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.
Riverside, CA
Google Ads Management in Riverside, CA
Capturing the demand that already exists for your part numbers, with a Merchant Center feed that actually approves at ten thousand SKUs.
Delivered remotely for brands across Riverside and California.
Grow · Riverside
Why Riverside brands come to us for this
- GTIN, MPN and attribute gaps closed at source in Shopify, not patched downstream in a feed tool
- Titles rewritten to lead with the part number, fitment and dimension terms buyers actually type
- Custom labels for margin after freight, stock cover and season, so bids reflect contribution not revenue
- Installer, DIY and job-seeker queries negated hard, the standard budget leak on technical catalogues
- Local inventory ads and pickup where there is a real counter in Corona, Ontario or Rancho Cucamonga
The demand here arrives fully formed: someone knows the part number, the model, the dimension they need, and they are typing it. That makes the feed the account. On a large Inland Empire catalogue, the difference between a profitable Shopping programme and a broken one is almost always how many SKUs are approved and how well their titles match what people type — not the bidding strategy someone wants to discuss first.
Feed work at this scale is its own discipline. Aftermarket and distributor catalogues arrive with missing GTINs, MPNs that were entered inconsistently by three different suppliers, size and colour attributes buried in the title, and a long tail of disapprovals nobody has looked at in months. We clear those at source in Shopify rather than patching them in a feed tool, rewrite titles to lead with the terms buyers actually search, and build custom labels for margin band, stock cover and season so bidding can be set against contribution rather than against a platform default.
Structure then follows the economics. Branded demand goes into its own campaign with its own budget so non-brand performance is visible instead of being flattered. Performance Max asset groups get split by margin band and product type rather than dumped into one catch-all, with listing groups, product exclusions and brand controls applied wherever the platform still allows them. And search terms and PMax category reports get a weekly pass with a maintained shared negative list, because on a technical catalogue the leak is always the same: research queries, DIY how-to searches, job listings and people looking for an installer rather than a part.
Local context
Freight economics and installation intent decide where the budget goes
Two things about this region change the maths on Google. The first is weight. A heavy item can carry an acceptable ROAS on paper and still lose money once LTL cost, lift-gate surcharges and the return risk on a damaged pallet are counted, so we set targets from contribution margin after freight, and use custom labels to bid differently on parcel-friendly and freight-only product groups. The second is installation intent. A large share of queries around Corona and the wider aftermarket cluster are from people looking for someone to fit the part, not to buy it in a box, and unless those are negated aggressively they will quietly eat a technical catalogue's budget. Where a merchant does have a will-call counter or an installation bay, that intent becomes an asset instead: local inventory ads and pickup extensions turn nearby searches into a same-day collection, which for a heavy item is often the only economically sensible fulfilment option.
Scope
What Google Ads includes
The same standard of work we run for every client — applied to a Riverside 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 Riverside store
We do not work off a rate card. Every Riverside 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 Riverside — your questions
In Shopify, in the product data, in almost every case. Feed rules can paper over an issue for a while, but the identifier and attribute problems behind mass disapprovals come from supplier imports and get reintroduced every time the catalogue refreshes. We work through disapprovals by cause rather than by SKU, fix the import, and then keep a monitoring routine so a new supplier feed cannot silently take a thousand products offline again.
It affects both policy and profitability. Products with restricted or off-road-only status need accurate attributes and clear on-page disclosure, and geographic bidding needs to reflect where the item can actually be used and sold. Advertising an emissions-relevant part into a state where it cannot legally be installed produces returns and complaints, so we treat legality as a segmentation input rather than an afterthought.
Often yes, but never at the same target as parcel goods. We label them separately and set tROAS from margin after the real delivered cost, including accessorial charges and an allowance for damage claims, which on pallet freight is not trivial. Some heavy product groups end up funded mainly to drive local pickup, and some end up excluded entirely because the honest margin will not support paid acquisition.
They have to be, otherwise a handful of trade registrations distort the whole account. We track wholesale application and account-approval events separately from consumer purchases, value them on realistic expected account value rather than an arbitrary number, and keep the campaigns targeting trade queries distinct so their performance can be judged on its own terms.
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 Riverside 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.