Merchant Center & Feed Rebuild
Disapprovals cleared at source, GTIN, MPN and attribute gaps closed, and titles rewritten to lead with searched terms. Custom labels for margin, stock cover and seasonality.
Grow · Feed health first, then structure, then bidding
Win the searches that end in a purchase
Shopping, Performance Max and Search managed around your Merchant Center feed. Most accounts we inherit lose more revenue to disapproved products and thin attributes than they ever lose to bidding.
The problem
Why your Google account has plateaued
- Merchant Center is quietly disapproving products and nobody opens the diagnostics tab.
- Brand and non-brand share one campaign, so your ROAS is mostly people who already knew you.
- Performance Max runs as a single asset group for the entire catalogue.
- Product titles read like an internal SKU name instead of the phrase a buyer searches.
Google is demand capture. The buyer has already decided they want the thing; the only open question is who they buy it from. That makes the account a distribution problem, and on Shopify the distribution runs through Merchant Center rather than the campaign builder.
So we start in the feed. Titles rewritten to lead with the words buyers actually type, GTIN and MPN gaps closed, product types and custom labels built around margin and stock cover, disapprovals cleared at the root. Then structure: brand separated from non-brand so one stops subsidising the other, Shopping and PMax carrying the catalogue, Search covering the queries a feed cannot reach. Bidding is the last thing we touch, not the first.
Median result across Google Ads engagements. Individual outcomes vary with baseline, budget and category.
Scope
What you actually get
No line item here is optional-extra padding. This is the standard shape of the engagement.
Brand, Non-Brand & Conquesting
Branded demand isolated into its own campaign, budget and target so non-brand performance becomes visible. Competitor conquesting runs as a separate line, judged separately.
Shopping & Performance Max Structure
Asset groups split by margin band and product type instead of one catch-all, with listing-group bids, product exclusions and brand-term controls applied wherever PMax still allows them.
Query Mining & Negative Hygiene
A weekly pass over search terms and PMax category reports, with a maintained shared negative library so budget stops leaking into research, DIY and job-seeker queries.
Promotions & Merchant Programs
Merchant promotions, sale price annotations, shipping and returns policy setup, product ratings, and local inventory ads where you have stores worth feeding.
tROAS Bidding to Contribution Margin
Targets set from margin per product group rather than a platform default, moved in controlled increments, with a written reason attached to every bid and budget change.
How it runs
The engagement, step by step
You will always know what week you are in and what lands next.
Feed & Account Audit
Merchant Center diagnostics, attribute coverage, campaign overlap and wasted spend scored against ninety days of search terms. You get the findings whether you hire us or not.
Fix the Feed
Titles, attributes, product types and custom labels rebuilt before any campaign work. A perfectly structured account on a bad feed still shows the wrong products to the wrong queries.
Restructure
Brand, non-brand, Shopping, PMax and Search rebuilt with hard budget boundaries and a shared negative library, so each line answers a different commercial question.
Bid to Margin
tROAS targets derived from contribution margin by product group and applied gradually, so the account keeps its learning instead of resetting it every Monday.
Mine & Expand
Weekly query mining, monthly feed reviews, then expansion into the categories the search data says you can profitably win. Nothing scales before the query set is clean.
Quoted per engagement, never off a rate card
We do not publish a price for this, because the honest number depends on your catalogue, your stack and how much of the work is already done. You get a fixed statement of work with named deliverables and named dates before anyone starts — and we will tell you plainly if this is not the right first move for your brand.
Get this scopedTools we run this on
Google AdsGoogle Merchant CenterPerformance MaxFeedonomicsGoogle Ads EditorShopify Google & YouTube channelGA4Triple Whale
Proof
Google Ads, in the wild
Anonymised at the client’s request. Metrics come straight from their own dashboards.
All case studiesPerformance Apparel (DTC)
~$6M/yr DTC, 900+ SKUs across size and colour variants, US · Shopify Plus
Returns ran at 31% and refund cost consumed the entire paid media margin. One size chart image served 40 different fits, and 62% of add-to-carts started on a collection page that never showed variant availability. The named constraint: no new product photography budget, so every fix had to come out of the existing asset library and the review corpus.
+29%sitewide conversion rate1.71% to 2.21%, five-month average
+14%average order value$84 to $96 once the threshold bar and cross-sell shipped
31% → 22%return ratenine-point drop, roughly $310k/yr in recovered margin
1.9x → 2.4xblended MERwith paid spend held flat throughout
What we did
- Rebuilt the PDP around fit. Per-fit sizing tables, model height and size worn, and inline runs-small/true-to-size data mined from 4,100 existing reviews.
- Put variant-level availability and colour swatches on collection cards so shoppers stopped landing on sold-out PDPs.
- Replaced the cart page with a slide-out drawer, a free-shipping threshold set at AOV plus 18%, and exactly one relevant cross-sell.
- Rebuilt both ad channels around contribution margin and blended MER instead of platform ROAS. On Google, restructured the Shopping feed around fit and live variant availability so out-of-stock sizes stopped absorbing budget, and split brand from non-brand search. On Meta, killed six of eleven prospecting audiences and rebuilt the catalogue feed off the same variant data.
“Nobody had told us returns were a merchandising problem, not a product problem. Fixing the size chart made us more money than the ad account did.”Founder, Performance Apparel Brand
Consumer Electronics & Accessories
~$9M/yr, 210 SKUs, US + AU · Shopify Plus (migrated from BigCommerce)
Meta ROAS had slid from 3.6x to 1.9x in a year and the team had spent twelve months buying new creative to fix it. The real cause was measurement: the BigCommerce checkout dropped 22% of purchase events and the Conversions API had never been installed, so both ad platforms were optimising on incomplete data. The named constraint: peak season was 14 weeks out, and the replatform had to be live and stable well before Black Friday traffic arrived.
1.9x → 3.4xMeta ROAS, once the 22% event gap closed60 days after server-side tracking went live, spend up 18%. Most of that is signal we recovered, not performance we invented — the honest number is the blended CAC below, which is measured against Shopify orders
-32%customer acquisition cost$44 to $30 blended across Meta and Google
4.1s → 1.7smobile LCPdesktop went 2.9s to 1.2s over the same window
+47%peak-season revenueBlack Friday through Cyber Monday, year over year
What we did
- Started with a paid audit reconciling Shopify orders against Meta, GA4 and Google Ads. The 22% event gap surfaced in week one.
- Migrated to Shopify Plus in nine weeks with full redirect mapping and a frozen scope. Launched five weeks ahead of peak.
- Implemented server-side tracking: Meta CAPI, Google Enhanced Conversions and GA4 through a server container with consent mode.
- Rebuilt campaign structure on clean data in both accounts. Consolidated 23 Meta ad sets to 7 and rebuilt the catalogue feed; on Google, rebuilt the Shopping feed off Shopify product data and split brand from non-brand search so budget stopped chasing traffic that was already ours. Budget decisions moved to a rolling 7-day blended MER window.
“We spent a year buying creative to fix a tracking bug. The audit found it in four days and cost less than one week of ad spend.”Head of Growth, Consumer Electronics Brand
In their words
What clients said afterwards
Non-brand search revenue ~2x at flat spend
“Six thousand products and a Shopping feed nobody had touched since it was first generated — a third of it was disapproved and we had no idea. They rebuilt the feed off our real product data, fixed the GTIN and size attributes, and split brand off from non-brand so I could finally see what we were actually paying to acquire. They also cut the broad 'baby clothes' terms that were eating a quarter of the budget on people who were nowhere near buying. Spend is roughly flat and non-brand search revenue has close to doubled.”
Director of OperationsKids & baby brand, ~$5M/yr · Atlanta, GA
Verified via Shopify Partner referralFAQ
Google Ads — straight answers
Yes, once the feed and the exclusions are right. PMax on a clean feed with margin-segmented asset groups and brand controls is the strongest Shopping vehicle Google has shipped. PMax on a neglected feed is an expensive way to sell bestsellers to people who were buying anyway.
Because Shopping never sees your keywords, only your feed. Title, product type, GTIN and attributes decide which queries you are even eligible for. We routinely find a quarter of a catalogue disapproved or serving on the wrong terms, and fixing that moves revenue before a single bid changes.
Usually yes, but as a separate campaign with its own target and its own conversation. Branded clicks are cheap and convert well, which is exactly why blending them into non-brand hides whether the rest of the account works. Where the spend is material we run a holdout to see what is genuinely incremental.
Where the category tolerates it, and always as its own line item. Conquesting converts worse and costs more than your own brand terms, so it has to be judged on new customers acquired rather than on the blended ROAS it quietly drags down.
Diagnostics get reviewed weekly, not when revenue drops. Most disapprovals trace back to price or availability mismatches, missing identifiers, or policy flags on ingredients and claims. We fix the cause in the feed or the product data instead of resubmitting and hoping.
A fixed monthly fee written into a statement of work, scoped to catalogue size, market count and how much feed remediation the account needs, and quoted once the audit tells us what we are dealing with. Never a percentage of spend, because that pays us for moving your budget rather than for making it work.
By location
Google Ads Management where you trade
How we deliver Google Ads in each of the markets we work in — the local buying behaviour, the competitive set, and what changes because of it.
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Pairs well with
What usually comes next
These are the services clients most often add once this one is live.
01
Grow
Meta Ads Management
Facebook and Instagram for Shopify brands: Advantage+ and catalogue campaigns, Conversions API signal repair, a creative cadence that outruns fatigue, and geo holdouts to check the claim.
DTC brands spending $50k+ a month on Meta
02
Grow
eCommerce SEO & GEO
Technical and content SEO built for Shopify catalogues, plus generative engine optimisation so your products surface inside AI answers.
Catalogues above 300 SKUs
03
Grow
Marketplace Management
Amazon, TikTok Shop and Walmart run as a discovery channel that feeds your Shopify store, with listings, PPC and margin managed together.
Stores doing $150k-$5M already selling on Amazon
Next step
Ready to talk about Google Ads?
Google Ads for Shopify catalogues: Merchant Center feed health, Shopping and Performance Max structure, brand and non-brand separated, and weekly query mining.
Shopify or Shopify Plus stores doing $150k/mo or moreFounder, CEO or eCommerce lead on the callNo deck and no pitch — we open your store instead
Prefer to write it out? [email protected] gets a real reply the same business day, Mon-Fri, 9am-6pm MT.