ROAS drifting and not sure where to look? After more than 8 years scaling D2C ad accounts, these are the six things we check first (and they're rarely what founders expect).

The ground is trembling in ecommerce as a new way for customers to discover products is emerging at speed, and unlike most "new" channels, this one is fundamentally different from everything that came before it.

Every few months, a new "definitive" Google Ads account structure guide appears online. Same advice, different author. One campaign per product category, separate brand and non-brand. Run Shopping and Search in parallel, add a PMax on top. Done. If it were that simple, every Shopify brand running Google Ads would be scaling profitably, but most aren't.

Brand campaigns look like paying for traffic you've already earned. The reality is more complex - here's how to make the right call for your Shopify brand.

Fabricated UGC converts, even on people who can see straight through it. This article explains why belief isn't the mechanism, what that means for the customers you're actually acquiring, and why brands relying on constructed testimonials are more exposed than their short-term ROAS suggests.