Google Ads for Shopify – Why You're Wasting Money (and What to Do Instead)

Google Ads isn't magic. And just “being present” isn’t enough. If you're not seeing conversions, the problem usually isn’t the platform – it’s your strategy.

Many Shopify store owners spend money on ads and get nothing in return. Not because they’re doing something obviously wrong, but because they’re missing the fundamentals. Here’s what actually needs to be in place for Google Ads to work.

1. Google Ads isn't the problem – your strategy is

Google Ads can absolutely drive growth. But only if you have three things in place: a strong offer, a converting landing page, and a clear account structure.

Too often, people launch a Performance Max or Shopping campaign without considering where the traffic is going, what message it lands on, or whether the structure makes sense.

"We got tons of traffic – but no sales" is one of the most common complaints. And Google Ads isn't the one to blame.

2. The three essentials before you start advertising

1. A strong offer

Ask yourself these three simple questions:

• What problem are you solving for your customer?
• Who is your offer designed for?
• Why should they choose you over the competition?

A strong offer is clear, specific, and hard to ignore. It speaks directly to a need or a pain point. “Free shipping” or “high quality” won’t cut it.

2. A landing page that converts

You can drive all the traffic in the world – but if your page doesn’t convert, you’re just burning money.

Your landing page should include:

• A clear, benefit-driven headline
• A clean, mobile-friendly layout
• Social proof (reviews, guarantees, certifications)
• One strong, visible call to action
• Messaging that matches the ad copy seamlessly

3. A scalable account structure

You need to know what’s working – and shift your budget accordingly.

This requires:

• Campaigns split by funnel stage (top, mid, bottom)
• Separation between branded and non-branded keywords
• No overlapping goals or audiences

When your structure is solid, it's much easier to test, adjust, and scale with confidence.

3. Choose your campaign types carefully

Not everything should start with Performance Max. In fact, it’s often the wrong place to begin unless your setup is already proven.

Here’s a quick breakdown:

Search campaigns

Best for: High-intent users. They’re already looking – you just need to show up.

Shopping campaigns

Best for: Physical products with clear visuals and pricing. But you need clean product data and a working feed.

Performance Max

Best for: Scaling once your Search and Shopping campaigns are already working. Otherwise, it hides problems instead of fixing them.

Display and Demand Gen

Best for: Retargeting. Keep the budget low and only use it when you’ve got traffic to retarget.

Video and Discovery

Best for: Awareness and education. But only once your offer and landing page are already dialed in.

4. The optimization loop never ends

Google Ads isn’t a “set it and forget it” tool. Success requires continuous adjustment:

Review your data → Make changes → Measure impact → Repeat

Key metrics to watch:

• CTR (Click-through rate): A low CTR means your ad isn’t resonating.
  • Search: Aim for 7%+
  • Shopping: Aim for 1%+
• CVR (Conversion rate): A low CVR means your page or offer isn’t matching user intent.
  • Lead gen: 5%+
  • eCommerce: 3%+

Don’t get stuck reporting “we had 10,000 impressions.” It’s about clicks and conversions.

5. A hard truth: Don’t start unless you're ready

If you don’t have your offer, page, and structure in place, don’t run Google Ads yet.

Investing in Google Ads without a solid foundation is like building a house on sand. It might look fine at first – but it won’t hold. Make sure you’re ready before you turn on the budget.

Ready to take Google Ads seriously?

Book me for a day

Get clarity on Google Ads and Shopify advertising – and a concrete action plan with 3–5 next steps. Book an Advisory Day today.

Already a Growth Partner client?

Then we’ll include it in our ongoing planning – if it aligns with your focus that month.

– Frederik, eCommerce Manager