Google Ads Management in Madrid

The demand you capture in Spain is already in a comparison mindset before it reaches you. Spanish shoppers are heavy marketplace users, so a Shopping result sits in a grid next to Amazon.es and El Corte Inglés on the same query. That does not make the channel unwinnable — it makes the feed the whole game, because the feed is what decides which queries you appear on and what you look like when you get there.

So the work starts in Merchant Center rather than the campaign builder. Titles rewritten in the Spanish a buyer actually types, which is frequently not the Spanish on your product page. EAN and GTIN gaps closed, which is where perfumery and cosmetics catalogues tend to be weakest and where the absence quietly kills your eligibility. Product types and custom labels built around margin, stock cover and season. Disapprovals cleared at source instead of appealed one by one — cosmetics and supplement catalogues generate policy flags in bulk and the fix is nearly always in the data, not the appeal.

Then structure. Brand separated from non-brand, because in a category where a Madrid brand has built a following through press or a founder profile, branded search will flatter the whole account until you split it out. The catalogue sits in Shopping and Performance Max, with asset groups cut by margin band rather than one blanket group. Search handles the intent a catalogue feed has no way to answer. Bid targets are the final adjustment, and every change to one comes with a written reason.