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.
Las Vegas, NV
Google Ads Management in Las Vegas, NV
Capturing the demand that already exists — which in a spec-heavy catalogue starts with a Merchant Center feed that is not quietly rejecting half your products.
Delivered remotely for brands across Las Vegas and Nevada.
Grow · Las Vegas
Why Las Vegas brands come to us for this
- Merchant Center rebuilt for supplier data: GTIN and MPN gaps closed, disapprovals fixed at source rather than re-submitted
- Unit and case listings separated so Shopping never shows a pack price against a single-item query
- Negative lists tuned for convention, rental, ticket, venue and employment queries this market generates in volume
- Brand isolated from non-brand so demand created by your booth or the show floor is not credited to search
- Geographic targeting weighted to overnight ground reach into California and Arizona rather than a radius around the warehouse
Someone who has already decided they need six dozen rocks glasses or a size-large competition glove goes straight to a search box. Nothing about that intent needs manufacturing, which is why the highest-leverage work in a Las Vegas account is almost never bidding. It is the feed. Supplier catalogues in this city are typically assembled from manufacturer data with missing GTINs, MPNs that live in the wrong field, case-pack confusion between unit and pack price, and titles that lead with an internal model number nobody searches for.
So the first pass is Merchant Center triage: clear the disapprovals at source, close the identifier gaps, split unit and case listings so a Shopping ad never advertises a case price against a single-unit query, and rewrite titles to lead with the term the buyer actually types followed by the specification that decides the click. Custom labels then carry margin, stock cover and seasonality into the campaign structure so a Performance Max asset group is not treating a high-margin core line and a clearance oddment as the same product.
Structure comes third. Branded search separated into its own campaign with its own budget and target, so non-brand performance stops being flattered by people who already knew you. Shopping and PMax split by product type and margin band rather than dumped into one catch-all. And relentless query mining, because in a market this full of adjacent commercial noise the search terms report is where the money leaks.
Local context
Query mining has more work to do in a convention city
Search around anything hospitality, gaming, entertainment or event-related in this market drags in a volume of irrelevant intent that most cities do not generate. Queries about exhibiting rather than buying, attendees looking for show information, rentals when you sell outright, jobs, tickets, venue enquiries and people trying to buy the branded item they saw at a property rather than the commercial product line you supply. Broad match and PMax will happily monetise all of that against your budget. We build negative lists specific to convention, rental, employment and tourism intent, watch the search terms report weekly rather than monthly through show season, and check where PMax still lets us exclude brand terms so the algorithm cannot claim credit for demand your booth created. On the geography side, targeting is set by where your customers are, not where your warehouse is — a North Las Vegas distributor whose real market is Southern California should not be over-weighting a fifty-mile radius around the Strip.
Scope
What Google Ads includes
The same standard of work we run for every client — applied to a Las Vegas 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 Las Vegas store
We do not work off a rate card. Every Las Vegas 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 Las Vegas — your questions
As its own listing with its own price and title, kept distinct from the single-unit product. The common failure is one feed entry whose price is per case and whose title reads like a single item, which produces clicks from consumer queries that bounce at the price and drags your quality signals down. We structure the feed so pack quantity is explicit in the title and the attributes, and use custom labels to bid on the two differently.
Around them, not into them. During show weeks the search volume in adjacent terms swells with attendee and exhibitor intent that will never buy your product, so aggressive broad targeting that week mostly buys noise. The productive windows are the fortnight before, when buyers are researching suppliers, and the weeks after, when they are placing the orders they discussed on the floor. We plan budget into those and tighten match types during the show itself.
Often yes, but check your dealer agreement first, because many distribution contracts restrict bidding on the manufacturer's trademark and some enforce minimum advertised pricing that affects what you can show in an ad or a feed. Where it is permitted, brand-plus-product queries convert well for stockists. We keep those in a separate campaign so their performance is visible and can be switched off cleanly if a supplier objects.
It can be, provided the feed is clean and the asset groups are split by something commercially meaningful — margin band, product type, stock cover — rather than left as one group covering everything. With a large catalogue the risk is PMax concentrating spend on a handful of easy products while the rest never gets shown. Custom labels and listing-group exclusions are how you keep control, and we apply brand exclusions wherever the account still permits them.
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 Las Vegas 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.