The feed is the campaign
Google Shopping doesn’t use keywords the way Search does. The ad — title, image, price, and availability — is assembled from your product feed, and Google matches it to queries based on how well your attributes line up with what shoppers actually type. So a feed written for your store catalogue (“Men’s Tee — Blue”) will lose almost every auction to a feed written for search (“Nike Dri-FIT Men’s T-Shirt Blue XL”). Our first job is to rebuild titles around the queries that convert in your category, fix google_product_category and product_type, and make sure GTIN, MPN, brand, and image requirements are met so your listings serve in the first place.
Merchant Center health and policy compliance
A feed is only useful if its products are approved. We work through Merchant Center disapprovals and warnings — missing GTINs, price or availability that doesn’t match the landing page, unclear shipping, and the misrepresentation flags Google has tightened significantly. That includes business verification, website claim, a consistent returns and shipping policy on the site, and price parity between the feed and what a shopper sees at checkout. For Pakistan-based stores running cash-on-delivery, we make sure the shipping costs and delivery times in the feed reflect what the courier actually charges, because a mismatch is a policy issue, not just a conversion one.
Standard Shopping versus Performance Max
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Two campaign types do most of the work. Standard Shopping campaigns give you search-term visibility and full control over product groups, bids, and negatives — which matters when your margins vary sharply by SKU and you need to spend more on a high-margin best-seller while excluding a loss-maker. Performance Max campaigns take the same feed and spend across Google’s full inventory — Search, Display, YouTube, Gmail, and Discovery — and they scale faster, but the query-level data is limited. We usually run both: Performance Max for reach, fed by a clean feed, and Standard Shopping kept open for the query isolation and margin control that PMax can’t give you. The split depends on your catalogue, not a default.
Search-term isolation without keywords
Because you can’t target keywords in Shopping, negative keywords are the main lever for keeping spend off irrelevant queries. We mine the search terms report weekly and build out negative keyword lists by theme — cheap, used, wholesale, parts, jobs — so your budget stops going to queries that will never convert. We also partition product groups down to item ID on your best-sellers so bids reflect margin, and roll the rest of the catalogue up into manageable groups. This is where most Shopping accounts quietly waste money: one broad product group, no negatives, and a bid strategy optimising toward a noisy conversion signal.
Bidding and ROAS measurement
Smart bidding in Shopping — Target ROAS, Target CPA, Maximise Conversion Value — only works if the conversion data feeding it is clean. Before we change a bid strategy we confirm that GA4 purchase events are firing on the checkout confirmation, that conversion value is passed (not just a count), and that enhanced conversions are configured so GA4 and Google Ads agree on revenue. Once the data is reliable and there’s enough conversion volume, we stage the move from manual CPC to tROAS and let the bid strategy steer toward margin rather than clicks. We pair this with a Looker Studio view so ROAS is visible by product, campaign, and channel instead of buried across three tabs.
What you get and who it suits
How we helped a Pakistani business achieve measurable results.
This engagement suits established ecommerce stores on Shopify, WooCommerce, Magento, or a custom stack that have a real product catalogue and want their Shopping spend managed against revenue, not clicks. It’s a fit whether you’ve never run Shopping before, you’ve inherited an account where Performance Max was switched on and left, or your feed has drifted into a mess of disapprovals. You can see the wider ecommerce scope on our services page, or tell us about your store and we’ll start with a feed and Merchant Center audit before a single campaign goes live.
