Should I send Google Ads traffic to my website or my Amazon listings?

It depends on your margins, fulfilment model, and brand strategy. For products where Amazon handles fulfilment and your DTC margins are thin, sending traffic to Amazon can be more profitable. For products with healthy DTC margins or subscription models, driving traffic to your own site preserves customer data and lifetime value. We typically recommend a blended approach, with Google Shopping pointing to your site and specific campaigns driving traffic to Amazon for products where marketplace conversion rates are significantly higher.

Multi-Channel eCommerce

Amazon + Google Ads — Dominate Every Digital Shelf

Your customers search on Google and buy on Amazon — or the other way round. We manage both channels as a single, coordinated strategy so you capture every pound of revenue across the full eCommerce funnel.

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The Multi-Channel eCommerce Advantage

The modern eCommerce buyer does not follow a straight line. They research on Google, compare prices on Amazon, read reviews, visit your website, and then convert wherever feels most convenient. If you are only advertising on one platform, you are invisible for at least half of that journey — and your competitors are not.

Google Ads captures demand at the moment of discovery. When someone searches for your product category, Google Shopping and Search ads put your brand front and centre. But a significant percentage of those shoppers will check Amazon before purchasing — to read reviews, compare Prime delivery options, or simply because Amazon is their default checkout. If you are not there with optimised listings and Sponsored Products, you lose the sale to whoever is.

Conversely, Amazon's internal search engine is the starting point for over 60% of product searches. Running Sponsored Products, Sponsored Brands, and Sponsored Display campaigns captures shoppers who never visit Google at all. But Amazon alone cannot build your brand beyond the marketplace — Google Ads drives awareness, brand searches, and DTC traffic that diversifies your revenue and reduces Amazon dependency.

The brands that win in eCommerce are the ones that show up everywhere their customers look. That is exactly what our combined Amazon and Google Ads strategy delivers — coordinated visibility across every digital shelf, managed by a single team that understands how both platforms interact. See our individual Amazon advertising and Google Ads management services.

What You Get

Four integrated workstreams that maximise your eCommerce revenue across every channel.

Amazon Advertising Audit

We analyse your Sponsored Products, Sponsored Brands, and Sponsored Display campaigns alongside listing quality, A+ Content, and organic ranking. Every ACOS figure is benchmarked and every wasted keyword identified.

Google Shopping & Search Setup

We build and optimise your Google Shopping feed, structure Search campaigns around your highest-value product categories, and implement Performance Max campaigns to reach buyers across Google's entire network.

Cross-Platform Coordination

We track product-level profitability across both Amazon and Google to identify where each platform delivers the best return. Budgets shift dynamically to the channel producing the highest ROAS for each product line.

Unified Performance Dashboard

One dashboard showing Amazon and Google metrics side by side — total revenue, blended ROAS, channel-level ACOS and CPA, and product-level performance. No more juggling two sets of reports from two different agencies.

Multi-Channel Results

Average ROAS

Revenue Uplift

£0M+

Revenue Managed

Client Retention

eCommerce Success Stories

Real results from brands running coordinated Amazon and Google Ads strategies.

ROAS

CFW

Amazon + Google Ads

Restructured marketplace and search campaigns delivered 7-figure annual revenue with a 1,120% return on ad spend. Amazon Sponsored Products and Google Shopping working in concert.

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+£0M

Revenue Generated

Sephra Europe

Multi-Channel Growth

Coordinated Google Ads, Amazon, and paid social campaigns drove exceptional growth across multiple product lines and international markets.

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Why Single-Agency Management Matters

Many eCommerce brands make the mistake of hiring one agency for Amazon and another for Google. The result is two teams with separate strategies, separate reporting, and no coordination — campaigns competing against each other for the same conversions, budgets allocated based on channel-level vanity metrics rather than product-level profitability, and nobody accountable for total revenue growth.

When we manage both Amazon and Google Ads, we see the complete picture. We know which products convert better on Amazon and which perform better through your website. We can shift budget dynamically based on real performance data — scaling Amazon Sponsored Brands for products with strong review profiles while pushing Google Shopping for new launches that need broader awareness before marketplace reviews build up.

We also coordinate seasonal strategies, promotional calendars, and inventory management across both channels. When Amazon Prime Day drives a spike in marketplace traffic, we adjust Google bids accordingly. When a Google Shopping campaign surfaces a high-converting keyword, we add it to Amazon targeting the same day. This is the kind of cross-channel intelligence that only a single, integrated team can deliver.

Explore Individual Services

Amazon Ads & Marketplace

Sponsored Products, Brands, DSP, and full marketplace management.

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Google Ads Management

Search, Shopping, Performance Max, and remarketing campaigns.

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Trusted by Leading Brands

Frequently Asked Questions

Why run Amazon Ads and Google Ads together?

Amazon and Google serve different stages of the buyer journey. Google captures demand when shoppers are researching and comparing options. Amazon converts that demand when they are ready to buy. Running both channels together means you own the full purchase funnel — from first search to final checkout. Brands that coordinate their Amazon and Google strategies typically see 20-35% higher total eCommerce revenue.

Should I send Google Ads traffic to my website or Amazon?

It depends on your margins, fulfilment model, and brand strategy. For products where Amazon handles fulfilment and your DTC margins are thin, sending traffic to Amazon can be more profitable. For products with healthy DTC margins, driving traffic to your own site preserves customer data and lifetime value. We typically recommend a blended approach tailored to each product line.

How do you prevent Amazon and Google campaigns from cannibalising each other?

We use a coordinated bidding and attribution strategy across both platforms. Product-level profitability is tracked across channels so we can identify where each platform delivers the best return. We adjust bids, budgets, and targeting to ensure Amazon and Google complement each other rather than competing for the same conversions at inflated costs.

What types of eCommerce businesses benefit most from this approach?

This strategy is most powerful for brands selling physical products through both their own website and Amazon. It works particularly well for consumer goods, health and beauty, home and garden, food and drink, and specialist equipment brands that want to maximise total revenue across all sales channels.

Ready to Dominate Every Digital Shelf?

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