# Jordan Fry

Jordan Fry works on Google Ads for ecommerce businesses, with a focus on measuring whether campaigns drive sales and setting realistic return-on-ad-spend targets.

- Profile: https://b2binfluencer.marketing/creators/jordan-fry/
- LinkedIn: https://www.linkedin.com/in/jordan-fry
- LinkedIn followers: 6,354
- Topics: ecommerce, paid-ads, google-ads, performance-max
- Based on 9 dated posts, latest 2026-10-08

## Summary

Jordan Fry is most useful for checking ecommerce Google Ads measurement, brand search inflation, and realistic ROAS targets.

- Best for: Google Ads agencies serving ecommerce brands needing audits of blended ROAS and brand-search incrementality.
- Not for: Consumer skincare brands seeking high-reach lifestyle creator promotions with coupon codes and broad demographic reach.
- Check first: Confirm whether they offer paid partnerships and their format, deliverables, and rates.

### Takeaways

- A product line showed 6x ROAS with brand searches but 0.83x without them.
- A 15% margin implies 6.67x breakeven; a 12% margin implies 8.33x.
- Conversion Lift can test brand-search incrementality, but many smaller accounts will not qualify.

## Main ideas

- **Ad platforms report what they were credited with, not what they caused**: The recurring argument in these posts is the difference between credited and created sales. Dashboards show attribution, often assigning a sale to whichever touchpoint was nearby—most often a brand-name search from someone already going to buy. Jordan Fry treats this as a measurement problem, not fraud: nobody is lying; the platform reports what it is credited with, but the two terms describe different things. Any ROAS number needs to be checked against data outside the ad platform, such as margin, total revenue, total spend, and a direct test where available.
- **Measure brand and non-brand as two separate businesses**: Jordan Fry's first move on a suspicious account is not a bid change or a new campaign, but a reporting change: report brand and non-brand separately, give non-brand its own target, and judge awareness spend by whether it builds demand—not whether the blended number holds up. Brand search harvests demand built elsewhere in the account, so including it in the same number as prospecting obscures which is working. For anyone reviewing an agency, the audit question is simple: has the account ever been assessed with brand removed?
- **A ROAS target belongs to the P&L, not to Google Ads**: Jordan Fry argues that a ROAS target is meaningful only when it can be traced to a margin. Google's beta Target ROAS calculator takes an average profit margin and returns a number: at 15% margin, that is 6.67x, or 667% in percentage terms. They point out that this is breakeven, not a goal: it is simply 1 divided by the margin, the point at which the advertiser made exactly zero on ad dollars. The calculator is only as accurate as the margin entered, and may miss shipping, returns, payment fees, and overhead, all of which move breakeven. Use it as a floor, and don't change live bids based on a beta tool alone.
- **Where an account qualifies, test the claim directly instead of arguing about it**: If the question is how much revenue would have happened anyway, the honest way to answer is with a holdout. Jordan Fry describes Google opening Conversion Lift on Search and Performance Max, allowing eligible advertisers to set up the test without a representative. Google holds back a group of users who never see the ads and compares them with users who did; the gap represents sales the ads caused rather than sales they took credit for. They flag the limits: at least 1,000 observed conversions, at least $5,000 in campaign budget, and availability only to some accounts. For smaller accounts, the fallback is blended measurement across channels and refusing to treat brand-term ROAS as proof.

## Work to read

- [How brand search can make an ecommerce Google Ads account look better than it is](https://www.linkedin.com/posts/jordan-fry_googleads-ppc-ecommerce-activity-7511478171129556993-4lSW)
- [Google now lets some advertisers test whether brand search sales would have happened anyway](https://www.linkedin.com/posts/jordan-fry_google-changed-who-gets-to-ask-the-uncomfortable-activity-7514014603140591616-IKS-)
- [Google's Target ROAS calculator gives a breakeven number, not a target](https://www.linkedin.com/posts/jordan-fry_ppc-googleads-sem-activity-7513674871046975490-tGKH)

## Brand relationships

- **Google** (mention)

## Partnerships

The three published posts reviewed here do not describe a partnership format, sponsorship policy, or inquiry route for Jordan Fry. Each is a working note on ecommerce Google Ads measurement: an audit showing how much credited revenue came from brand-name searches; a walkthrough of Google's Target ROAS calculator and why its output is a breakeven floor rather than a target; and a note that Conversion Lift testing is now self-serve for Search and Performance Max but still gated on account size. None mentions sponsored placements, brand collaborations, rates, deliverables, or how a brand would approach them about paid work. No official partnership or media-kit page was reviewed, and no inquiry address or form was verified. Before budgeting, ask them to confirm whether they accept paid partnerships, along with rates, deliverables, and the right inquiry route.

## Alternatives

- Robin Tesselaar: Choose Robin when the agency’s main need is to connect Google Ads reporting to ecommerce profit and new-customer growth. The posts explain why ROAS can conceal margin losses, returning-customer bias, and diminishing returns; another gives a practical Performance Max structure based on brand separation, product margins, customer data, and conversion value. Robin is the stronger match when the audit must go beyond a brand/non-brand split to examine account economics and campaign structure.
- Martin Davies: Choose Martin when the agency needs a focused diagnostic for a recent sales slowdown or wants to determine whether Performance Max is absorbing branded traffic. One post recommends checking daily impression share against the period before sales dipped to distinguish weaker market demand from competitor pressure. Another describes using a script to compare brand and non-brand traffic in Performance Max before deciding whether to route brand demand through Search instead.
- Andrew Daniv: Choose Andrew when the agency’s buyer problem extends beyond paid-search measurement—for example, explaining an SEO program in plain terms or getting a client-side team to unblock agency work. The posts turn SEO into four concrete workstreams and identify practical causes of campaign delay, such as missing access, fragmented feedback, and unclear decision ownership. Andrew is more relevant if the campaign needs to improve the client-agency operating process alongside channel work.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/