your products in front of people actively searching to buy. Meta (Facebook and Instagram) is stronger for impulse purchases, visually-led products, and retargeting people who've already visited. Microsoft Ads is often overlooked but can deliver cheaper CPCs for the same intent, particularly for products with an older or more professional buyer. Most established eCommerce brands should be running at least Google and Meta in parallel, with Microsoft as a third channel worth testing once the core two are optimised.

Ready to turn PPC into a growth machine?

No long-term lock-ins. No account managers. Just an expert who actually runs your ads.

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