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.
San Antonio, TX
Google Ads Management in San Antonio, TX
Capturing the demand that already exists in South Texas — starting with a Merchant Center feed that is probably losing you products right now.
Delivered remotely for brands across San Antonio and Texas.
Grow · San Antonio
Why San Antonio brands come to us for this
- Merchant Center disapprovals fixed at the source in the product data, not resubmitted and hoped through
- Size, width, last and material attributes populated so Shopping matches specific western wear queries
- Tactical and outdoor products categorised and disclosed correctly against Google's restricted policies
- Brand campaigns separated from non-brand so decades of local name recognition stop inflating the account
- Query mining run in Spanish and English, with local-intent searches routed to pickup and delivery messaging
A San Antonio search is usually a decision already made, and an unusually specific one: people search for a specific boot brand and width, a named hot sauce, a pit size in inches, a plate carrier by model. That specificity is an advantage, and it is almost entirely wasted if the Merchant Center feed cannot express it. Most accounts we inherit are losing more revenue to disapproved products and missing attributes than to anything a bid strategy could fix.
So the feed comes first. Disapprovals cleared at source rather than resubmitted hopefully, GTIN and MPN gaps closed, size, width, colour and material attributes populated so Shopping can match a query like 11EE properly, and titles rewritten to lead with the words people actually search. Custom labels then carry margin, stock cover and seasonality into the account so bidding decisions can respect the difference between a full size run and three pairs left in odd widths.
Structure follows. Branded demand isolated into its own campaign with its own budget and target — critical for a San Antonio business with decades of local name recognition, because otherwise brand searches quietly flatter every non-brand number in the account. Then Shopping and Performance Max split by product type and margin band rather than one catch-all, with brand-term controls and product exclusions applied wherever PMax still allows them, and steady query mining across both languages to find what is actually being typed.
Local context
Feed accuracy on sized, heavy and policy-sensitive goods
San Antonio catalogues stress Google's feed rules harder than most. Western wear carries size, width and last combinations that Shopping matches on badly when attributes are thin, and a boot listed without width will lose to one that has it. Tactical and outdoor brands run into policy review constantly — knives, optics, armour, holsters and accessories each sit in a different place on Google's restricted list, and the fix is usually correct categorisation and disclosure rather than removing the products. Food and sauce brands need shipping and weight configured accurately or Shopping quotes a delivery cost the checkout then contradicts, which is both a policy risk and a conversion loss. On top of that, query mining here has to run in Spanish as well as English, and search terms carry local geography — searches naming Stone Oak, Alamo Heights or the Pearl signal a shopper expecting local pickup or delivery, and those deserve different landing pages and different messaging from a national query. Bid targets move last, after the feed and the structure are sound.
Scope
What Google Ads includes
The same standard of work we run for every client — applied to a San Antonio 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 San Antonio store
We do not work off a rate card. Every San Antonio 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 San Antonio — your questions
Usually a large share of it is. Disapprovals in this category are typically categorisation and description problems rather than genuine policy bans — an accessory classed as a weapon, a description using language that triggers review, or a missing attribute. We work through the list item by item, fix the data, and where a product genuinely cannot run on Shopping, we plan around it with Search and other channels instead of leaving it in limbo.
With custom labels for stock cover, so the account can see the difference between a full size run and a broken one. Spending equally on both wastes budget on clicks that will find nothing in their size and generates avoidable disappointment. We bid down or exclude thin-run products, and where the remaining sizes are genuinely sellable we route them to a clearance structure with its own target.
They need their own treatment, which is often a campaign but sometimes just a landing page and ad copy change. A query with a San Antonio neighbourhood attached is usually someone expecting to collect, visit or get it quickly — meeting that with a national shipping page wastes the click. We separate that intent so local pickup, store hours and delivery promise are what the searcher actually sees.
It is workable, with guardrails. The risk is PMax happily selling an oversized item into a zone where your shipping economics are underwater. We use product exclusions and custom labels to keep freight-class items in their own asset groups with their own targets, make sure delivery cost is accurate in the feed, and watch geography closely. Without that, a strong-looking ROAS can be losing money per order.
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 San Antonio 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.