Google Shopping Ads for eCommerce

The Challenge

Best-sellers and high-margin items were bidded the same as clearance and low-margin SKUs, so budget was spread thin across the whole catalog instead of concentrated where it earned the most. Product titles and attributes were also inconsistent, hurting impression share on high-value search terms.

The Strategy

We segmented the Shopping feed into margin and performance tiers, rewrote titles and attributes around actual buyer search language, and moved top performers into their own campaign with priority bidding.

The Results

Restructuring the feed by margin tier grew Shopping-driven revenue 138% in two quarters while ROAS improved 22%, as budget concentrated on the SKUs that actually earned it.

The client runs a multi-category online store selling several thousand SKUs across home goods, accessories, and seasonal items. Shopping ads were live but treated as a single undifferentiated feed with one bid strategy for the entire catalog.

Campaign structure: A priority Shopping campaign for top-margin, top-selling SKUs, a mid-tier standard Shopping campaign for the rest of the catalog, and a Performance Max campaign layered on top to extend reach across Search, Display, and YouTube inventory.

Targeting: Custom labels built from margin and sell-through data to drive campaign priority settings, negative keyword lists to filter out bargain-hunting queries on premium SKUs, and geographic bid adjustments based on regional conversion rate data.

Optimization: Weekly feed audits to fix disapproved or low-quality listings, GTIN and attribute completeness checks to maintain impression share, and monthly custom-label rebalancing as bestsellers shifted with the season.