Ecommerce PPC Specialist
Paid media and measurement for ecommerce businesses that want numbers they can trust.
Most ecommerce businesses are running paid advertising on incomplete data. They do not know it, because nobody has told them, and the platforms are not going to flag it voluntarily.
I'm Jason Salt, an independent digital advertising and analytics consultant specialising in ecommerce. I work directly with online retailers across the UK and beyond — from independent brands building a serious paid media presence for the first time, to established multi-channel businesses looking to tighten up performance and measurement. Whatever stage you are at, the work is always the same: accurate data, well-structured campaigns, and results that hold up under scrutiny.
As a Google Partner and official Channable CSS partner, I bring a level of technical depth across Google Ads, Google Shopping, paid social, and analytics that most generalist consultants and agencies are not set up to deliver.
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Google Ads is the core of most ecommerce paid media strategies, and for good reason.
Search campaigns capture demand at the point of intent. Shopping ads puts your products directly in front of buyers who are actively looking to purchase. Performance Max extends that reach across Google's entire network, using machine learning to find the most efficient conversion paths available.
Getting this right means more than setting up campaigns and monitoring the numbers. It requires an account structure built around your specific product catalogue and margin profile, bidding strategies that reflect real business economics, and ongoing management that responds to what the data is actually showing.
As a Google Partner, I hold verified expertise in Google Ads campaign management and maintain the performance standards Google requires for partner accreditation.
Margin-aware account structure — Budgets and bids structured around what is actually profitable, not just what drives volume or satisfies a target ROAS on paper.
Performance Max strategy — Campaign setup and ongoing management with the right guardrails in place, so Google's AI optimises toward your goals rather than its own preferred outcomes.
Microsoft Ads — Search campaign management extended across Bing and Microsoft's network, reaching a segment of buyers that Google Ads alone will not capture.
Google Shopping — For a detailed account of how I approach Shopping campaigns, product feeds, and CSS bidding, see the Google Shopping management page.
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Google Shopping, Meta dynamic product ads, Amazon, and TikTok Shopping all depend on a product feed that is accurate, compliant, and optimised for performance.
Most feeds have errors and missed opportunities that quietly limit results: disapproved products, missing attributes, and title structures that do not reflect how people actually search.
As an official Channable partner, I manage product feeds through Channable's platform, enabling automated updates, feed rules, and multi-channel distribution from a single source.
I also provide Comparison Shopping Service (CSS) bidding through Channable, which removes Google's default CSS margin and gives your bids 25% more competitive power without increasing your ad spend.
Feed compliance — Errors and disapprovals identified and resolved before they affect campaign delivery, with ongoing monitoring to catch new issues as they arise.
Feed optimisation — Titles, descriptions, attributes, and custom labels structured for relevance and bidding performance, not just technical compliance.
Multi-channel distribution — One feed managed across Google, Meta, Amazon, and TikTok through a single platform.
25% CSS bidding advantage — Every bid placed through Channable's CSS rather than Google's default, giving you more competitive bids at the same budget. This is included as standard, not charged as an extra.
For a detailed account of feed management, see the Google Shopping Feed management page.
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Paid social for ecommerce is not just about creative and targeting. It is about having the conversion infrastructure in place to measure what is actually working, especially as browser-based tracking becomes less reliable year on year.
I manage paid social campaigns across the major platforms with a focus on ecommerce performance: dynamic product ads that retarget engaged shoppers, prospecting campaigns that bring in new buyers at a sustainable acquisition cost, and the underlying conversion tracking that makes both work properly.
Meta (Facebook and Instagram) — Dynamic product ads, prospecting, retargeting, and conversion campaigns for product-selling businesses. Full Conversion API integration for accurate attribution beyond what the pixel alone provides, particularly on iOS-affected traffic.
TikTok — Product catalogue ads and performance campaigns for brands reaching a younger, high-intent audience increasingly using TikTok as a shopping discovery and purchase platform.
LinkedIn — B2B ecommerce and higher-consideration product campaigns where professional context and audience targeting matter.
YouTube and Snapchat — Upper-funnel product advertising for brands running awareness activity alongside conversion campaigns.
Creative strategy and production — Where needed, I can source and manage creative production so that paid social performance is not limited by the assets available.
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Amazon is a different kind of advertising channel. People searching on Google are often still in research mode. People searching on Amazon have typically already decided to buy — they are choosing between options. That shift in intent changes what good campaign management looks like and what results are achievable.
I manage Amazon Ads for brands selling on Amazon's marketplace, covering the campaign types that drive the most measurable return for product sellers. Feed and listing data is managed through Channable, which means your product data stays consistent across Amazon and your other channels without manual duplication.
Sponsored Products — The core of most Amazon advertising strategies. Keyword and product-targeted ads that appear directly in search results and on product pages, reaching shoppers at the point of decision. Campaign structure, keyword strategy, bid management, and negative targeting all handled.
Sponsored Brands — Brand-level ads featuring your logo, a headline, and a selection of products, appearing prominently in search results. Useful for building visibility in competitive categories and driving traffic to a custom brand store or landing page.
Sponsored Display — Audience and product-targeted display ads that reach shoppers on and off Amazon, including retargeting people who have viewed your products but not purchased.
Feed and listing management via Channable — Product data managed through Channable alongside your other channels, ensuring attributes, pricing, and inventory stay accurate without managing Amazon separately.
ACOS and profitability focus — Amazon campaign performance is measured against Advertising Cost of Sale, not ROAS, and the right target varies significantly by product margin and category. Campaigns are structured and optimised around what is actually profitable for your catalogue, not a blanket efficiency target.
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This is where I spend a significant portion of my time, because it is where the most consequential and least visible problems live.
Many ecommerce businesses have tracking setups that look fine on the surface but are losing conversion data in ways that distort both platform reporting and bidding performance.
An ad account running on 70% of its actual conversion data is not optimising correctly. It thinks it is, and the platform will say it is, but the decisions it is making are wrong.
I audit, implement, and validate tracking setups that give a complete and accurate picture of performance, from the initial implementation through to server-side infrastructure for businesses where data completeness and privacy compliance are both priorities.
GA4 ecommerce tracking — Full ecommerce event implementation covering product impressions, add-to-cart, checkout steps, purchase, and refund events. Correctly structured so that reports, funnels, and attribution are reliable, not just present.
Google Ads conversion tracking — Properly configured conversion actions that campaigns can actually learn from, including enhanced conversions for improved signal matching and data recovery.
Server-side tagging via Stape — For businesses where ad blockers, browser restrictions, or consent requirements are costing conversion signals, server-side tracking moves data collection to a controlled server environment, recovering signals that browser-based tags would lose.
Meta Conversion API (CAPI) — Server-side event sharing with Meta, working alongside the pixel to recover conversion data and improve attribution accuracy on iOS-affected and ad-blocker-affected traffic.
Consent management compatibility — Tracking setups built to function correctly within your CMP framework, so consent preferences are respected without unnecessarily degrading data quality.
Audits — If you are not confident your current tracking is working correctly, an audit will establish what is and is not firing, where data is being lost, and what it would take to fix it. Most setups I audit have at least one significant issue.
For a deeper look at my approach to Google Tag Manager and GA4, see the GTM consultancy page and Google Analytics page.
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Google Merchant Centre is the foundation your entire Shopping operation is built on.
Get it wrong - a misverified domain, incorrectly configured shipping and returns settings, a mislinked Google Ads account, or a feed that doesn't meet Google's specifications - and your products either don't appear at all or underperform from the outset.
It's also the place where policy violations and disapprovals quietly accumulate if nobody is watching.
I handle the full Merchant Centre setup and configuration, ensuring every element is correctly implemented before a single product goes live.
For existing accounts with a history of issues, I'll audit the setup first and resolve anything that's holding performance back before we build on top of it.
Complete account configuration — Domain verification, shipping settings, returns policies, tax configuration, and Google Ads linking all properly implemented from the start.
Feed integration via Channable — As an official Channable partner, I connect and manage your product feed through Channable's platform, enabling automated updates, feed rules, and multichannel distribution from a single source.
Policy compliance — Merchant Centre policy violations and product disapprovals identified and resolved before they affect your campaigns, with ongoing monitoring to catch new issues as they arise.
Structured for scale — An account configured to accommodate product catalogue growth, promotional activity, and multichannel expansion without requiring a rebuild further down the line.
Get in touch today
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Why most ecommerce PPC underperforms
The problem is rarely the campaigns themselves. It is the data they run on.
Google's Performance Max and Smart Shopping campaigns, Meta Advantage+ Shopping, and virtually every AI-driven campaign type available today optimise against the conversion signals they receive. Feed them accurate, complete data and they perform well. Feed them incomplete or inaccurate data and they optimise in the wrong direction, wasting budget with confidence.
The sources of data loss are common and increasingly hard to avoid: ad blockers, browser privacy restrictions, iOS changes, poorly implemented consent management, and tracking setups that were never quite right in the first place. Most businesses do not know how much conversion data they are losing, and most agencies are not measuring it either.
The result is a bidding system making decisions on a partial picture, and a business making budget decisions based on reports it cannot fully trust.
I address measurement first, because there is no point building on a broken foundation.
Partners
I partner with a range of services to provide market-leading management and optimisation:
As an official Channable partner, I bring advanced expertise in product feed management and automation.
This partnership gives you access to best-in-class tools and workflows for optimising your feeds across Google Merchant Centre and other platforms. My clients benefit from priority assistance and insider knowledge to keep their feeds running flawlessly.
I’m a Google Ads Partner, meaning I meet Google’s standards for performance and best practices. You get expert management backed by real results.
Browser-side tracking is becoming less reliable for ecommerce businesses. Ad blockers, browser privacy restrictions, and the challenges specific to Shopify's sandboxed checkout environment mean that a growing proportion of your conversion data is being lost before it ever reaches your advertising platforms — and campaigns optimising against incomplete data deliver incomplete results.
Stape is a purpose-built platform for server-side GTM that makes server-side tracking accessible for growing e-commerce businesses without the overhead of managing your own server infrastructure. As an official Stape partner, I implement server-side tracking using Stape's infrastructure as standard — recovering lost conversion signals, improving the data quality feeding your bidding algorithms, and ensuring Meta Conversion API is correctly implemented for businesses running Shopping alongside paid social.
If you're running serious e-commerce campaigns and relying on browser-side tracking alone, you're working with a partial picture. Server-side tracking fixes that.
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Suzy Podstolski, Senior Strategic Marketing Manager @ Tommy's
Jason is always incredibly responsive and swift to answer any questions and provided plenty of guidance and insight throughout the process. I really appreciate his thorough and detailed approach - Jason goes above and beyond to offer solutions to problems faced along the way.
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Carolyn Hardy, Supporter Experience Manager @ Depaul UK
“Since implementing the new tracking setup, we’ve seen a consistent reduction in our cost per acquisition for donations and a notable uplift in return on ad spend across Meta campaigns. As a charity without in-house technical support, it’s been invaluable to partner with Jason - reliable, proactive, and genuinely invested in our success."
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Laura Morrissey, Marketing Director @ Anthony Nolan
"Jason is super talented with a phenomenal work ethic. He excels at taking on big challenges and innovative problem solving. He managed all digital paid acquisition at Anthony Nolan and was always pushing incremental improvements in campaign performance and data mapping. He’s also a great person to have on your team."
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Joana Martinho, Content Marketing @ Motors.co.uk
"Jason was a pleasure to work with. A highly passionate and results driven professional who was always available and ready to support us. Definitely a gem to any company. Thanks so much for your insights and knowledge."
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![Andy Trowers, Digital Product Manager @ Fight For Sight]()
Andy Trowers, Digital Product Manager @ Fight For Sight
“Jason is highly professional and completed tracking work for us quickly and to a very good standard. He is very pro-active and managed external partners well. I would definitely recommend using his services.”
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Victoria Rugg, Head of Communications & Digital @ SOS Children's Villages UK
“Working with Jason was great; he was incredibly competent and thorough, and made a really complex setup feel manageable. We can finally trust our data and clearly see what’s driving our fundraising forward. It’s given us real confidence to grow our impact.”
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Abigail Twinn, Individual Giving and Community Manager @ akt
We worked with Jason on making sure our tracking was fully compliant and working correctly so we could optimise campaigns. He was great, super responsive, happy to jump on calls and problem solve and really knowledgeable.
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Mags Rivett, Director Income & Engagement @ Family Holiday Charity
Jason was very responsive and easy to work with – clearly understood our challenge and recommended a very neat approach that he implemented for us. He’s left us with a working system that will actually support us to make more effective decisions and understand our audience’s behaviour and actions. His approach to sharing his knowledge and insight with non-experts is superb. Thank you!
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Melissa Wheeler, Senior Content & Copywriter @ Publicis Sapient
"They say that people do business with people and that's certainly true when working with Jason. Not only has his attentiveness and skill at managing my client's campaigns been flawless but he always has a 'can do' attitude, providing solutions to any hurdle or concern and understanding urgency while explaining the methodology behind the campaigns too. A pleasure to work with and an asset to any team."
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Meghan Reilly, Grants & Partnerships Manager @ Jai Dog Rescue
"Working with Jason has transformed our understanding of how supporters engage with Jai Dog Rescue online. He took the time to understand both our goals and the challenges we were facing with our tracking, and the improvements he implemented have given us confidence that our donation data is accurate, our tracking is compliant, and our fundraising campaigns are being measured properly."
MY PROCESS
1 - Discovery: Understand Your Business and Customers
Every successful ecommerce strategy starts with a deep understanding of your business model, products, and customers. I’ll work with you to define your audience, identify key purchase drivers, and uncover the moments that matter most.
Customer-first approach – Build strategies that align with real customer needs.
Identify key moments – Pinpoint when and where your offer matters most.
2 - Strategy: Build a Holistic Ecommerce Plan
With clear insights, I’ll create a tailored strategy that covers paid ads, product feeds, tracking, and conversion optimisation. Every element is designed to work together for maximum impact.
Multi-platform planning – Google, Meta, Amazon, TikTok, and beyond.
Smart account structures – Simplify management and improve efficiency.
3 - Setup: Lay the Technical Foundations
Before launching campaigns, I’ll ensure everything is configured correctly - from Google Merchant Center and product feeds to advanced tracking setups.
Feed optimisation – Titles, descriptions, and custom labels for better performance.
Tracking implementation – Google Analytics, Google Tag Manager, server-side tagging, and CRM parameter integration.
4 - Execution: Launch and Manage High-Impact Campaigns
Once the foundations are in place, I’ll activate campaigns across the right platforms, using proven tactics to maximise ROI.
Precision targeting – Reach the right audience at the right time.
Compelling creative – Ads that resonate and drive action.
5 - Review & Optimise: Continuous Improvement for Growth
Success comes from constant learning and refinement. I’ll monitor performance closely, using data-driven insights to adapt strategies and scale profitably.
Ongoing testing – Improve campaigns based on real-world results.
Advanced reporting – Leverage tools like Triple Whale for deeper insights.
FAQs
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Directly with me, throughout. There are no account managers, no junior team members handling the day-to-day work while a senior person checks in occasionally. I'm the person you speak to, and I'm the person who builds and manages your campaigns. That's not the case at most agencies, and it's worth knowing before you make a decision.
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The main difference is who actually does the work. At most agencies, your account is managed by a relatively junior team member, with a senior person involved at the start and then reviewing at intervals. With me, there is no gap between the person you talk to and the person working on your account. There is also no agency overhead built into the fee, which means more of your budget goes toward the work itself.
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Either works. Many clients start with a specific problem — Shopping campaigns that are not performing, tracking they are not confident in, a paid social channel they want to launch — and expand the scope from there. Others bring me in across multiple channels from the start. I will not push you toward more than you need, and I will tell you if something is not worth the spend at your current stage.
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A minimum of £1,000 per month in ad spend across your active channels. Below that level, the margin for meaningful optimisation is too thin for the work to be worth doing properly. Beyond that, I work with ecommerce businesses at different stages, from brands establishing a serious paid media presence for the first time to established retailers managing significant monthly budgets across multiple channels. If you are not sure whether you are the right fit, a conversation will establish that quickly.
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Most businesses do not know, because the problems are hard to spot from inside a platform dashboard. Google Ads will report conversions whether or not they are accurate. GA4 will show data whether or not the implementation is complete. The gaps are usually invisible until someone goes looking for them. An audit is the most reliable way to establish what is and is not working.
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It depends on what we are starting from. If campaigns are already running but there are structural or tracking issues, fixing those can show an improvement within weeks. For campaigns starting from scratch, the honest answer is 60 to 90 days before bidding algorithms have gathered enough data to perform at their potential.
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Possibly. If your campaigns have plateaued and the agency's explanation is thin, if tracking or measurement has never been properly addressed, or if you feel like you are not getting meaningful access to the person actually working on your account, those are worth discussing. I will tell you honestly whether a change makes sense or whether the problem is something fixable where you already are.
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Shopify, WooCommerce, Magento, BigCommerce, and others. The specifics of tracking implementation and feed setup vary by platform, but I am familiar with the practical differences across the main platforms and what each requires to get right.
