You cannot bid your way out of a bad product feed. Titles, attributes and structure decide which queries you are eligible for, and that ceiling is set before any bidding strategy gets a say.
Rarely in the bids. Almost always in the feed or the reporting.
Your product title is the strongest matching signal you control. Titles that read nicely on-site but omit brand, type, size or colour cost you eligibility on exactly the queries that convert.
Best sellers, dead stock and low-margin filler competing for the same budget under one target. The algorithm optimises to the average, and the average is not what you want to sell.
Left unstructured, PMax will spend a large share of budget re-buying customers who were already coming back, and report it as new revenue.
A high-revenue, low-margin SKU looks like your best performer right up until you check profit. Feeding only revenue back guarantees this blind spot.
Feed work first, then structure, then bidding. In that order, because that is the order of impact.
Titles, attributes, GTINs, availability, images and custom labels, rebuilt so you are eligible for the queries worth winning. Usually the highest-return work available in the account.
Custom labels by margin, velocity and stock position, so budget can be steered toward products you actually want to sell rather than spread evenly.
Asset groups, brand exclusions and product segmentation so PMax is measurable rather than a black box taking credit for existing demand.
Before anything gets scaled, the data has to be right. GA4 and Google Tag Manager audited and rebuilt where needed, conversion actions deduplicated, Meta CAPI or server-side tagging where it applies, and offline conversion import so the platform optimises toward revenue instead of form fills.
A Looker Studio dashboard tied to your real conversion data, plus a written read on what changed and why. No 40-tab spreadsheet, no vanity metrics, no 'impressions are up' as a headline.
Brand and non-brand always reported separately. Any vendor showing you one blended ROAS number is either not looking or not telling.
Some engagements have verified public numbers. Others are longer-running or confidential roles where I can speak to scope and approach but not exact percentages. I would rather show you the real mix than invent a case study.
Roughly $20K per month in Google Ads spend, in a market with $45 to $80 CPCs.
Ongoing role as Senior Paid Media Manager, leading strategy and a growing paid media team in a heavily regulated industry.
I go through the account, the tracking and the conversion path and tell you what is actually broken. You get the findings whether or not we work together.
Tracking, conversion actions and structure get corrected first. Optimising on top of bad data just makes you confidently wrong.
Campaigns, ad copy, audiences and landing pages built around how your buyers actually search.
Weekly optimisation against the metric that matters to your business, with a monthly written read on what moved and what is next.
Long-form writing on this topic from the blog.
Yes. Shopify's native feed, Feedonomics, Channable, DataFeedWatch or a custom export all work. The tool matters far less than whether anyone is actively working the feed.
If you can export product-level margin, yes. It is one of the highest-impact changes available to an ecommerce account and relatively few stores do it.
Usually PMax with proper structure, sometimes both, occasionally Standard Shopping where control matters more than reach. It depends on catalogue size and how much of your demand is already branded.
Eligibility changes can show within days, because you start appearing for queries you previously could not match. Bidding changes take longer because they need conversion data to learn from.
A short form beats a long discovery call. Give me the basics and I will come back with a straight read on whether I can help, usually within one business day.
Rather book a time directly? Schedule a call.