Top 3 Blind Spots Killing Your Shopify Google Ads ROI

Running Google Ads for your Shopify store can be a game-changer — if done correctly. But unfortunately, many Shopify store owners struggle to make their PPC campaigns profitable. In fact, most Shopify stores lose money on Google Ads due to just three key blind spots. Once identified and fixed, these blind spots can turn your ad spend into a profitable growth engine for your business.

If you’ve been running Google Ads for a while and haven’t seen the ROI you were hoping for, chances are your store is suffering from one or more of these issues. The good news? Once you understand the root causes, solving these problems can significantly improve your PPC performance.

At our agency, we’ve audited hundreds of Shopify accounts, and we see the same problems again and again. Every single account we review tends to fall into one of the following three categories:

1. Broken Conversion Tracking
2. Bad ROAS (Return on Ad Spend)
3. Low Revenue Despite a Good ROAS

Let’s break these problems down, show you how they hurt your campaigns, and explore how you can solve them.

One of the most common ecommerce PPC problems we see is broken conversion tracking. Google Ads relies heavily on conversion data to optimise campaigns, adjust bids, and report on campaign success. If your conversion tracking isn’t set up correctly, you’re essentially flying blind. Without accurate conversion data, Google Ads can’t make informed decisions, and that leads to wasted ad spend.

• Missed Opportunities for Optimization: Without accurate tracking, Google cannot optimise your ads to the right audience. You’re showing ads to the wrong people, and Google doesn’t know which keywords are bringing in actual sales.
• Inaccurate ROAS Reporting: If your tracking isn’t capturing all conversions (e.g., someone buys after clicking an ad but completes the purchase later or via a different device), your ROAS calculations can be inaccurate. This gives you false information on how well your ads are performing.
• Wasted Budget: Google Ads may continue to bid on underperforming keywords and ignore profitable ones. This means you’re wasting money on clicks that don’t convert.

• Ensure Proper Google Tag Setup: Start by reviewing your Google Ads conversion tracking setup in Google Tag Manager or Shopify’s settings. Make sure your conversion tracking pixels are firing correctly across all relevant pages (e.g., checkout page, order confirmation page).
• Use Google Analytics Goals: Link your Google Analytics account to your Google Ads account to track actions like purchases, sign-ups, and other key metrics. This can help cross-check your Google Ads data for accuracy.

Implement Cross-Device Tracking: If customers tend to browse on one device and convert on another, make sure to track conversions across devices. Google’s cross-device tracking will give you more accurate results, helping you avoid missing potential sales.

Many Shopify store owners face the problem of consistently low ROAS — which means they’re losing money on every sale. This issue often arises when businesses don't account for all the hidden costs involved in Google Ads campaigns, or they have ineffective targeting strategies.

• You’re Spending More Than You Earn: If you’re spending more on ads than you’re earning in revenue, it’s clear that something is wrong with your campaigns. A low or negative ROAS means you’re essentially paying to lose money, and that’s unsustainable for any ecommerce business.
• Inefficient Budget Allocation: A poor ROAS can also lead to inefficient budget allocation. Google might be bidding on irrelevant keywords or targeting the wrong audience, which lowers your overall campaign performance.
• Inability to Scale: Without a positive and healthy ROAS, it’s nearly impossible to scale your campaigns. You’re stuck at a certain level of performance, unable to expand your reach or invest more in ads because the results don’t justify the spend.

• Refine Your Targeting: One of the most common causes of low ROAS is poor targeting. Ensure that your Google Ads campaigns are targeting the right audience. Use custom audiences, remarketing lists, and lookalike audiences to narrow down your targeting to those most likely to convert.
• Use Negative Keywords: Negative keywords prevent your ads from being shown to people who aren’t likely to make a purchase. For instance, if you sell premium products, you might want to exclude terms like “cheap” or “discount” in your keyword list. This ensures that your ads only reach customers who are willing to pay full price.
• Optimize for Conversions, Not Clicks: Many store owners set their campaigns to optimise for clicks, but clicks don’t always equal sales. Instead, optimise for conversions (e.g., purchases, sign-ups). Google Ads can use this data to serve your ads to users who are more likely to convert.

This is a frustrating problem faced by many Shopify store owners. You’re getting a good ROAS, which means your ads are working — but your revenue isn’t growing at the rate you expect. This could be a sign that you’re profitable but stuck in a growth plateau.

• You’re Not Reaching Enough Customers: A good ROAS doesn’t necessarily mean you’re reaching enough people. If your ads are only targeting a small audience, you may see positive returns, but your revenue will stagnate because you’re not expanding your reach.
• Your Conversion Funnel is Leaking: Even if your ads are bringing in traffic, they may not be converting well on your website. This could be due to an ineffective sales funnel or a poor user experience.
• Ad Saturation: If you’ve been running the same ads for a while, your target audience may have already seen them too many times. This leads to ad fatigue, where your click-through rates and conversion rates drop, even though your ROAS remains steady.

• Expand Your Targeting: If you’re only targeting a small audience, it’s time to broaden your reach. Use Google’s “Similar Audiences” feature or invest in broader keyword targeting to attract new potential customers.
• Optimize Your Landing Pages: Make sure your website and landing pages are optimized for conversions. If you’re spending money on clicks but not converting visitors into buyers, your landing pages might need improvement. Test page load speeds, mobile responsiveness, and compelling CTAs (calls-to-action).
• A/B Test Your Ads: If you’ve been running the same ads for a while, it’s time for a refresh. A/B test your headlines, images, and calls to action to see what resonates best with your audience. Keep testing to avoid ad fatigue.

Google Ads for Shopify can drive massive sales and growth, but only if you address the critical PPC blind spots that plague most campaigns. By fixing broken conversion tracking, improving ROAS, and addressing the growth stagnation despite a good ROAS, you’ll be well on your way to driving higher profits from your campaigns.

If you’re still unsure which of the 3 issues is holding back your Shopify store’s Google Ads performance, don’t worry. We’ve developed a full diagnostic map to help you identify the specific problems in your account.