Every vertical has its own maths, its own policy traps and its own definition of a good result. Here is what running Google Ads for a eCommerce brand in this space actually involves.
Food is repeat-purchase by nature, which makes first-order economics almost irrelevant. The constraints are physical — shelf life, delivery radius, cold chain cost. A campaign that scales beyond your delivery capability creates refunds, not revenue.
What I report on: Repeat order rate within 60 days, and delivery-area profitability.
Perishability limits how far you can scale geographically. Delivery cost against basket size decides viability. Seasonal and occasion demand is sharp. Alcohol carries heavy targeting and creative restrictions.
Same vertical, different costs and rules depending on the market you sell into.
Benchmarks in USD, plus what CCPA and CPRA in California, with a growing patchwork of state privacy laws in Virginia, Colorado, Connecticut, Utah and Texas means for your tracking.
Benchmarks in GBP, plus what UK GDPR and the Privacy and Electronic Communications Regulations means for your tracking.
Benchmarks in AUD, plus what the Privacy Act 1988 and the Australian Privacy Principles means for your tracking.
Every market is listed on the Google Ads hub, or see how Meta Ads works for Food & beverage.
Geographic targeting built around actual delivery capability rather than broad regions. It is a common and expensive oversight.
Repeat, decisively. Food brands make money on the second and third order, so first-order economics are a poor decision basis.
Considerably. Targeting restrictions, age gating and creative limits all apply, and they vary substantially by market.
Plan audiences and creative weeks ahead. Occasion-driven food demand concentrates sharply and is expensive to chase late.
Bring your numbers. I will tell you what I would change first, whether or not you end up working with me.
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