When should an ecommerce brand start PPC advertising?
Start PPC once your offer, conversion-ready landing page, and tracking are in place. Use small pre-launch PPC tests to validate demand before scaling.
PPC can serve two roles: pre-launch validation and product sales/growth once the store is live.
Pre-launch validation PPC
Run low-budget test ads to a simple landing page and collect emails (“back-in-stock”/waitlist). If CTR and signup rate are healthy (e.g., CTR > 1% on Meta, > 2% on Search; LP CVR > 10% for waitlists), you’ve de-risked the product choice before carrying inventory.
Post-launch growth PPC
Start PPC once three pillars exist:
1. Offer & PMF: Proof from Amazon/DTC—reviews, repeat purchase rate, and return rate under control.
2. Conversion experience: A sales landing page that answers objections (benefits, social proof, FAQs, guarantees, UGC, clear pricing, fast checkout).
3. Measurement: Platform pixels + Conversions API and purchase event firing reliably, so algorithms can optimise to value, not just clicks.
A common ramp: validate with small budgets, fix leaks (add-to-cart → purchase), then scale creative and audiences. Coming from Amazon? Use those signals (best sellers, review themes) to shape DTC landing pages and hooks before scaling PPC.
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