Sell more, profitably, across Performance Max, shopping, retail media, social commerce and affiliates.
Modern ecommerce paid media is no longer a single channel. PMax sets the pace, retail media networks are growing fast, affiliates and social commerce has matured, and the product feed sits underneath all of it. We run everything, end to end, with senior specialists who have been doing this for a over decade.
The five channels that actually move ecommerce revenue in 2026.
Ecommerce paid media used to mean Google Shopping. In 2026 it means Performance Max as the default Google buy, Amazon and retailer media networks as the second pillar, affiliate as a much smarter incremental layer than it was five years ago, social commerce across multiple networks now and the product feed as the lynch pin underneath all these.
Each of the networks have their own bidding logic, their own measurement and their own data inputs. We run them as one connected programme, not siloed line items, with shared first-party data and shared reporting.
The five channels
Five shifts in ecommerce paid media that have changed how you should run it.
The playbook has changed. PMax is not Smart Shopping with a new name, retail media is not optional any more, and bidding is no longer the predominant lever.
PMax is the default
A high share of ecommerce Google spend now flows through Performance Max. Getting the inputs right (signals, asset groups, search themes, exclusions) is crucial.
Retail media has gone mainstream
Amazon, plus UK retailer networks, have moved from optional to core. If you sell physical goods in the UK, you are leaving revenue on the table without them.
AI bidding needs better signals
tROAS and value-based bidding only work if they are fed clean first-party data. Server-side tracking, customer data and conversion-value rules now do the heavy work.
The feed is the lynch pin
PMax, Shopping, retail media and marketplace listings all live or die by the product feed. Title, image, attributes and structured data are the single biggest lever in the account.
Affiliate is incremental again
Modern affiliate networks track properly, manage voucher leakage, and bring real partner audiences. Programmes designed in the last two years run very differently from older ones.
Our ecommerce ads services, end to end.
One team, one plan, one set of numbers. Run by senior specialists who build the strategy and execute the work themselves.
Performance Max & Shopping
Full PMax management: asset group structure, audience and customer-match signals, search themes, brand exclusions, conversion-value rules, and network-level reporting. Standard Shopping kept where it adds control.
Google · Microsoft AdsRetail media
Full ad management across Amazon Ads (Sponsored products, brands and display), eBay promoted listings and UK retailer networkds: Tesco Media & Insight Platform, Boots Media Group, Mirakl Ads, CitrusAd, Criteo and more. Covering onboarding, creative and ongoing management.
Amazon · UK retailer networksAffiliate marketing
Programme design and management on Awin, CJ, Rakuten and Paid on Results. Partner recruitment, content placements, cashback strategy, voucher control, and influencer activations on a proper CPA model. Voucher-leakage audits available for inherited programmes.
Awin · CJ · Rakuten · Paid on ResultsSocial Commerce – Meta & TikTok Shop
Full strategy, setup and management across Meta catalog ads and TikTok Shop (including GMV Max). Catalogue setup, measurement configuration, catalog optimisation and creative optimisation, detailed reporting.
Feed-first · marketplace expansionFeed optimisation & marketplace strategy
Title and image optimisation, attribute completeness, structured data, GMC error sweeps, and marketplace listings on Amazon, eBay, OnBuy and the larger UK marketplace network. The work that quietly compounds across every paid-media channel you run.
Feed-first · marketplace expansionWant to see how your PMax is really performing?
We will run a full audit on your Performance Max account: asset group structure, signals, search themes, brand-traffic capture, network-level breakdown, feed health and conversion-value setup. You get a single-page scorecard with the three things to fix first.
- Network-level breakdown and insights
- Brand-traffic capture and exclusion review
- Feed health check across Google Merchant Centre
- Campaign settings review
- Free. No sales call required to receive it.
What an ecommerce ads programme has delivered for our clients.
See how we have transformed results for our ecommerce clents, to drive more value and importantly, more profit.
PPC, SEO, Paid Social and Shopping across a 30,000-SKU catalogue.
14-year client partnership. Full-funnel PPC, SEO, Paid Social and Shopping programme across a 30,000-SKU catalogue on Magento + Hyvä.
Read the full case study →
Ireland’s largest independent furniture retailer.
Ireland’s largest independent furniture retailer. Full digital programme with GA4 server-side tracking, Shopping and Paid Social.
Read the full case study →
UK’s leading tree surgery equipment retailer.
UK’s leading tree surgery equipment retailer. Full-funnel Google Ads, SEO and Shopping programme across a 5,000+ SKU catalogue.
Read the full case study →Three reasons clients pick us over the rest.
Campaign signals
The biggest gains in PMax and Shopping come from the signals you feed it and we understand the quality of these make or break your campaign. Our programmes start with a feed audit and continually build on it, because that is where the compounding wins live.
Real measurement, not vendor dashboards.
Server-side tracking, conversion-value rules tied to your real margin, and network-level PMax reporting built from the API. You see what Google chose not to put in the standard report.
One team across the four channels.
PMax, retail media, affiliate and feed all run by the same senior team. No handoffs, no four separate weekly calls, one coherent plan and one set of numbers.
What ecommerce clients ask before they start.
Should we run Performance Max alongside Standard Shopping, or replace it?
Almost always run both. PMax is the default revenue driver for most ecommerce accounts now, but Standard Shopping still earns its place for granular SKU-level reporting, brand defence, and tight control on margin-sensitive product groups. The right split depends on catalogue size, margin variance and how clean your feed is.
How do you report on PMax now that more data is visible?
The standard PMax report has improved but still hides plenty. We pull network-level data via the Google Ads API, so you see Shopping vs Search vs YouTube vs Display vs Discover vs Gmail vs Maps vs Partners as separate lines. Brand vs non-brand split, search-term insight and asset-group performance are all surfaced in the monthly report.
What is retail media and which networks should we be on?
Retail media is paid placement on a retailer’s own digital estate: their search, their category pages, their app. Amazon Ads is the biggest, and for most UK ecommerce brands the priority is Amazon plus the relevant UK supermarket and retailer networks (Tesco Media, Boots Media, Sainsbury’s Nectar360, Argos, Currys depending on category). We will tell you which ones make sense for your catalogue and which ones do not.
Is affiliate marketing still worth it in 2026?
Yes, if it is run well. Modern affiliate is content partnerships, cashback management, voucher control and influencer activations on a proper CPA model. Inherited programmes often have leakage we can fix in the first month. New programmes designed from scratch tend to deliver incremental revenue at a CPA below most other channels.
How important is feed optimisation, really?
It is the single highest-leverage piece of work in most ecommerce accounts. Title rewrites, better images, completed attributes and clean structured data improve PMax, Shopping, retail media and marketplace listings simultaneously. Most accounts we audit have material wins available within the first 30 days just from feed work.
What does an ecommerce ads programme cost?
The audit is free. Ongoing programmes are scoped to catalogue size, channel mix and ad spend, typically £2,000 to £12,000 per month in management fees plus media spend, depending on the number of channels. We will share a detailed scope-and-fee breakdown after the audit, with no obligation to proceed.
Ready to see what your PMax is really doing? Let us run the audit.
30 minutes with Ann or the ecommerce ads lead. No slide decks, no hard sell. You leave with the audit scorecard and three things to fix whether you hire us or not.
How can
we help you?
Tell us what you are working on. A senior member of the team will get back to you within one business day, no account managers in between.
