This is a living resource and will change over time - Last updated: April 30, 2025

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This is my personal blueprint for scaling performance campaigns in Google Ads for eCommerce businesses. Preferably with sizeable product catalogues and budgets from a minimum of +10,000€ monthly).

Branding also plays a huge role in successful scaling, but this series is focused on bottom & mid funnel efforts.

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This blueprint is based on 8+ years of experience running ads — across agencies, freelancing, and my time at Google.

It’s a collection of what I’ve learned from client work, experiments, and systems I’ve built to scale Google Ads for eCommerce stores.

It’s not universal truth — every account is different. Use it as a source of ideas, test what fits your context, and ignore what doesn’t.

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🧠 I. Business Goals & Stakeholder Alignment

How to look at numbers that actually matter.

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I. Business Goals & Stakeholder Alignment

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🏗️ II. Scaling Preconditions

Strategic factors that impact whether scaling is even viable.

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Predispositions for scaling

• Product-market fit
• Cash flow
• Backend systems capacity (warehouse, team, returns, etc.)
• Logistics & Inventory constraints
  • Can the business absorb more volume?
• Ad account maturity </aside>

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Shop Level Performance Tracking & MER

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Net Contribution Margin & ROI

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Types of Margins: How do I know what to optimise for?

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KPIs & Metrics to set-up before Scaling

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📦 III. Product Mix & Catalog Strategy

One of the most important discussions for tactics execution.

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Product Mix Mastery

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Horizontal vs Vertical Scaling

• Add/Test more products (horizontal)
• Scale winning campaigns & products (vertical)
• Product Portfolio Labeling for campaign segmentation </aside>

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🎯 IV. Campaign-Level Scaling Strategy & Tactics

Tactical + actionable insights how to set up campaign types for success

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Scaling Search Campaigns

• Scaling based on Impression Share
• Bidding up vs splitting campaigns & keywords
• Match types and expansion logic
• Search term management </aside>

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Scaling Shopping & PMAX

• How PMAX scales (and why it usually cannibalizes)
• Budget increases vs portfolio/category expansion
• Asset groups by product type / margin / new vs return
• Feed quality & custom label segmentation
• Tracking SKU performance across asset groups </aside>

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Campaign segmentation strategies

• Based on product categories
• margin tiers
• Performance Bucketing Matrix </aside>

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Cross-selling insights & Cart Data

• Ads for one product lead to others → how to measure and leverage </aside>

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Budget & Data Thresholds

• How many conversions to scale?
• Scaling limits: don’t scale past efficiency
• Pacing templates and scaling logic (e.g. +20% every 3 days if CPA stable) </aside>

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Operational Efficiency

• Automation tools - Pacing sheets, alerts for OOS products
• Dashboards - What to track when scaling (GA4, Google Ads, backend blend) </aside>

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POAS or ROAS, which one to optimize for?

• Advantages & Disadvantages of POAS
• Advantages & Disadvantages of ROAS
• How to pick </aside>

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🔁 V. Attribution & Data Accuracy

One of the most underrated scaling problems.

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