Ecommerce advertising is a ROAS game. Play it that way.

Most advertising ends in a fuzzy outcome, a lead, an enquiry, a brand impression. Ecommerce ends in a transaction you can measure to the rupee.

That clarity changes everything. You know what each product costs to sell, what it earns, and whether an ad made money or lost it. There's nowhere to hide and no story to tell, the return on ad spend is either there or it isn't.

So the whole discipline shifts. Ecommerce advertising isn't about reach or engagement or clever creative for its own sake. It's about buying customers for less than they're worth, at scale, without your margin quietly disappearing. Everything on this page serves that one goal.

Ecommerce runs on a specific set of ad types built to show products, not messages.

Product listings with image, price, and title, on Google and across the web. The shopper sees the product before clicking, so clicks are pre-qualified, they already like what they see. For most stores, Shopping is the highest-return placement in the account.

On Meta, your product catalogue powers ads that assemble themselves, showing the right products to the right people automatically. Someone browsed a jacket and left; the catalogue shows them that jacket, plus what else they might buy. It's personalisation at scale, driven entirely by your feed.

The highest-return spend in most ecommerce accounts. People who viewed products or abandoned carts, shown exactly what they left behind. They were one step from buying; dynamic retargeting closes the gap. If you do nothing else well, do this.

Here's what most stores get wrong: they obsess over bids and ignore the feed. The feed is where ecommerce advertising is actually won.

Shopping, catalogue, and dynamic ads all run off your product feed, the file that tells Google and Meta what you sell. If titles are vague, images are weak, prices are stale, or products are missing attributes, no bid strategy can rescue performance. The algorithm is matching queries and users to your feed. A poor feed gets poor matches.

So we treat the feed as core work, not admin. Product titles rewritten to match how people search. Clean, correct attributes, brand, category, size, colour, so the platform understands what each item is. Accurate pricing and availability so you're never paying to advertise something out of stock. High-quality images, because in Shopping the image is the ad.

Fix the feed and results improve before you touch a single bid. It's the least glamorous work in ecommerce advertising and the highest-leverage.

The most dangerous number in ecommerce advertising is a healthy-looking ROAS.

Here's the trap. A blended ROAS of 4x looks great, until you notice most of it comes from branded search and retargeting, people who would have bought anyway. Strip those out and your ability to acquire new customers might be barely breaking even. You're scaling a number that isn't really growing the business.

We look deeper. We separate the return that captures existing demand from the return that creates new customers, because those are different jobs with different economics. We factor in margin, not just revenue, a 3x ROAS on a high-margin product can beat a 5x on a thin one. And we watch the point where scaling further starts costing more than it earns, then hold there instead of chasing a vanity figure off a cliff.

The goal was never the highest ROAS. A store can hit 10x by spending almost nothing. The goal is the most profit, the largest number of profitable sales you can buy before the maths turns against you.