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.
Paris
Google Ads Management in Paris, France
Demand that already exists, captured through a Merchant Center feed written in French rather than translated into it.
Delivered remotely for brands across Paris and France.
Grow · Paris
Why Paris brands come to us for this
- Feed titles rebuilt in French with the category noun, matière and taille buyers actually type, not a translated English title
- GTIN policy handled per category: enforced strictly for beauty and fragrance, correctly declared absent for made-to-order and one-of-one pieces
- Brand and non-brand split, which matters doubly when the brand name is also an ordinary French word
- Sale-price and promotion attributes prepared before each fixed sale window so annotations appear on day one, not day three
- Country-level campaign and budget splits across France, Belgium and the wider EU rather than one blended European line
By the time a French buyer reaches a search box the decision is made, and the only open question is who supplies it. On Shopify that makes the feed, not the campaign builder, the place the account is won or lost, and a French feed fails in ways an English one does not. Titles carry the wrong noun for the category. Accents are inconsistent between the title and the description. Size and material attributes are in English on a French product. Colour is submitted as a marketing name rather than a colour anyone searches for. Each of those quietly removes you from queries you should be eligible for, and no amount of bid management fixes it.
Identifier coverage is the second recurring problem, and it splits by category in a very Paris-specific way. Beauty and fragrance carry GTINs and are held to them strictly; missing or wrong barcodes take products out of Shopping entirely. Independent fashion, leather goods, made-to-order pieces and one-of-one vintage genuinely have no GTIN, and the feed has to declare that correctly with brand and MPN rather than leaving the field empty and hoping. Getting that distinction right across a mixed catalogue is usually the single biggest lift available before anything is restructured.
Then structure. Brand and non-brand separated, which matters more when your brand name is also a French common noun and the campaign is quietly harvesting people searching for the word rather than for you. Shopping and Performance Max take the catalogue, asset groups split by contribution margin and weeks of cover rather than one group for everything. Search covering the phrasing that never lines up with a product attribute. And query mining every week, because a French search-term report fills up with research, definition and second-hand queries that no default negative list catches.
Local context
Bidding through a year with two fixed discount periods
Most accounts are managed as though promotion is continuous, which is not how France works. Discounting concentrates into the nationally fixed winter and summer windows, which produces a predictable and severe change in the auction: competitors who sat out the rest of the year arrive at once, click prices move, and sale-price annotations start appearing next to listings that did not carry them last week. That is plannable rather than reactive. We build the feed's sale-price and promotion handling ahead of each window so annotations appear the day it opens rather than three days in, hold target return on ad spend steady into the window instead of chasing the first two days of noise, and treat the weeks immediately after as their own phase where budget comes off before it burns against exhausted demand. Between windows the account is run at full margin on non-brand, which is the whole reason a fixed sale calendar is an advantage: the other ten months are genuinely full price, and the targets should say so. Country-level splits sit on top, because a euro of French non-brand and a euro of Belgian or German non-brand rarely perform alike and should not share one budget.
Scope
What Google Ads includes
The same standard of work we run for every client — applied to a Paris 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 Paris store
We do not work off a rate card. Every Paris 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 Paris — your questions
No, but you have to declare it properly. For genuinely unique or made-to-order items the identifier-exists flag with brand and MPN is the supported route, and it is very different from leaving GTIN blank on a product that should have one. Where it does bite is beauty and fragrance, where identifiers are expected and a wrong or borrowed barcode is worse than a missing one. We audit the catalogue category by category and set the policy per group rather than across the whole feed.
By separating it and then interrogating it. The brand campaign gets its own budget, its own target and a tightly built negative and match-type structure so generic uses of the word do not get bought as branded traffic. We then look at what the search terms actually say, because a campaign that appears to have superb return on ad spend and is really buying a dictionary word is the most common way a French account flatters itself.
Alcohol advertising is possible in France but it is constrained, both by Google's own alcohol policies and by French law on how alcohol may be promoted, and the constraints are on the content and the targeting rather than a simple yes or no. In practice that means conservative creative and copy, age-appropriate targeting settings, and per-country checks because the rules differ across the markets you may also be feeding. We work to the most conservative reading of both and ask your legal counsel to confirm the position for your products.
Usually not at the start. One campaign spanning several countries hands Google a blended target and it will spend where conversions are cheapest, which is often your home market doing what it would have done anyway. Separating France from the export markets costs a little efficiency in learning and buys you the ability to see whether the export spend is genuinely working. Once each has enough conversion volume to stand on its own, we revisit.
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 Paris 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.