Google's recommended campaign trio for 2026 is the Power Pack: Demand Gen creates awareness through YouTube and Discover placements, AI Max captures high-intent search queries with automated targeting, and Performance Max orchestrates Shopping, Display, and cross-channel delivery. For e-commerce, this means full-funnel coverage from a single platform. Demand Gen surfaces your products to people browsing content. AI Max catches them when they search. PMax shows your Shopping listings and remarkets across Google's entire network. We test this structure against traditional setups using Google's built-in experiments to prove it genuinely adds incremental revenue rather than just reshuffling existing conversions.

A product with a 500% ROAS and 10% margin contributes less to your business than one with 300% ROAS and 50% margin. Most e-commerce advertisers optimise for headline ROAS and end up over-investing in high-revenue, low-margin products while underinvesting in their most profitable lines. We implement profit-based optimisation using custom labels that segment your catalogue by margin tier, then apply value-based bidding that accounts for actual product economics. Combined with customer lifetime value data through Google's High Value Customer Mode, we optimise for total business profit, not just advertising return on the surface.

Google captures intent. Meta creates demand. TikTok drives discovery. Microsoft picks up what Google misses. Running on a single platform limits your reach and makes you vulnerable to algorithm changes. We build multi-platform e-commerce strategies where each platform plays its role in the purchase journey, with coordinated budgets, shared audience data, and unified attribution through Gorilla Reports. Combined with e-commerce SEO, you build both paid and organic revenue streams that compound over time.

Shopping is being transformed by AI. Google surfaces product ads in AI Overviews and AI Mode conversations. TikTok Shop enables instant in-app purchases from video content. Meta's AI tools generate product highlight videos automatically. Visual search through Google Lens lets people photograph a product and find it for sale instantly. These aren't future possibilities, they're live features reshaping how consumers discover and buy products. Stores with optimised product data, rich imagery, competitive pricing, and strong review profiles are most likely to win these premium AI-powered placements. We structure your entire e-commerce paid strategy to capitalise on this shift.