Search, Shopping and Performance Max managed together, built on a clean product feed instead of a bigger budget.
Free feed and account audit on the first call
Google Shopping does not have keywords. It reads your product feed and decides what you are relevant for. If your titles are written for your website rather than for search, you are bidding on the wrong queries and paying for it every single day.
Titles written for the product page. Missing attributes, no GTINs, one campaign covering every margin tier. Google guesses, and the guesses are expensive.
Titles written the way people search, full attributes, disapprovals cleared, and campaigns split so high-margin products can be bid on differently from low-margin ones.
Google rewards structure and data quality far more than it rewards clever bidding. That is where we spend the time.
Titles rewritten to match how people actually search, not how your brand names things. Full attribute coverage, GTINs, product types and custom labels that let us bid by margin tier rather than treating every SKU as equal.
Clearing disapprovals, fixing price and availability mismatches between feed and store, and getting the policy, shipping and returns pages Google expects in place. A suspended account beats no account, but a clean one beats both.
Campaigns split by margin, brand and intent so budget goes where the profit is. Best-sellers get their own treatment instead of competing for budget with the long tail of products nobody searches for.
Branded and non-branded separated so branded conversions stop flattering your non-branded performance. Regular search term mining to add negatives and promote what converts into its own campaign.
Asset group segmentation, brand exclusions so PMax stops eating traffic you already own, and reporting scripts that surface the placement and search data the interface hides. Control, not blind trust.
Google, Meta and Shopify reconciled against each other so you are not counting the same sale twice. We manage to blended MER and contribution margin, not to whichever platform reports the friendliest ROAS.
Category and competition move these considerably. These bands cover most DTC brands spending between $3K and $60K a month on Google.
| Metric | Typical DTC range | What we target |
|---|---|---|
| Shopping ROAS | 2.5–4.0x | 5.0x+ |
| Branded search ROAS | 8–15x | Tested for incrementality |
| Non-branded search ROAS | 1.5–2.5x | 3.0x+ |
| Search impression share | 20–45% | 60%+ |
| Feed disapproval rate | 5–15% of SKUs | 0% |
| Cost per click (Shopping) | $0.40–$1.60 | Down 20% |
| PMax share of total spend | Often 80%+ | Under 50% |
Brand names withheld under NDA. Figures from Google Ads reconciled against Shopify Analytics.
Bid tweaking is the last thing that matters on Google and the first thing most agencies sell. We work in the order that actually changes results.
We work as performance-based growth partners rather than charging a percentage of ad spend, which would reward us for spending more of your money. Exact numbers depend on catalogue size, margins and current spend, and you will get a specific figure on the first call.
Feed rebuild, Merchant Center cleanup, tracking verification and account restructure. Priced against the state of your feed, because a 50-SKU catalogue is not a 5,000-SKU catalogue.
Most of what we earn is tied to the revenue we generate rather than a flat monthly fee. Our incentive is your contribution margin, not your ad spend.
No annual lock-in. Rolling monthly with notice. If Google is not the right channel for your margins we will tell you rather than keep billing.
What Shopify brands ask us most about Google.
For most Shopify brands the answer is Shopping first, because it captures people who already know what they want and are comparing options. Branded Search comes next as cheap defensive coverage. Performance Max works once you have conversion volume and a clean feed, but it absorbs budget and hides where the money went, so we do not start there.
Largely, yes, and that is the honest answer. You cannot see search terms properly, placements are opaque, and it will happily eat your branded traffic and take credit for it. We manage that with asset group segmentation, brand exclusions, feed-only campaigns for control, and scripts that surface what the interface will not. PMax can work well. It just should not be your only campaign.
It is the single highest-leverage thing in most Google accounts and the most neglected. Your product titles, types, attributes and image quality decide which searches you show for. We rewrite titles to match search language, fix Merchant Center disapprovals, add missing GTINs and attributes, and structure the feed so you can bid differently on different margin tiers.
Branded search partly does, and anyone who tells you otherwise is selling. The question is whether the incremental conversions justify the spend, and that is testable. We run branded holdout tests rather than assuming, and if branded search is not earning its place we will tell you to cut it.
Shopping can start meaningfully lower than Meta because intent is higher, often from around $2,000 to $3,000 a month for a focused catalogue. Performance Max realistically needs more, because it needs conversion volume to learn. Highly competitive categories with expensive clicks need more again.
Yes. Most suspensions come from misrepresentation flags, missing policy pages, price or availability mismatches between feed and site, or unclear shipping and returns information. We diagnose the actual cause, fix the underlying issue on the store, then file the appeal. We will be straight with you about the odds before starting.
Meta creates demand, Google captures it. When Meta is running well you will usually see branded and non-branded search volume rise, which is exactly what should happen. We look at blended MER across both rather than letting each platform claim the same conversion twice.
Google captures demand rather than creating it. Which means what happens on Meta and TikTok decides how much there is for Google to catch, and CRO decides what each click is worth.
Give us access on the first call and we will show you what your product feed is costing you. Most brands are surprised by how much of their Google spend is going to queries they would never bid on.
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