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.
Singapore
Google Ads Management in Singapore
Shopping, Performance Max and Search run off a Merchant Center feed that is configured per country, because a Singapore feed will not serve a Malaysian buyer.
Delivered remotely for brands across Singapore and Singapore.
Grow · Singapore
Why Singapore brands come to us for this
- A Merchant Center feed per target country — correct currency, price, availability, shipping and tax, not one Singapore feed pointed everywhere
- Country-level campaign separation with independent budgets, so cheap regional clicks stop starving profitable Singapore demand
- Brand and non-brand split so an efficient brand ROAS never disguises unprofitable acquisition spend
- Product titles rewritten in the terms buyers here search, with GTIN and MPN gaps closed before any bid strategy is touched
- Budget weighted toward CNY, Hari Raya and the 11.11 / 12.12 demand spikes rather than spread flat across twelve months
The buyer arrives having already decided; the only question left is who supplies them. That makes the account a distribution problem, and on Shopify distribution is settled inside Merchant Center rather than the campaign builder. In Singapore that distribution problem has a specific shape, because a single feed will not carry four countries. Each target country needs its own currency, its own price and availability, its own shipping configuration and its own tax treatment, and the most common failure we inherit here is a Singapore feed pushed at Malaysian traffic where every product is priced in SGD and half the catalogue is disapproved for a price mismatch.
So the first weeks are feed work. Titles rewritten to lead with the words buyers here actually type rather than your internal SKU naming. GTIN and MPN gaps closed, because missing identifiers quietly suppress your Shopping impressions long before anything is formally disapproved. Product types and custom labels built around margin, stock cover and festive relevance rather than your site's collection structure. Shipping settings that match what your store really charges per destination, since a mismatch between feed and checkout is both a disapproval risk and a conversion killer. Disapprovals cleared at the root instead of resubmitted hopefully.
Then structure, then bidding, in that order. Brand separated from non-brand so an efficient brand ROAS stops subsidising an unprofitable acquisition campaign and stops flattering the account average. Shopping and Performance Max cover the catalogue, with asset groups split by margin band rather than dumped into one. Search covering the demand a catalogue can never be made eligible for. Weekly query and search-term mining, with negative lists built per market because irrelevant regional traffic drains a small budget fast. Bids are the final lever here, never the opening one.
Local context
Four countries means four feeds, four budgets and four sets of negatives
Running Google out of Singapore means running several accounts' worth of decisions inside one. Singapore itself is a small, expensive auction — high commercial intent, low volume, and CPCs that reflect a dense advertiser base bidding for a population that fits inside one city. Malaysia and Indonesia are far cheaper per click and far less qualified for a brand shipping cross-border, and Australia sits somewhere in between with a different competitive set entirely. Blend those into one campaign and the cheap traffic will eat the budget while the profitable traffic starves, which is exactly what we find in most inherited accounts. So we separate by country at campaign level with independent budgets, build a Merchant Center feed per target country with correct currency, price, availability and shipping, and run negatives per market because the junk queries differ. The seasonal layer matters too: search demand here spikes hard against Chinese New Year, Hari Raya and the double-date sale days, and a flat monthly budget guarantees you are underfunded in the weeks that actually convert.
Scope
What Google Ads includes
The same standard of work we run for every client — applied to a Singapore 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 Singapore store
We do not work off a rate card. Every Singapore 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 Singapore — your questions
Not well. Each country target needs its own price, currency, availability and shipping configuration, and a single feed forced across all three produces price-mismatch disapprovals and a buyer who clicks a price they cannot actually pay. We build per-country feeds driven from the same Shopify catalogue and Markets pricing, so the source of truth stays single even though the feeds are not.
Usually less than it is in Singapore, Malaysia and Australia, and the reason is behavioural rather than technical. In those markets a large share of product discovery starts inside a marketplace app rather than a search engine, so paid search reaches a smaller slice of intent. We generally recommend proving Singapore, Malaysia and Australia on Google first, and treating Indonesia as a paid social and marketplace question until the data says otherwise.
Probably not — it is a genuinely dense auction for a small population, so cost per click here is not comparable to Malaysian or Indonesian benchmarks. The number that matters is contribution margin per order, not CPC. Expensive clicks from buyers with next-day delivery and no import friction frequently outperform cheap clicks from a market where your freight cost and delivery time both work against you.
For Singapore targeting we make the feed price match what a domestic buyer sees at checkout, which for a GST-registered merchant means tax-inclusive figures consistent with your storefront display. Mismatches between feed price and landing-page price are one of the most common disapproval causes we clean up. Where your registration position or import obligations are the actual question, that is an accountant's decision and we will point you there rather than improvise.
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 Singapore 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.