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.
Atlanta, GA
Google Ads Management in Atlanta, GA
Shopping, Performance Max and Search for Atlanta catalogues — run off a clean Merchant Center feed rather than a bid strategy.
Delivered remotely for brands across Atlanta and Georgia.
Grow · Atlanta
Why Atlanta brands come to us for this
- GTIN, MPN and attribute gaps closed for Atlanta brands that scaled before they ever bought barcodes.
- Ingredient and claims disapprovals in haircare, topicals and supplements fixed at source, not resubmitted.
- Custom labels for margin, stock cover and heat exposure, so meltable SKUs come down through the summer window.
- Branded search fenced off and holdout-tested, because a co-sign should not be reported as good bidding.
- Merchant Center shipping and returns configured so your Southeast delivery speed shows on the listing.
Google is where an already-formed decision gets settled. Somebody in Sandy Springs types a porosity, a curl pattern and a product form into a search box; somebody in Marietta types a case pack and a lead time. They have decided what they want and the only open question is whose listing they click. So an Atlanta account is won or lost on catalogue eligibility — whether your products can appear against those strings at all — which is a Merchant Center question rather than a campaign-builder one.
So the first month is spent in the feed, and in this metro the feed is usually the whole story. Indie beauty and food brands that grew out of a Ponce City Market stall or a West Midtown kitchen frequently never bought barcode ranges, so GTIN and MPN coverage is patchy and the catalogue quietly loses its Shopping eligibility. Ingredient and outcome language in haircare, supplements and topicals trips policy review, and the disapprovals sit unopened in the diagnostics tab for months. Product titles carry the internal SKU name instead of the words a buyer types. We close all of that, then build product types and custom labels around margin, stock cover and — for anything meltable coming out of a Fulton County warehouse in July — heat exposure, so Shopping budget stops pushing SKUs that will arrive ruined.
Structure comes next and here Atlanta needs a specific decision. A brand in this city can get a feature, a co-sign or a tour mention and watch branded search triple inside a week, and if brand and non-brand share a campaign that spike gets reported as excellent advertising. We separate them, budget them apart, hold branded spend to its own target, and where the spend is material run a geo holdout to see how much of it was going to happen anyway. Then non-brand becomes readable: weekly query mining, a maintained shared negative library, and expansion only into the categories the search terms say you can win.
Local context
Capturing search demand in a city that manufactures its own
Two Atlanta patterns change how the account is run. The first is that a large share of local query volume is culturally generated rather than category-driven — protective styling vocabulary, artist and production terms around a merch drop, event demand that arrives with the Labor Day convention weekend or an SEC home Saturday and evaporates by Tuesday. Those queries are worth catching, but they are brand-adjacent, they convert unusually well, and they will flatter any account that does not fence them off. The second is that Atlanta brands can genuinely deliver to most of the eastern seaboard quickly, and Google now surfaces that: shipping and returns configuration in Merchant Center turns your position in the I-285 and Savannah-fed logistics belt into a delivery annotation on the listing itself, which is free ground against a competitor shipping from the West Coast. Most accounts we inherit here have never filled those settings in.
Scope
What Google Ads includes
The same standard of work we run for every client — applied to a Atlanta brand’s realities.
Full service detailBrand, 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.
Scoped and quoted for your Atlanta store
We do not work off a rate card. Every Atlanta engagement starts with a fixed statement of work — named deliverables, named dates, one number — written after we have looked at your store, not before. If a smaller first step would serve you better, we will say so.
Get this scopedHow it runs
From kickoff to results
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.
Proof
Google Ads results
Anonymised under NDA. Figures pulled from the client’s own analytics.
Performance 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
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
In their words
Clients on this work
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 in Atlanta — your questions
By refusing to let it sit in the same campaign as everything else. Branded and brand-adjacent terms — the artist name, the production, the phrase people repeat after a feature — get their own campaign, their own target and their own line in the report. Where the spend is worth arguing about we run a geo holdout across matched metros and measure what disappears when the ads stop. In a city where cultural reach does this much work for free, that is the only honest read on what Google is contributing.
Selectively, and the feed is where you control it. Meltable SKUs get a custom label, and through the heat window they either come out of the highest-spend product groups entirely or run only into ZIP ranges reachable inside the cold-pack window. We also make sure the Merchant Center shipping configuration reflects the real dispatch rules — no Thursday and Friday sends on those SKUs — so the delivery estimate Google shows is one your warehouse can actually meet.
Yes, through stock-cover custom labels rather than manual pausing. Product groups are segmented by weeks of cover, and anything running thin drops out of aggressive bidding before it goes out of stock — which matters more here than in most markets, because Atlanta drops and restocks tend to clear in days rather than weeks. Back-in-stock capture on the product page picks up the traffic the feed can no longer sell to.
Often, yes. A shop at Ponce City Market, in Decatur or on the Westside can run local inventory ads and store visit reporting off the same feed, which gives you a second demand pool the pure-DTC competitors in your auction do not have. It needs accurate in-store stock sync to be worth doing, so we scope that honestly first rather than switching it on and letting shoppers drive to an empty shelf.
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.
Next step
Google Ads for your Atlanta brand.
Thirty minutes with the strategist who would actually run your account. We screen-share your store, read your data live, and tell you the three highest-value things we can see from the outside.
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.