This article is for store owners and operators who are done chasing vanity metrics. We’ll cover eight approaches that address the full purchase cycle: getting found, converting browsers into buyers, and bringing customers back for repeat orders. Most eCommerce owners try to scale traffic before their conversion rate can support it. Build Your Paid Search Around Buyer Intent, Not Brand AwarenessThe Challenge It SolvesMost eCommerce stores run Google campaigns that mix high-intent purchase queries with broad, awareness-level searches. The result is a blended ROAS that looks acceptable until you break it down by query type and realize half your budget is going to people who are nowhere near ready to buy.