Service · E-commerce & Shopify ads
I run my own store too E-commerce ads built on ROAS.
Meta and Google campaigns for Shopify and online stores: prospecting, catalogue retargeting, Google Shopping and Performance Max, judged on profit, not clicks.
By Mubeen Khan · Updated
The short answer
E-commerce advertising uses Meta and Google Ads to find new buyers for an online store, bring back visitors who did not buy, and grow repeat purchases, measured on return on ad spend (ROAS) and profit. Mubeen Khan runs e-commerce campaigns for Shopify and other stores, including Advantage+ sales campaigns, catalogue ads, Google Shopping and Performance Max. Results include 7.58x ROAS on $322,897 of Meta spend and $5.5M in online sales for one store over two years.
- ROAS on $322,897 of Meta spend
- 7.58x
- ROAS: $6,428 in, $66,709 out
- 10.38x
- Online sales for one store in two years
- $5.5M
- Sales growth for Nayza in six months
- +864%
How e-commerce ads make money
A store that only runs one campaign to cold audiences usually stalls. Profitable accounts run a full system: prospecting finds new buyers, retargeting brings back people who viewed products, Google captures shoppers searching for the product, and email or WhatsApp turns first orders into repeat orders.
What I run for online stores
Meta prospecting
Advantage+ sales campaigns (Meta's name for what used to be Advantage+ shopping) and broad targeting, fed with a steady flow of new creative so the algorithm keeps finding buyers.
Catalogue and retargeting ads
Dynamic product ads from your Shopify catalogue for people who viewed or added to cart, with offers and reviews.
Google Shopping and Performance Max
A clean Merchant Center feed, Shopping and Performance Max campaigns split by margin and best sellers, and brand search protected.
Tracking and profit
Pixel, Conversions API and Google conversions set up so purchases and values are counted correctly, and budgets set against profit margins, not just ROAS. See tracking and analytics.
Creative testing
New hooks, product videos and offers tested every week, because creative is the biggest lever in e-commerce. See ad creative and video.
How I take on a store
- Audit account, tracking and marginsWhich products and audiences make money today, whether purchases are tracked correctly, and the ROAS you need to profit.
- Fix the foundationsPixel, Conversions API, product feed, offer and product pages that convert.
- Launch the systemProspecting, retargeting and Google campaigns with clear budgets and targets.
- Test creative weeklyNew angles and formats every week; winners get budget, losers get cut.
- Scale on profitBudget rises when cost per purchase holds, reviewed weekly against margin.
E-commerce results I have produced
| Store | Platform | Result |
|---|---|---|
| E-commerce brand | Meta Ads | 7.58x ROAS on $322,897, 35,201 purchases |
| Online store | Meta Ads | 10.38x ROAS, 991 purchases at $6.49 |
| E-commerce store | Shopify | $5.5M in sales, up 1,301% over two years |
| UAE home decor store | Shopify | AED 416,810 in year one, built from zero |
| Nayza, fashion | Shopify | Sales up 864% in six months |
| Fashion brand | Meta Ads | PKR 10M in sales at 4.61x ROAS |
I also run my own e-commerce brand, so I spend my own money on the same methods I use for clients.
Proof from real accounts
E-commerce ads questions
What is a good ROAS for an online store?
It depends on your margins. A store with 60% gross margin can profit at a much lower ROAS than one with 25% margin. I calculate your break-even ROAS first and set targets from it, rather than chasing a generic number.
Should a Shopify store use Meta Ads or Google Ads?
Most stores need both. Meta creates demand by showing products to people who are not searching yet, while Google Shopping and Performance Max capture people already searching for the product. The split depends on your product and how much search demand exists.
What are Advantage+ sales campaigns?
Advantage+ sales campaigns are Meta's automated campaign type for online sales, which replaced Advantage+ shopping campaigns. Meta handles much of the targeting and placement, so results depend heavily on good tracking and a steady supply of strong creative.
How much should I spend on ads for my store?
Enough for the platforms to learn, usually at least several purchases a day per campaign once running. I size the budget from your average order value and target cost per purchase after the audit.
Do you work with stores outside Shopify?
Yes. Most of my store work is on Shopify, but the same approach works for WooCommerce and other platforms with proper tracking.
Can you build the store as well?
I have built and marketed stores from zero, including a UAE home decor store that made AED 416,810 in its first year. For new stores, we plan the build and launch together.