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.
Copenhagen
Google Ads Management in Copenhagen
Demand capture for Danish brands, where the domestic non-brand pool is small and the German feed decides whether export works.
Delivered remotely for brands across Copenhagen and Denmark.
Grow · Copenhagen
Why Copenhagen brands come to us for this
- Separate Merchant Center feeds per market with titles written in Danish and German compounds buyers actually search
- Prices, delivery times and shipping declared per country so cross-border items stop getting disapproved
- Brand search isolated in its own campaign and budget so non-brand capture is measured on its own terms
- Custom labels for margin, stock cover and lead time so PMax stops promoting a ten-week made-to-order variant
- Impression share and query mining used as the ceiling test in a market small enough to genuinely saturate
The demand arrives already formed and already specific, and the open question is only who supplies it. In Denmark that market is small enough to see the bottom of. Non-brand search volume in Danish for a specific category can be counted in hundreds of queries a month, which means the account cannot be judged on volume growth — it has to be judged on whether it captures the demand that exists, at a cost the basket supports, and whether the export markets are being reached properly.
On Shopify, that capture runs through Merchant Center before it runs through the campaign builder, and Danish feeds have a distinctive failure mode. Product titles are written for the brand's own website — a poetic model name and nothing else — while buyers search a compound Danish noun describing the object. Add missing GTINs on made-to-order variants, dimensions absent from attributes, and a German feed that is the Danish feed with titles run through translation, and the account underperforms for reasons no bid adjustment will fix.
So the work is feed-first and market-by-market. Separate feeds per country with titles written in the language buyers actually search, correct GTIN and MPN where they exist and honest handling where they do not, product types and custom labels for margin, stock cover and lead time. Then structure: brand isolated into its own campaign so non-brand performance is visible, Shopping and Performance Max split by margin band and product type rather than dumped into one asset group, and exclusions applied wherever PMax would otherwise spend your budget re-buying people who typed your name.
Local context
The feed is where Danish export campaigns are actually won or lost
A Copenhagen brand advertising in Germany is competing with German retailers who have local feeds, local reviews and free listings that have been optimised for years. The lever that closes most of that gap is product data, not budget. German titles need to be written the way German buyers search, which is not a translation of the Danish — compounds differ, and the attribute order that works in Danish reads wrong in German. Prices must be set per market and match the storefront exactly or the item gets disapproved. Shipping and delivery times need declaring per country, which matters more than usual when the item leaves Denmark and travels by freight. Comparison engines are also a real channel in the Nordics, so the same clean feed does double duty. And because Danish domestic non-brand demand is finite, we watch impression share and query mining rather than chasing spend growth — the account is doing its job when it owns the queries that exist, and the honest recommendation once it does is to put the next krone into demand creation instead.
Scope
What Google Ads includes
The same standard of work we run for every client — applied to a Copenhagen 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 Copenhagen store
We do not work off a rate card. Every Copenhagen 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 Copenhagen — your questions
Yes, for capture, as long as expectations match the market. If a few hundred people a month search your category in Danish, the account's job is to take a dominant share of that at a sensible cost — not to grow spend every quarter. We measure it on impression share against the qualified queries and on new-customer cost, and when the domestic ceiling is reached we say so rather than quietly widening match types until the money goes somewhere.
Separate, and written rather than translated. German product titles need German search terms in German word order, prices must match the German storefront exactly, and shipping and delivery times have to be declared for that country. Translating a Danish feed produces titles that are technically German and commercially invisible, which is the most common reason a Danish brand concludes Shopping does not work abroad.
Brand terms go into a dedicated search campaign, brand exclusions are applied in PMax where the account supports them, and we report new-customer acquisition separately from total conversions. Then we watch the search terms and asset group spend rather than the headline ROAS. A PMax campaign reporting a spectacular return while spending on people who typed your name is not performing, it is invoicing you for existing demand.
Only with honest availability and lead-time data attached. A ten-week oak variant advertised alongside stocked items produces clicks from buyers who wanted delivery this month, and those clicks cost the same as good ones. We label lead-time bands in the feed, bid them differently, and in some cases exclude long-lead variants from Shopping entirely while keeping them on the site for buyers who arrive with the patience already.
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 Copenhagen 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.