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.
Dallas, TX
Google Ads & Shopping Management in Dallas, TX
Your product data was written for a line sheet, and the rivals on the results page are the retailers already stocking you. That is a feed problem before it is a bidding problem.
Delivered remotely for brands across Dallas and Texas.
Grow · Dallas
Why Dallas brands come to us for this
- Merchant Center feed rebuilt from wholesale product data: GTINs, consumer-legible titles, real attributes
- Custom labels driven by stock cover net of committed market-week orders, not raw Shopify quantity
- Branded search isolated so Texas retail shelf presence stops flattering your non-brand numbers
- Wholesale, case-pack, dealer and rep queries negatived out of consumer Shopping and PMax
- Shipping annotations and delivery-date copy built off actual DFW ground transit, not a flat estimate
Google is where existing demand gets settled. Somebody in Frisco has already decided they want a wide-calf boot, a brass floor lamp or a monogrammed gift box; the only question left is whose listing they click. For a Dallas brand that question is unusually loaded, because the other listings on that page are frequently your own stockists, a marketplace seller who bought a closeout pallet, and a national chain outbidding everyone on a SKU it barely merchandises.
Which means the campaign builder is not where the work is. Shopping and Performance Max see your feed, not your keywords, and in this metro the feed almost always arrives out of a wholesale system: titles that read as line-sheet style numbers, missing GTINs because the item was only ever sold by case pack, MAP-governed prices that disagree with the landing page and trip a disapproval, and availability that drifts every time a market order eats into stock. Fixing that data is usually worth more than a quarter of bid work.
Then structure. Branded search gets isolated first, because a Dallas brand with genuine Texas shelf presence generates a large volume of people who saw the product in a store and typed the name — counting that inside non-brand makes a mediocre account look healthy. After that it is weekly query mining, which in this market has a job it does not have elsewhere: filtering out the retail buyers. Search terms containing wholesale, case pack, line sheet, distributor, dealer and rep pull consumer budget toward people who will never check out, and they belong in a shared negative list, not in a Shopping campaign.
Local context
Do not let Performance Max sell a buyer's allocation
The thing that breaks Google accounts in this metro is not bidding, it is inventory truth. A Dallas brand books a large share of its year in a handful of market weeks, then spends months shipping against those orders — so a bestseller that looks in stock in Shopify is frequently already promised to a boutique in Tyler or a chain out of Oklahoma. A Shopping or PMax campaign has no idea, and will happily spend all week acquiring consumers for the one SKU you cannot afford to sell twice. We wire custom labels off stock cover net of committed wholesale, exclude those product groups until the allocation clears, and re-enable them on a schedule tied to your ship windows. The same label set carries margin after outbound freight from a DFW warehouse, so the bulky Design District furnishings and lighting items get their own targets instead of riding a catalogue-wide tROAS that was never true for them.
Scope
What Google Ads includes
The same standard of work we run for every client — applied to a Dallas 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 Dallas store
We do not work off a rate card. Every Dallas 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 Dallas — your questions
First establish whether it is actually the retailer or a marketplace reseller, because the remedy differs. Authorised accounts are handled contractually through your reseller advertising policy, and most Dallas brands have never written one. Everyone else you compete with on feed quality: better titles, complete attributes, product ratings, promotions and shipping annotations make your listing the strongest version of that SKU on the page. We would rather win the auction on data than start a bidding war with a customer.
It is a steady leak that almost nobody in this metro accounts for. Buyers research suppliers on Google the same way consumers research products, so a Dallas brand's search terms fill up with wholesale, bulk, case pack, distributor and dealer variants that consume consumer budget and convert at nothing. We negative them out of the selling campaigns and, where the volume justifies it, point them at a gated wholesale application page instead, which turns a cost into new company accounts.
Yes, and it is one of the few genuinely structural advantages a brand here has. Ground from Dallas reaches the great majority of the continental US inside two days, so configuring real shipping services in Merchant Center produces delivery-date annotations a coastal competitor cannot match at the same price. We keep those honest against your carrier data and pull them back during the ice-storm weeks when DFW transit actually slips, because a missed promise in the annotation costs more than the click gained.
Sometimes it makes more sense than the direct revenue alone suggests. Non-brand Shopping is often the cheapest way to find out which colourways, sizes and price points consumers actually want before you commit them to a line for the next market, and the query data is a merchandising input as much as a media one. What we will not do is push spend into a direct channel that is still assortment-conflicted with your key accounts. If that is the state of play we will say so and point you at the storefront work first.
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 Dallas 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.