UK · Furniture eCommerce · Feed audit & rebuild
A Walk-through: Strictly Beds and Bunks Feed Audit
Where the feed was
The audit found product titles pulled directly from the website CMS — long, descriptive, but missing brand-first ordering and key attributes Google's auction wanted. Custom labels were entirely empty. Primary images were lifestyle shots — beds dressed in bedding, low contrast against background — instead of the clean catalogue product images Shopping rewards. Google Product Category was set 2 tiers shallow on most SKUs. GMC was throwing intermittent disapprovals on price-mismatch errors that nobody had triaged.
What we changed
Title rewrites moved to the format [Brand] [Bed Type] [Size] [Material] [Storage option] — every word in the title earning its place against actual search terms. Custom Label 0 was populated with AOV bands (£0–500 / £500–1,500 / £1,500+), Custom Label 1 with bed type (single, double, bunk, cabin), and Custom Label 2 with hero-product flags for the bestselling SKUs. An image standard was introduced: white-background single-product hero shots first, lifestyle shots in supporting positions. GMC re-validation cleared the legacy disapprovals and a six-hour stock sync replaced the daily cadence the platform had defaulted to. Google Product Category was deepened to 4-tier across the catalogue. The whole exercise took 3 weeks of focused feed work — no campaign changes during that window.
Sample feed change
Comfortable Wooden Bunk Bed With Storage
Strictly Bunk Bed Single Pine Wooden Storage Frame
What changed in the account
Inside the first 60 days, Shopping impressions lifted ~+45% as titles started matching previously-unreached searches. CPC dropped as Quality Score on Shopping ads improved off the back of cleaner titles and better category alignment. Average ROAS on managed Shopping campaigns settled at 9.6x — a step-change from the pre-rebuild baseline. The feed work compounded into the PMax rebuild that followed, because the algorithm finally had segmentation signals to work with.
Reusable principle
For high-AOV furniture brands: the feed is the product page Google sees. Treating it as a catalogue export is the single most expensive shortcut a Shopping account can take.
Strictly Beds and Bunks
strictlybedsandbunks.co.uk
Read the full case