Magento / Adobe Commerce
Magento PPC built around your catalogue’s economics.
Google Search, Shopping and Performance Max management for established Magento and Adobe Commerce retailers, with a focus on brands turning over £3m+ a year. We start with product margin, stock and customer economics, then decide what the advertising needs to do.
Why this changes the advertising decision
What is different here isn't the channel. It's the economics underneath it.
Which configurable products actually sell?
A parent product and its sellable variants are not the same thing. Which sizes, colours or configurations receive clicks, and which are available to buy? Compare demand and stock at the unit that is actually sold.
Are store views and currencies being read separately?
Where a retailer uses multiple store views or currencies, check whether the offer, price and conversion value describe the same market. A blended account number can hide a weak market without saying which one needs attention.
Does the reported sale leave contribution?
Review product margin alongside fulfilment, returns and payment costs before treating attributed revenue as a commercial result. A return can change the economics after the initial conversion is recorded.
Can you trust the measurement and availability?
Check whether conversion values are counted once and whether advertised offers still reflect buyable stock. These are questions to investigate in the account, not assumptions about every Magento installation.
What we do about it
The execution follows the economics, not the other way round.
Search answers to demand
We read the queries and the products they lead to against what the business wants to sell, rather than assuming more attributed orders always mean more additional sales.
Shopping reflects the sellable catalogue
We review how products and variants appear in the feed, what is available and whether the items attracting spend still make commercial sense.
Performance Max follows product priorities
We assess where spend concentrates and whether margin, returns and stock justify it. Concentration is not a problem by itself; it needs a commercial reason.
Measurement is checked before a growth claim
We compare reported conversions with the underlying sales picture. Attribution shows what received credit, not what advertising caused on its own.
The Method - BOI®
How BOI® applies here.
The problem
Platform choice changes how hard the data is to reach, not what the allocation decision should be.
The BOI® answer
Whatever the platform, each SKU carries one job: Scale, Profit, Protect, Recovery or Gateway. The feed's only task is to make that job legible to Google.
Catalogue definitions
Products, variants, feed offers and active SKUs are different numbers
A “large catalogue” can mean any of these. Before comparing accounts, or reading a SKU count, check which unit is meant.
- Product
- A distinct thing you sell, such as one style of shirt, regardless of size or colour.
- Variant
- A sellable version of a product, for example the shirt in medium, blue. Often the level stock is held at.
- Feed offer
- One item submitted to Merchant Center. Depending on the feed, that may be a variant, a product or a regional or local offer, so the count can exceed products many times over.
- Active advertised SKU
- An approved offer that is eligible and actually receiving budget in a period. Usually far smaller than the feed, and the number that matters for management workload.
Large-catalogue work in our published cases
- UKSoccerShop
The award entry title refers to 6.43M SKUs; the case describes custom labels segmenting 2,000+ SKUs. These are different units and should not be compared or summed.
- Closure London
A Shopping routing example covering 591 SKUs across four product roles, within the wider account result.
- Multi-brand retailer
Catalogue segmented into five commercial tiers. The client withheld its name; the SKU count is not published.
Our published cases do not name the client's ecommerce platform, so we do not present any of them as platform-specific evidence. Results in each case are observed outcomes with the stated source and caveats, not guaranteed or causal lift.
Next step
We'll tell you what your Magento account is doing to your margin.
A commercial review reads your account against your own product economics, and tells you where the next pound should go. Brands we work with typically spend around £10k a month on Google Ads, but that is guidance, not a gate. If you are below it and the question is real, ask anyway.
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