Google Ads for ecommerce in India plays a different role than Meta in most D2C funnels — it's closer to intent, which means it's also where a lot of brands either underinvest (missing high-intent search volume) or overspend on branded terms that would have converted anyway. Managing Google Shopping ads for D2C properly is a different discipline from Meta.
Search, Shopping, and PMax
We separate branded search (cheap, high-converting, protect it) from non-branded search (where the real CAC battle happens) and structure Google Shopping ads and Performance Max for D2C campaigns around product-level margin, not just visibility. PMax optimization in particular needs tight negative keyword and audience signal management, or it quietly spends into low-intent placements that look fine on impressions and terrible on contribution margin.
Feed quality drives everything
For Shopping and PMax, your product feed optimization is doing as much work as your ad copy. Titles, categories, and attributes that match actual search intent affect which queries you show up for and at what cost. We audit and restructure the feed alongside the campaigns. Most agencies skip this and wonder why shopping performance plateaus. Clean Google Ads for Shopify performance always starts with the feed.
Search intent mapping
Not every search term deserves the same bid or landing page. We map non-branded search terms to intent — comparison searches, problem-aware searches, ready-to-buy searches — and route each to the landing page (or PDP) that actually answers that intent, rather than sending everyone to the homepage.
Measurement that ties back to revenue
Google Ads conversion tracking gets connected through GA4 with proper attribution modelling, so spend decisions are based on revenue and contribution margin per campaign, not just conversion volume — a metric that can look healthy while AOV and margin quietly erode.
Where Google Ads fits alongside Meta
We don't treat Google and Meta as competing for the same internal budget by default. They're serving different parts of the funnel. Google tends to capture demand that already exists; Meta tends to create it. Budget allocation between the two follows blended CAC and incremental contribution, reviewed regularly, rather than a fixed split decided once and left alone for a year.
Negative keywords, maintained as an ongoing discipline
Search term reports get reviewed regularly, not just at setup, since new irrelevant queries creep in as search behaviour shifts. A branded search Google Ads protection strategy combined with tight negatives on non-branded campaigns is the difference between a focused, efficient account and one that bleeds quietly into irrelevant traffic over time.