Scale Google Ads for E-commerce
Google is where high-intent shoppers decide — if your feed and account let them. Scale search and Shopping on margin-aware targets, not revenue vanity.
Why it keeps happening
This isn’t one bug — it’s usually a stack of small leaks. These are the culprits we find most often:
- Feed quality decides Shopping — thin titles, missing attributes, poor images
- Keyword cannibalization and budget leaks across duplicate campaigns
- PMax treated as set-and-forget instead of a managed audience system
- Targets set on revenue, not real margin per product
Metrics that matter
ROAS by product group, Impression share, Wasted spend (n-gram), CPA by intent bucket. Definitions live in the glossary — no jargon, no hand-waving.
How we fix it, step by step
Fix the feed first
Titles, categories, images, availability — the feed is the ad. Shopping wins or loses here before any bid.
Clean account structure
Kill cannibalization, add negatives at scale, separate brand/non-brand and match intent to structure.
Manage PMax like a channel
Asset groups per product type, exclusions and regular creative refresh — not a black box left alone.
Bid on margin-aware ROAS
Per-product targets that respect AOV and margin; let search pursue intent, let Shopping capture it.
Report on SKU-level truth
ROAS, share and wasted spend per category — scale the profitable, starve the vanity.
Services in this playbook
This playbook in the field
Related fixes
Fix It With Data, Not Hope
Get an honest audit of the exact leak behind your problem — no obligation, no jargon.