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.
Seattle, WA
Google Ads Management in Seattle
On most Seattle product queries the strongest bidder is your own marketplace listing. We build the Google account that takes the click back at a better margin.
Delivered remotely for brands across Seattle and Washington.
Grow · Seattle
Why Seattle brands come to us for this
- Feed attributes rebuilt around how Seattle catalogues are actually searched — origin and grind, waterproof rating and fill power, edition and release date
- Brand isolated from non-brand so marketplace-driven and recruitment-driven searches on your name stop flattering the account
- Daypart and budget pacing set for Pacific time, so spend is not exhausted on Eastern morning traffic
- Custom labels carrying Alaska freight cost and Washington's gross-receipts B&O tax into the tROAS targets
- Local inventory ads and store visit tracking where you hold real stock in Ballard, Fremont or Capitol Hill
Google is where demand that already exists gets allocated. Someone in Wallingford has decided they need a three-layer shell before the next wet week; the only question left is whose checkout they land in. In this metro that auction has an unusual shape, because a large share of local brands are simultaneously present as a marketplace listing, as a specialty retailer's product page, and as their own Shopify store. You can win the query and still lose the margin on it.
So the work starts in Merchant Center, not the campaign builder. Shopping never reads your keywords — it reads your feed. Seattle catalogues are attribute-rich in ways that either earn you eligibility or waste it: origin, process, roast level, grind and bag size for a roaster; waterproof rating, fabric weight, fill power and fit for technical apparel; set number, edition and release date for collectibles. Half of that usually sits in a description blob where Google cannot use it, and a slice of the catalogue is quietly disapproved on identifier gaps nobody has opened the diagnostics tab to see.
Then structure. Branded search here is inflated by things Google Ads did not cause — marketplace advertising, retail placement, and in the tech-adjacent categories a genuine volume of recruitment and support queries against your brand name. Left in one campaign, that traffic makes a mediocre non-brand account look healthy. We separate it, then mine the query set weekly, because Seattle's research-heavy categories generate an enormous tail of comparison, DIY and how-to searches that spend money and buy nothing.
Local context
Pacing, seasonality and the margin math a Washington account has to carry
Three local realities change how this account is run. First, pacing: your day starts three hours after the East Coast, so a budget-capped campaign can spend itself out on Eastern morning traffic and go quiet before Seattle's own evening peak. That gets set deliberately rather than left on defaults. Second, seasonality that ignores the calendar. Rain-shell and traction demand climbs with the first sustained wet week rather than on 1 October, and Cascades ski intent tracks conditions at Snoqualmie, Crystal and Baker, which can move by weeks either way. Budget schedules built on last year's dates miss it in both directions. Third, margin. Washington's business and occupation tax is levied on gross receipts rather than profit, so it does not vanish when a campaign runs at break-even, and Alaska and rural-route freight out of Seattle costs a genuine amount more than the lower 48. Both go into the custom labels and the tROAS targets, because a margin target set without them is optimistic by a real number.
Scope
What Google Ads includes
The same standard of work we run for every client — applied to a Seattle 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 Seattle store
We do not work off a rate card. Every Seattle 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 Seattle — your questions
Effectively, yes, and you are paying the higher fee on the one that wins. We cannot remove the listing from the auction, but we can stop your own budget subsidising it: separate the brand campaign so the overlap is visible, push Shopping toward non-brand and comparison queries the listing template competes badly on, and make the landing experience carry bundles, subscription pricing and content that the marketplace page cannot. The reconciliation of what each channel actually earned after fees is usually the most useful thing month one produces.
They have to here. We build seasonal custom labels and hold a contingency portion of budget that releases on demand signals rather than on a date — impression share and search interest movement on rain, traction and snow terms, which in the Cascades can shift by several weeks year to year. Brands that pre-load October budget on last year's curve routinely overspend into a dry autumn and underspend a storm cycle.
Yes, and it is one of the more common findings when we take over an account run from Pacific time. Google spends against the whole national day, and the Eastern morning arrives before anyone in Seattle has opened a laptop. We set ad scheduling and bid adjustments around the hours your actual buyers convert, and separate campaigns where East and West Coast demand behave differently enough to warrant their own budget.
If you hold real stock, yes. Local inventory ads, store visit reporting and a properly maintained local feed let you compete on 'near me' intent that pure ecommerce competitors cannot touch, and Seattle's coffee and gear buyers search that way constantly. It needs accurate in-store inventory sync to work, which is a Shopify POS and feed job before it is a campaign job.
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 Seattle 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.