Should You Run Ads on Shopee? How to Decide and Set Them Up the Right Way

One of the most common questions Shopee sellers struggle with is: “My products aren’t getting sales — should I invest in ads? And if yes, how should I run them?”

If you’ve ever found yourself stuck in that same dilemma, you’re not alone. Many new Shopee sellers hesitate because they’re not sure whether ads will help or just burn money. In this post, I’ll break down the exact decision-making framework I use, plus step-by-step guidance on running Shopee ads effectively — so you can avoid wasting budget and actually scale.

Step 1: Should You Even Run Ads? One Simple Rule

Ask yourself: “Have I optimized my product for conversions as much as possible?”

👉 Search and Click Optimization

• Titles: Is your title structure clear (core keyword + attributes + long-tail terms)? Does it include enough popular keywords so buyers can actually find you?
• Main Image: Is your product photo eye-catching enough to stop a shopper mid-scroll and make them click?
• Pricing: Does your price point look competitive compared to similar sellers?

Pro tip: Use a shopee keywords research tool like Shopdora to quickly find trending keywords. It’s one of the most reliable shopee analytics tools out there for spotting what buyers are searching for right now.

👉 Conversion Optimization

• Main Video: Do you have a short, clear product video? Does it get straight to the point without dragging on?
• Listing Page: Is your description complete? Are your bullet points clear and localized (no awkward machine translations)?

At the end of the day, ads only amplify what’s already working. If your listing isn’t optimized, throwing money at ads will just bring in clicks with no conversions. That means wasted budget and a poor ROI.

So here’s the rule: Fix your conversions first. Once you’re confident your product converts, then ads can help you scale.

Step 2: Understanding Shopee’s Two Ad Modes

Shopee offers two main ad strategies:

1. GMV Max Custom ROAS (Return on Ad Spend)
   • Best for stable, proven products that already sell well.
   • You set a target ROAS (e.g., 3.0), and the system optimizes toward that. Great for safe, controlled growth.
2. GMV Max Auto Bidding
   • Best for new products or sellers looking to “scale aggressively.”
   • The system goes all-in to grab traffic, aiming for more orders fast. Perfect if you’re launching or want to test demand.

Step 3: Practical Ad Setup

1. Product Selection

• Prepare around 15 products for testing. Mix of new items and proven winners with potential.
• Check your keyword precision first. Shopee’s algorithm relies heavily on product info, so make your keywords specific. Instead of just “water bottle,” use “insulated water bottle,” “portable travel mug,” plus attributes like “long-lasting heat retention,” “large capacity,” or “lightweight design.”
• Your main image should clearly show usage scenarios and benefits.
• Your description should answer common buyer concerns directly:
  • How long does it keep drinks hot? → 12 hours.
  • Is it portable? → Lightweight, fits in backpacks or car cup holders.
  • Is it safe? → Food-grade stainless steel, odor-free.

This kind of clear communication makes it easier for ads to convert.

2. Budget Settings

• Custom ROAS: For the first 14 days, use the “no budget limit” mode to allow proper testing.
• Auto Bidding: For new products, start with a daily budget of around $50. For best-sellers, you can go higher — around $100.

3. Goal Settings

• Custom ROAS: Base your target on past performance. A safe range is 2.5–3.5, and avoid going above 1.25x the system’s recommendation.
• Auto Bidding: Adjust based on actual sales growth and monitor carefully.

Step 4: Ad Duration and Adjustment Rules

Shopee’s system usually needs 7–14 days to learn and optimize. That means you should run ads for at least 14 consecutive days before making big changes.

During this period:

• Don’t tweak your budget or ROAS target too often, or you’ll reset the learning phase.
• If you must adjust, stick to these rules:
  • Budget: no more than 3 changes per day
  • ROAS: wait at least 7 days between adjustments

Consistency is key. Let the algorithm stabilize before expecting strong results.

Final Thoughts

Running ads on Shopee isn’t just about “spending money to get traffic.” It’s about analysis Shopee-style: optimizing for conversions first, then leveraging ads to amplify what already works.

With the right foundation, shopee analytic tools like Shopdora can help you identify winning keywords, track performance, and make smarter ad decisions. Combine data with strategy, and your ad budget will work for you — not against you.