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.
Miami, FL
Google Ads Management in Miami, FL
A Miami buyer types the query in whichever language they think in, and half your search terms report stays invisible until somebody actually reads the Spanish half.
Delivered remotely for brands across Miami and Florida.
Grow · Miami
Why Miami brands come to us for this
- Merchant Center feeds built per market — US, Puerto Rico and your LatAm geos — with correct currency, availability and landed price
- Product titles written for the terms buyers type, in Spanish as well as English, because Shopping never sees your keywords
- Branded search isolated from non-brand, so a creator-founder's Instagram audience stops flattering the whole account
- A bilingual negative library that keeps Doral's wholesale and 'al por mayor' query traffic out of your consumer campaigns
- Policy work on supplement and clinical skincare claims, so disapprovals get fixed in the product data rather than resubmitted
Google is where you meet demand that already exists, and in Miami that demand arrives in at least two languages. The same woman shopping a cover-up in Kendall might type it in English on Tuesday and in Spanish on Saturday, and the account we inherit almost always has keywords, ad copy and negatives built for only the first of those. Shopping quietly backfills the rest from the feed, which means your Spanish query set is being served by whatever your product titles happen to say rather than by anything anyone decided.
So the work starts in Merchant Center, not the campaign builder. Titles rewritten to lead with the term buyers actually search — including the Spanish term where the volume justifies a second feed — GTIN and identifier gaps closed, and per-market feeds carrying the right currency, availability and price for Puerto Rico and any Latin American market you serve. Two of Miami's biggest categories, supplements and clinical skincare, also sit directly under Google's healthcare and claims policies, so disapprovals here are a structural risk rather than an occasional annoyance. We fix them in the product data instead of resubmitting and hoping.
Then structure, and this city has a specific reason to care about it. A lot of Miami brands are creator-founded, so branded search volume is inflated by an audience that arrived from Instagram and would have bought anyway. Blend that into one campaign and your account looks healthy while non-brand quietly does nothing. We separate the two, then mine queries weekly in both languages — because the Spanish search term report is where the wholesale traffic hides, and 'al por mayor' clicks on a retail ad cost the same as any other.
Local context
The Spanish search term report is the one nobody reads
Miami is one of the few US metros where the Spanish-language SERP carries real transactional volume, and Google will happily match your English Shopping listings to it whether you planned for that or not. Two things follow. First, the negative library has to be bilingual: Doral's wholesale and re-export trade generates a steady stream of 'mayorista', 'al por mayor' and 'distribuidor' searches, and those buyers click consumer ads, convert at nothing and skew your tROAS. Second, geography is not one setting. Puerto Rico is a US-targetable geo with its own shipping economics, and Colombia or Mexico need their own feed, currency and landed-cost handling before a single peso of budget goes near them. We also plan budget against the local demand curve rather than a national one — resort and swim non-brand queries climb into the winter high season here while much of the country is searching for coats.
Scope
What Google Ads includes
The same standard of work we run for every client — applied to a Miami 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 Miami store
We do not work off a rate card. Every Miami 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 Miami — your questions
Once there is measurable volume, yes — separate campaigns with their own ad copy, their own negatives and their own landing pages. Sharing one campaign means the bidding is averaged across two query sets with different competition and different conversion behaviour, and the ad copy defaults to whichever language was written first. The prerequisite is a Spanish landing page that actually exists; sending a Spanish ad to an English collection page wastes the click you just paid for.
Yes, but they are two different exercises. Puerto Rico is a US geo — same currency, same feed, different shipping cost and delivery expectation, so it is mostly a targeting and margin question. Colombia needs its own feed with local currency and pricing, and it needs your landed-cost handling working first, because a Shopping ad that quotes a price the buyer will not actually pay at delivery generates refusals rather than customers.
Silhouette and coverage language moves into the title where buyers search it, separates get modelled as real products rather than variant fragments so tops and bottoms can rank independently, and size and colour attributes get populated properly instead of left to the theme. We also use custom labels for season and stock cover, because a Miami swim catalogue has product that must clear before the next drop and product you want protected through the winter high season.
Non-brand demand for resort, swim and beauty here builds into the winter high season fed by tourism, snowbird traffic and the December event calendar, then thins through the late-summer lull. We plan budget against that curve rather than a flat monthly number, raise targets before competitors do rather than after auction prices have already moved, and hold enough headroom that a Swim Week or Art Basel spike does not force us to cut spend on the terms that were working.
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 Miami 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.