Google Shopping & Performance Max
Google Shopping and Performance Max promote products using your Merchant Center feed rather than keywords. Because Google matches queries against your product data directly, feed quality (titles, attributes, GTINs, images, availability) determines performance far more than bid settings do.
Prices shown are starting points. The final cost depends on the size and scope of your project, and we confirm it in writing before any work begins.
Shopping campaigns are usually treated as a bidding exercise and they are really a data exercise. You cannot choose keywords. Google decides which queries your products match, using your titles and attributes. Poor titles mean poor matching, which means expensive clicks from irrelevant searches.
So the work starts in the feed. Titles restructured to lead with the attributes buyers search, GTINs corrected, product types and Google categories mapped properly, images meeting requirements, availability accurate.
Performance Max adds reach across YouTube, Display, Discover and Gmail from the same feed, with correspondingly less visibility into where spend goes. It performs well on a clean feed with good asset groups, and it wastes money quietly on a poor one.
What's included
- Merchant Center feed audit and optimisation
- Product title restructuring for query matching
- GTIN, brand and MPN correction
- Google product category and product type mapping
- Campaign structure by margin and performance tier
- PMax asset groups and audience signals
- ROAS target setting based on actual margin
- Search term and placement monitoring
- Feed health monitoring and disapproval fixes
- Monthly reporting on ROAS and product-level profitability
What you actually get
Feed rebuilt for matching
Titles and attributes structured the way Google actually reads them.
Margin-aware targets
ROAS targets set from real margin, not a number that looks impressive in a report.
Tiered structure
Best sellers and long tail separated so budget follows profit.
Disapproval monitoring
Feed errors caught and fixed before they quietly delist products.
How it runs
- 01
Feed audit
Every disapproval, warning and missing attribute catalogued.
- 02
Fix at source
Corrected in the store where possible, so the fix survives the next sync.
- 03
Structure
Campaigns split by margin and performance, targets set from real numbers.
- 04
Optimise
Search terms, product-level bids, asset testing, monthly reporting.
Questions people actually ask
Why are my products disapproved in Merchant Center?
Most commonly missing or invalid GTINs, price mismatches between feed and landing page, or missing shipping and returns policies. Price mismatch is the one to check first: a feed price above the page price passes silently and loses every comparison.
Performance Max or standard Shopping?
PMax generally reaches more and reports less. Standard Shopping gives clearer visibility and control. Many accounts run both: standard Shopping on top products where control matters, PMax for broader reach. Start with the one you can actually diagnose.
What ROAS should I target?
Work back from margin. If your gross margin is 40%, you break even at 2.5x ROAS, so a target must exceed that to make money. Targets set without reference to margin are how stores hit their ROAS goal and lose money.
Do I need GTINs for every product?
For branded, manufactured goods, effectively yes, without them, matching and eligibility suffer badly. For genuinely handmade or own-brand products with no GTIN, set the identifier-exists flag correctly rather than inventing barcodes. Fake GTINs cause disapprovals and break the brand-plus-MPN fallback too.
Can you fix the feed if my store data is a mess?
Yes. Ideally we fix it at source in the store so every downstream channel benefits. Where that is not practical, feed rules can correct data in transit, though that leaves the underlying store data wrong for other channels.