Google Ads Management in Berlin

The Berlin buyer has already decided they want a 1000-watt cargo bike or a specific desktop synth; the only question left is who supplies it. On Shopify that contest is decided in Merchant Center, not in the campaign builder, and German feeds carry requirements that an American account never encounters. Unit-price attributes are expected wherever the price-indication rules apply, which covers most food, drink and cosmetics catalogues. Energy-labelling data is required for the electronics categories that fall under EU rules. Missing either does not produce an error your team notices — it produces products that quietly stop serving.

Structure comes second and matters more than people think, because German brand names are frequently ordinary German words. If your brand term overlaps a category noun, brand and non-brand blended into one campaign will produce an excellent ROAS that tells you nothing about whether the account works. We isolate branded demand into its own campaign with its own target, so non-brand performance becomes a number you can act on rather than an average hiding behind it.

Then the auction context. In German categories the Shopping results are frequently occupied by Amazon.de, price-comparison portals and large domestic retailers with a cost base you cannot match. The response is not a higher bid; it is a feed segmented by margin and stock cover, PMax asset groups split accordingly, and query mining aggressive enough to stop budget draining into research and comparison traffic that was never going to buy from a brand.