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Visibility · E-commerce

Manageable Google Shopping & Performance Max campaigns

A checked Merchant Center feed, a structure tailored to your catalogue and documented value objectives. Performance is measured in your account, with no promised gains or ROAS.

Audit my feed View our case studies
Illustration of a catalogue and its purchase journey.
Connect your products to your campaigns. Editorial illustration.
The 4 pillars

From product feed to campaign management

Clean product feed

Catalogue clean-up, enriched attributes (GTIN, MPN, brand, GPC), and titles and descriptions rewritten for Google Shopping searches.

Retail-ready images

Product images checked against current Merchant Center requirements: an identifiable product, a usable URL, and compatible format and resolution.

Managed Performance Max

Segmentation by margin and catalogue, documented value objectives, and asset groups and audience signals tailored to the available data.

Ongoing optimisation

Merchant Center monitoring, disapproval fixes, title and image testing, followed by reporting by product group.

Our approach

Effective campaign management starts with the feed

The visual guide

Go back to the source before adjusting the campaign

  1. Catalogue

    Available products, variants, prices, stock and images.

  2. Feed

    Attributes and product pages that comply with the specifications.

  3. Diagnostics

    Warnings and disapprovals visible in Merchant Center.

  4. Management

    Segmentation and objectives based on your business data.

Product eligibility and campaign returns are two separate questions.

Merchant Center requires product data and associated pages to meet its specifications. Missing attributes, inconsistencies or non-compliant images can lead to warnings or disapprovals[1].

Before changing Performance Max, we check the source: the feed. Titles, descriptions, identifiers, variants and images are reviewed against the applicable Google rules[3]. The results of this check are visible in Merchant Center diagnostics.

We can then segment Performance Max by margin, category or product life-cycle stage. Value objectives are defined using your business data, then adjusted based on account observations[4]. A structured e-commerce foundation remains essential: explore our approach to e-commerce website development.

Measurement

Metrics we monitor, without universal targets

Decision thresholds are agreed with you based on margins, budget and account data.

Product eligibility
Diagnostics
Source: Merchant Center
Conversion value
Based on your data
Source: Google Ads
Ad delivery
Observed trend
Source: Google Ads
Spend
Within the approved budget
Source: Google Ads
What you get

Concrete deliverables

Full Merchant Center audit: approval rate, errors and warnings, diagnosis of disapproved products and prioritised fixes

Primary feed optimisation: titles, descriptions and required or recommended attributes addressed according to the catalogue and available data

Supplemental feed: transformation rules (sale prices, custom labels, age groups, gender) without changing your ERP or PIM

Performance Max structure: asset groups by product line, audience themes, intent signals and strategic exclusions

Value objectives and budget rules documented from your margins, categories and stock constraints

Looker Studio reporting connected to Merchant Center, Google Ads and GA4, subject to available access and data

Alerts for disapprovals, changes in ad delivery and stock inconsistencies agreed with your team

Handover documentation: Merchant Center runbook, label naming conventions and feed update procedure

Our method

4 steps, with documented findings at each stage

Step 01

Catalogue audit

Feed extraction, Merchant Center error analysis, and diagnosis of titles, images and attributes. Findings are kept separate from assumptions.

Step 02

Feed optimisation

Attribute clean-up, title rewriting and transformation through a supplemental or dynamic feed, depending on your e-commerce stack.

Step 03

Performance Max structure

Segmentation based on catalogue and margins, with asset groups, audience signals and conversion goals tailored to the available data.

Step 04

Ongoing optimisation

Review of budgets, diagnostics and conversion data. Asset testing and reporting with prioritised areas for improvement.

Frequently asked questions

Google Shopping & Performance Max FAQ

Why are our products disapproved in Merchant Center?
The most common causes are mismatched prices between the website and the feed, non-compliant images (watermarks, collages, quality), missing attributes (GTIN, brand), a missing returns policy, or Shopping Ads policy violations. We diagnose each disapproved product and deliver a prioritised remediation plan.
Performance Max or Standard Shopping: which should you choose?
The choice depends on your objectives, available measurement, catalogue and desired level of control. Performance Max provides access to Google's inventory through a goal-based campaign, while other campaign types may remain useful depending on the account. We document the choice instead of presenting one format as universally suitable.
Can you retain control over Performance Max despite Google's AI?
Performance Max automates some bidding and ad delivery. Conversion goals, values, asset groups, permitted first-party data and available settings help steer the campaign. The degree of control depends on the features available in the account.
What should you do with low-margin products or slow-moving stock?
Custom labels can help group products by internal criteria such as margin, stock or life-cycle stage. Budget and promotion decisions are then agreed with the e-commerce team, without a universal return target.
Do you work with Shopify, PrestaShop and WooCommerce?
Yes, we work with the main platforms (Shopify, PrestaShop, WooCommerce, Magento and Lightspeed). If the native feed is not optimal, we integrate feed middleware (Channable, DataFeedWatch or a custom solution) to transform the catalogue without changing the source ERP or PIM.

Sources cited on this page

  1. [1] Google Merchant Center · Product data specification
  2. [2] Google Ads · Getting started with Performance Max
  3. [3] Google Shopping · Image requirements
  4. [4] Google Ads · Conversion value and target ROAS

Official Google sources available directly. They describe platform requirements and features without guaranteeing any level of impressions, cost, conversions or ROAS for a given account.

What does your Shopping feed reveal?

A Merchant Center feed audit, a review of the Performance Max structure and priority areas for improvement.

Request an audit View pricing