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.
St. Louis, MO
Google Ads Management in St. Louis, MO
Search is where you collect demand that already exists — and for a manufacturer here, that demand is mostly people typing your part numbers.
Delivered remotely for brands across St. Louis and Missouri.
Grow · St. Louis
Why St. Louis brands come to us for this
- Merchant Center rebuilt around MPN, GTIN and brand accuracy, because spec catalogs live or die on identifier match
- Product titles written for the part number and term buyers type, not the internal name in your ERP
- Brand isolated from non-brand, including the awkward case of dealers bidding on your own name
- Weekly query mining to strip manual, warranty, spare-part and recruitment traffic out of a technical catalog
- Delivery estimates and geographic bid adjustments built around one- to two-day ground reach from Missouri
Google's job in this market is capture. Somebody already knows what they need — a replacement valve, a specific boot in a specific width, a case of the food their family expects at Christmas — and search is where that decision surfaces. Which is why the account work starts in Merchant Center rather than the campaign builder. If the feed is wrong, everything downstream is guesswork with a budget attached.
For spec-driven catalogs, feed quality is mostly identifier quality. MPN and GTIN populated properly, brand attributes consistent, titles that lead with the term buyers actually type instead of an internal product name, and attributes for size, material and compatibility that let Shopping match a specific query. Custom labels for margin band and stock cover matter here too, because a distributor's catalog contains items you want to clear and items you want protected.
Structure is the second problem, and in this region it has an odd wrinkle: your own dealers often bid on your brand name. That inflates your branded costs and makes the account look competitive when it is really just internal friction. We separate brand from non-brand before judging anything, work the channel conflict with you where it can be worked, and mine the search terms weekly — because a part-number catalog attracts a lot of clicks from people looking for a manual, a warranty claim or a job.
Local context
Delivery speed is a bid-worthy advantage from a Missouri warehouse
A store shipping from this region reaches a very large share of the US population on one- to two-day ground at costs a coastal competitor cannot match, and that is an auction advantage most local accounts never use. It shows up in three places. In the feed, as accurate delivery estimates and free-shipping annotations that widen your listing and lift click-through. In geographic bid adjustments, where the states you reach overnight can carry a higher target because your fulfilment cost per order is genuinely lower there. And in ad copy, where a stated delivery day beats a generic 'fast shipping' claim every time. We also plan around the local demand shape rather than a national one — industrial and B2B search here collapses over the holidays while regional food and gifting queries triple in the same weeks, so a single flat monthly budget is wrong for both.
Scope
What Google Ads includes
The same standard of work we run for every client — applied to a St. Louis 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 St. Louis store
We do not work off a rate card. Every St. Louis 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 St. Louis — your questions
First, quantify it — pull the auction insights and show the owner exactly who is showing up on branded queries and what it is costing. Some of it is legitimate partner activity you may not want to stop. Where it is not, brand-bidding terms in the dealer agreement plus a trademark complaint to Google handles the ad copy side. In the meantime we bid to defend the brand at a target that reflects its real incremental value, which is lower than most accounts assume.
Yes, and image quality matters less than identifier and attribute completeness. Shopping matches on data, so a clean product image on white with a correct MPN, GTIN, brand and dimension set will serve part-number queries perfectly well. The failure is almost always missing identifiers or titles built from an internal naming convention no customer has ever typed.
Run it year-round at a low level and scale hard into the gifting window, because a shipped-food business here does a disproportionate share of its year in about eight weeks. Running continuously keeps the feed healthy, the account seasoned and conversion data flowing so bidding is not starting cold in October. The mistake is switching everything off in February and switching it on again in November with no history.
Negatives applied weekly, driven by actual search terms rather than a generic list. Technical catalogs pull a specific type of waste — manuals, exploded diagrams, warranty claims, discontinued models, and people looking for a job at your plant. We also watch which of those queries convert anyway, because a contractor looking for an installation guide sometimes buys the part he is installing.
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 St. Louis 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.