Ecommerce and D2C brands · Pay per click advertising
Buy the click a full-price order can actually pay for.
Paid search and paid social for a D2C brand is bought against margin, not against the number the platform reports. GullySales rebuilds the product feed that shopping campaigns actually run on, separates brand spend from prospecting, and sends order value back net of returns.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
What pay per click advertising means
Pay per click advertising (PPC) is paying a fee each time someone clicks your advert on Google or another platform. It puts you at the top of a search page immediately, instead of waiting for ranking to build. GullySales sets the targeting, writes the ad text and checks spend against enquiries received.
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Sales and marketing for ecommerce and D2C brands, the overview.
Last updated 5 Oct 2026.
For ecommerce and D2C brands
Where it usually goes wrong, and what we would do.
“The feed is the campaign, not the keyword list”
Shopping and Performance Max match on your product titles and attributes. A feed exported straight out of the store is why a hand cream shows against searches for hand tools.
“Somebody is selling you your own name”
Coupon affiliates and resellers bid on it and take credit for orders you had already won. Whether to buy it back is arithmetic, not principle.
“One winning video does not last a quarter”
Frequency climbs, cost per order drifts up every Friday, and the account has nothing new to put in. The limit is production, not budget.
“November prices the whole year's testing”
Costs per thousand impressions rise steeply through the peak weeks. A concept not already proven in September is being tested at the worst price of the year.
What we do
What we deliver for ecommerce and D2C brands.
Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.
A rebuilt product feed
Titles written the way people search, product types, identifiers, sizes, colours and availability corrected, with the rules kept where the store can regenerate them.
Result: Shopping campaigns stop showing the wrong product.
Brand and prospecting split apart
Separate campaigns and separate budgets, so an automated campaign cannot report a good month by spending on people who already typed your name.
Result: You can see what a new customer costs.
Order value sent back net of returns
Server-side conversion tracking with the value of an order adjusted for the returns that follow, rather than the gross figure at checkout.
Result: The platform optimises towards orders that stay sold.
A creative testing calendar
A fixed number of new concepts, briefed from reviews and support questions, with a written rule for retiring a tired winner.
Result: The account always has a challenger ready.
A peak plan built from margin
Budget and discount depth set per product from what each one can afford to give away, with the calendar working backwards from the shipping cut-off.
Result: The busy weeks leave something behind.
Spend read against contribution
Cost per new customer by channel, blended efficiency and what is left after goods, shipping and fees, compared with the figures taken before work started.
Result: A profitable month is told apart from a loud one.
How the result is measured
- Cost per click
- Cost per enquiry
- Enquiries from paid search
Recorded as a baseline before work starts, so every later report has an honest comparison.
Searches to bid on and block
The searches worth paying for in D2C, and the ones to keep out.
- Product type plus use, such as vitamin C serum for oily skin
- Bid through shopping and search. The shopper is comparing products. Keep a separate campaign for each hero product so its spend and returns can be read on their own.
- Your own brand name and its misspellings
- Bid, in a small separate campaign. Marketplaces, resellers and rivals buy these words. Do not let the brand's cheap clicks flatter the prospecting numbers.
- Competitor and category-leader names
- Test, with a small cap. These shoppers know the category but may not need the product. Judge them on orders net of returns, not clicks, and drop them if they do not repay.
- Coupon, free sample and wholesale searches, such as discount code or free trial
- Block unless you run such an offer. Add coupon code, free sample, cheap and wholesale as negatives, or give wholesale buyers their own page and form.
- Where the click lands
- Send each click to the product page for that search, not the homepage. Show price, delivery, return terms and Cash on Delivery options above the fold. Test it on a phone first.
- Counting a real order
- Count a paid order net of returns and cancellations, and send that value back to the ad account. A platform that counts orders returned later is reporting a profit you did not make.
Who it is for
This is written for these ecommerce and D2C brands.
- Single-product and founder-led D2C brands
- Apparel, footwear and accessories brands
- Beauty, skincare and personal care brands
- Supplements, food and beverage brands
- Home goods, furniture and higher-value considered purchases
- Subscription and replenishment brands
- Brands selling on Amazon and their own Shopify store
- Wholesale-first brands building a direct channel
- Brands past their first million with no in-house marketing team
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Your brief
You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.
After the brief
A conversation and a written scope
We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.
Before work starts
Baseline recorded
The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
How the pay per click advertising work runs
- 1
Understand the total budget
We agree the full paid advertising budget available across all platforms, rather than planning each one separately.
- 2
Audit current platform performance
We compare existing campaigns on a shared basis to see where the budget currently performs best and worst.
- 3
Build the cross-platform plan
Campaigns are structured across platforms with a shared measurement standard from the outset.
- 4
Implement and monitor
Campaigns run with budget allocated dynamically based on real-time performance.
- 5
Measure and reallocate
We report performance and shift budget toward what is working, within agreed limits.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
Hours that fit your day, agreed up front
Which hours we overlap with yours is settled before any work starts, so you know when a reply is coming and when it is not.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Your brief
Tell us what you need, and we will read it before we call.
Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
Should we bid on our own brand name?
Performance Max is spending everything on our best seller. Why?
Should we run Google Ads or Meta ads first?
How do we stop ads spending on shoppers who never buy?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
From the blog
Further reading for ecommerce and D2C brands.
6 min read · 10 Oct 2026How ecommerce businesses can encourage repeat purchasesThe first order is the start. Post-purchase messages, reorder reminders, honest review requests and a clear returns policy bring customers back, and a cohort sheet tells you if it works.
7 min read · 21 Sept 2026How to advertise to Gen ZThey are not a taste or a personality. What they share is a way of finding things: search inside the app, check the comments, screenshot it to a friend, and never make a phone call.
7 min read · 23 Sept 2025How to promote a new productThree jobs in order: awareness among people who already buy the category, a cheap way to try it once, and the shelf where they look actually having stock. Launch small enough to learn.
More for ecommerce and D2C brands
Everything else we would do for you.
Or start from the overview: sales and marketing for ecommerce and D2C brands.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.