The Atelier Perspective
Paid search for a store is not the same discipline as paid search for a services business, and the difference is the catalog. A lead generation account wins on keyword structure, negatives, and landing pages. An ecommerce account wins on the quality of the product data underneath it.
Intent is everything. Intent and the feed.
01
Understand Search Intent First
Every query carries a decision stage and the account should be structured to reflect it. The phrase that names a product and a size wants a Shopping result and a product page. The phrase that names a category wants a collection and a filter. The comparison phrase wants a page that makes the comparison honestly. The how to phrase wants an article and will almost never buy on that visit, which is why it belongs in organic rather than in a bid. So we segment campaigns by intent stage, hold separate targets for each, and stop judging a research term against a purchase term's cost per acquisition.
02
Make Product Data More Competitive
Feed work is the highest return activity in most ecommerce paid search accounts and the one nobody wants to own. We rewrite titles into the order Google's classifier reads, brand then product then key attribute then size or colour, fill the attributes that gate eligibility for the formats that convert, set Google product categories accurately rather than letting them be inferred, and build custom labels for margin band, seasonality, stock depth, and bestseller status so that bidding can be organized around business value rather than around SKU. Then the unglamorous half: fixing the disapprovals and the GTIN errors that have been silently suppressing part of the catalog for months.
03
Improve Customer Journey After the Click
A click is a rented moment and most of them are spent on a page that answers a different question. We match the landing experience to the query stage: a Shopping click lands where the exact variant is in stock and visible, a category click lands on a collection that is already filtered the way the query implied, a comparison click lands somewhere that makes the comparison. Page speed on the templates that receive paid traffic, the shipping threshold stated before the payment step, and the one objection that query raises answered above the fold. Done with our conversion rate optimization practice, because a fifteen percent lift in conversion rate is worth more than a fifteen percent cut in cost per click and lasts longer.
04
Refine Performance Continuously
Accounts decay. Query patterns shift with the season, competitors change their prices, a bestseller goes out of stock and the campaign keeps bidding on it, and the automation quietly reallocates budget toward the easiest conversions rather than the most valuable. So the rhythm is fixed: search terms read weekly, negatives maintained weekly, feed health monitored daily, bids and budgets reviewed against margin monthly, and a quarterly structural review that asks whether the account should still be shaped this way. Every change is logged, so a performance shift can be traced to a decision instead of debated.
Our Paid Search Services
Paid Search Strategy
We start with the arithmetic: margin by category after cost of goods, shipping, and returns, average order value, repeat purchase rate by acquisition channel, and the resulting allowable cost per acquisition per product group. That produces a target a brand can defend rather than a blended ROAS goal inherited from a previous agency. Then channel roles, budget allocation by intent stage, the measurement model, and a ninety day plan with four priorities and the number each is meant to move.
Google Ads and Shopping Campaign Management
Standard Shopping and Performance Max run side by side rather than in place of each other, so that Shopping's query visibility is not lost to a black box. Brand and non brand separated. Search campaigns structured by intent stage with match types and negatives maintained weekly. Performance Max fed with asset groups organized by product margin and stock depth, with brand excluded so its reported return is honest. Microsoft Advertising where the audience justifies it, which is more often than brands assume given the cost per click. YouTube and Demand Gen where there is creative worth putting behind. As a Google Shopping agency we consider the feed and the campaign one piece of work, not two.
Product Feed Optimization
Feed management in Feedonomics, Channable, or the platform's native app, with supplemental feeds for the attributes the store cannot produce. Title and description rules written per category rather than globally. Attribute completion, category mapping, availability and price accuracy, image compliance, and GTIN and identifier hygiene. Custom labels for margin band, seasonality, inventory depth, and promotional status. Disapproval monitoring with an owner, because a suppressed product earns nothing and nobody notices for a quarter.
Search Query Analysis
The search terms report is the only honest record of what customers are actually asking for and it is read weekly, not monthly. New demand is promoted into its own structure, irrelevant traffic is negated, and the phrases that recur without converting are passed to the ecommerce SEO team, because a research query that costs eleven dollars a click and never buys on the first visit is an organic asset rather than a paid one. This is also where product demand shows up before merchandising sees it, which is worth reporting to the buying team rather than keeping inside the ad account.
Landing Page Optimization
Query to page mapping maintained as a document, not assumed. Collection pages built to receive the category queries, pre filtered where the query implies a filter. Product page work on the templates paid traffic lands on most: stock visibility, delivery promise, returns clarity, and the objection specific to that product's reviews. Testing where the traffic volume makes a test readable, and judgment where it does not.
AI Enablement & Measurement
Conversion tracking built once and built correctly: enhanced conversions, offline conversion imports where the sale completes outside the site, consent mode configured properly, and a single source of truth agreed before reporting starts. Value based bidding fed with margin rather than revenue, which is the change that makes automated bidding work for a business with uneven margins. Smart Bidding given the signals and the room it needs rather than being fought manually. And a periodic brand spend test or geo holdout, so the account's contribution is a measured number rather than a platform claim.
what platforms do We support?
Our paid search management services integrate with leading advertising, product feed, measurement, and reporting platforms, including Google Ads, Microsoft Advertising, Feedonomics, Plytix, Channable, We run Google Ads, Google Shopping, Performance Max, Microsoft Advertising, YouTube, and Demand Gen, with feed and measurement work in Feedonomics, Channable, Plytix, Littledata, and Triple Whale, for brands on Shopify, Shopify Plus, BigCommerce, WooCommerce, and custom storefronts., and Triple Whale. Together, they help ecommerce brands improve campaign execution, strengthen data accuracy, and make more informed commercial decisions.
The platform delivers reach. The feed and the margin model decide whether the reach is worth buying.
Scale deliberately.
Automate intelligently.
Expand confidently.
Where does platform limitation currently restrict your growth trajectory?
FAQ
Everything you need to know about our paid search approach.
What does a paid search agency do?
A paid search agency plans and manages advertising on search engines, primarily Google Ads and Microsoft Advertising, and owns the data underneath it. For an ecommerce brand that means account structure by intent stage, product feed optimization, Shopping and Performance Max management, search query analysis, landing page mapping, conversion tracking, and reporting tied to contribution margin rather than to platform reported return.
What is the difference between paid search and PPC?
Paid search is the subset of PPC that runs on search engines. PPC is the broader payment model and also covers display, shopping, video, and paid social. In ecommerce the distinction matters because paid search includes Shopping and Performance Max, which are driven by your product feed rather than by keywords, and a specialist in keyword based PPC is not necessarily a specialist in feed based commerce.
How do I choose a paid search agency in New York?
Ask three questions: who will actually be in the account, what they will measure, and what they found in the last feed audit they ran. An agency reporting in platform ROAS rather than contribution margin is selling you brand search. An agency that does not raise the product feed in the first conversation has not run an ecommerce account. Atelier Commerce is based in New York and works with brands here and across the United States.
Is Performance Max good for ecommerce?
It works well when it is constrained and badly when it is trusted. Performance Max will find easy conversions, and the easiest conversions in any account are brand searches and returning customers, so it reports a return that overstates its contribution. We exclude brand, run standard Shopping alongside it for query visibility, organize asset groups by margin and stock depth, and feed value based bidding with margin rather than revenue.
Why does the product feed matter so much?
Because the feed, not the bid, determines which auctions your products are eligible to enter. Google classifies a product from its title, attributes, and category, so a title written as an internal SKU code will never match the query a customer types. Attribute gaps disqualify products from the formats that convert best, and a single disapproval can suppress a whole category silently. Feed work is usually the highest return activity in an ecommerce account.
How do you measure whether paid search is incremental?
With brand and non brand separated in the account, and periodically with a spend down or geo holdout test. Non brand cost per acquisition and non brand revenue are the honest measures of an acquisition program, because brand search largely captures demand created elsewhere. We report both, and we set the acquisition budget against what those customers are worth at ninety days rather than at checkout.
Should I run Microsoft Advertising as well as Google?
For most ecommerce brands, yes, once Google is in order. Cost per click is materially lower, the audience skews older and higher income in several categories, and the Shopping feed can usually be imported from Google Merchant Center rather than rebuilt. It will not carry a growth plan on its own, but the efficiency is frequently the best in the account and the setup cost is a fraction of the Google work.