Google’s job in the plan
Zero Fluff Marketing runs Google Ads for DTC ecommerce brands: Search, Shopping, Performance Max and YouTube. Google sits mostly at the bottom of the funnel. People search for your brand, your product type or the problem you solve, and Google is there when they do. That makes it efficient, and it also makes it easy to overpay: much of what Google reports is demand that Meta, TikTok, CTV or word of mouth created.
So we set Google up to answer one question honestly: how many sales did it add that would not have happened without it? (The same logic is behind MER vs ROAS.)
Shopping and Performance Max
For most DTC brands, Shopping and Performance Max drive the bulk of Google revenue. Both depend on the product feed, so that is where we start: titles written for how people search, clean attributes, correct pricing and availability, and Merchant Center free of disapprovals.
Then we set guardrails. Brand terms are excluded from Performance Max or tracked on their own. Existing customer share is watched. Products are grouped by margin and performance, so spend goes to items that make money, not just items that sell.
Search
Non-brand search is built around how buyers actually describe what they want: product categories, problems, comparisons and alternatives to competitors. Every keyword group has a landing page that answers that query.
Brand search gets a holdout test. If the brand is under attack from competitors, we defend it. If it is not, we keep it small.
YouTube
When the plan has room for reach, YouTube is often the best place to start: video at scale, with audiences built from search intent. We judge it the way we judge CTV, on branded search lift and new customer growth.