Learn Google Ads for eCommerce, in the order that actually helps.
Most people learn this backwards — campaign types first, margin maths last. Here is the order we would teach it in, with everything free.
Step one: work out whether ads can work at all
Before campaign types, before keywords: can your margin pay for a customer? This single number decides more than every tactic combined, and almost nobody starts here.
Read break-even ROAS, then run your own numbers through the calculator. If the answer is above 4x, fix pricing or product before you spend anything on ads.
Step two: make sure you can measure
An account you cannot measure is an account you cannot improve. Learn what conversion tracking is supposed to do, then verify yours: the Shopify double-counting problem.
Step three: understand what each channel is for
Google Ads is five campaign types with different jobs and prerequisites. Start with the channel breakdown, then go deeper on Shopping and Performance Max — the two that behave least like the others.
Step four: learn where money leaks
Negative keywords and brand versus non-brand. Between them they explain most of the gap between what an account reports and what the business feels.
Step five: learn to scale without breaking it
The learning phase, then how to scale. Mostly this is a lesson in patience and changing one thing at a time.
Stuck on a word? The glossary has thirty of them in plain english. Stuck on a question? The answers section is short and specific.
Rather skip the reading? Send us the account.
The teardown tells you which of these five steps your store is actually stuck on.