What we run
The Google Ads account is a full-spectrum setup: Search on high-intent brand and category queries, Performance Max for feed-driven scale across Google’s inventory, Shopping for direct catalogue coverage, and remarketing for site visitors who came close but didn’t check out. Every campaign runs inside Ladakh Berry’s own ad account — we don’t hold the assets, and the Partner Brand can pull access on 30 days’ notice.
Alongside Google we run Meta ads (Facebook + Instagram), manage the Shopify store day-to-day, produce the creative that both ad platforms use, and handle RTO disputes when shipments come back.
How the account is structured
The Google Ads bill splits three ways. Brand search takes the smallest slice — it’s the cheapest traffic in the account and the last to be cut. Category and long-tail Search takes the largest slice. Performance Max sits alongside, feeding the same product catalogue but reaching different intent surfaces (Discover, YouTube, Gmail, Maps, and Shopping).
Structure isn’t set-and-forget. Negative-keyword lists get widened as junk queries surface. Below-benchmark placements get pruned. Creative gets refreshed when performance on any one ad set flatlines. Because we’re paid on a percentage of net sales — not on ad spend — this optimisation loop is aligned. Wasted spend costs us as much as it costs the Partner Brand.
Why the store side matters as much as the ad side
Return on ad spend is only half the equation. The other half is what happens after the click. Page-speed, checkout friction, RTO rate, and post-purchase experience all determine how much of the money the visitor sends actually stays with the business. Because we run the store and the ads, both sides move together.
Next
The next quarter is about widening the Performance Max asset library as the catalogue grows, tightening remarketing audiences, and moving more Meta spend into video creative. Reporting stays monthly. Numbers stay in this file and in the shared dashboard — no invented growth curves.