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.
Dublin
Google Ads Management in Dublin
Google is where existing demand for Irish goods gets captured — and most of that demand is being typed outside Ireland.
Delivered remotely for brands across Dublin and Ireland.
Grow · Dublin
Why Dublin brands come to us for this
- Separate Merchant Center feeds for EU, GB and US with correct currency, tax treatment and shipping configuration
- Product titles written in each market's vocabulary rather than translated once and reused
- Custom labels for margin, stock cover and seasonal role, so March and October bid differently on the same catalogue
- Brand isolated from non-brand, which matters most when domestic branded volume is small enough to distort everything
- Barware and alcohol-adjacent lines segmented and targeted against destination restrictions, not lumped in with the rest
Google does not create the wish for an Aran cardigan or a Claddagh ring. Someone in Philadelphia already wants one; the only open question is whose listing they click. The account is therefore a distribution job, and for a Shopify store that job lives in Merchant Center rather than in the campaign builder. For an Irish brand it runs through three Merchant Center feeds, because a euro feed with tax-inclusive pricing and Irish shipping rates is the wrong data to show an American.
So we start in the feeds. One per market, each with the right currency, the right tax treatment, the right shipping configuration and titles written in that market's vocabulary — the same product listed as a jumper for GB and a sweater for the US. Then attribute coverage: GTIN and MPN gaps, product types, and custom labels that encode margin, stock cover and how a line performs in the run-up to St Patrick's, because a bestseller in March is not the same bestseller in October.
Structure comes after that. Brand separated from non-brand — which matters more for a small Irish brand than for a large one, because a handful of loyal domestic searches can flatter an account into looking profitable while non-brand quietly loses money. Shopping and Performance Max carry the catalogue. Search covers the queries a feed cannot reach, particularly the intent-heavy gifting phrasing that Americans use around March and December. Bids are the very last thing to move.
Local context
Demand for Irish goods has a shape, and the account has to match it
This is one of the few categories where search demand is genuinely calendar-driven and geographically inverted. Diaspora demand builds from late January into the middle of March and collapses immediately after St Patrick's Day; gifting demand builds from October and has a hard stop at the last international dispatch date, not on the twenty-fourth of December. Both curves happen mostly outside Ireland, in markets where CPCs are set by American and British advertisers rather than by your domestic competitors. So budgets move by market and by week rather than sitting flat, shipping cut-offs get reflected in the account before they bite, and campaigns for markets you can no longer deliver to in time get paused rather than left running to spend money on orders you will have to refund. Alcohol-adjacent lines — barware, whiskey glassware, gift sets — carry their own restrictions that vary by country and by state, so those products are segmented in the feed and targeted deliberately rather than swept into a catalogue-wide asset group.
Scope
What Google Ads includes
The same standard of work we run for every client — applied to a Dublin 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 Dublin store
We do not work off a rate card. Every Dublin 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 Dublin — your questions
Because price, tax, currency, shipping and language all have to match what the shopper in that country will actually experience. An EU feed shows tax-inclusive euro prices with EU shipping rates; a US feed shows dollar prices excluding sales tax with US transit times. Serving one feed to all three markets produces price mismatches, which is one of the fastest routes to mass disapproval.
By building for it in January and switching it off with a plan. The demand curve starts climbing in late January, peaks in the first half of March, and dies within forty-eight hours of the seventeenth — but the more important date is your last international dispatch cut-off, which arrives days earlier. Budgets ramp toward that cut-off and then step down hard, rather than running into a week where every click is an order you cannot fulfil in time.
Almost always yes, but ring-fenced: its own campaign, its own budget, its own conversation. It matters more here than elsewhere because resellers and marketplace listings frequently rank on genuine Irish brand names, and ceding that click sends your own customer to someone else's checkout. Keeping it separate also stops cheap branded conversions from disguising what non-brand is really doing.
Accessories are generally more straightforward than alcohol itself, but the rules vary by country and by US state, and Google applies them at the destination rather than at your location. That is a feed and targeting problem: those SKUs get their own product grouping and their own geographic settings so they are not being served where they should not be. Getting it wrong risks account-level disapprovals, not just a paused ad.
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.
Where the category tolerates it, and always as its own line item. Conquesting converts worse and costs more than your own brand terms, so it has to be judged on new customers acquired rather than on the blended ROAS it quietly drags down.
Next step
Google Ads for your Dublin 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.