Google Ads guides for European eCommerce.

The three ways you'll be charged, what drives the price, and how to sanity-check any quote, in plain terms.

What brands actually pay in 2026, by ad spend band, pricing model and market, with the effective % of spend at each tier. Free to cite.

Enter your gross margin and instantly get the minimum ROAS you need to avoid losing money, plus break-even CPA and a target-profit ROAS.

Who should actually run your account, and how to choose by your stage and spend. An honest comparison.

ROAS in plain English, why a good number depends on your margin, and how to find your break-even ROAS.

What PMax actually is, what you control vs what Google decides, where your ads show, and the catches to watch for.

The feed, not the bids, is the real lever in Shopping and Performance Max. What to fix first: titles, product types, identifiers, images and custom labels.

What changes when you take Google Ads from one European market to several, language, currency, payment, competitors, and how to structure it without burning budget.

The calm, ordered checklist: is the drop even real (tracking), then demand, competition, feed, Performance Max and your own site.

Why the two dashboards never agree, the real reasons behind the gap, and which number to trust for what.

Why spend is an output of your economics, two ways to size it, a sensible starting point, and when to scale.

Judge on profit and honesty, not activity: the five numbers to check, and the red flags to watch for.

The simple baseline: separate brand, feed-driven catalogue, selective non-brand, and why fewer, well-fed campaigns win.

Plain definitions of the metrics that confuse people, and which are goals versus which are just diagnostics.

What each Smart Bidding strategy does, which to use when, and the one prerequisite that makes or breaks it.

What Consent Mode v2 does, the minimum setup, and why getting it wrong quietly wrecks your conversion tracking.