How to set up Google Ads for an Indian D2C brand — in London
The campaign-structure starter pack for Indian D2C: Performance Max, branded search, shopping, and retargeting. Calibrated to London — local industry mix: b2b-saas, finance, fnb.
PMax is the workhorse — 60–70% of D2C Google budget.
Branded search: defensive, cheap, high-ROAS — never skip.
Local angle for London: b2b-saas + finance.
Why this matters in London
This guide applies the playbook to London. Local economic mix: b2b-saas, finance, fnb, fashion-d2c.
- Average CPC (₹)
- Typical CAC (₹)
- b2b-saas
- finance
- fnb
- fashion-d2c
Shoreditch · Canary Wharf · Mayfair · King's Cross
Step-by-step in London
- Step 01
Set up Merchant Center + product feed
Shopify > Google channel app, feed clean (no missing GTINs, accurate prices, INR currency, India shipping zones). Feed errors below 5% before any campaign launch.
- Step 02
Launch one Performance Max campaign
Single PMax campaign with all 5 asset groups (text, image, video, signal, audience). Target ROAS strategy. Add audience signals: customer match, website visitors, lookalikes.
- Step 03
Run a defensive branded search campaign
Exact match + phrase match for brand terms. Cheap CPCs (₹2–₹15), 8x+ ROAS. Stops competitors stealing branded clicks.
- Step 04
Add a remarketing display campaign
Cart abandoners 0–7 days, page viewers 8–30 days. Dynamic remarketing with product feed. Cap frequency at 4/day.
What goes wrong in London
- Trying to skip stages — playbooks compound; out-of-order execution leaves earlier-stage work undone and the later steps don't catch.
- Optimising the wrong leading indicator — picking a vanity metric (impressions, reach, follower count) instead of the playbook's actual primary KPI.
- Running the playbook against a broken funnel — the playbook ships traffic / leads / activity to a leaky landing page or onboarding, amplifying the leak.
- Hiring junior-only execution and expecting senior judgement — the playbook lists tactics; the calls between tactics need a senior operator.
- Cutting the playbook on a single bad month — compounding plays need quarterly review windows; monthly noise will kill the program prematurely.
What to track for London
- Time-to-first-signal — how long until you see the leading indicator move (typically 2-4 weeks for paid, 4-9 months for organic).
- Step-completion rate — what percentage of the playbook is actually shipped vs documented.
- Cost per primary outcome — CAC for acquisition playbooks, CPL for lead-gen, revenue-per-customer for retention.
- Velocity — how many full playbook cycles you complete per quarter.
Tools + channels we use here
- Notion / LinearSource-of-truth for the playbook; track step ownership + due dates.
- GA4 + GTM Server-SideServer-side attribution for the playbook's outcome KPIs.
- Meta Business / Google AdsPaid execution surfaces if the playbook is acquisition-led.
- Klaviyo / WebEngage / Customer.ioLifecycle + nurture execution layer.
- Looker Studio / MixpanelDashboards for the leading + lagging indicators.
- Slack + weekly stand-upsCross-team coordination on the playbook.
Terms used on this page
Want this scoped to London?
30 minutes, no slides. We'll review your setup against London-specific search demand, competitor density, and channel mix — and hand you the three highest-leverage moves.
Frequently asked questions
Should I use Smart Shopping or Performance Max?
PMax replaced Smart Shopping in 2022. PMax is current standard. Use PMax with shopping feed + audience signals for D2C.
Anything specific about London that changes this?
London's industry mix concentrates around b2b-saas, finance, fnb, which shifts both search demand and channel-mix economics. Key corridors in London: Shoreditch, Canary Wharf, Mayfair. Apply the playbook above with these local realities in mind — bidding norms, language preferences, and competitor density vary by city.
Should I use Smart Shopping or Performance Max?
PMax replaced Smart Shopping in 2022. PMax is current standard. Use PMax with shopping feed + audience signals for D2C.
How long does this playbook take end-to-end?
The named-step durations are listed inline; total elapsed time depends on how many steps run in parallel. A typical sequential execution takes 16-24 weeks; parallel execution compresses that by 30-50%.
Can we run this in-house or do we need an agency?
In-house works when you have the seniority + bandwidth on the named-step disciplines. Most teams that try in-house solo end up doing 60-70% of the work and missing the cross-step optimisation. An agency or fractional senior compresses time-to-result by 30-50% on average.
What's the minimum budget to start?
Budget breaks into three lines: agency fee (if applicable), media spend, and tools. The combined minimum to make data-driven decisions in 2026 is ₹1L/month for paid-heavy playbooks. Below that, manual optimisation in-house is more honest than an agency retainer.
When do we stop and reassess?
Quarterly. Each quarter, review the leading indicator (movement) and the lagging indicator (outcome). If both are positive: scale. If leading is positive but lagging isn't: wait one more quarter. If leading is negative: change the playbook, not just the spend.
Does this playbook work outside India / outside the listed market?
The framework transfers; the specifics (CPCs, channels, compliance, language overlays) need adapting. The named steps are universal; the within-step tactics adapt to the local market.
Long-form guides on related topics
Other guides for London
- How to launch a D2C brand in India in 90 days — London
- How to validate a D2C product before manufacturing — London
- How to reduce CAC by 30% without lowering ad spend — London
- How to calculate true CAC for an Indian D2C brand — London
- How to optimise for Google AI Overviews in 2026 — London
- How to optimise for ChatGPT, Claude, and Perplexity (GEO) — London
This guide for other cities
- How to set up Google Ads for an Indian D2C brand — Mumbai
- How to set up Google Ads for an Indian D2C brand — Bangalore
- How to set up Google Ads for an Indian D2C brand — Delhi NCR
- How to set up Google Ads for an Indian D2C brand — Chennai
- How to set up Google Ads for an Indian D2C brand — Hyderabad
- How to set up Google Ads for an Indian D2C brand — Pune
Sources & references
Cited primary and analyst sources. Independent of Frameleads' own data.
- IBEF — India Brand Equity Foundation: Indian Industry Reports — IBEF (Ministry of Commerce & Industry)
Sector-level market size, growth, and policy context for Indian industries.
- IAMAI — Internet & Mobile Association of India — IAMAI
Digital advertising industry body; reports on India internet user base, ad spend, and platform shares.
- MoSPI — Ministry of Statistics and Programme Implementation — Government of India
Primary source for India macro-economic indicators (CPI, GDP, household consumption).
- ASCI Code for Self-Regulation of Advertising in India — Advertising Standards Council of India
Mandatory baseline for all advertising claims in India — including digital, influencer, and comparative ads.
Run growth marketing in London with a senior team.
Book a free 30-minute audit. We'll review your current marketing against the London benchmarks above and tell you the three highest-leverage moves.