Most e-commerce Google Ads accounts waste 30-50% of budget on poor structure and broad targeting. A full restructure focused on intent tiers, negative keywords, and landing page alignment typically cuts CPA by 30-40% within the first month.
The 30-50% Waste Problem
We audit dozens of Google Ads accounts every quarter. The pattern is consistent: most e-commerce brands waste 30-50% of their ad spend on poorly structured campaigns.
The Intent-Tiered Approach
We restructure every account around buyer intent:
Tier 1: Brand Campaigns
Cheapest clicks, highest conversion rate. Protect your brand terms.
Tier 2: Competitor Campaigns
Capture users comparing options. Lower ROAS but strategic.
Tier 3: High-Intent Product
Users searching for specific products or categories with clear purchase intent.
Tier 4: Discovery
Broader category terms. Higher volume, lower intent. Use for scaling.
Landing Page Alignment
Every ad group needs a dedicated landing page that matches the search intent exactly. Sending high-intent product searches to your homepage kills conversion rates.
Negative Keyword Hygiene
Weekly negative keyword reviews are non-negotiable. We typically add 50-100 negatives in the first month alone.
Scaling Framework
Once CPA is profitable:
- Increase budget on Tier 3 campaigns first
- Launch Shopping campaigns with optimised product feeds
- Test Performance Max with strong creative assets
- Expand to new keyword themes gradually
