Black Friday 2026 Google Ads Checklist for UK E-commerce
Tracking, sale prices, daily budgets and seasonality adjustments, in the order to tackle them before 27 November.
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Vaibhav RawatDigital Marketing & E-commerce
Taking on work
Birmingham, UK · CIM Associate Member
Turning ad spend into
compounding revenue.
I am a Digital Marketing & E-commerce Specialist running paid media, SEO and AI-assisted automation for B2B and consumer brands, measured in ROAS, not impressions.
- Google Ads ROAS
- 21x
- Microsoft Ads ROAS
- 27x
- YoY revenue growth
- 23.9%
- Annual budget owned
- £100k
The record
Numbers from the
Numbers from the
last twelve months.
Everything below comes out of live accounts at Direct Channel Support Systems Ltd, a B2B industrial e-commerce business, not a demo environment.
Selected work
Six projects,
All work
Six projects,
different problems.
01 / 06
A classic-car brand, run without a developer.
A custom WordPress theme for Direct Classics, with vehicle specifications, rebuild stories, workshop updates and enquiries managed from one place. The work also included storyboards and scripts for the Volvo 265 GLE restoration series.
02 / 06
Make a complex catalogue easier to buy from.
Quick Order with bulk product-code entry, flash-sale experiences and Brevo email campaigns. A custom delivery plugin brings estimates and cutoff messages into the WooCommerce basket and checkout, helping customers plan their order.
03 / 06
A £100k paid budget, run to 21x and 27x
Full ownership of Search, Shopping, Performance Max, Meta and Bing in a B2B industrial catalogue. Bid strategy, negative-keyword hygiene, audience layering and creative testing on a weekly cadence.
21xGoogle ROAS
27xBing ROAS
£100kBudget
04 / 06
#1 organic, zero paid spend
Keyword research and intent-matched content took a competitive informational term to the top of page one, and kept it there.
05 / 06
12,687 clicks at ₹5.80
137k impressions on an FMCG budget, held at an efficient cost per click through continuous negative-keyword work.
06 / 06
A healthcare store built from an empty database
WooCommerce platform, 300+ SEO-optimised listings, Klaviyo flows, secure checkout and live inventory, designed so a small team could run it without a developer on call.
300+Products
20%Organic traffic
15%Engagement
ACIMChartered Institute of Marketing
Who you would be working with
Data first. Craft
Data first. Craft
right behind it.
I hold an MSc in International Marketing Management from the University of Leeds and I am an Associate Member of the Chartered Institute of Marketing. Day to day I own a £80k to 100k paid media budget, lead SEO across a 2,000-SKU catalogue, run Amazon Seller Central, lead the onboarding of new internal brands onto the e-commerce platform, and built the AI chatbot that now handles first-line queries on our WooCommerce store.
Before the UK, I ran growth for an FMCG manufacturer in India and built a healthcare e-commerce platform from an empty database. The through-line is the same: find the constraint, instrument it, then move it.
- Based in
- Birmingham, UK
- Current role
- Digital Marketing & E-commerce Specialist
- CIM status
- Associate Member (ACIM)
- Education
- MSc International Marketing Management, University of Leeds
- Undergraduate
- BBA, Prestige Institute of Management and Research, Indore
- Company
- Direct Channel Support Systems
Google AdsMicrosoft AdsMeta AdsLinkedIn AdsGoogle Merchant CenterSEO & technical SEOGA4Amazon Seller CentralWooCommerceShopifyBrand onboardingAI automationKlaviyoSEMrushScreaming Frog
What I do
Six things, done
Six things, done
properly.
Most engagements start with one of these and grow into two or three. I would rather do a narrow thing well than a wide thing adequately.
Paid media & PPC
Google, Microsoft and Meta. Structure, bidding, feed health and creative testing, reported on ROAS, CPA and contribution, never on impressions. Budgets up to £100k a year.
SEO & technical SEO
On-page, metadata, structured data, internal linking and crawl health at catalogue scale, audited with Screaming Frog, SEMrush and Moz Pro. Proven across 2,000+ SKUs.
AI & automation
Chatbots that deflect first-line support, social scheduling that runs itself and content pipelines that keep a house voice. Built to save hours, not to look clever.
Analytics & reporting
GA4, Search Console, Tableau and Looker Studio wired into one view, so the weekly meeting argues about decisions instead of about whose number is right.
E-commerce
WordPress, WooCommerce, Shopify, Magento and Amazon Seller Central. Listing optimisation, A+ content, catalogue structure, onboarding new brands from launch, and the unglamorous checkout fixes that pay for themselves.
Email & CRM
Brevo, HubSpot, Klaviyo and Mailchimp. Segmentation, lifecycle flows and win-back sequences that turn a one-time buyer into a repeat one.
Journal
All articles
Writing about the work.
Paid media
SEO & AI search
Google AI Search in 2026: SEO, GEO and What to Do Next
A practical look at AI search visibility, newer reporting and the product information worth improving first.
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Paid media
Google Ads Updates: What to Check in September 2026
What the latest measurement and creative updates mean for purchase tracking, testing and commercial decisions.
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