Shopping
Google Shopping and product feed ads management
Put your products in front of ready buyers.
We run shopping campaigns — product feeds across Google Shopping, Meta, and beyond — that surface the right products to high-intent shoppers.
For retailers, shopping ads are often the highest-intent paid traffic available: a shopper searching for a specific product sees your image, price and store before clicking. Results depend less on clever ad copy than on the product feed — titles, attributes, images, prices and availability — and on bidding toward margin rather than revenue.
We manage Google Shopping and Performance Max feed campaigns, Microsoft Shopping and Meta catalogue ads from a single, well-maintained feed. That includes Merchant Center health, feed optimisation, product grouping by margin and performance, and reporting on profit by product rather than ROAS by campaign.
The problem
E-commerce growth lives and dies on the product feed and shopping setup, which most teams misconfigure — bad feed data, poor structure, wasted spend on low-margin SKUs.
What we do
- Optimize the product feed for search extraction
- Structure shopping and Performance Max (PMax) campaigns
- Prioritize high-margin, high-converting SKUs to protect profit
- Manage real-time bidding strategies and product exclusions
What you get
- An optimized, clean product data feed setup
- Structured shopping and PMax campaigns built to convert
- Margin-aware, yield-focused delivery rules
More product sales at a highly profitable, sustainable return.
Who this is for
- E-commerce brands with product catalogues on Shopify, WooCommerce, Magento or a custom platform
- Retailers whose Performance Max ROAS looks fine but whose margins do not
- Brands with Merchant Center disapprovals, suspended products or feeds nobody owns
- Multi-market sellers running separate feeds by country and currency
What's included
- Merchant Center audit: disapprovals, policy issues, shipping and returns settings
- Feed optimisation: titles, product types, GTINs, attributes, images and custom labels
- Margin and performance labels for bidding and budget segmentation
- Standard Shopping and Performance Max structure with brand and existing-customer controls
- Meta catalogue and Microsoft Shopping campaigns from the same feed
- Product-level profit reporting
The feed is the targeting
Shopping ads match products to searches largely from feed data. A title that leads with the brand name and omits the product type, colour or size will not match the searches that matter. Missing GTINs, inconsistent product types and outdated prices cause disapprovals and lost impressions. We rewrite titles around how people search, fill missing attributes, fix image issues and keep prices and availability in sync with the store.
Custom labels are the other lever. Tagging products by margin band, price point, seasonality and performance lets campaigns treat a high-margin bestseller differently from a low-margin clearance item. Our Google Shopping campaign optimization guide goes deeper into feed structure.
Performance Max without losing control
Performance Max can drive strong results for retailers, but it blends Shopping, Search, Display, YouTube and Gmail placements and often leans toward branded searches and returning customers, which inflate ROAS. We separate brand demand where possible, use new-customer goals when acquisition is the aim, segment products by margin into different asset groups or campaigns, and compare Performance Max against Standard Shopping where control matters.
The question we keep returning to is profit. A campaign with a high ROAS on low-margin products can lose money, while a lower ROAS on high-margin products can be very profitable. Bidding toward margin-adjusted values or segmenting by margin aligns the automation with the business. Our article on high ROAS that isn't profitable explains the gap.
Beyond Google
The same feed powers Meta's catalogue ads (Advantage+ catalogue), Microsoft Shopping and other marketplaces. Running them from one source keeps product data consistent and lets you compare channels on the same products. Microsoft Shopping in particular often brings lower-cost clicks from an older, higher-income audience that a Google-only plan misses.
Frequently asked questions
Should we use Standard Shopping or Performance Max?
It depends on catalogue size, conversion volume and how much control you need. Performance Max often scales well with enough data; Standard Shopping gives more visibility and control over search terms and products. Many retailers run both with clear roles.
Why are our products disapproved in Merchant Center?
Common causes are price or availability mismatches with the website, missing GTINs, image issues, policy violations and incomplete shipping or returns information. The Merchant Center diagnostics show which, and most are fixable in the feed.
What are custom labels used for?
They let you group products by attributes the feed does not already capture — margin band, season, bestseller status, clearance — so you can bid and budget differently for each group.
How do you stop Performance Max spending on our brand searches?
Google provides brand exclusions for Performance Max, and we run separate brand campaigns where appropriate. We report brand and non-brand performance separately either way.
Can one feed serve Google, Meta and Microsoft?
Yes, with channel-specific adjustments where requirements differ. A single maintained source keeps prices and availability consistent across channels.
Pricing: monthly retainers by region
Every engagement is a monthly retainer priced on scope — never a percentage of ad spend. The range depends on the number of channels, markets and the depth of tracking and CRM work involved.
| Region | Monthly retainer |
|---|---|
| United States | $2,500–$6,000 per month |
| India | ₹1,00,000–₹5,00,000 per month |
| United Kingdom | £2,200–£5,000 per month |
| United Arab Emirates | AED 4,000–AED 10,000 per month |
| Australia | A$3,000–A$7,000 per month |
| Canada | C$3,000–C$7,000 per month |
| Singapore | S$3,000–S$7,000 per month |
| Europe | €2,500–€5,000 per month |