ROAS Growth
Google Shopping ROAS Optimisation
Most Google Shopping accounts underperform because of poor feed quality, not insufficient budget. Our Google Shopping service starts with the product feed before touching campaigns, because title structure and attribute completeness determine which queries your products appear for.
Industry Insight
Google Shopping Drives 85% of Retail Ad Clicks — But Feed Quality Determines Who Gets Them
Google Shopping accounts for the majority of retail paid search clicks — but most product feeds we audit have structural problems that suppress impression share and inflate cost per acquisition. Poor product titles, missing attributes, unoptimised images and feed disapprovals all reduce the visibility of products that should be winning. Feed quality is the lever most advertisers ignore but it's the one that compounds most significantly over time.
The Problem
Why Most Shopping Campaigns Fail
The majority of underperforming Google Shopping accounts share the same root problems: product feeds with disapproved items, product titles using manufacturer descriptions rather than customer search language, single-campaign structures with no bid differentiation, and conversion tracking that attributes branded search conversions to Shopping.
These structural issues mean budget is spent against irrelevant queries, high-margin products compete for the same bids as low-margin ones, and ROAS reporting is inflated by brand attribution. Increasing budget on a structurally broken Shopping account only amplifies the waste.
Our Google Shopping service addresses the structural layer first — feed quality, campaign architecture and tracking accuracy — before adjusting spend or bids. The result is that every optimisation and budget decision is made on clean data with a campaign structure capable of supporting it.
Our Google Shopping Service
Our Google Shopping Service: Six Core Components
Merchant Center Feed Management
Our Google Shopping service manages your Merchant Center account and product feed as an ongoing activity: resolving disapprovals, enriching product attributes, maintaining feed health scores, and updating feeds when your product catalogue changes. A healthy, fully-approved feed is the prerequisite for all Shopping campaign performance.
Product Title and Description Optimisation
Our Google Shopping service rewrites product titles using a structured attribute format that places the most searched attributes in the first 70 characters: brand, gender, material, product type, size or variant. Poorly structured titles are the most common reason products appear for irrelevant queries and miss high-intent traffic.
Campaign Structure and Bidding
Our Google Shopping service builds multi-tier campaign structures that separate traffic by query intent and margin tier. High-intent product-specific queries are captured in high-priority campaigns at controlled bids. Broad category traffic is managed at lower CPCs. This structure prevents high-value budget being consumed by low-value broad queries.
Negative Keyword Management
Our Google Shopping service maintains shared negative keyword lists across all campaign tiers to prevent your budget from serving against irrelevant queries. For Shopping campaigns, negative keywords are the primary lever for controlling which search queries trigger your product ads. We review search term reports weekly to identify and add negatives.
Performance Max Management
Our Google Shopping service configures and manages Performance Max campaigns with correct asset group structure, audience signals, and brand exclusions. PMax requires careful setup to avoid cannibalising your brand search traffic and distorting ROAS reporting. We run PMax alongside standard Shopping campaigns with clear budget and exclusion boundaries between them.
Conversion Tracking and Reporting
Our Google Shopping service implements and audits purchase tracking in GA4 and Google Ads enhanced conversions, ensuring revenue values and product-level data are captured accurately. Accurate conversion value tracking is the prerequisite for Smart Bidding to allocate budget correctly. Monthly reports show ROAS, revenue, CPC and conversion rate by campaign and product category.
Our Process
Our Google Shopping Process
Account and Feed Audit
We begin every Google Shopping service engagement with a full audit of your Merchant Center account: disapproval categories and counts, feed attribute completeness, product title quality against top search queries, GTIN and MPN coverage, and shipping and return policy compliance. For existing campaigns, we audit campaign structure, bidding history, and search term performance simultaneously.
Feed Optimisation
Based on the audit, our Google Shopping service works through product title rewrites, attribute enrichment, GTIN additions, category reclassification, and disapproval resolution. For large catalogues of 500+ SKUs, we prioritise optimisation by revenue contribution: top 20% of products by historical revenue or expected margin are optimised first for immediate ROAS impact.
Campaign Structure Build
Our Google Shopping service builds the campaign structure appropriate for your account size and product range. This typically includes brand-specific campaigns, high-margin product category campaigns, and standard category campaigns, each with appropriate bid strategies, budget allocations, and negative keyword lists. Performance Max campaigns are configured separately with audience signals and asset groups.
Bid Strategy Configuration
Our Google Shopping service sets bid strategies appropriate to the account's data maturity. New accounts without conversion history begin on manual CPC or enhanced CPC to build data. Once 30 to 50 conversions per campaign per month are recorded, we transition to target ROAS smart bidding. We do not apply Smart Bidding to campaigns without sufficient data history as it produces erratic performance.
Negative Keyword and Search Term Management
Our Google Shopping service conducts weekly search term report reviews for all active campaigns. Irrelevant queries are added to the appropriate negative keyword lists immediately. Brand queries are excluded from non-brand campaigns. Competitor brand terms are reviewed and managed. Over time, this process continuously refines which queries trigger your product ads and improves conversion rate.
Monthly Reporting and Optimisation Cycle
Monthly reports from our Google Shopping service cover ROAS by campaign and product group, impression share and lost impression share, top-performing and underperforming products, search term performance, and Merchant Center health status. Each report includes a recommended optimisation priority list for the following month so you can see the strategic direction of the campaign.
Deliverables
What Our Google Shopping Service Delivers
Merchant Center audit and feed fix
Full diagnostic of Merchant Center disapprovals, attribute gaps and feed health issues, with all identified issues resolved before campaigns are launched or optimised.
Product title and description rewrites
Rewritten product titles using attribute-ordered title structure for the top 20% of your catalogue by revenue, optimised for how customers search for your product types.
Campaign architecture and build
Multi-tier Shopping campaign structure (brand, category, and broad) with shared negative keyword lists and bid strategies appropriate to each campaign's query intent level.
Weekly search term review
Weekly review of search terms triggering your Shopping ads with immediate negative keyword additions for irrelevant or low-conversion query patterns.
Conversion tracking audit and setup
GA4 and Google Ads enhanced conversion tracking audit and implementation ensuring purchase events and revenue values are captured accurately for Smart Bidding to function correctly.
Monthly ROAS performance report
Full monthly reporting on ROAS, revenue, CPC, impression share, and conversion rate by campaign and product group, with a prioritised optimisation list for the following month.
Results
Google Shopping Service Results for Australian eCommerce
Melbourne, VIC
Challenge: A Melbourne fashion retailer was spending $12,000 per month on Google Shopping with a ROAS of 1.8x. Their Merchant Center had 34% of products disapproved, product titles were manufacturer descriptions not optimised for search queries, and all products were in a single Shopping campaign with one blanket CPC bid.
Our service work: Our Google Shopping service conducted a full Merchant Center diagnostic, resolving 312 disapproved products across 6 disapproval categories over 3 weeks. We rewrote product titles for 800 SKUs using a gender-material-style-size title structure. We restructured the account into 4 campaigns segmented by margin tier and average order value, with shared negative keyword lists between tiers. Smart bidding (tROAS) was enabled after 30 days of clean conversion data.
Sydney, NSW
Challenge: A Sydney homewares eCommerce store was running Performance Max only, having been told by their previous agency that PMax had replaced Shopping. Their brand traffic ROAS had dropped from 8x to 3.1x. PMax was capturing brand searches and attributing them to Shopping, masking the true performance of non-brand Shopping traffic which was running at 0.8x ROAS.
Our service work: Our Google Shopping service rebuilt the account structure: brand queries into a separate brand search campaign excluded from PMax, standard Shopping campaigns for high-performing product categories, and restructured PMax with correct audience signals and asset groups. Feed was optimised for 1,200 products. A custom label strategy was implemented to separate high-margin products for priority bidding.
Industries and Services
Google Shopping Across All Platforms
Why Us
Why Choose Our Google Shopping
We fix the feed before touching campaigns
Most Shopping agencies optimise bids on top of a broken product feed. Our Google Shopping service begins with Merchant Center diagnostics and product title optimisation because feed quality determines the query pool your products appear in, which is more impactful than any bid adjustment.
We do not apply Smart Bidding without sufficient conversion data
Target ROAS and Target CPA bidding require a minimum of 30 to 50 conversions per campaign per month to perform accurately. Our Google Shopping service stages the transition from manual CPC to Smart Bidding based on account data maturity, avoiding erratic performance from under-trained bid strategies.
We manage PMax with brand exclusions from day one
Performance Max cannibalising brand traffic is one of the most common ways ROAS is overstated in Shopping accounts. Our Google Shopping service implements brand query exclusions from PMax setup and runs a separate brand campaign to control attribution from the start.
Weekly search term management, not monthly
Shopping search term reports accumulate irrelevant and converting queries quickly. Our Google Shopping service reviews search terms every week and adds negatives immediately, rather than waiting for monthly reporting cycles. This prevents weeks of budget waste against irrelevant queries.
We report on true non-brand ROAS, not blended ROAS
Blended ROAS that includes brand attribution inflates apparent performance and masks the true efficiency of non-brand Shopping traffic. Our Google Shopping service separates brand and non-brand performance in reporting so you know exactly what your Shopping investment actually returns.
Our Shopping management integrates with your SEO strategy
Traffic from Google Shopping and organic search cover different stages of the purchase journey. Our Google Shopping service is managed in coordination with your eCommerce SEO service to ensure paid and organic strategies are aligned on category structure, keyword targeting and audience segmentation.
Related Services
Complementary Google Shopping Services
Google Ads Melbourne
Search text campaigns running alongside your Shopping campaigns to capture high-intent queries where Shopping impressions are limited.
eCommerce SEO
Organic category and product page optimisation that reduces your dependence on paid Shopping spend for category-level traffic.
Facebook Ads
Remarketing and prospecting campaigns targeting visitors from your Shopping campaigns who did not convert on first visit.
PPC Services
Broader paid search management across search, display and YouTube to support and amplify your Shopping campaign performance.
Locations
Our Google Shopping Service Across Australia
We manage Google Shopping campaigns for Australian eCommerce businesses in Melbourne, Sydney, Brisbane, Perth, Adelaide and all states. Campaign strategy is tailored to your product categories and Australian market competitive landscape.
Answer Engine Optimisation
Google's Performance Max AI Campaigns Require Quality Feed and Conversion Data to Deliver Results
Performance Max uses Google's AI to automate Shopping placement decisions across Search, Shopping, Display and YouTube. PMax performs best with accurate conversion tracking, a clean product feed with rich attributes and diverse creative assets. We configure the technical inputs PMax depends on and maintain manual Shopping campaigns alongside it to protect performance during algorithm learning phases.
Client Results
eCommerce Stores Improving Shopping ROAS
"Our Shopping ROAS was sitting at 2.1 for eighteen months. The feed audit identified 300 products with missing attributes and poor title structures. After fixing those, ROAS moved to 4.8 within eight weeks without changing bids or budgets."
"We moved from a pure Performance Max structure to a hybrid approach with standard Shopping protecting our top categories. Revenue from Shopping increased 40% in the first quarter while overall ad spend stayed the same."
"Feed disapprovals were blocking 18% of our catalogue from appearing. Once those were resolved and conversion tracking was properly connected to GA4, our impression share jumped and cost per acquisition dropped in the same month."
FAQ
Questions About Our Google Shopping Service
Free Shopping Audit
Get a Free Shopping Audit
Our Google Shopping service audit covers your Merchant Center feed health, disapproval rate, campaign structure efficiency and ROAS attribution accuracy. Most accounts show 2 to 3 structural issues that are suppressing profitability before any budget changes are made.