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.
Denver, CO
Google Ads Management in Denver, CO
Front Range demand does not arrive evenly — it arrives the week the snow does. The account has to be built to spend hard on four days and go quiet on the other twenty-six.
Delivered remotely for brands across Denver and Colorado.
Grow · Denver
Why Denver brands come to us for this
- Feed titles rebuilt so the length, mondopoint size, frame size or standard the buyer typed is in the title, not the variant tail.
- Budget headroom withheld for storm weeks and season openings rather than spread evenly across a calendar month.
- Branded search isolated, so shop-wall and demo-counter recognition stops flattering your non-brand numbers.
- Weekly query mining that strips demo, rental, used, warranty and pro-deal searches out of consumer campaigns.
- Supplement and functional-ingredient claim policy handled in the product data, not by resubmitting a disapproval and hoping.
Google does not create a Denver customer. It settles an argument they have already been having with themselves for three weeks. Somebody in Golden has decided on a 100mm underfoot ski or a gravel frame, and what they type into the box is a length, a mondopoint size, a hub standard or a model year. The only question left is whose listing answers it cleanly. That makes this channel far more a data problem than a persuasion problem — you are buying eligibility and clarity, not attention.
Which is why the work starts in Merchant Center and not in the campaign builder. Colorado catalogues break feeds in a very particular way: a ski that exists in six lengths, a boot in half-size mondopoint, a frame in five sizes and two builds, all submitted as variants whose titles repeat the model name and bury the number the buyer actually searched. Then missing GTINs on private-label hardgoods, model-year strings nobody normalised, and — on the Boulder natural-products side — supplement and functional-ingredient claims sitting under Google's health policy, generating quiet disapprovals nobody has opened the diagnostics tab to see. Fixing that product data changes which queries you are eligible for before a single bid moves.
Then structure, and here the first cut is almost always brand. A Front Range brand with genuine specialty-retail presence — the shop wall in Boulder, the demo counter in Steamboat, the rental fleet that turns into a September sale — generates branded search from people who already handled the product in person. Blend that into one campaign and a non-brand programme doing nothing at all looks healthy. We separate them, set the non-brand target off contribution margin after two-way freight and a real fit-driven return rate, then mine search terms weekly. In this category a single word separates a buyer from someone hunting a demo rental, a used pair on a swap page, a warranty form or a pro-deal code, and only the query report will tell you which of those you just paid for.
Local context
The storm week is worth more than the month around it
Colorado is one of the few markets where a weather event moves query volume inside forty-eight hours. When the first real Front Range storm lands, or when Loveland and Arapahoe Basin race each other to open a top-to-bottom lap in October, search for half a winter catalogue steps up before any automated bid strategy has the data to react. A flat monthly cap either underspends the best seven days of your year or has already exhausted itself on a warm November. So budget is paced against the demand curve with headroom deliberately withheld for trigger weeks, and the account gets looked at on the morning after a storm rather than on the first of the month. The same logic runs in reverse for a summer catalogue keyed to runoff and the first hard freeze. It also puts a hard requirement on feed accuracy: paying for clicks on a 177cm you sold through on Saturday is the most expensive kind of stale data there is.
Scope
What Google Ads includes
The same standard of work we run for every client — applied to a Denver 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 Denver store
We do not work off a rate card. Every Denver 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 Denver — your questions
By not committing the whole month up front. We plan a base pace plus a reserve that only releases on a trigger — the first real Front Range storm, an early opening at Loveland or A-Basin, a hard freeze for a summer catalogue. Automated bidding reacts to that shift after the fact, which is exactly when the auction is most expensive, so the human decision has to arrive first. The downside plan matters as much: a warm, dry December means pulling budget back rather than chasing an unreachable target with more of it.
Badly, until the data is fixed. Shopping reads your feed, so if every 168, 177 and 186 shares a title that only names the model, you are eligible for the generic query and invisible on the specific one — even though the specific one is where the intent is. We put the size, length or standard into the title and structured attributes, split product groups so each size band reports on its own, and tie availability tightly enough that a sold-through length stops bidding the same day.
Rarely on brand terms, and it is worth being deliberate about it. A Colorado brand with real presence in independent shops gets branded searches from people who saw the product on a wall; buying those clicks at scale mostly transfers margin from you to Google. What we do instead is isolate branded search, defend it at a sensible cost against marketplace resellers of your own SKUs, and put the real money into non-brand attribute and compatibility queries where your product page is genuinely the best result on the page.
It changes job rather than switching off. Shoulder months are when we rebuild the feed, clear policy debt, restructure product groups and test landing pages against low-stakes traffic — the work that is impossible to do safely in November. Spend drops to whatever still clears margin, usually consumables, accessories and evergreen non-brand, and the reserve rebuilds. Brands that pause the account entirely spend the first three weeks of their season relearning things the account already knew.
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 Denver 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.