Industries
The channel is the same everywhere. The economics underneath it are not.
Google Ads does not know that your stock has a date on it, that a third of what you sell comes back, or that the first order was never meant to pay. Those facts decide where the next pound should go, and they change by industry. We publish a page here only where they genuinely do.
Shared constraint 01
Returns and size runs decide the margin
The sale is provisional until the return window closes, and availability decays unevenly across variants.
Shared constraint 02
Repeat purchase decides what acquisition is worth
The first order is an introduction. Cohort behaviour, not checkout value, sets the price of a customer.
Beauty & Skincare
The first order in beauty is an introduction, not the outcome.
Health Supplements
Supplements are bought once and paid for over months.
Pet Supplies
Pet food, toys and prescription lines are three different businesses.
Baby & Kids
Your customer's needs change every few months, whether you do or not.
Health & Fitness
Equipment sells once. Consumables pay the bills.
Shared constraint 03
Stock has a date, or a delivery cost, attached
Shelf life, bulky fulfilment and warehouse space turn margin questions into cash questions.
Food & Beverage
Stock with a date on it changes what a decision is worth.
Furniture
Nobody buys a sofa on the first click.
Home & Living
Catalogue margin and delivered margin are not the same number.
Bedding
A duvet set and a replacement pillowcase are not the same trade.
Kitchenware
Hero cookware and gift-season demand pay back on different clocks.
Shared constraint 04
The purchase takes weeks, and brand is not growth
High-value considered buying, where last-click reporting describes the smallest part of the journey.
Jewellery & Watches
At four figures, the click and the purchase are weeks apart.
Luxury & Premium
Most luxury accounts are buying their own name and calling it growth.
Eyewear
The frame gets the click. The lens carries the margin.
Electronics & Accessories
The device wins the revenue. The accessory earns the margin.
Not an industry, but it changes the work
Some constraints come from how you sell, not what you sell.
Ecommerce platforms
Shopify, WooCommerce and Adobe Commerce differ in feed engineering, not in commercial logic.
High-SKU catalogues
The bigger the catalogue, the longer a loss-maker survives inside a healthy blended number.
Subscription and repeat purchase
Cohort payback, not first-order value, decides what a customer is worth.
Multi-market brands
Aggregate profitability hides the markets that are losing money.
The method doesn't change by industry.
Every SKU carries one job: Scale, Profit, Protect, Recovery or Gateway. What changes by industry is which commercial fact decides the job, and how quickly it changes.
How we thinkWhat we actually run.
Search, Shopping, Performance Max and product feeds, managed in-house against contribution rather than reported revenue.
What we doNext step
Don't see your industry? The question is still the same.
A commercial review reads your account against your own product economics, whatever you sell. Brands we work with typically spend around £10k a month on Google Ads, but that is guidance, not a gate.