Google Shopping & feed optimisation
Google Shopping is decided in Merchant Center, not in the campaign tab. We build product feeds segmented by margin, stock and return rate, giving Google the signals it needs for profitable bids. For stores with a few hundred to tens of thousands of SKUs.
| Product | Margin | Custom label 0 | Status |
|---|---|---|---|
| Serum 30 ml | 62% | A · High | Active |
| Care set duo | 48% | B · Medium | Active |
| Cleanser 200 ml | 31% | C · Base | Active |
| Travel set | 19% | D · Low | Bid reduced |
| Sample 5 ml | 6% | E · Excluded | Excluded |
12,480 products · 5 margin tiers · schematic
What we actually do
- 1Switch to a Comparison Shopping Service for lower click prices, without rebuilding campaigns
- 2Title and attribute optimisation based on actual search queries
- 3Custom labels by margin, stock, seasonality and return rate
- 4Supplemental feeds and feed rules without a shop deployment
- 5Merchant Center compliance, disapproval monitoring and price competitiveness data
- 6Systematic exclusion of products that consistently lose money
How the engagement runs
Four phases, clear ownership, no surprises on the invoice.
- 12 weeks
Audit
We go through your account, product feed, Merchant Center and tracking in detail. You get an honest assessment, including when it says you do not need us right now.
- 21 week
Strategy
Targets, contribution margin model, account structure and a prioritised 90-day roadmap. Before the first click, everyone knows what we optimise for.
- 3weeks 4 to 8
Rebuild
We rebuild instead of nudging: feed architecture, campaign structure, server-side tracking, asset production. All documented, all inside your account.
- 4ongoing
Scale
Weekly iteration, monthly review with you, budget shifted to wherever marginal contribution still holds up. Plus a dashboard you can read without us.
How we work with you
We work like part of your team, not like a vendor.
No ticket queue, no waiting, no rotating contacts. This is what day-to-day with us looks like.
One fixed point of contact
One person holds your account together, from audit to scaling, and brings in the specialists for each channel. No handover after kickoff, no junior just executing.
Direct line via Slack
We work in a shared Slack channel and are reachable there at any time. Questions, approvals and quick alignments happen directly, without email ping-pong.
Weekly or biweekly calls
A fixed slot in the calendar where we go through numbers, decisions and next steps. You pick the cadence that fits your team.
Integrated into your team
We plug into your existing workflows: shop team, marketing, leadership. With access to your tools and in your meetings when it matters.
Frequently asked questions
What ad budget do we need for this to make sense?
Our model works from roughly €15,000 in monthly media spend. Below that we honestly recommend a one-off setup plus training instead of ongoing management. We are happy to advise on that too.
How do you price your work?
A fixed monthly retainer based on account size and complexity, optionally with a performance component tied to contribution margin. We deliberately do not take a percentage of ad spend. That would create the wrong incentive.
What is the minimum term?
Three months, because a rebuild plus one full learning cycle cannot produce reliable answers any faster. After that, monthly.
Do you also run Meta, TikTok or SEO?
Meta Ads yes, with creatives from our own UGC production. Plus Google with Search, Shopping, Performance Max, Demand Gen and YouTube. We do not do TikTok ads or SEO; for those we are glad to recommend partners we work with regularly.
Related articles
- Tracking
Consent Mode v2: why your numbers are too low and what that does to Smart Bidding
Since cookie banners became mandatory, Google only sees part of your orders. The problem is not the reporting. The problem is that the algorithm optimises on that gap.
- Tracking
Contribution margin as conversion value: the switch in five steps
Smart Bidding optimises on what you pass it. Pass revenue and you get revenue, even when it earns nothing. How to give Google the right number without choking the account.
- Performance Max
Segment Performance Max by margin, not by category
Categories are an order for people. The algorithm needs an order by profitability. What a campaign structure looks like that sends budget to where it actually sticks.
Contact
Give us 30 minutes inside your account.
No pitch deck, no five-meeting sales process. We look at your campaign structure and tell you where we see margin on the table. If it fits, we talk about working together.
- An honest assessment within 24 hours
- No sales pitch, no slide deck
- Account, data and documentation stay with you
What happens after you send it
- 1We get back to you within 24 hours.
- 2You give us read access to Google Ads and Merchant Center. Read only, nothing changed.
- 3Within five working days you get the audit in writing: the three biggest levers, what they can bring per month and a clear answer on whether a rebuild is worth it.
- 4The document is yours, even if you implement it without us. If you want, we walk through it together in 30 minutes.
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