Robin Tesselaar | Google Ads + Merchant Fix

How to Run Google Ads for E-Commerce (Beginners Tutorial 2026) If you want to grow an e-commerce or Shopify store with Google Ads, you first need to understand how Google Ads actually works and how to set it up the right way. In this Google Ads beginners tutorial, I walk you step by step through creating your first Google Ads campaign, setting up your account, and avoiding the most common beginner mistakes. This complete Google Ads for e-commerce guide shows you exactly how to run Google Ads in 2026, even if you’re starting from zero.

Common misconception in Google Ads: You should add 10 new products per day. That advice gets stores into trouble. More products don’t automatically make more money. It often means: More low-quality pages. More weak titles. More clicks that don’t convert. Fix the conversion rate first. Add products only when they make sense, and you can actually sell them. Because every click has to earn its place.

Avoid this Google Ads mistake: Overpaying for your own brand name. Most brands want to show up in position one when someone searches their brand. Especially if that person came from Meta, TikTok, email, or organic. Yes, you should show up, but you shouldn’t pay premium prices for it. Your brand keywords usually have a very high quality score. So when brands run to maximize conversions or maximize conversion value on the brand... Google will happily spend more than necessary just to “win” auctions you would have won anyway. The cleaner approach is to run the brand on a target impression share strategy. Aim for around 95% top impression share. It’s a bit technical. But it saves a lot of money.

Most common Google Ads structure mistake: Brands don’t exclude brand traffic and remarketing from their testing campaigns. Inside Performance Max, Google will often push spend toward brand and remarketing because it’s easy sales. And that’s why it looks good early. If you don’t exclude your brand name and remarketing... You end up paying Performance Max to take credit for the demand you already created. And you overspend on the cheapest conversions in the account. Put brand and remarketing into their own cheaper setup. Keep Performance Max focused on new demand.

Your ROAS drops hard. Not slowly. Not subtly. It drops the moment the spending increases. Why? Because early results often come from warm demand. Brand searches. People are already aware of you. Traffic is influenced by other channels. If you’re running Meta or email, Google picks that up. So performance looks strong at the start. You raise budgets. Then the campaign shifts. Warm demand dries up. Cold traffic takes over. And the setup was never built for that. So ROAS collapses. That’s why scaling Google Ads breaks so many accounts.

Scaling budgets too aggressive or too cautious will lose you money. Too aggressive and you shock the campaign. It re-enters learning. Google spends fast. Not smart. You’ll see spending go up and efficiency drop. Too cautious, and you trigger “limited by budget.” Google sees demand it can’t capture. And you end up stuck with wasted potential and inconsistent volume. A simple rule that works for most accounts. Increase budgets 20% to 30% twice per week. It keeps performance stable. And it gives the algorithm room to adapt without burning your margin.

Avoid this Google Ads mistake: Overpaying for your own brand name. Most brands want to show up in position one when someone searches their brand. Especially if that person came from Meta, TikTok, email, or organic. You should show up. But you shouldn’t pay premium prices for it. Your brand keywords usually have a very high quality score. So when brands run to maximize conversions or maximize conversion value on the brand... Google will happily spend more than necessary just to “win” auctions you would have won anyway. The cleaner approach is to run the brand on a target impression share strategy. Aim for around 95% top impression share. It’s a bit technical. But it saves a lot of money.

If you want to learn how to scale from 0 to $90K with Google Ads... Comment "ads", and I will send you my strategy. (no opt-in, no email) (just make sure you’re following so I can DM you)

@mrfeldmanSEM Great tip

@Robin_ecomm 100% agree. The one thing to remember as well is making sure you’re not displaying pounds as the price in the US (you should always have a dedicated feed per country/region to control currency)

Brands find a winning concept in one market. And then they leave it there. If a product category works in the UK, you can often roll that same structure into the US and test it fast. Same offer. Same category. New demand pool. But most brands don’t do it. They get overwhelmed by all the settings and buttons. So they stick to one market. And leave growth sitting on the table. These three problems are why targeting feels “random” for so many brands. It’s not random. The setup is just telling Google the wrong story.

@EnebiJoshu40666 cant dm you

@Robin_ecomm Setter

🚨 HIRING – DM APPOINTMENT SETTER 🚨 (remote) Our Google Ads Agency is Scaling We are looking for a commission-based setter. OTE: Commission (approx. €2K–€3K per month) Comment “Setter” so I can DM

@JohnJoezer90521 cant dm you

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@DropshipGMC it was send yesterday

@Robin_ecomm @Robin_ecomm send through

I’m giving away all my Google Ads strategies for free. Comment “Google,” and I’ll send it over. (no opt-in, no email) (just make sure you’re following so I can DM you)

I cannot stress this enough: Always analyze your Google Ads data. And separate winning products from losing products. So the budget gets spread across the whole catalog. The structure that works best is simple. Split products into 4 campaigns based on performance. 1. Champion products These are your best sellers, and they bring in strong revenue. This is why they are number 1. 2. Winning products These sell well. They just need more spending and more time to move into the champion bucket. 3. Testing products These don’t have enough data yet. Not enough clicks. And not enough conversions. They stay here until they prove they can perform. 4. Losing products These spend more than their margin. You don’t kill them instantly. You move them into a low-spend campaign. Let them sit with minimal budget until you improve the page, the offer, or the pricing. Then they can climb back up. Without this structure, you always mix winners and losers. And the average drags everything down.

@ResetAt40 must be following to get it

@Robin_ecomm Google,

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