Shopping Ads

Unlike Search campaigns where you control the keywords directly, Shopping campaigns rely on Google matching your product feed data to relevant search queries automatically. This means feed quality — accurate, keyword-rich titles, correct product categorization, complete attribute data (color, size, material, GTIN), and high-quality images — has an outsized impact on which searches your products actually appear for.

We audit and rebuild product feeds specifically for Shopping performance, optimizing title structure to front-load the most important searchable attributes, ensuring category mapping matches Google's product taxonomy accurately, and filling in optional attribute fields that improve match quality even though they aren't strictly required for feed approval.

Not every product in your catalog deserves the same bid. We segment your feed into product groups based on historical performance, margin, and priority — bestsellers and high-margin items get dedicated campaigns with more aggressive bidding, while long-tail or lower-margin products are managed more conservatively to protect overall account profitability.

This segmentation also lets us identify and address underperforming products specifically, whether the fix is a bid adjustment, an improved product image, or in some cases recognizing that a product simply isn't a good fit for paid Shopping traffic and should be deprioritized in favor of higher-return items.

Performance Max campaigns extend Shopping-style advertising across Google's full inventory — Search, Display, YouTube, Gmail, and Discover — using automated bidding and creative optimization. This can meaningfully expand reach and often improves overall account performance, but it also reduces granular control and visibility compared to standard Shopping campaigns, since Google's algorithm makes many placement and targeting decisions automatically.

We run Performance Max alongside standard Shopping campaigns rather than as a full replacement in most cases, using audience signals and asset groups strategically to guide the algorithm while retaining enough standard Shopping presence to maintain visibility into product-level performance data that Performance Max otherwise obscures.

We set Target ROAS bidding based on actual product-level margin data wherever possible, not a single blanket target across your entire catalog. A product with 60% margin can profitably sustain a lower ROAS target than one with 20% margin, and treating them identically either underinvests in your most profitable products or overspends on your least profitable ones.

Where margin data isn't readily available at the product level, we work with your team to establish reasonable proxies — category-level margin assumptions or price-tier-based targets — so bidding decisions are still grounded in real business economics rather than an arbitrary uniform target.

Product image quality directly affects Shopping ad click-through rate, since it's the most visually prominent element in the ad unit. We review your product photography against category best practices — clean backgrounds, accurate color representation, and where relevant, lifestyle or in-context imagery for products that benefit from scale reference.

We also monitor and leverage merchant promotions, such as sale pricing and free shipping badges, which are shown directly in Shopping ad units and measurably improve click-through and conversion rates when configured correctly in Merchant Center.

Google Merchant Center account health directly gates Shopping campaign performance — policy violations, disapproved products, or data quality warnings can silently suppress impressions for affected products without an obvious alert in the ads interface itself. We monitor Merchant Center diagnostics proactively to catch and resolve these issues before they meaningfully impact revenue.

Monthly reporting breaks down performance by product category and segment so you can see exactly which parts of your catalog are driving profitable growth, and which need feed, pricing, or merchandising attention.