PPC Management Across Google, Meta, TikTok, and Amazon for a UK Custom Print Brand

Client Profile

A Custom Merchandising Solutions Provider From the UK

The client operates a product-based eCommerce business in the UK, offering custom merchandising and printing solutions to clothing labels, promotional merchandise companies, and corporate buyers. Their catalog spans Direct-to-Film (DTF) transfers, 3D UV stickers, and a range of made-to-order print products.

The client’s primary sales channels are their own eCommerce website and an Amazon store. Both operate in a competitive, specialist niche where buyers have high product specificity and pricing pressure is constant.

Scope Of Work

eCommerce Website SEO and Paid Ads Management for Four Sales Channels

The client initially engaged Data4eCom to manage SEO for their eCommerce website. Following measurable early gains, the scope expanded to multi-channel paid advertising. The requirement included:

eCommerce SEO

  • Technical site audit and resolution of crawlability issues.
  • On-page optimization, including meta tags, page titles, and heading structure for high-intent UK print-market keywords.
  • Optimizing internal link architecture to concentrate link equity on high-priority URLs.
  • Keyword research targeting “DTF transfers," “custom stickers," “heat press prints," and related commercial terms.

Google Ads Management

  • Account audit and full campaign restructure.
  • Keyword segmentation by match type (broad, phrase, exact) and funnel stage.
  • Responsive Search Ad (RSA) creation and iterative testing.
  • Google Merchant Center feed cleanup and Shopping campaign setup.
  • Audience layering using in-market, custom intent, and remarketing lists for search ads

Meta Ads Management

  • Full-funnel campaign creation across Facebook and Instagram: awareness, engagement, and conversion objectives.
  • Meta Pixel setup and conversion event configuration (purchases, add-to-carts, page views).
  • Custom and lookalike audience development from website visitor data, CRM lists, and existing buyer profiles
  • Retargeting campaign creation for cart abandoners and past site visitors.
  • Bid strategy selection as per campaign objectives.

TikTok Ads

  • TikTok Pixel implementation and conversion event tracking across the purchase funnel.
  • UGC-style and native In-Feed video creative production and testing.
  • Audience targeting using interest-based, custom engagement, and lookalike segments.
  • Ad performance tracking and conversion rate optimization
  • Ongoing CPA monitoring and creative rotation based on fatigue signals.

Amazon Sponsored Ads

  • Set up and management of Sponsored Products, Sponsored Brands, and Sponsored Display campaigns
  • Keyword and competitor research
  • Listing optimization aligned with PPC campaign targets.
  • Bid and budget optimization based on actual conversion data.

Challenges Identified

Addressing Low Conversion, Misaligned Keyword Strategy, and Ad Spend Waste Across All Sales Channels

Despite an average daily budget of approximately £40 across platforms, the campaigns were generating low conversion volume and declining margins. An audit across Google, Meta, TikTok, and Amazon identified four major challenges:

No Funnel Structure Across Campaigns

All campaigns lacked a clear distinction between awareness, prospecting, and conversion goals. The budget was distributed without understanding the buyers’ intent and their purchase journey. The result was ad spend consistently generating impressions and clicks without converting them into sales, because conversion-stage messaging was shown to people with no prior brand exposure.

Untargeted Keywords and Audiences

Keywords were not organized by match type, leading to ads appearing for queries unrelated to the products being sold. Audience strategy faced a similar issue—retargeting pixels were inactive, CRM-based custom audiences were nonexistent, and lookalike segments were not created. The campaigns were reaching cold, unqualified users with bottom-funnel messaging that had no chance of converting them.

No Bid Management Framework

Bids remained static regardless of device, time of day, location, or audience performance signals. In a competitive print and merchandise niche—where auction prices shift rapidly on high-intent keywords—the lack of structured bid management led to a consistent pattern of overbidding on low-value clicks and underbidding on high-converting opportunities.

Landing Page Misalignment and Merchant Center Errors

Although certain campaigns succeeded in generating clicks, conversion performance remained limited due to two core backend issues. First, the landing pages lacked sufficient alignment with the ad messaging and keyword intent, negatively affecting Google Quality Scores and reducing the probability of conversion. Second, unresolved product feed errors in Google Merchant Center — particularly in the structuring of product types and attributes — restricted the reach and eligibility of Shopping campaigns.

Our Approach

A Multi-Channel Growth Strategy Combining SEO and Paid Ads Management

Instead of handling each channel separately, we built a unified eCommerce PPC and SEO strategy in which keyword data was shared across both channels—organic research informed the paid campaign structure, and PPC search term data was used directly in SEO targeting. A dedicated team of four specialists — one SEO expert and three PPC specialists — was assigned to the project.

Organic Foundation — eCommerce Website SEO

We began with a technical audit and addressed the site’s crawlability issues first. This was followed by on-page optimization, with meta tags, page titles, and heading structures rewritten around commercial-intent keywords relevant to the UK custom print market. The internal linking structure was also redesigned to direct authority toward the highest-value product and category pages.

Keyword research identified priority terms across DTF transfers, custom stickers, and heat press prints, all filtered for commercial intent, realistic ranking potential, and UK market relevance.

Search Advertising — Google Ads Management

The Google Ads account was restructured, with each campaign type assigned a defined role in the funnel—Performance Max for brand awareness and reach, and manual Search campaigns for conversion targeting at the keyword level.

Keywords were segmented by match type — separate campaigns for broad, phrase, and exact match queries, each with its own bid strategy. Responsive Search Ads were built with multiple headline and description combinations and tested to improve ad relevance and Quality Score.

Audience targeting was layered across in-market segments, custom intent audiences, and remarketing lists for search ads, with device and location bid adjustments applied based on conversion data. The Google Merchant Center product feed was audited and restructured to resolve eligibility issues that were affecting Shopping campaign reach.

Google Ads — Campaign Framework

Campaign Type Bid Strategy Audience & Targeting
Performance Max Maximize Clicks Brand, In-Market, and Interest Signals
Search Maximize Conversions Broad Match — Traffic Volume Expansion
Search Maximize Conversion Value Exact / Phrase Match — High-Intent Queries
Search Target CPA Affinity & Custom Intent Audiences
Search Target ROAS RLSA + Device, Location & Demographic Adjustments

Social Advertising — Meta (Facebook & Instagram) Ads Management

Tracking Setup

We configured the Meta Pixel to track conversion events for key actions, such as purchases, add-to-carts, and page views.

Audience Targeting

We built custom audiences from three sources—website visitor data, CRM lists, and engagement history. Additionally, we modeled lookalike audiences (1%–3%) on existing buyer data to reach new users with similar characteristics. For UK-based buyers, we leveraged geographic targeting.

Campaign Architecture

We ran campaigns across awareness, engagement, and conversion objectives. Our PPC experts applied Bid Cap and Target Cost strategies to conversion campaigns to control cost per acquisition.

Retargeting Campaigns

We designed dedicated retargeting campaigns to re-engage cart abandoners and past visitors, using pixel-based audience segments, which refreshed continuously from live traffic data.

Meta Ads — Campaign Framework

Campaign Type Bid Strategy Audience & Targeting
Awareness Maximize Conversion Value Custom Audiences — Visitors, CRM & Engagement
Sales Bid Cap UK Geographic & Radius Targeting
Engagement Maximize Conversions Demographics & Behavior (Age, Gender, Interests)
Sales Target Cost Lookalike Audiences (1%–3%) — Buyer Profiles
Sales Pixel Retargeting Cart Abandoners & Past Site Visitors

Video Acquisition — TikTok Ads Management

TikTok was introduced as a dedicated acquisition and awareness channel after performance had stabilized across Google and Meta. The work began with pixel implementation and full-funnel conversion event mapping to ensure accurate data from the outset supported campaign optimization.

Creative testing followed a parallel-launch approach, with multiple user-generated content (UGC)-style and in-feed video variants launched simultaneously across ad sets. We monitored hook retention rates to identify where viewer drop-off occurred, and used those insights to refine the opening three seconds of underperforming creatives. Additionally, we tried multiple creative assets to prevent ad fatigue and cost per mille (CPM) inflation.

High-performing organic posts were then amplified through Spark Ads. We managed budget scaling through Cost Cap bidding to protect cost-per-acquisition (CPA) performance as spend increased gradually. Our team monitored ad campaigns daily throughout the learning phase.

TikTok Ads — Campaign Framework

Campaign Objective Bid Strategy Audience & Targeting
Awareness Reach Maximization Broad + Interest — Print, Craft, Small Business
Consideration Click Optimization Custom Engagement + Device & Location (UK Mobile)
Sales Complete Payment Custom Intent + Pixel Retargeting (Cart Abandoners)
Scaling Value Optimization Lookalike (1%–3%) — Existing Purchaser Profiles

Marketplace Advertising — Amazon Ads Management

Match Type Structure

We created Amazon ad campaigns from scratch, with clear separation between broad, phrase, and exact-match keywords. This prevented budget cannibalization and gave us direct control over bid levels by intent.

Search Term Discipline

Our team reviewed Search term reports on a fixed weekly cadence. High-performing terms were identified to increase spend, while irrelevant queries were added as negative keywords to stop wasted spend.

Bid Controls

We adjusted bids at the keyword level based on conversion data rather than impressions or click volume. Our team defined the Advertising cost of sale (ACoS) targets individually for each stock-keeping unit (SKU) based on product-level margins, rather than averaging across the catalog. The underperforming keywords were paused before losses escalated.

Placement Modifiers and Product Targeting

We increased Top-of-Search placement bids for campaigns that consistently delivered conversions. Product targeting campaigns were also introduced to secure visibility for competitor and complementary product listings, helping capture buyers who are already in a purchase mindset.

Performance Results

Improved Ad Efficiency, Higher Conversions & Consistent Growth

The project was completed within eight weeks, delivering a production-ready taxonomy that was imported directly into the client's backend system. Key outcomes included the following:

Google Ads

Google Ads

Month Conversions Revenue ROAS
Dec 2025 176.14 £7,949.72 8.20
Jan 2026 543.40 £14,913.39 8.20
Feb 2026 585.06 £13,469.27 8.20
Total 1,304.60 £36,332.38 8.20
Change % 255.37% 76.37% 33.66%

Conversions increased by 255.37%, and revenue grew by 76.37% within three months of the campaign restructuring. ROAS improved 33.66% over the same period.

Meta Ads

Meta Ads

Month Orders Revenue
Oct 2025 678 £16,391.93
Nov 2025 683 £21,437.99
Dec 2025 705 £24,174.06
Jan 2026 637 £21,293.10
Feb 2026 559 £18,895.85
Mar 2026 622 £17,470.70

Revenue grew from £16,391.93 in July 2024 to £24,174.06 in October 2025 — a 47.5% increase across the peak growth window. Total revenue across six months (Oct–March 2026) reached £119,663.63.

Even in the non-peak months of November and December, monthly revenue stayed above £17,470, indicating stable audience retention.

TikTok Ads

TikTok Ads

Month Sales Performance (£) ROAS
Dec 2025 451 £9,845.44 2.70
Jan 2026 581 £12,852.62 3.26
Feb 2026 663 £14,929.86 3.61
Total 1,695 £37,627.92 9.57
Change % 47.01% 51.64% 33.70%

Sales grew 47.01%, and revenue grew 51.64% between Dec 2025 and Feb 2026. ROAS improved 33.70% — from 2.70 to 3.61 — exceeding the client's stated performance benchmarks.

Amazon Ads

Amazon Ads

Attribute Oct–Dec 2025 Jan-March 2026 % Change
Order Product Sales £44,246.53 £48,786.25 ↑ 10.26%
Avg. Sales / Order Item £12.80 £14.84 ↑ 15.94%
ROAS 2.87 3.15 ↑ 9.76%
Sessions 53,730 57,098 ↑6.27%
ACoS (%) 42.14 38.47 ↓ 8.71%

Comparing the two periods, order product sales grew by 10.26%, average revenue per order item rose by 15.94%, and sessions increased by 6.27%. ROAS improved 9.76%. ACoS declined 8.71%, from 42.14 to 38.47, reflecting the impact of tighter keyword segmentation and per-SKU bid controls.

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