Mathijs & Raoul | eCom (D)Ads | Scaling Google Ads

$500M+ Revenue | $80M+ Google Ads Spend | 20+ years and 2,500 accounts experience | Essence Vault, Better Body, RiZZ, POD | Ready to scale?

[Mathijs & Raoul | eCom (D)Ads | Scaling Google Ads @ecomdads]

@nicktheriot_ scale

[Mathijs & Raoul | eCom (D)Ads | Scaling Google Ads @ecomdads]

"Adding $200K in revenue before Black Friday? Just another day at the office for these ‘good guys.’"

Last year, we managed this client’s Google campaigns exclusively. While they performed well, we noticed their META account wasn’t effectively attracting new customers.

After analyzing the account, a few key issues stood out:

- Too much spend on MOF (Middle of Funnel) and BOF (Bottom of Funnel) traffic, with insufficient focus on cold traffic.
- Fragmented campaigns that didn’t give the META algorithm the room to optimize.
- No structured testing process to consistently find and scale winning strategies.
- Decisions were made based on platform data.

Our Approach:

- Consolidated campaigns to prioritize cold traffic and new customer acquisition.
- Developed a structured testing framework to identify and optimize top-performing creatives.
- Allocated budgets strategically between platforms, focusing on profit-driven metrics instead of platform ROAS.

The Results So Far:

Lower customer acquisition costs, a larger funnel, and $200K in added revenue.

And we’re just getting started.

Black Friday is going to be massive with this growth trajectory.

Can't wait to see what will happen.

Ready to scale smarter? Let’s chat.

[Mathijs & Raoul | eCom (D)Ads | Scaling Google Ads @ecomdads]

Important update from Google ahead of the holiday season:

Google is making changes to how PMax and Standard Shopping campaigns compete.

Performance Max will no longer automatically be prioritized over Standard Shopping campaigns.

It seems Google noticed that fewer people were seeing the true impact of PMax, which led to a decline in ad spend.

They also mentioned that PMax campaigns drove 17% higher ROAS than AI-powered social campaigns. But do we really still care about ROAS, Google?

I’m curious and excited about this change!

How will this impact your Q4 strategy for Google?
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Disclaimer: This doesn’t mean there isn’t a place for Performance Max campaigns. It’s just not the one-size-fits-all solution for most brands.

[Mathijs & Raoul | eCom (D)Ads | Scaling Google Ads @ecomdads]

@CJSlattery 2minute reports works nice

[Mathijs & Raoul | eCom (D)Ads | Scaling Google Ads @ecomdads]

We all know Black Friday is THE moment for eCommerce, so you’ve got to do everything you can to stand out.

Everyone’s fighting for attention during this time, and with shoppers hunting for deals and showing less brand loyalty than ever, it’s crucial to make your products impossible to ignore.

This is where the visual aspect of your Google Shopping feed comes in. Most brands stick to the same white backgrounds, but if you really want to grab attention, try using tools like Marpipe to add unique color backgrounds or other visuals.

That small change could be the difference between a customer picking you or the next brand offering a similar deal.

Black Friday is all about being seen – what do you do differently to get noticed this time of year? Drop your strategies in the comments!

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👉 Keep an eye out – we’ll be sharing more valuable Black Friday tips to help you crush it this season.

[Mathijs & Raoul | eCom (D)Ads | Scaling Google Ads @ecomdads]

Why I make Google Ads look worse (and if you care about profits, you should too)

Google Ads loves to take credit for as many sales as possible.

They make your campaigns look great with their default 28-day click + 1-day view attribution window.

But here’s the truth: this setup gives Google way more credit than it deserves.

I care about profits, not vanity metrics.

That’s why I shorten the attribution window for most brands to 7-14 days.

Yes, it makes the results look less shiny, but here’s why it matters:

✅ True Incrementality: You’ll see which ads are actually bringing in new customers, rather than paying for conversions that would have happened anyway.

✅ Smarter Spending: By cutting down the window, you focus on what’s really driving conversions, not letting Google inflate its numbers at your expense.

✅ More Accurate Campaign Value: This adjustment shows the real performance of your campaigns. It’s not about making Google look good – it’s about making your business more profitable.

⚠ Quick heads up!

If your brand has a longer conversion path (e.g., premium or luxury products), this may not apply. Always check your average conversion time before making this change. If your customers typically take longer to purchase, a longer attribution window may be necessary.

So, if you’re serious about growth, don’t just trust Google's numbers.

Shorten the attribution window, get real insights, and invest where it counts.

[Mathijs & Raoul | eCom (D)Ads | Scaling Google Ads @ecomdads]

After 5 months of working remotely, me and Raoul finally had the opportunity to meet in person with Ionut, our dedicated team member, who has already been an invaluable part of eCom Ads.

We invited Ionut to the Netherlands not just to work together in person, but also to brainstorm, plan future steps, and of course show him the beautiful city of Haarlem.

Remote work has been great, but there’s something special about connecting face-to-face.

The last days have been a mix of working, brainstorming sessions, great food, meaningful and personal conversations, and celebrating the hard work he’s put in over the past months.

Thank you, Ionut, for your tireless efforts and dedication. We're excited for the future and thrilled to continue working together, both virtually and in person!

[Mathijs & Raoul | eCom (D)Ads | Scaling Google Ads @ecomdads]

How One Simple Change Boosted Sales by 20%

Sometimes, the biggest results come from the smallest changes.

Recently, we helped one of our clients achieve a 20% increase in sales by making a simple tweak to their checkout process.

Here’s what happened:
We noticed that customers in the USA were abandoning their carts at a higher-than-average rate.

The reason? They were being asked to pay additional taxes at checkout since the brand was based in Europe.

This extra cost was proving to be a major barrier.

So, we made a critical change: switched to an all-in price. And we actually called it an all-in price!

Now, instead of surprising customers with extra charges, the price displayed at checkout includes everything—no additional taxes or hidden fees.

The result? A 20% consistent reduction in checkout drop-offs.

Lesson learned: The biggest impact often comes from addressing obstacles outside the ad account.

What percentage of customers are dropping off at checkout in your store? Have you identified any specific friction points that could be hurting conversions?

[Mathijs & Raoul | eCom (D)Ads | Scaling Google Ads @ecomdads]

“Can you please send me the payment link so I can pay and move to the next chapter with you?”

This is kind of what our client sent me after experiencing the results of our “pay 50% now, the rest only when you’re satisfied” model.

We believe in collaboration, shared accountability, and real investment in our clients’ success.

And let’s be honest - if this guarantee helps you take a leap and let us drive your growth, that’s a win-win. 🚀

This client wasn’t running any ads before. So, we stepped in:

✅ Set up Meta and Google ads
✅ Optimized tracking
✅ Created high-performing ad creatives

The result?

In just 3 weeks:

• 37 tours booked
• 7 weddings confirmed
• 20 bookings pending
All this with a marketing spend of just $1,000.

🤯

What’s next? We’re training them to run the ads themselves, so they can continue scaling on their own.

If you’re ready for these kinds of results, drop a comment or DM me. Let’s see how we can help your business grow too.

Ready to scale? Let’s chat. 👇

[Mathijs & Raoul | eCom (D)Ads | Scaling Google Ads @ecomdads]

@IstvanicMarin Lol yes, some people just keep doing that over and over again.

[Mathijs & Raoul | eCom (D)Ads | Scaling Google Ads @ecomdads]

@snipersaurabh Love it!!

[Mathijs & Raoul | eCom (D)Ads | Scaling Google Ads @ecomdads]

Just got back from an amazing 2-week holiday in France.

Spent quality time with family, splashing around in the pool with my son, enjoying delicious meals, visiting charming villages, and even staying in a treehouse. Lots of sun, relaxation, and a good book or two—exactly what I needed.

Big thanks to @RaoulvanHeerden and the rest of the team for keeping things running smoothly while I was away. Our clients got great results, and we even brought on two new ones!

Now, as September kicks off, it’s all about gearing up for Q4. These next few months are crucial, and I’m back at the desk, ready to dive in.

Let’s make this the best Q4 yet!

[Mathijs & Raoul | eCom (D)Ads | Scaling Google Ads @ecomdads]

@chaseclymer 🫡🫡

[Mathijs & Raoul | eCom (D)Ads | Scaling Google Ads @ecomdads]

@ceodotmika half of 100k is 50k right..

[Mathijs & Raoul | eCom (D)Ads | Scaling Google Ads @ecomdads]

Brand loyalty is on the decline.

A recent Google study shows a growing gap between generic and branded searches.

Customers are increasingly looking for products or solutions rather than specific brands

This highlights the importance of investing in generic traffic over branded traffic and the opportunity to win over potential new customers.

It also shows you need to stay top of mind with your current customers.

[Mathijs & Raoul | eCom (D)Ads | Scaling Google Ads @ecomdads]

Audit find: Next level of putting your faith in Google's hands.

Non-Brand Search campaign with 0! negative keywords applied.

Almost 50% of spend is wasted on non-converting search terms.

And yes, there was also a lot of Brand in there as well.

Hurts my eyes.

[Mathijs & Raoul | eCom (D)Ads | Scaling Google Ads @ecomdads]

Why Quality Matters More Than Ever

Over the last 20 years, Google searches for "best" have shot up, while "cheap" searches have dropped.

People care more and more about quality now than ever before.

If you aren't doing it already, this is your sign to focus on quality in your products, services, and ads.

[Mathijs & Raoul | eCom (D)Ads | Scaling Google Ads @ecomdads]

@ecom_at Yes sir, look for mike rhodes pmax script

[Mathijs & Raoul | eCom (D)Ads | Scaling Google Ads @ecomdads]

When you audit an account and see that your Performance Max campaign only generates conversions in the Search network......

PMAX might not be the answer for you

[Mathijs & Raoul | eCom (D)Ads | Scaling Google Ads @ecomdads]

@oliverkenyon Lol.. I also like how most start with "Fuck It"