Funky Kittens — Google Ads for E-commerce Sales & PPC Efficiency
A real Google Ads project for a UK e-commerce brand, focused on purchase-driven PPC management, search intent, keyword targeting, cost control and conversion-led campaign optimisation.
101 recorded purchases / sales in the Google Ads overview
The performance figures below come from the Google Ads overview used for this case study and are shown with context rather than as a universal result.
Funky Kittens Google Ads · E-commerce PPC Snapshot
The supporting project visual and metric summary are included further down the page.
Snapshot from the Funky Kittens Google Ads overview. Results relate to the account view used for this case study and should not be interpreted as a guarantee of future performance.
Building a measurable Google Ads channel for e-commerce sales
The goal was to use Google Ads as a performance channel that could generate purchases while keeping campaign efficiency and conversion measurement clear enough for ongoing optimisation.
Funky Kittens is a UK e-commerce brand selling personalised and printed products. My Google Ads work focused on purchase-driven PPC management, keyword targeting, conversion measurement and campaign optimisation.
Rather than judging performance by clicks alone, the account was reviewed using recorded sales, average CPC, campaign cost and conversion data to understand whether the traffic was contributing to meaningful business outcomes.
The campaign was managed with a practical e-commerce mindset: attract relevant search demand, control acquisition costs and use purchase data to guide ongoing PPC decisions.
What the account needed
- Purchase-focused Google Ads optimisation instead of traffic-only reporting.
- Relevant keyword targeting aligned with product and shopping intent.
- Control over average CPC and overall spend.
- Reliable sales measurement for campaign evaluation.
- A repeatable process for ongoing PPC optimisation.
How I approached the Google Ads campaign
The work combined search intent, account structure, conversion measurement and performance-led PPC optimisation.
Keyword & Intent Mapping
Keywords and campaign themes were aligned with relevant product searches and stronger buying intent.
Campaign Organisation
Campaign and ad-group structure was kept clear so performance could be reviewed and optimised efficiently.
Conversion Tracking
Purchase and sales data was used as the main performance signal instead of relying on clicks alone.
CPC & Sales Efficiency
Average CPC, spend and recorded sales were reviewed together to guide practical campaign adjustments.
The Google Ads signals used to guide account decisions
Performance was reviewed across intent, traffic cost, recorded sales and campaign structure rather than relying on a single metric in isolation.
Search & Keyword Relevance
Keyword themes were evaluated against product relevance and likely buying intent.
Average CPC
Cost per click was monitored alongside conversion outcomes instead of being treated as a success metric by itself.
Recorded Purchase Performance
Purchases / sales were used as the stronger e-commerce signal when evaluating campaign value.
Campaign Cost Control
Campaign cost was reviewed alongside traffic and sales to keep optimisation commercially grounded.
Campaign Organisation
Clear account organisation made it easier to compare results and identify where changes were needed.
Conversion Tracking
Reliable conversion data supported better decisions about keywords, cost and campaign efficiency.
Google Ads strategy and performance evidence
This case study combines the project presentation with the account metrics available in the Google Ads overview used for the project.
Google Ads Campaign Overview
A visual overview of the Funky Kittens Google Ads project, focused on sales, relevant traffic, conversion tracking and measurable PPC performance.
Google Ads Performance Snapshot
Key account-view metrics from the Google Ads overview used for this case study, including recorded sales, impressions, average CPC and campaign cost.
What I handled in the Google Ads account
The project covered the core PPC management and measurement work needed to run and optimise a purchase-focused e-commerce campaign.
Campaign Strategy
Purchase-focused campaign planning, budget priorities and practical account organisation.
Keyword Research
Keyword targeting based on product relevance, search intent and e-commerce opportunity.
Ad Optimisation
Reviewing campaign performance to improve efficiency and maintain relevant traffic.
Conversion Tracking
Using purchase and sales data as the primary measurement signal for campaign evaluation.
Cost Management
Monitoring average CPC and total campaign cost alongside sales performance.
Ongoing Optimisation
Using campaign performance data to guide keyword, budget and efficiency decisions.
What this Google Ads case study demonstrates
This project shows how search intent, sales measurement and cost control can work together in an e-commerce PPC account.
- Purchases and sales provide a stronger e-commerce decision signal than clicks alone.
- Average CPC should be reviewed alongside conversion performance, not in isolation.
- Keyword relevance and search intent directly affect traffic quality.
- Reliable conversion tracking makes PPC optimisation more useful.
- Clear campaign structure makes performance analysis easier as an account grows.
- Spend, traffic and sales should be considered together when making campaign decisions.
Need this type of support for your own advertising?
This project sits within my broader Google Ads, Meta Ads and conversion-measurement services.
Looking for a Google Ads specialist for your e-commerce or lead-generation campaigns?
Send me your website and a short description of your current advertising setup. I can review the situation and discuss the most useful next step for your Google Ads, Meta Ads or conversion tracking.