Google Shopping
We manage Google Shopping ads campaigns that turn product feeds into profit. As a specialist Google Shopping management agency, we handle feed optimisation, bid strategy, Performance Max, and CSS — all built around your margins. Unlike generic Google Shopping agencies, we optimise product data at the SKU level and refine campaigns weekly for maximum ROAS.
Companies we've worked with
Sound Familiar?
If any of these describe your situation, we can help.
Products appear in the Shopping carousel but nobody clicks — or they click and don't buy. Usually poor feed quality, wrong bid strategy, or irrelevant search queries. We diagnose the bottleneck and fix it.
No product segmentation, no negative keywords, automated bidding running unchecked. Budget spread evenly across your catalogue means best products are underfunded while low-margin items drain spend. We restructure for profitability.
Merchant Centre disapprovals kill visibility overnight. Missing GTINs, pricing mismatches, policy violations, low-quality images. We resolve violations, monitor feed health daily, and prevent recurring disapprovals.
Hit a performance ceiling? Breaking through requires feed restructuring, margin-based bidding, smarter campaign architecture, and cross-channel analysis — not just incremental tweaks.
Vague reports, no clear strategy beyond 'let Google optimise it', flat results. If your agency can't explain what they changed last week and why, they're monitoring — not managing.
Without proper asset group segmentation, audience signals, and brand separation, PMax wastes 30–40% of budget on irrelevant placements. We apply structure so you can see — and control — where the budget actually goes.
The Basics
Google Shopping is the row of product listings — image, price, store name — that appears at the top of Google when you search for something you can buy, plus the dedicated Shopping tab behind it. Unlike search ads, you don't pick keywords. Google decides which searches your products enter, based entirely on the data in your product feed.
The mechanics are simple. You upload a product feed — a structured file containing your titles, descriptions, prices, images, GTINs and stock levels — to Google Merchant Centre. Merchant Centre checks every product against Google's policies and approves or disapproves each one. When a shopper searches, Google runs an auction between every approved product that matches the query, weighing your bid against how well your product data fits what was typed. The winners appear as Shopping listings in the search results and the Shopping tab.
There are two routes into those placements. Free listings cost nothing — any retailer with an approved Merchant Centre feed can appear in the Shopping tab organically. Paid Google Shopping ads are the cost-per-click listings that occupy the prominent positions most shoppers actually see. Free listings are worth having; paid listings are where the volume is.
Why feed quality decides which queries you enter: Google matches searches to your product data, not to keywords you choose. If your title says "Comfortable Wooden Bed" instead of "Single Pine Wooden Bunk Bed with Storage", you never enter the auctions for the specific searches people actually make. Better data means more relevant auctions, lower CPCs and higher conversion rates — which is why feed work sits at the centre of our Google Shopping management.
Reviewed by Chris Coussons, Founder — updated 10 June 2026
Named Clients
Some of the ecommerce brands running Google Shopping with us — across UK furniture, US luxury homewares, and premium UK beauty. The full case studies are linked from each card.
From five-figure monthly revenue to mid six-figure monthly revenue. ROAS approximately doubled. PMax shopping account rebuilt from the ground up — feed restructured, asset groups segmented by margin, brand defended.
Full case studies for both appear further down this page.
Ecommerce brands running Shopping with us
Our Approach
What separates good Google Shopping management from great Google Shopping management.
Most agencies optimise for ROAS. That looks good in reports but ignores margin. A £10 product at 5x ROAS generates less profit than a £200 product at 3x ROAS.
We bid based on your actual product margins using custom labels and profit-based segmentation. Your best-margin products get the most budget.
We work with your commercial goals, not in isolation. If you've got excess stock to shift, we adjust. If a product line is being discontinued, we scale it down.
Your Shopping strategy should move with your business — launches, promotions, stock levels, and seasonal shifts.
Shopping data tells you what people want to buy. We feed that intelligence back into your SEO strategy, your content, and your product development.
If a product is getting thousands of impressions but low clicks, that's a pricing or imagery problem — not a bidding problem. We flag it.
Performance Max is powerful but only when you control it. We segment asset groups by product category and margin tier, set proper audience signals, and exclude brand terms where needed.
PMax on autopilot is a liability. PMax with strategy is a growth engine.
Our Process
We pull apart your current Google Shopping setup: feed quality, campaign structure, bidding strategy, Merchant Centre health, conversion tracking, and attribution. You get a written list of what's working, what's broken, and what we'd fix first.
We optimise product data — titles with search-relevant keywords, Google product categories, missing attributes, custom labels for margin-based segmentation, and supplemental feeds for promotions and stock levels. As a Google Shopping feed optimisation agency, we refine every attribute to improve both paid and free listings.
Standard Google Shopping campaigns for granular product-level targeting. Performance Max for broader reach with segmented asset groups. Brand/non-brand separation. Hero product campaigns for highest-margin items. Every campaign has a clear purpose.
Every bid is based on actual profitability. High-margin products get aggressive bids; low-margin products get conservative bids. Loss leaders are handled separately. Bid adjustments reviewed weekly based on performance, competition, and seasonal demand.
We apply a Comparison Shopping Service partner to your Google Shopping campaigns, unlocking up to 20% lower CPCs. Same placements, same visibility, lower cost per click. Zero disruption to live campaigns.
Learn more about Google Shopping CSSProfitable products get increased budgets. Underperformers get restructured or paused. New product lines tested with controlled budgets. Seasonal campaigns planned ahead of demand peaks. Active weekly Google Shopping management, not set-and-forget.
CSS Partnership
Bidding through a CSS partner avoids the roughly 20% margin Google adds when you bid through Google Shopping itself — so the same bid buys more clicks. We operate through our verified CSS partner — activation takes 48 hours, sits in your existing Merchant Centre, and causes zero disruption to live campaigns.
What changes for you: nothing operationally. Same campaigns, same products, same reporting. The CPC reduction shows up in your account from the day the CSS switch goes live.
If you want the longer version of how CSS works — including the few cases where it doesn't help — see Google Shopping CSS
Platform Expertise
Native Google Shopping channel integration, Shopify-specific feed apps like DataFeedWatch and Simprosys, checkout optimisation for Shopping traffic, and server-side conversion tracking via Shopify's Customer Events API.
Plugin-based feed management through tools like WooCommerce Product Feed Pro, custom attribute mapping for complex catalogues, server-side tracking setup via GTM, and integration with popular WooCommerce extensions.
Enterprise-level feed handling for large catalogues with thousands of SKUs, multi-store and multi-currency configurations, complex category and attribute management, and integration with Magento's built-in promotions engine.
Built-in Google Shopping channel configuration, feed customisation through BigCommerce's native tools, enhanced ecommerce tracking, and seamless integration with BigCommerce's multi-channel selling features.
API-based feed generation for headless commerce setups, custom data layer integration for accurate conversion tracking, bespoke feed solutions for platforms like Commercetools, Medusa, and custom-built stores.
Campaign Architecture
Most ecommerce brands aren't choosing between Shopping and PMax — they're running both, badly. Here's how we decide which campaign type carries which products, and where Hybrid wins.
| Dimension | Standard Shopping | Performance Max | Hybrid (our default) |
|---|---|---|---|
| Control | High — granular query and bid control | Low — algorithmic, opaque placements | High where it matters |
| Transparency | Search terms, placements, devices visible | Limited reporting; black-box placements | Standard Shopping carries hero products; PMax carries long tail |
| Audience signals | Limited audience layering | Strong — feeds the algorithm with first-party data | Audience signals layered into PMax; Shopping bid manually |
| Feed dependency | Heavy — feed quality is everything | Heavy + creative dependency | Feed-led on hero products; PMax fills the gaps |
| Best for | Hero products, high-AOV, brand-defended SKUs | Long-tail products, awareness layer, gaps in inventory | Most ecommerce accounts above £3K/month spend |
| Our default | First 3 months for new high-AOV products | Always-on for long tail and brand defence | Yes — most accounts run both |
These are operating defaults, not absolutes. Account-level decisions sit with the campaign architecture audit.
Strictly Beds and Bunks — a UK e-commerce retailer specialising in beds, bunk beds, and bedroom furniture — had only ever run Facebook ads. We built their first Google Shopping programme from scratch: feed engineered for furniture-attribute precision, PMax architecture tuned to a long-consideration high-AOV purchase cycle, branded vs non-brand spend separated.
Month one delivered £51.7K in tracked conversion value from £7.2K spend — a 9.31x return on a vertical where many UK furniture retailers settle for 3-4x. They've since had to expand warehouse capacity to keep up.
ROAS
first-month launch
Conversion value
tracked, month 1
Ad spend
month 1
Clicks
month 1
Premium UK beauty brand Oh My Cream (formerly Naturisimo) had hit a growth plateau their full-service agency couldn't unblock. Chris was layered in as strategy lead — not as a replacement — to find an under-exploited segmentation axis the embedded agency couldn't see from inside day-to-day delivery.
Profit lift
in 3 months
Unlocked
where the big agency couldn't
Layer
alongside existing agency
Engagement window
What's Included
Senior Specialist
No junior account manager handover. The senior specialist who scopes your audit is the same one running your account day-to-day.
Founder · Performance Digital Marketing Specialist
15+ years running Google Ads and SEO for SaaS, B2B and ecommerce brands. Direct hands-on management of every Shopping account — feed work, bid strategy, PMax architecture, CSS activation. No junior handovers, no account manager middlemen.
Newcastle-based, working with brands across the UK, US and Europe. Google Partner. Microsoft Ads Partner.
Named in Digital Reference's Best UK Digital Marketing Agencies & Companies 2026.
LinkedInFree Audit
Send your store URL and what's broken. We'll review your Shopping account, your feed, and your competitor SERP, and tell you what we'd do first. No commitment.
Pricing
Google Shopping operates on a cost-per-click (CPC) model — you only pay when someone clicks your product listing. You're not charged for impressions.
£0.20–£1.50
Per click, depending on category
£800–£3K
Per month, on top of ad spend
3–5x
Most clients land here; portfolio average is 9x, skewed by top accounts
Free vs. paid listings: Google Merchant Centre offers organic Google Shopping listings through the free Shopping tab, but paid Google Shopping advertising dominates the SERP real estate most users see.
At Visionary, our Google Shopping management is built around ROAS. Your Google Shopping feed is constantly optimised, bids adjusted based on product performance, and underperformers identified to reduce wasted spend. If your current ROAS is below 3x, significant optimisation opportunities exist in feed quality, campaign structure, and bidding strategy.
Shopping Revenue Managed Monthly
Portfolio Average ROAS
Avg CPA Reduction in First 3 Months
Long-Term Contracts
Client Voice
"Chris is a real master of SEO and PPC. I'll never forget the time he discovered what could have been a catastrophic SEO issue, prior to a new big website launch that would have cost the business £100,000s (that every other so-called SEO expert we'd engaged had missed)."
Sean Ball
Director of Marketing, durhamlane
durhamlane.comFAQ
Further Reading
How we manage Google Shopping for a UK high-AOV furniture brand.
Read moreFeed-level work — categories, attributes, custom labels.
Read moreHow we structure PMax campaigns for ecommerce brands.
Read moreRelated Services
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■ Senior specialists only
■ No long-term contracts
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