Your catalogue is not one product. Stop bidding like it is.
Most store accounts push the whole feed into one campaign and let the algorithm average everything together. Your best margin subsidises your worst, and the reporting hides it. Structure by margin and the same spend buys a different business.
The feed is the campaign. Treat it that way.
In Shopping and Performance Max you do not bid on keywords, you bid on products. Which means the product data is the targeting, and a neglected feed is a neglected account no matter how good the campaign settings look.
Segmented by margin, not by feed dump
Hero products, healthy margin, thin margin and clearance each get their own targets, because a 60% margin product and a 12% margin product cannot share a ROAS goal without one of them losing. This is the single change that moves most store accounts, and it is structural rather than clever.
Feed built to be found
Titles written for how people search rather than how the warehouse names things. Attributes filled because they are matching signals, not paperwork.
Search that is not just brand
Brand campaigns look extraordinary and mostly harvest demand you already had. The growth is in non-brand, and it is where most accounts have never bid.
Performance Max with actual controls
PMax is not a black box unless you leave it as one. Asset groups split by product set, brand traffic excluded so the reporting stops flattering itself, feed-only tested against full asset groups, and search themes used deliberately instead of left blank.
Five phases, and the first one is not the ads.
Every store account we take over has the same first problem in some form: the numbers it is optimising against are not the numbers the business runs on.
- 01
Fix the measurement
Purchase values, duplicate conversions, consent gaps. If revenue is reported wrong, every bid the algorithm makes is wrong with it.
- 02
Repair the feed
Titles, attributes, disapprovals. The feed is the targeting, so this outranks campaign work.
- 03
Restructure by margin
Split the catalogue so products with different economics stop sharing a target.
- 04
Take the non-brand ground
Move budget out of defending your own name and into demand the business has never bid on.
- 05
Run against blended return
Optimise on what the business actually banks, not on the number the platform reports to itself.
What actually happens every month.
Not a report describing what a dashboard already told you.
- 01
Search terms, sorted
Every term reviewed and mapped. Waste negatived, winners promoted to their own ground.
- 02
Feed and Merchant Center
Disapprovals cleared, titles improved on the products that carry the revenue.
- 03
Structure and bids
Targets moved with the data, product sets re-cut as margins and stock change.
- 04
One combined report
Paid and organic together, in plain language, with what changed and what happens next.
Store accounts, real numbers.
Published case studies, each one sourced from the account it came from.
Are we starting to cook here, or am I getting ahead of myself? Honestly, I'm happy with all of this.
I really enjoy working with Igor. Super knowledgeable, fast, and he takes initiative. Easy to reach, always brings smart strategies, and he built us a full AI dashboard where every result is easy to read. We speak weekly. I'd recommend working with him to anyone.
E-commerce · Truck, van & 4x4 accessories
E-commerce · Fashion
E-commerce · Bathroom furniture
Three things that change the outcome.
The operator is the owner
The person in your account is the person who runs the company. Nothing is handed to a junior after the pitch, because there is nobody to hand it to.
Feed work is not extra
Merchant Center and product data are part of the engagement, not a separate line item. In Shopping they are the campaign.
Blended return, not platform ROAS
We optimise against what lands in the business. Platform ROAS flatters itself by counting brand traffic you already owned.
How most store accounts run, against how this one will.
Send us the account. We will tell you what the structure is costing you.
You keep the findings whether or not we work together
What this connects to.
Merchant Center
Feed optimisation, disapprovals and suspensions. If your products are not showing, start here rather than with campaigns.
Explore →SEO
The other half of the same shelf. Paid buys the placement now, organic stops you renting it forever.
Explore →CRO
A better converting product page lowers what every click has to earn. Compounds directly into this.
Explore →Management fee. Ad spend is paid to Google directly and is never marked up.
Book a callQuestions, answered.
The ones that come up before every store engagement.
01Should we run Performance Max or Search?
Both, doing different jobs. PMax covers the catalogue across surfaces and is very good at harvesting demand that already exists. Search takes the specific commercial queries where you want control over the message. The failure mode is running PMax alone, letting it absorb your brand traffic, and reading the resulting ROAS as proof it works. Separate the brand out and the picture usually looks very different.
02Do you handle the product feed?
Yes, and it is not an add-on. In Shopping and Performance Max the feed is the targeting, so campaign work on top of a broken feed is decoration. Titles, attributes, disapprovals and Merchant Center health are part of the engagement.
03What ad spend do we need for this to work?
Realistically from about €3,000 a month before segmentation by margin has enough data to be worth doing. Below that the account cannot support many campaigns and the honest advice is a simpler structure with tighter targeting. We will say so rather than sell you the full build.
04Why do you separate brand campaigns out?
Because brand traffic is demand you already earned, and counting it as paid performance makes a mediocre account look excellent. Separating it is the fastest way to find out whether your ads are growing the business or billing you for people who were already coming.
05Do you mark up ad spend?
No. Spend goes to Google directly from your account, and you can see every euro of it. The management fee is the fee, which is also why we have no incentive to spend more than the account justifies.
06Who owns the account?
You do, always. We work inside your Google Ads and Merchant Center accounts, and if the engagement ends you keep the structure, the history and the learning. Agencies that build in their own account are protecting themselves, not you.
Find out what the structure is costing you.
Send us the account and the store. We come back inside 48 hours with what we would change and in what order.
Your best products are paying for your worst.
One free audit of the account, the feed and the tracking behind both. Keep the findings either way.