Feed-first campaigns that scale profit, not just revenue. Performance Max control, Shopping Ads optimisation, and margin-based bidding strategies designed for online retailers.
Google captures high-intent shoppers actively searching for your products. With Shopping Ads appearing at the top of search results, you reach buyers at the exact moment they're ready to purchase. Performance Max extends this reach across YouTube, Display, Discover, and Gmail—all from a single campaign.
80% of Shopping Ads success comes from feed quality. Proper product titles with key attributes, accurate GTINs, competitive pricing data, and strategic custom labels for margin segmentation determine where your products appear and how much you pay per click. We treat your product feed as the engine, not an afterthought.
A 5× ROAS on a 10% margin product loses money after ad costs. A 3× ROAS on a 60% margin product is highly profitable. We implement margin-based bidding using COGS data or custom labels to ensure Google optimises for Gross Profit, not just revenue. This is the difference between scaling profitably and scaling into losses.
We start with a comprehensive feed audit—analysing titles, descriptions, product types, custom labels, and GTINs. Using supplemental feeds and feed rules, we enhance your data without requiring development work on your website. We segment products by margin tier, bestseller status, and seasonality for smarter bidding.
Performance Max is powerful but needs control. We implement brand exclusions to prevent cannibalising organic brand traffic, add script-based monitoring for spend anomalies, and create segmented asset groups for different product categories. We test PMax against Standard Shopping to ensure honest performance comparisons.
We run Search campaigns alongside Shopping for comparison queries like 'best running shoes 2024', brand defence terms, and category keywords that Shopping Ads miss. This layered approach captures demand across the entire purchase journey, from research to transaction.
We focus on true profitability, not just ROAS. By implementing custom bid strategies and reviewing backend performance, we ensure your ad spend maximises gross profit rather than just driving top-line revenue.
PMax campaigns need quality creative assets to perform. We develop and test multiple image variations, video assets, and headline combinations. Our creative testing framework identifies winning combinations while maintaining brand consistency across Google's entire ad network.
Segment by category, margin tier, and historical performance. This gives Google clear signals about which products to prioritise and allows differentiated bidding strategies for high-margin vs. high-volume items.
Standard Shopping still provides search term visibility. We mine these reports weekly for negative keywords, new product opportunities, and competitive intelligence. This data informs both Shopping and Search strategy.
Platform-reported ROAS is inflated by attribution overlap between Google, Meta, and other channels. We compare reported conversions to backend revenue data to understand true incremental value and adjust bids accordingly.
Without NCA goals, Google optimises for easy conversions—often returning customers who would have bought anyway. We set explicit new customer acquisition targets in PMax and measure CAC for genuinely new buyers separately.
Product availability, pricing, and promotions change constantly. We implement dynamic feed updates and automated rules to pause out-of-stock items, highlight sale prices, and adjust custom labels based on real-time inventory data.
Get a free audit of your Google Ads account. We'll identify wasted spend, feed issues, and quick wins.
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