Free guides for e-commerce stores.
The checklists and playbooks we use on every account: Google Shopping, Merchant Center, Performance Max, tracking and planning. Read them here or download the PDF. No email needed.
The 4-step playbook: be there, rank before you spend, set the traps, check every morning.
When spend stops growing, or each extra euro buys a more expensive order, the cause sits in one of six levers. Find the one that binds first...
This is how the Scaling Audit starts. Run the 20 checks in order and mark each one Yes, No or Unknown. Unknown counts as a finding. Make no ...
Shopping and Performance Max build their product ads from your feed. A disapproved product cannot show, and a weak title shows for the wrong...
Setup steps for a Performance Max campaign that finds new customers and leaves your brand traffic alone, then the weekly check and the red f...
Growth and planning
AI Max is a setting on Search campaigns. It matches your ads to searches beyond your keyword list, can rewrite ad text to fit the search, an...
Most shops guess who their competitors are. Google shows you who you actually meet in the auction, and what they run. This file is a one-hou...
Your own customer data tells Google who already buys from you. Used well, it keeps prospecting campaigns away from people who would buy anyw...
The reading order for every Adsaru resource, in the order we review an account. Read this page once, then open each file as a checklist when...
Run this before a new product goes into paid campaigns. Most launches stall on the data: a missing GTIN, a page without stock, or a title no...
The daily part takes 5 minutes, the weekly part an hour, the monthly part half a day. Change one thing at a time and log it with a date.
Google Ads reports revenue and ROAS for its own campaigns. Your bank account reports profit for the whole shop. The two drift apart: each pl...
Brand search flatters an account. People who type your name would often buy anyway. Split brand from everything else, then measure what paid...
Q4 brings more traffic, more competitors and higher click prices at the same time. In 2026 Black Friday falls on Friday 27 November and Cybe...
A sale is a short window with a known cost: the discount. Plan it with a start, a peak and an end, and work out before launch what each orde...
A 13-week plan to take a store from "ads work a bit" to "we can add budget and know what it returns". It covers the whole store, with a gate...
A responsive search ad has up to 15 headlines of 30 characters and 4 descriptions of 90. Most shops fill them with the product name and "fre...
Target ROAS and target CPA decide how hard Google bids on every search. A target set too early, or moved too far in one step, costs more tha...
Google Shopping and feed
If you sell in the EU, Shopping ads run through a Comparison Shopping Service. By default that is Google's own, which keeps a margin on ever...
An account-level suspension stops all your products from showing in Shopping and Performance Max. Fix the cause first, then request one revi...
Setup steps for a Standard Shopping campaign that uses the feed well and reports cleanly. Use it for every new account or market.
Some advertisers copy a product under a new ID with a different title, to take two slots on one search. Google's product data rules ask for ...
Shopping ads are ordered by Ad Rank: your bid, or the bid Smart Bidding sets, together with how likely Google thinks the product is to be cl...
The title decides which searches a product shows for and what the shopper reads first. Here is one formula, the rules, a way to change title...
Performance Max and Search
A comparison page answers "this or that" for a buyer who already has an alternative in mind. Send competitor and "vs" searches there. It wor...
Keyword research for a shop has three jobs: find the terms that sell, block the terms that waste money, and decide which terms deserve their...
Seven changes from 2025 and 2026 that affect a shop's Google Ads account, each with the check to run. Rollout differs by country and account...
Search ads catch people who already type what they want. Build the account around how close each search is to buying.
Tracking
Landing pages
An advertorial is a page that reads like an article, answers the question the ad raised, and only then sells. Use it for cold traffic from M...
Each campaign type sends a different visitor. Match the page to what the click expects. This file gives seven formats, where each one fits, ...
AI and automation
This check shows whether ChatGPT names your shop when buyers ask about your products, and whether your site lets OpenAI's search crawler in....
Automate the checks someone does by hand every week, and give each workflow one owner. Start with the first one, run it for two weeks, then ...
Other channels
Demand Gen shows image, video and product ads on YouTube (including Shorts), Discover, Gmail and, since 2025, the Google Display Network. Us...
Microsoft Ads shows your ads on Bing, Microsoft's partner sites and Copilot. It has less traffic than Google and clicks are often cheaper. W...
YouTube sells products a buyer needs to see working. Since 2025 Google runs YouTube campaigns that bid for purchases as Demand Gen, and Vide...
Scaling Audit
Not sure where to start? The Scaling Audit (€1,500, free if we find less than €1,500 of waste) scores all six levers of your store. Smaller shops start with the 14-Day Profit Setup (€790).
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