Andrey Kisselev

Andrey Kisselev I am good with e-commerce Google Ads. Book a free strategy: https://addimarketing.com/contact

Google Ads eCommerce specialist | PPC/AdWords Management, Audit, Coaching | Expect agency-level services for the freelancer price.

09/01/2026

Your ROAS can look great while your store stops adding new customers.

So I built a free tool that compares 12 months of Google Ads spend with new customers and acquisition cost from Shopify.

If spend and new customers rise together, you're growing. If spend rises while new customers stay flat, you're paying more for the same demand.

One store gets a "Growing" badge: new customers up, acquisition cost flat. Another gets "Pulled Back" because spend and new customers both fell, sometimes on purpose. A seasonal store gets "Pulled Back" too, and there the tool is wrong, because it can't see the Q4 peak.

The tool reads the numbers. You provide the context.

Try it free: addimarketing.com/tools/ad-spend-growth-check

08/25/2026

For a long time, I couldn't tell if Google Ads was actually growing a store or just spending more.

So I built a free tool that compares 12 months of Google Ads spend with new customers and acquisition cost from Shopify.

If spend and new customers rise together, you're growing. If spend rises while new customers stay flat, you're paying more for the same demand.

One store gets a "Growing" badge: new customers up, acquisition cost flat. Another gets "Pulled Back" because spend and new customers both fell, sometimes on purpose. A seasonal store gets "Pulled Back" too, and there the tool is wrong, because it can't see the Q4 peak.

The tool reads the numbers. You provide the context.

Try it free: addimarketing.com/tools/ad-spend-growth-check

08/14/2026

Both numbers you need for a real ROAS target are already sitting in your Shopify admin.

First, your 12-month customer lifetime value. Go to Analytics, then Reports, then Customer cohort analysis. Change the metric to amount spent per customer, set the interval to monthly, and turn on show first order. Each row is a cohort of customers who made their first purchase in the same month. Divide the 12-month amount spent by the first order amount and you have your repeat multiple. The 12-month amount is your LTV.

Second, your customer acquisition cost. Go to Analytics, then Reports, then New versus returning customers over time, grouped by month. Take the number of new customers from the last complete month and divide your Google Ads spend for that month by it.

Not per order. Per new customer. That's your real CAC.

🎁 Free ROAS cheat sheet: https://www.addimarketing.com/roas-cheat-sheet

Google Ads for ecommerce: https://www.addimarketing.com

08/14/2026

You raise your ROAS target. ROAS goes up. Six months later, revenue is flat or falling.

The account did exactly what you asked. Spend came down, efficiency went up, the reports look better, and the business is not growing.

ROAS can improve in two ways. You can get better at acquiring new customers, or you can simply acquire fewer of them. In the Google Ads report, both look like success.

🎁 Free ROAS cheat sheet: https://www.addimarketing.com/roas-cheat-sheet

Google Ads for ecommerce: https://www.addimarketing.com

08/13/2026

How low can your ROAS go before acquiring a customer stops making financial sense?

There is no single answer, because every store has a different acquisition ceiling. Two things set it: your gross margin, and how often customers come back to buy again.

Put those together and you get your break-even ROAS. Multiply gross margin by your repeat multiple, then divide one by that number. For the store in this example, that lands at about 1.19x.

Below 1.19x, the business never earns back what it spent to acquire the customer, even after 12 months.

🎁 Free ROAS cheat sheet: https://www.addimarketing.com/roas-cheat-sheet

Google Ads for ecommerce: https://www.addimarketing.com

08/13/2026

Cost per order is not customer acquisition cost, and mixing them up makes ROAS look better than it is.

Take a store spending $6,000 a month on Google Ads. It gets 150 orders at an average of $60, so revenue is $9,000 and the account reports a 1.5x. Divide spend by orders and you get $40, which usually gets called CAC.

It isn't. Out of those 150 orders, only 105 came from first-time buyers. The other 45 came from customers the store had already paid to acquire. Divide the same $6,000 by 105 new customers and the true CAC is about $57.

Same spend, same orders, a very different number to plan against.

🎁 Free ROAS cheat sheet: https://www.addimarketing.com/roas-cheat-sheet

Google Ads for ecommerce: https://www.addimarketing.com

08/12/2026

Finding the campaigns August 17 puts at risk takes about ten minutes.

Open your campaigns view. Add the target ROAS column next to actual ROAS, because target isn't shown by default. Filter for limited by budget. Find the ones where actual sits well above target. Sort by cost.

Then one question per campaign. Is the return you get now the number the business needs, or was your target already right?

If you need it, move the target up. If the target was right, raise the budget instead.

Don't let August 17 decide for you.

08/12/2026

Raising your ROAS target is not how you hit it.

You reach the target by lowering the cost to acquire a customer. Better offers, a stronger product feed, higher converting landing pages, a better product mix. That can take CAC from $57 down to $35, which is enough to move a store from losing money on new customers to making money, without touching the ROAS target at all.

Raise the target instead and Google usually finds the easiest conversions. Those are often existing customers or high-intent searches. Reported ROAS goes up, new customer acquisition slows, and your true CAC often gets worse.

Treat your ROAS target as a steering wheel, not an accelerator. Watch your CAC, not your ROAS.

🎁 Free ROAS cheat sheet: https://www.addimarketing.com/roas-cheat-sheet

Google Ads for ecommerce: https://www.addimarketing.com

08/12/2026

Two stores can look identical and still have completely different ROAS targets.

Store A sells products customers buy repeatedly. Store B sells something people rarely buy twice, like a mattress or a lifting belt. Both have a $60 first order. Both have a 60% gross margin.

But Store A's customers spend 40% more over the next year, while Store B's customers spend only 10% more. That means Store A can afford about $50 to acquire a customer. Store B can afford about $40.

Same margin, same first order, different ceiling. The difference is what happens after the first purchase, which is why someone else's ROAS target tells you almost nothing about your own business.

🎁 Free ROAS cheat sheet: https://www.addimarketing.com/roas-cheat-sheet

Google Ads for ecommerce: https://www.addimarketing.com

08/11/2026

Three things have to be true at once for the August 17 bidding change to hit a campaign.

It uses target ROAS or target CPA.
It's limited by budget.
It's performing better than its target.

All three, or this isn't your problem. Miss one and the change shouldn't affect how that campaign bids.

If all three are true, you have until Monday. Full walkthrough on my channel.

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