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.
Los Angeles, CA
Google Ads Management in Los Angeles, CA
Google is where LA demand gets settled, not created — and on a Shopify catalogue that argument is won in Merchant Center before it is won in the auction.
Delivered remotely for brands across Los Angeles and California.
Grow · Los Angeles
Why Los Angeles brands come to us for this
- Merchant Center disapprovals cleared at source — including the SPF, ingredient and claim flags that hit LA beauty catalogues hardest
- GTIN and identifier strategy for cut-and-sew brands that never had a barcode range
- Titles rewritten around fabric, fit and occasion — the words people type after seeing your product on someone else's feed
- Brand isolated from non-brand so creator-driven search stops flattering the account
- Local inventory ads and pickup radius for brands with real Melrose or Abbot Kinney retail; skipped entirely for brands without
Los Angeles brands are unusually good at making people want something and unusually careless about what happens ten minutes later, when that person opens Google and types a description of the thing they just saw. That search is the moment the sale is decided, and it is frequently decided in favour of a marketplace listing or a competitor with a tidier feed. Nothing about the content engine fixes that. Only the catalogue does.
So we start in Merchant Center, which for an LA catalogue is rarely a clean place to start. Cut-and-sew brands producing out of the Fashion District routinely have no GTINs at all because nobody ever bought a barcode range. Beauty and sun-care lines carry policy flags on SPF, ingredient and healing claims that get products silently pulled from serving. Seasonal colourways stack up as near-duplicate items with titles written by whoever loaded them at 11pm. We clear disapprovals at the root, close identifier gaps, rewrite titles to lead with the fabric, fit and occasion language buyers actually type, and label products by margin and stock cover so a style with four units left is not being pushed by an algorithm.
Then structure. In a market this famous, branded search is the single most flattering line in the account: someone sees a creator wear the piece, Googles the brand, and Google bills you for the click your content already earned. We isolate brand into its own campaign with its own target so non-brand performance stops hiding behind it, run Shopping and Performance Max against the catalogue in margin-segmented asset groups, and use Search only for the queries a feed cannot reach. Bidding is the last lever we touch, and every change carries a written reason.
Local context
The search that happens after the Reel
Demand capture in Los Angeles has a specific shape: a large share of your non-brand volume is people describing a product they saw somewhere else. They do not know your name. They type the silhouette, the fabric, the ingredient or the occasion, and whoever's feed carries those words wins. That makes title and attribute work worth more here than bid tuning, and it makes query mining a merchandising exercise rather than a hygiene one — the search terms report tells you what LA started and the rest of the country is now looking for. Two operational details follow from being a Pacific-time account. Budgets set on a naive daily cap are frequently spent out by mid-afternoon Eastern, which quietly cedes the East Coast evening; we pace against your real hourly conversion curve instead. And for brands with actual retail on Melrose, Abbot Kinney or Larchmont, local inventory ads are worth running properly rather than as an afterthought, because a same-day pickup radius in this county is a genuine differentiator against a marketplace two days out.
Scope
What Google Ads includes
The same standard of work we run for every client — applied to a Los Angeles 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 Los Angeles store
We do not work off a rate card. Every Los Angeles 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 Los Angeles — your questions
Almost never. Google will bill you for the click and book the conversion, but the demand was created by the content. We separate brand into its own campaign so you can watch that spike land where it actually belongs, and where the branded spend is material we run a holdout to see how much of it would have converted organically. In a market where earned attention is this large, blending brand into non-brand makes the whole account unreadable.
Yes. Products you manufacture yourself qualify for a GTIN exemption, provided brand and MPN are populated consistently and the identifier-exists flag is set correctly across the feed. Where it goes wrong for LA brands is inconsistency — half the catalogue exempted, half submitted with placeholder values — which produces intermittent disapprovals nobody can trace. We standardise it once and it stops being a recurring problem.
Usually policy rather than data. SPF products can be read as regulated healthcare, and copy about healing, treating or curing gets caught even when it came straight off the carton. California labelling requirements sometimes push wording into the feed that Google treats as a claim. We rewrite the feed-facing text so it stays compliant on the packaging and clean in Merchant Center, and we review diagnostics weekly rather than after revenue drops.
If your stock accuracy can support it, yes — and honesty about that is the deciding factor. Local inventory ads and pickup promotions work well against a county this dense, where a buyer in West Hollywood weighing two days of shipping against a fifteen-minute drive will often take the drive. But a feed that promises in-store availability you do not have converts a fast win into a bad review, so we validate the POS sync before switching it on.
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 Los Angeles 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.