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.
Stockholm
Google Ads Management in Stockholm
Search and Shopping for Stockholm brands, run as a feed and distribution problem rather than a bidding hobby.
Delivered remotely for brands across Stockholm and Sweden.
Grow · Stockholm
Why Stockholm brands come to us for this
- Feed titles rewritten around Swedish compound search terms, because a translated English title matches queries nobody types
- Separate market feeds for SE, NO, DK, FI and DE with correct currency, availability and landed price rather than one converted feed
- Norway handled as a non-EU destination, so duty and delivery reality is priced into the ad rather than discovered at checkout
- Brand and non-brand split hard, because domestic recognition in Stockholm makes blended ROAS look better than the account is performing
- Budget planned against Black Week auction inflation, the mellandagsrea second peak and the July trough instead of a flat monthly figure
Somebody has already settled on a merino base layer or a wall lamp in brushed brass; the only open question is whose they buy. That makes a Swedish account a distribution problem, and the distribution runs through Merchant Center. So we start in the feed: titles rewritten to lead with the compound noun a Swedish buyer actually types rather than your internal product name, missing GTINs and MPNs filled in, product types and custom labels shaped around margin and weeks of cover, and disapprovals cleared at the source instead of appealed one by one.
The multi-market part is where Swedish accounts get expensive without anyone noticing. A Stockholm brand selling into Norway, Denmark, Finland and Germany needs feeds that reflect the right currency, the right availability and the right landed price per country — and Norway sits outside the EU, so the price a Norwegian buyer sees has to account for that honestly or you pay for clicks that abandon at the delivery step. We build the feed per market off Shopify Markets rather than pushing one Swedish feed at five countries and hoping the currency conversion is close enough.
Structure comes after the feed. Brand pulled out of non-brand so one cannot prop the other up and the reporting stops flattering itself — this matters disproportionately for Stockholm brands with strong domestic recognition, where a large share of paid revenue is people who were going to type your name anyway. Shopping and Performance Max carry the catalogue, Search picks up what the feed can never be eligible for, and query mining runs continuously because Swedish search terms drift in ways an English-configured negative list never catches. Bidding moves only once all of that is in place.
Local context
Black Week inflation, a July trough, and a comparison-site auction
The Swedish paid search year has two extremes and one structural quirk. Black Week has become disproportionately large here relative to the size of the market, which means auction prices in Swedish categories rise sharply for a stretch where every competitor is bidding at once — budgets set on a flat monthly basis get spent at the worst rate of the year while the brand that planned for it holds share. Then mellandagsrea, which is a genuine second peak rather than clearance mopping up, and which needs its own campaign and feed treatment rather than the Black Friday assets left running. At the other end, July: a large share of the country is on semester, converting traffic thins out, and an account left on autopilot burns four weeks of budget teaching a smart bidding strategy about a shopper who does not exist. The structural quirk is that in Sweden you are frequently bidding alongside price comparison destinations that also run paid inventory on your category terms, so the realistic goal on generic head terms is often profitable share rather than dominance, and the margin is made on long-tail and non-brand queries a comparison grid handles badly.
Scope
What Google Ads includes
The same standard of work we run for every client — applied to a Stockholm 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 Stockholm store
We do not work off a rate card. Every Stockholm 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 Stockholm — your questions
In the language of the market the feed serves, written the way people search rather than the way your catalogue is named. Swedish titles need to lead with the compound noun the buyer types, then brand, then the attributes that qualify the click — size, material, colour, fit. For the export feeds, English titles targeted at how buyers in that market search in English. What does not work is one title set machine-translated across five countries, which produces near-miss matches and low impression share nobody can explain.
As its own market with its own feed, currency and landed-price treatment, not as another Nordic geo bolted onto the Swedish campaigns. Norway is outside the EU, so customs and VAT handling change the number the buyer eventually pays, and an ad that implies otherwise produces clicks that abandon at delivery — expensive traffic that also degrades your conversion signal. Get the delivery and duty presentation right on the store first, then let the feed reflect it.
Enough that you are not forced to buy your peak at the worst prices of the year on a budget set in March. The specifics depend on your category and margin, but the planning discipline is the same: model the peak weeks separately from the rest of the year, decide in advance which campaigns get funded when auction prices rise, and treat mellandagsrea as its own event with its own creative and feed labels. We also keep the July plan explicit, because reclaiming budget from a dead month is the cheapest funding source available.
Usually yes, with the same guardrails we would apply anywhere plus one local one. It needs a clean feed, brand terms excluded so it stops harvesting demand you already had, and asset groups split by product type rather than one group holding everything. The local addition is market separation: a PMax campaign spanning Sweden and Germany will optimise toward the country that already converts and quietly starve the one you were trying to grow. Split by market and read them apart.
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.
Where the category tolerates it, and always as its own line item. Conquesting converts worse and costs more than your own brand terms, so it has to be judged on new customers acquired rather than on the blended ROAS it quietly drags down.
Next step
Google Ads for your Stockholm 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.