eCom Growth Strategy With Google Ads in 2025

eCom brands are still treating Google Ads like it’s 2019.

They’re launching a Smart Shopping campaign, layering on some branded search, and calling it a day.

That approach won’t drive eCom growth in 2025. 

Maybe they’re adding a Performance Max campaign too but with minimal control or clarity on what’s going on under the hood; a setup that limits long-term eCom growth.

“Every brand wants to be profitable, but increasing sales alone isn’t enough. True profitability comes from a balance of revenue growth, cost efficiency, and strategic pricing.” — Channel Engine

The strongest signs of eCom growth right now are coming from brands willing to rebuild from the ground up.

Meanwhile, we’re seeing the top-performing brands flip their entire structure on its head.

In Q3 and Q4 of 2025, winning with Google Ads means one thing: having strategy at the campaign level seriously dialled in. It’s no longer a game that relies only on better creatives or feed data.

This is what it looks like in practice.

Relevance is the hidden variable

Google’s automation has made it easier than ever to launch campaigns. At the same time, it’s harder than ever to compete without a solid structure.

When we audit accounts, we’re still seeing brands lump branded and non-branded traffic together. They plug in a product feed, turn on PMax, and expect performance to scale.

That’s not how eCom growth is happening anymore. Google still rewards relevance; that hasn’t changed at all.

The gap now is between what brands hand over (raw product pages, generic search terms) and what searchers are looking for.

The brands performing well are matching content to intent, starting at the keyword level and extending all the way to the landing page.

Not with vague promises or awareness plays, but with product-specific pages that speak directly to who’s searching and why.

YouTube can work. But not without the right infrastructure

Demand Gen and YouTube formats have serious potential for Q3 and Q4 of 2025, but they’re also a trap if you’re not prepared, and only contribute to eCom growth when paired with the right support.

There’s a reason it’s tough to scale these campaigns to a 2+ ROAS. The bottleneck isn’t the media buying, the friction comes from everything surrounding it.

At Echelonn, we’ve seen firsthand how success on YouTube depends on what happens outside the ad account. That’s why we build the full support system around every campaign; from creative to product positioning, giving these formats a real shot at scale.

We're talking about good creative, tailored landing pages, and clean tracking. The majority of which happens outside of Google.

To give some context here, media buying accounts for around 25% of the outcome. The rest comes down to how well you’ve built the environment around the ad.

If you’re sending cold YouTube traffic to a homepage or a generic product page, this isn’t the right setup for eCom growth. It’s just wasted spend.

It’s important to remember, these users aren’t in research mode. They’re grazing, so the landing page needs to meet them halfway.

It should feel light, fast, specific, and easy to buy from.

Ultimately, that’s what makes the campaign work. Not bid strategies.

Treat landing pages like media assets

Meta-trained marketers know they need to ship creative. Dozens of hooks, weekly variations, and testing cycles.

But that mindset hasn’t carried over to Google. Because on Google, the creative is the landing page.

Yet, brands are still approaching it passively, using whatever page already exists instead of building pages around high-intent keywords and real buying triggers.

In a world where media buying is becoming automated, this becomes the differentiator.

So in reality, the game has less to do with “driving traffic.” Where you’re driving it to is what holds weight.

Strong infrastructure beats clever optimisation

Scaling Google Ads in Q3 and Q4 of 2025 will depend less on campaign tricks and more on foundational setup.

That includes:

• Structuring product data to highlight margins, not just categories.
  
  
• Feeding Google your COGS, first-party data, and email lists to shape better signals.
  
  
• Building a testing framework for landing pages and demand-gen creative.
  
  
• Mapping your content to commercial search intent.

No amount of bid tweaks will save a weak setup.

Final thoughts

It’s true that Google Ads campaigns have become easier to launch, but there’s a caveat to this:

They’re harder to get right. Especially as Google continues to push advertisers toward automation; asking us to hand over control of campaigns and budgets, often with little active oversight or optimisation.

“Google’s latest AI tools promise to manage campaigns automatically. But advertisers are asking whether these new features give up too much human control.” — Search Engine Journal

The brands we’re seeing achieve the strongest performance aren’t doing more of everything.

They’re doing fewer things with more precision. Clean data, smart structure, and intentional content.

That’s the strategy brands need to drive sustainable eCom growth in Q3 and Q4 of 2025.

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