Growth, built for E-commerce.

Start with the traffic you already have, because paid acquisition gets more expensive every quarter and conversion improvements apply to every visitor you have already paid for. The recurring culprits are familiar: slow product pages, especially on mobile; a checkout with more steps than it needs; product information that does not answer the question stopping the purchase; and weak or missing reviews at the point of decision. A store converting at 1.4% that reaches 2% has effectively cut acquisition cost by a third without touching ad spend — usually the cheapest growth available.

Often the feed rather than the campaign. Catalogue and feed issues quietly cap shopping-ad performance in ways the campaign dashboard does not surface: missing or wrong product attributes, poor titles that fail to match how people search, disapproved items sitting unnoticed, stale pricing or availability. You end up optimizing bids on a campaign whose real constraint is data quality. It is worth auditing the feed before concluding the channel does not work — most underperforming Shopping accounts we see are limited by what the feed is telling Google, not by strategy.

Repeat-purchase rate decides whether a store is actually profitable, because the second and third orders carry no acquisition cost. Most of the gain comes from lifecycle email and SMS flows rather than campaigns: a post-purchase sequence that earns the next order, replenishment timed to how long the product actually lasts, and win-back for customers drifting away. Loyalty programs extend this when the economics support them. The reason this is under-invested is that it produces no immediate spike the way a sale does — it changes the slope rather than creating a peak.

Usually not by finding cheaper traffic, since paid channels saturate for everyone at once. The durable levers are the other two sides of the equation: converting more of the traffic you already buy, and raising lifetime value so you can profitably outbid competitors for the same click. A store with strong repeat revenue can pay more for a first order than one dependent on single purchases — which is a structural advantage no amount of bid tuning replicates. Organic and email demand help too, because they are the part of the mix that does not reprice every quarter.