UK ECOMMERCE PPC AGENCY
eCommerce PPC agency for stores that want profitable growth.
Rococo is a UK eCommerce PPC agency helping Shopify and WooCommerce brands turn paid ad spend into profitable, scalable revenue across Google Ads, Shopping and paid social.
THE position
Traffic is easy to buy. Profit is the hard part.
Most eCommerce PPC wastes budget on the wrong products, audiences and campaign structures. Rococo runs paid media tied to ROAS and contribution margin, not clicks or impressions, so growth in spend actually means growth in profit. Not sure what to aim for? Here is what a good ROAS for eCommerce actually looks like.
eCommerce PPC services
eCommerce paid media, built around profit.
Google Shopping and feed optimisation
Clean product feeds and Shopping campaigns structured around margin, priority products and clear ROAS targets.
Performance Max for eCommerce
PMax built with structure, exclusions and asset groups so it drives incremental profit, not cannibalised brand revenue.
Paid search for high intent buyers
Search campaigns focused on commercial intent keywords that convert, with tight negatives and controlled brand spend.
Paid social for demand
Meta and TikTok Ads used to build demand, launch products and feed remarketing pools with creative that actually sells.
Remarketing and retention campaigns
Full funnel remarketing across Google and paid social to recover carts, re engage buyers and lift lifetime value.
Tracking, ROAS and profit reporting
Server side tracking, GA4 and platform data reconciled so ROAS, CPA and contribution margin are actually trustworthy.
COMMON PPC BLOCKERS
Where paid media performance often breaks down.
Most underperforming eCommerce PPC accounts share the same failure points. Fix these and paid media starts pulling its weight against real revenue and margin.
Bidding to spend targets, not profit
Poorly structured or dirty product feeds
Broad Performance Max with no control or exclusions
Measuring on last click ROAS only
No connection between ad spend and margin
Ignoring creative and landing page quality
Who is it for
Established eCommerce and DTC brands ready to scale profitably.
We work best with online stores on Shopify, Shopify Plus or WooCommerce, typically turning over £1m plus, already spending on ads or ready to scale, who want paid media tied to real profit rather than dashboard metrics.
why rococo
A senior eCommerce PPC agency, not a reseller.
Senior PPC specialists on every account
Never juniors learning on your budget. Every account is led by a senior paid media specialist with real eCommerce experience.
ROAS and margin focus
We measure success in ROAS, revenue and contribution margin, not clicks, impressions or dashboard vanity metrics.
Feed and creative expertise
Deep product feed capability paired with performance creative for paid social, because both decide how far spend goes.
Transparent reporting
Live dashboards, monthly reviews and a clear view of what changed, what it cost and what it earned.
Joined up with SEO and CRO
Paid media aligned with eCommerce SEO and conversion optimisation so every channel compounds the others.
Built to scale profitably
Structure, tracking and forecasting designed to add spend without collapsing ROAS or margin.
Fit
Who this works for, and who it does not.
Every agency page you have read today says it works with ambitious brands of all sizes. Paid search does not work for all sizes, and the honest version of this section is worth more to you than another mirror.
This works if you have
- At least £1,500 a month going to the platforms. Below that there is not enough weekly data for smart bidding to learn, and a management fee starts to eat the margin it is meant to protect.
- Products that already convert. Paid scales something that works. It is a slow and expensive way to find out whether the thing works at all.
- Roughly 40% gross margin or better, after cost of goods and delivery. Or a repeat purchase rate strong enough that losing money on the first order is a decision rather than an accident.
- Product data somebody can change. Titles, images, stock and identifiers drive Shopping and Performance Max. If nobody can edit the feed, the biggest lever is off the table.
Do not hire us if
- Your margin is under about 20% after everything. At that level no bidding strategy or restructure rescues the arithmetic. The honest answer is that paid is not your channel yet, and we would rather say it now than in month four.
- You are pre product market fit. Use a small budget yourself to learn what sells, then come back.
- You want a single guaranteed ROAS number. The right target depends on your margin, and we will work it out with you rather than repeat a figure from a case study about somebody else’s business.
- You need the money back this month. A restructure takes a few weeks of clean data before its numbers mean anything.
The profit model
Why we bid against contribution margin, not ROAS.
Almost every agency says it optimises for profit. Very few show the arithmetic, so here it is, because the number you set as a target is the single decision that does most to determine whether the account makes money.
Work out your break even first
Take a store with a £60 average order value and a 55% gross margin. Each order carries £33 of gross profit. That means advertising breaks even at a return on ad spend of roughly 1.8, because at that point the cost of the click exactly consumes the profit in the order. Everything above 1.8 is contribution.
Now look at what a borrowed target does to that store. A blanket 4x goal caps spend at £15 per order when the account could profitably pay up to £33. It looks disciplined on a dashboard and it is quietly refusing volume that would have been profitable.
A store at 25% margin is in the opposite position. Its break even is a ROAS of exactly 4, so the same 4x target is not a profit goal at all. It is break even, and the account has been running hard to stand still.
The same sum has to absorb returns, payment fees and any delivery you subsidise, and it should be run separately for new and returning customers, because winning a first order is worth paying more for when the second one costs nothing.
Break even ROAS by margin
- 65% margin breaks even at 1.5
- 55% margin breaks even at 1.8
- 40% margin breaks even at 2.5
- 25% margin breaks even at 4.0
- 15% margin breaks even at 6.7
Divide one by your gross margin. If your target sits below the number on this list, the account is losing money on every order it buys.
What we report
Contribution margin after ad spend, blended marketing efficiency ratio across every channel, cost to acquire a new customer as distinct from any customer, and revenue by product group. Platform ROAS is in the report, but it is never the headline, because it is the number easiest to flatter.
Channels
The channels we run, and how the budget is split.
Google Shopping
Usually the largest share for a catalogue business, and the one most decided by the product feed rather than the campaign. Segmented by margin band and price point through custom labels so budget follows profit. Detail on our Google Shopping agency page.
Performance Max
Split into asset groups and listing groups rather than run as one campaign holding the whole catalogue, with brand terms excluded so it is not buying clicks from people who were coming to you anyway and reporting them as a win.
Paid Search
Category and non brand terms where the intent is high and Shopping alone does not reach. Brand search handled deliberately, with a clear view of how much of it is genuinely incremental rather than defended out of habit. See Google Ads management.
Meta and paid social
Prospecting for demand Google cannot capture because nobody is searching yet, plus catalogue retargeting. Judged on blended efficiency across the whole account, not on the platform’s own attribution. See paid social advertising.
Microsoft Ads
Smaller volume, frequently cheaper clicks, and often ignored entirely. Worth running once the feed work is already done for Google, because the incremental effort is close to zero. See Microsoft Ads management.
Remarketing and retention
Dynamic remarketing and customer match, joined up with the email flows so you are not paying to advertise to someone an automated email would have brought back for nothing. See Klaviyo email and retention.
Who decides the split
We do, and we show our working. Most agency pages list eight channels and never say how they interact, which is how a store ends up paying three different platforms to claim the same order. The split is set against blended efficiency across the account rather than each platform’s own attribution, reviewed monthly, and changed when the data says so rather than when a channel is having a quiet quarter.
Cost and first ninety days
What it costs, and how the first ninety days run.
How we charge
- A monthly fee, plus your ad spend. The spend goes to the platforms directly and never passes through us. The fee is scoped to catalogue size, spend and complexity, and quoted after we have looked at the account rather than guessed at it.
- Never a percentage of ad spend. We do not think an agency should earn more when your budget is spent less efficiently, and a percentage model quietly rewards exactly that.
- A fixed fee audit, if you would rather test us before committing to anything ongoing. Yours to keep either way.
- Rolling monthly once you are on a plan. No long contract, because an account that is working does not need one to hold it together.
The first ninety days
- Weeks one and two. Audit of the account, the feed and the tracking. We work out your break even ROAS with you before touching a bid, and agree the two numbers the account will be judged on.
- Weeks three to five. Feed and Merchant Center fixed, campaigns restructured, brand exclusions applied, conversion values corrected so bidding optimises toward margin rather than gross revenue.
- Weeks six to nine. Bidding left alone long enough to learn, then tuned. This is the stage most accounts never get because somebody keeps changing things.
- Weeks ten to thirteen. Scale what is working, cut what is not, and report against the two numbers we agreed in week one rather than a metric picked afterwards because it looked good.
Process
How we run an eCommerce PPC engagement.
Audit and account review
Full review of accounts, feeds, tracking, campaign structure and historic ROAS across Google and paid social.
Strategy and forecast
Channel mix, budget split, ROAS targets and forecast tied to product margin and realistic profitable growth.
Build and launch
Feeds, campaigns, audiences, creative and tracking rebuilt or launched cleanly against agreed KPIs.
Optimise and scale
Continuous optimisation, testing and scaling driven by ROAS, CPA and contribution margin, reported transparently.
+43%
ROAS UPLIFT
+84%
REVENUE GROWTH
-34%
COST PER ACQUISITION
-61%
WASTED AD SPEND
results
Paid growth, in numbers.
Averages across the eCommerce paid media accounts we manage, measured in Google Ads and GA4 against the twelve months before each account moved to us, and reported monthly. One named example: Mud Foods, an award winning pie maker on a headless Shopify build, runs at a £1.43 paid conversion cost alongside a 171% rise in organic traffic from the same plan. Another: Beauty Works, where return on ad spend rose from 2x to 6x and revenue grew from £140k to £360k a month in 12 months.
lets talk
Ready to make your ad spend profitable?
A 30 minute call with a senior eCommerce PPC specialist. No pitch deck, just a clear view of where your next stage of profitable paid growth comes from.
SELECTED WORK
Paid media work connected to wider growth.
Rococo works with businesses that need paid media connected to better landing pages, clearer reporting, stronger conversion and wider digital growth.
Proud of our reputation
What Our Clients Say
“The level of insight and transparency from Rococo Digital is unmatched. They took our PPC strategy from average to exceptional, and our revenue growth speaks for itself.”
Ash Ali
Lanes Health Clubs
“Rococo Digital transformed our paid search campaigns, and we’re generating more qualified leads at half the cost per acquisition. Their PPC management genuinely pays for itself.”
Ian Reynolds
SecureTeam
“Our Google Ads performance improved overnight. Rococo Digital cut wasted spend and boosted conversions by over 200%. They’re the first agency that’s actually delivered on results.”
Peter Rooke
Bling2o
“Within the first month, we saw a huge jump in sales from our PPC campaigns. Rococo’s team are proactive, data-driven, and constantly refining to get us even better ROI.”
David Huggett
Lucid Financial Markets
“We’d almost given up on PPC before Rococo Digital stepped in. Now our campaigns are a key driver of business growth, delivering consistent returns month after month.”
Mark Lindfield
Lock & Lindfield
Related Services
get in touch
Tell us a little about your store.
A few quick details help us point the conversation in the right direction. We reply within one working day, and the first call is a focused 30 minutes with a senior member of the team, not a sales pitch.
Prefer to skip the form? Book a Growth Call directly.
eCommerce PPC questions.
An eCommerce PPC agency plans, builds and runs paid advertising for online stores across Google Ads, Google Shopping, Performance Max and paid social. As a specialist eCommerce PPC agency, Rococo ties every campaign to ROAS, contribution margin and revenue, not clicks or impressions.
We run the full eCommerce PPC mix. Google Shopping and Performance Max for product demand, paid search for high intent buyers, and paid social on Meta and TikTok Ads for demand generation and remarketing. Channels are chosen and weighted based on where profitable growth actually comes from.
Management is charged as a monthly fee plus your ad spend, which goes to the platforms directly and never passes through us. The fee is scoped to catalogue size, channels, spend and complexity, and quoted after we have looked at the account rather than guessed at it. We never charge a percentage of ad spend, because that model pays an agency more when your budget is spent less efficiently.
Most eCommerce PPC accounts see meaningful movement inside the first 60 to 90 days as feeds, campaign structure and tracking are cleaned up. Compounding, profitable growth builds from month three onward as Google Shopping, Performance Max and paid social mature against clear ROAS targets.
We measure ROAS by channel, campaign and product group, then layer contribution margin so paid media decisions reflect real profit, not last click revenue. Reporting covers spend, revenue, ROAS, CPA and where budget should move next.
We work across Shopify, Shopify Plus and WooCommerce. Our team knows how product data, tracking and feeds behave on each platform, and how to get Google Shopping, Performance Max and paid social pulling in the same direction.
About £1,500 a month going to the platforms is our honest floor. Below that there is not enough data each week for smart bidding to learn properly, and a management fee starts consuming the margin it is meant to protect. If you are under that, get the feed clean, get free listings live and run it yourself until the spend justifies help. We will tell you that on a call rather than sell you a retainer you should not be buying.
Divide one by your gross margin and you have your break even. A store at 55% margin breaks even at a ROAS of about 1.8. A store at 25% margin breaks even at 4. A borrowed target does damage in both directions: too high and you refuse profitable volume, too low and you buy orders that lose money. Targets should sit above your own break even, be set per product group rather than per account, and account for returns, payment fees and any delivery you subsidise.
Usually both, structured so they are not bidding against each other. Performance Max reaches inventory and placements standard Shopping cannot, but left on defaults it becomes one campaign holding your entire catalogue, spending on whatever already sold and quietly buying your own brand traffic. Split into asset groups and listing groups with brand exclusions applied, it earns its place. Run as installed, it mostly flatters its own reporting.
No, and we would push back on any agency that does. A percentage model means the agency earns more when your budget grows, including when it grows because the account is being run inefficiently. We charge a monthly fee scoped to the work, so our incentive is to make the spend go further rather than to make it larger.
You get told, in the monthly report, with what we think caused it and what we are changing. We agree the two numbers the account is judged on in week one precisely so that neither side can quietly move the goalposts later. Contracts are rolling monthly, so if we are not earning our fee you are not locked in while we work it out.
Jake Boase and Matthew Jones, the co-founders, scope and run every account, with the work done by our own team in West Sussex. Nothing is resold, nothing is outsourced offshore, and nobody hands you to a junior after the pitch.