Your Google Ads is optimising on revenue. Your ecommerce business is running on margin. The two rarely agree, and the account is scaling on the wrong one. A plain-English guide to the tracking foundation underneath every profitable ecommerce Google Ads account: Enhanced Conversions, server-side, Consent Mode, and the single change that turns Smart Bidding into a profit machine.

Meta, Google and Instagram are shifting to AI-first platforms, transforming how ads are created, optimised and scaled. This blog breaks down what’s changing, why it matters, and how advertisers can adapt to stay competitive in an automated, data-driven ecosystem.