Ecommerce Advertising in the United Kingdom
A market where the margin math catches people out, because two different taxes hit the same account from opposite directions.
What’s actually different here
Served, not occupied
VAT on the product and VAT on the ad spend
Your prices are usually VAT-inclusive while your ad invoices are not, so a target ROAS carried over from a US account is quietly about 20% too optimistic. This single correction changes what 'profitable' means in the account.
A compressed Black Friday
The UK discount window is shorter and steeper than the US one. Creative and offer need to be in market earlier, and the post-peak January drop is sharper.
Returns behaviour
Consumer return rates in apparel and beauty run high enough that contribution margin without a returns assumption is fiction.
We don’t have an office in United Kingdom. We buy media into it from Canada, and we’d rather say that plainly than list an address we don’t occupy.
What we run in United Kingdom
Services
Meta ads
Media buying with the creative attached, run on contribution margin instead of platform ROAS.
Read moreGoogle ads
Search, Shopping and Performance Max run as a demand-capture layer, not a second Meta.
Read moreCreative production
Statics, UGC and video built to a testing structure, not to a mood board.
Read moreEnquiries
Tell us what the account is doing.
info@16255281canadainc.comSend the store URL and roughly what you spend a month. You'll get a straight read on whether we're the right fit — including when we're not.