Google Shopping Management
Google Shopping Management That Starts With Your Merchant Center.
Your Merchant Center feed decides which searches you appear in, which products get shown, and how you stack up against every competitor on the page. Bidding only decides what you pay once that's already been settled. Most Shopping accounts are losing before the auction starts.
£4.5M
In sales from Google Shopping for a UK fashion brand — £3.5M from new customers
11.77x
ROAS on a skincare catalogue, from SAR 300K in spend
66,863
Orders generated through structured Shopping campaigns
What Actually Goes Wrong
Six Reasons Shopping Campaigns Underperform
Shopping is the one campaign type where the work happens mostly outside the ads account. The feed, the product data, the segmentation — that's what decides whether you show up at all.
Which is why so many Shopping accounts stall with someone adjusting bids week after week on a foundation that was never built properly. I audit the feed and the campaign structure together, because fixing one without the other doesn't hold.
A Merchant Center feed nobody optimised
Product titles pulled straight from the store with no keyword logic. Missing GTINs, brand and attribute data. Images that don't meet spec. Google can only match your products to searches using what you give it — thin data means thin visibility.
Fixed: titles, attributes and images rebuilt to specFeed data not ready for Google's AI surfaces
Google increasingly assembles product results in AI-driven surfaces and shopping panels, and it pulls from the same structured data your feed provides. Rich, complete, accurate attributes get products surfaced. Sparse ones get skipped entirely.
Fixed: structured data enriched for AI surfacingBidding applied across the whole catalogue
One ROAS target across every product, regardless of margin, price point or conversion rate. Your best sellers get throttled to protect the average while your worst performers keep spending.
Fixed: bidding segmented by product performanceLosing the auction on price and presentation
In Shopping, buyers compare you against five competitors in a single glance. Price competitiveness, review stars, promotions and shipping badges all decide whether the click comes to you — none of which is a bidding problem.
Fixed: competitive positioning benchmarked and improvedThe wrong campaign type running the catalogue
Performance Max swallowing budget that Standard Shopping would spend more predictably, or the reverse. Both have a place — but running the wrong one means losing control of which products get shown and to whom.
Fixed: PMax and Standard Shopping split by purposeBudget going to the wrong product collections
Low-margin lines, out-of-stock items and products that never convert quietly consuming a large share of spend — while the collection that actually makes you money sits under-funded.
Fixed: spend reallocated by margin and conversion dataMerchant Center
The Work That Happens Before Any Bid Is Set
Feed optimisation isn't a one-off cleanup. It's the ongoing work that determines how much of your catalogue is competing at all.
Product titles rewritten for search
Titles are the single biggest matching signal in Shopping. Rewritten with brand, product type, key attributes and the terms people actually search — in the order Google reads them.
Attributes completed and enriched
GTIN, MPN, brand, colour, size, material, condition, availability. Every missing attribute is a set of searches you're excluded from, and a reason for Google to skip you in AI-driven product surfaces.
Disapprovals and warnings cleared
Disapproved products don't just stop selling — they drag on account health. I clear the queue and fix the root cause in the feed so the same items don't come back next month.
Catalogue segmented by what it earns
Custom labels grouping products by margin, price band, seasonality and conversion rate — so budget and ROAS targets can be set per group instead of averaged across everything.
Price and competitor benchmarking
Merchant Center shows you where your pricing sits against competitors bidding on the same products. That data tells you which items are worth pushing and which will never win the click.
