Google & YouTube Ads for Shopify
CONVERTIBLES runs Google and YouTube Ads for Shopify Plus brands doing $2M+ in revenue. Search, Shopping, Performance Max, and YouTube campaigns built to feed the same CRO program we run on your store. One team. One feedback loop. $50M+ in managed ad spend across the roster.
What are Google & YouTube Ads for Shopify?
Google & YouTube Ads for Shopify is the paid media work that drives qualified traffic from Google Search, Google Shopping, Performance Max, and YouTube into a Shopify or Shopify Plus store. The work includes campaign structure, keyword and audience targeting, creative production, product feed optimization, bidding, and ongoing experimentation tied to revenue and profitability.
Done well, paid media is not a standalone channel. It is one half of the growth loop. The ads decide who lands on the store. The store decides whether that traffic turns into revenue. If the two halves are run by different teams that don't talk, the loop leaks money at every handoff.
At a Glance
- Channels: Google Search, Google Shopping, Performance Max, YouTube (in-stream, Shorts, demand gen)
- Scale: $50M+ in managed ad spend across the team's client history
- Integration: Ads run by the same team running your CRO program, so ads and on-site work as one system
- Creative: Static and video ad production handled in-house, not outsourced
- Feed work: Shopping feed optimization, title and attribute structure, custom labels for bidding
- North-star metric: Year over year revenue growth with target ROAS and contribution margin, not vanity ROAS
- Part of: The full Shopify CRO program, paired with testing, landing pages, and speed
Why Most Shopify Ad Accounts Leak Money
The CRO team and the ads team don't talk. Most brands hire an ads agency and a CRO agency separately. The ads team drives traffic to whatever page the brand points them to. The CRO team tests whatever pages the brand prioritizes. Neither one is responsible for the page the ads actually land on. The handoff kills conversion, and both agencies blame the other.
Performance Max is a black box by default. Left alone, PMax will burn budget on branded search, remarketing audiences, and placements that were already going to convert. Without feed structure, asset groups, and exclusions built deliberately, it's a ROAS-inflating machine, not a growth engine.
Shopping feeds are almost always broken. Shopify's default feed sends flat, keyword-thin titles with no custom labels, no GTIN handling, and no structured attributes. Shopping CPA is 2x to 4x what it should be because the feed doesn't tell Google what the products actually are.
YouTube sits untouched. Most Shopify brands avoid YouTube because it "doesn't convert" on last-click attribution. It does convert, it just doesn't show up where the attribution model looks. Brands that run YouTube deliberately, with creative built for the platform, see meaningful lifts in Search and direct traffic as a second-order effect.
What We Run
Google Search
Branded, non-branded, competitor, and category campaigns structured by intent. We use negatives aggressively, segment by match type, and measure against contribution margin, not blended ROAS. Search is the workhorse channel for most Shopify brands and gets managed like one.
Google Shopping
Feed optimization, title and attribute restructuring, custom labels for margin and seasonality, and standalone Shopping campaigns for priority SKUs. Feed work drives more Shopping growth than bid adjustments ever will.
Performance Max
PMax run as a channel, not a magic box. Asset groups segmented by product and audience, clear exclusions from branded search, creative rotations tested deliberately, and feed structure that tells Google what to prioritize. We use PMax where it belongs, not as the whole account.
YouTube Ads
In-stream, Shorts, and demand gen campaigns built around creative produced for the platform. YouTube is where underpenetrated Shopify brands find their next growth lever. We plan, produce, and run it.
Creative Production
Static ads, motion ads, and short-form video produced in-house. Creative is tested the same way on-site variants are: with hypotheses, controls, and revenue measurement. Winning creative feeds into landing pages. Losing creative teaches us what to stop funding.
Measurement and Attribution
Google Ads conversion tracking, GA4, enhanced conversions, and first-party data integration where it helps. We set up measurement so the ads team and the CRO team look at the same numbers.
The Two-Pillar Loop: Ads + CRO
Ads and CRO run as one program at CONVERTIBLES. This is the whole reason we exist as a shop.
Ads data informs on-site tests: which audiences convert, which creative themes work, which offers pull. On-site winners inform ad creative and landing pages: what layout converts, what offer framing beats the control, what proof points actually move the needle. Speed gains make paid traffic cheaper per conversion. CRO wins make every ad dollar worth more.
That feedback loop is what makes the full CRO program compound. Ads without CRO is expensive traffic to a leaky store. CRO without ads is a faster store that nobody new is visiting. Together they move year over year revenue growth.
Proof
Jones Road Beauty ($160M+)
CEO Cody Plofker publicly endorsed CONVERTIBLES on X/Twitter: "I'm a very happy client. They have a unique testing methodology." See the post.
Performance Golf (9 figure)
We rebuilt Performance Golf's websites into a performant frontend experience that converts paid traffic. Donnie French, Copy Chief at Performance Golf, shared a video testimonial about the work. Watch it here.
Managed Spend
The team has managed $50M+ in paid media spend across Shopify brands, with active programs running Search, Shopping, Performance Max, and YouTube in parallel.
Who This Is For
- Shopify Plus brands doing $2M+/year with $50K+/month in paid media spend
- Brands running ads through a separate agency and frustrated by the handoff to their CRO or dev team
- Teams whose Performance Max or Shopping accounts have plateaued and need structural work, not bid tweaks
- Brands ready to expand into YouTube but without the creative or buying muscle to start
- Operators who want one accountable team for ads, on-site, and growth
Who This Is Not For
- Brands under $2M/year or under $20K/month in ad spend (the CRO + ads loop needs volume to work)
- Brands wanting ads-only with no CRO, speed, or landing page work (we run both pillars together, not separately)
- Brands looking for last-click ROAS optimization on a single channel (we optimize for revenue growth and margin, not channel vanity)
Frequently Asked Questions
Do you run Google Ads without the CRO program?
No. We run Google & YouTube Ads as the second pillar of the full CRO program. The whole point is the feedback loop between ads and on-site. Running ads in isolation gives up the edge that makes clients hire us.
What channels do you manage inside Google Ads?
Search, Shopping, Performance Max, and YouTube (in-stream, Shorts, demand gen). We also handle measurement setup across Google Ads conversion tracking, GA4, and enhanced conversions.
Do you produce ad creative or just buy media?
Both. Static ads, motion ads, and short-form video are produced in-house. Creative and media buying run as one function, not two. That's how creative actually gets tested against revenue, not just CTR.
How do you measure ad performance?
Year over year revenue growth with target ROAS and contribution margin, not blended last-click ROAS. We look at incrementality where it can be measured, and at the actual profit the ad program drives into the business.
Can you fix a broken Performance Max account?
Yes. Most PMax accounts need structural rebuilds: asset group segmentation, feed fixes, branded-search exclusions, and deliberate creative rotations. We do that up front before any bid or budget work.
How do you handle Shopping feed optimization?
Title and attribute restructuring, custom labels for margin and seasonality, GTIN handling, and feed splits for priority SKUs. Feed work drives more Shopping growth than bid changes ever do, and it's where most accounts are underinvested.
Do you run Meta or TikTok Ads too?
Our paid media focus is Google and YouTube. For Meta and TikTok, we coordinate with your existing team or partners. Google and YouTube are where we run deep.
Book a Strategy Call
If you run a Shopify Plus brand doing $2M+ in revenue, spending real money on paid media, and ready to fix the gap between your ads and your store, let's talk.