Derek Vaal
Derek VaalEcommerce PPC Consultant
Services

Paid search management built for ecommerce brands that need cleaner scale and clearer control.

I work exclusively in paid search for ecommerce brands. My focus is intentionally narrow: Google Ads, Shopping, Performance Max, feed health, and reporting for brands that want stronger structure and clearer decision-making.

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What I do

Three parts of the engagement that work together to improve performance.

Core engagement
Google Ads

Google Ads management for ecommerce brands

I manage Google Ads for ecommerce brands that want cleaner account structure, better query control, and reporting they can actually trust.

  • Full account audit and restructuring plan
  • Campaign architecture built around brand, non-brand, Shopping, and PMax roles
  • Search term governance, negative keyword systems, and waste reduction
  • Budget pacing, bid strategy oversight, and efficiency monitoring
  • Ad and asset quality review with landing-page alignment
  • Weekly optimization priorities with visible decision tracking
Specialist layer
Shopping + PMax

Shopping, Performance Max, and feed diagnostics

A lot of ecommerce accounts do not have a spending problem. They have a structure problem. I focus on feed health, branded search leakage, asset-group discipline, and SKU coverage so Shopping and Performance Max are easier to trust.

  • Merchant Center audit and disapproval triage
  • Feed health review across coverage, quality, and policy issues
  • Performance Max asset-group structure by category or product logic
  • Brand isolation to stop inflated ROAS from hiding weak query quality
  • SKU segmentation, exclusions, and performance labeling
  • Recurring diagnostics to catch feed and campaign drift early
Client communication
Reporting

Reporting, client portal, and recommendation delivery

You get more than campaign management. You get clear reporting, direct recommendation emails, and key files organized in one place.

  • Looker Studio reporting connected to your account stack
  • ROAS, tracked revenue, spend efficiency, and account-health views
  • Recommendations sent directly by email with context and next steps
  • Invite-only client portal access for reporting, files, and shared resources
  • Written weekly or monthly performance communication
  • Clear visibility without needing to chase updates over email
Engagement model

How I typically structure new client engagements.

  • Discovery call to confirm fit, scope, and account constraints
  • Proposal and scope within 2 business days when the fit is real
  • Kickoff after signed agreement, deposit, and required account access
  • Initial audit and campaign-generation plan delivered on a defined timeline
  • Invite-only portal access once onboarding is live
Not a fit

Who should probably not hire me.

  • Brands looking for a full-service social, SEO, or creative agency
  • Accounts under roughly $10k per month in Google Ads spend
  • Founders who want a hands-off vendor with no operational visibility
  • One-off quick fixes without follow-through on implementation
  • Teams unwilling to tighten tracking, approvals, or account ownership
Best fit

Who tends to get the most value.

  • Shopify or Shopify Plus brands with meaningful catalog complexity
  • $15k to $200k monthly Google Ads spend
  • Operators who care about margin, merchandising, and measurement
  • Brands relying heavily on Shopping, Search, and Performance Max
  • Teams that want a specialist partner instead of a broad agency model
Next step

Tell me what is broken, inefficient, or unclear in the account.

Include your platform, spend level, campaign mix, and the main bottleneck you want to solve first. If it looks like a fit, I will tell you exactly how I would scope it.

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