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.
Zurich
Google Ads Management in Zurich
Capturing demand that already exists — across a Swiss feed in francs, a German-language feed in euros, and a French one that most accounts never build.
Delivered remotely for brands across Zurich and Switzerland.
Grow · Zurich
Why Zurich brands come to us for this
- Separate Merchant Center feeds per market with correct prices, tax and shipping settings for CH, DE, AT and FR
- Feed titles rewritten in Swiss German usage and French, not one German title reused across every market
- Brand isolated from non-brand so a well-known Swiss name stops flattering the rest of the account
- tROAS targets set per market from contribution margin after duty handling and cross-border return rates
- Search coverage for servicing, spare-part and repair queries that a product feed can never reach
Swiss search demand arrives unusually well-formed. Someone searching for a specific reference number, a technical outdoor product or a named chocolate house has already decided; the only question is who supplies it and at what landed cost. So the account is really a distribution question, and on a Shopify store the answer is written in Merchant Center rather than in campaign settings.
The Swiss complication is that you do not have one feed, you have several. A Swiss feed in francs with domestic delivery, a euro feed for Germany and Austria, often a French one, each needing its own prices, shipping settings and language. Feeds break in market-specific ways: prices that do not match the landing page after Markets rounding, shipping settings that promise a domestic timeframe to a cross-border buyer, missing GTINs on assortment lines, and the tax and shipping configuration that Merchant Center wants stated per country. Most of the wasted spend we find in Zurich accounts traces back to a feed problem, not a bidding one.
Then structure. Brand gets separated from non-brand immediately, because a respected Swiss name generates a lot of navigational search and letting it sit inside a blended campaign hides whether the non-brand side works at all. Shopping and Performance Max carry the catalogue, split by margin band and market rather than one asset group for everything. Search covers the queries a feed cannot reach — servicing, spare parts, comparison and repair terms that a watch or equipment brand owns and rarely bids on. Query mining runs weekly, with a maintained negative library that keeps budget out of research, careers and used-market queries.
Local context
One catalogue, several feeds, and a customs line inside your CPA
The number that decides whether a Zurich account is profitable is not CPC, it is landed cost per market. A campaign into Germany can look efficient on click cost and lose money once duty handling, higher return rates on cross-border orders and the euro price you set rather than converted are counted. So targets are set per market from contribution margin, not from a single account-level tROAS, and custom labels carry margin band, stock cover and export complexity so the bidding actually respects it. Language targeting matters as much as country: Swiss search in German uses different vocabulary and different product naming than German search in Germany, and an account running one German ad group across both is being read as slightly foreign in each. We also keep a separate eye on the domestic-versus-export split in the search term data, because Swiss buyers cross-shopping German shops and EU buyers cross-shopping Swiss ones show up as very different query patterns that deserve very different bids.
Scope
What Google Ads includes
The same standard of work we run for every client — applied to a Zurich 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 Zurich store
We do not work off a rate card. Every Zurich 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 Zurich — your questions
You need a separate feed configuration per target country in practice, because price, currency, tax and shipping settings all differ and Merchant Center checks them against your landing page. Shopify's Google channel with Markets can generate these, but the shipping and tax settings still need to be stated per country and are the most common source of disapprovals we see on Swiss accounts. It is configuration work, done once, checked quarterly.
Usually yes, but for reasons specific to your situation rather than as a rule. Swiss brands with strong wholesale distribution frequently find retailers and marketplaces bidding on their name and intercepting their own customers at a worse price. Brand defence is cheap when the auction is uncontested and expensive when it is not, so we isolate it, measure incrementality with a controlled pause, and keep the decision reversible.
Split by market first, then by margin band inside each. Combining CHF and EUR product groups in one asset group means the algorithm optimises across two different landed-cost realities and you cannot read which one is actually working. Separate campaigns per market also let you fund a growing German push without the domestic Swiss performance quietly subsidising it in the reporting.
For watch, precision-homeware and technical equipment brands it is often the highest-intent traffic in the account and the cheapest. Someone searching for a strap, a battery service or a replacement part owns your product already and is deciding between you and a third party. Those queries are usually invisible in a Shopping-only account because there is no feed item behind them, which is exactly why we build Search around them.
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.
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 Zurich 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.