Google Shopping ads have no keywords. Google decides which searches your products appear for by reading your product feed, which means a Google Shopping agency that only adjusts bids is working on the smaller half of the problem. Our Google Shopping ads services start with the feed and Merchant Center, then build campaigns that bid more on the products that make you money and less on the ones that do not.
This page covers Shopping and Performance Max for retail. For search campaigns see our Google Ads management, and for a store-wide plan that includes Meta and retargeting see ecommerce PPC. All of it sits under our PPC management services.
Google Shopping Ads Services Our Agency Manages
- Product feed management: titles, descriptions, product types, GTINs, images and custom labels rewritten or mapped so Google matches your products to the right searches.
- Merchant Center setup and health: shipping, returns, tax and business information, item disapprovals, account warnings and suspension appeals.
- Campaign management: Standard Shopping and Performance Max campaigns segmented by margin, price band, bestsellers and new products.
- Free listings and promotions: free product listings turned on and Merchant promotions set up for sales periods.
- Microsoft Shopping: the same optimized feed imported into Microsoft Merchant Center and run through our Microsoft Ads management, so Bing shoppers see your products with little extra setup.
- Reporting by product: which items spend without selling, which sell without enough budget, and what to do about each.
What Are 5 Key Fields to Optimize in a Merchant Center Product Feed?
The five fields that change Shopping results most are the title, google_product_category, the identifiers (gtin, brand and mpn), the main image and the custom labels. Titles and categories decide which searches a product can match, identifiers and images decide whether it shows at all, and custom labels decide how we can bid on it.
Most Shopify and WooCommerce stores send Google whatever the default app pushes: the product name as the title, the full description with theme text, and no custom labels. That feed works, but it leaves search matching and bidding control on the table. Here is what we change.
| Feed attribute | What we do |
|---|---|
| title | Rebuild titles in the order people search, such as brand, product type, key attribute, size or color, so the words shoppers type are near the front. |
| product_type | Map your own category path so we can structure campaigns and reports by it. |
| google_product_category | Set the most specific Google category, which affects which attribute requirements apply. |
| gtin, brand, mpn | Fill real identifiers where products have them. Missing GTINs on branded products limit how often items show. |
| custom_label_0 to custom_label_4 | Tag products by margin band, price band, bestseller status, season and stock depth, so bidding can treat them differently. |
| image_link and additional images | Swap images that break policy, such as promotional overlays, and add lifestyle images as additional images. |
Changes are made through supplemental feeds or a feed tool, so your store's product data does not need to change unless you want it to. Our guide to Google Shopping feed optimization goes through each attribute in more depth.
Standard Shopping vs Performance Max
Many agencies push every catalog into PMax by default. We choose per catalog, and many accounts run both. For PMax structure, asset groups and brand controls in depth, see our Performance Max agency page.
| Standard Shopping | Performance Max | |
|---|---|---|
| Where ads show | Shopping results and the Shopping tab | Shopping plus Search, YouTube, Display, Discover, Gmail and Maps |
| Control | Negative keywords, manual or automated bidding, clear search terms data | Less direct control, steered through asset groups, listing groups, audience signals and exclusions |
| Works best for | Low conversion volume, tight margins, testing new products, catalogs that need query control | Accounts with steady conversion volume, a clean feed and good creative assets |
| Main risk | Manual work and slower scaling | Spend drifting to brand searches or remarketing if exclusions are not set |
How Our Google Shopping Ads Management Works
- Merchant Center and feed audit (week 1). We export the feed, review diagnostics, disapprovals and warnings, and check that prices, availability and shipping match the store. You get a list of feed fixes ranked by the revenue of the products affected.
- Feed fixes and labeling (weeks 1 to 3). We rewrite titles, fill identifiers, map product types and add custom labels for margin and bestsellers. On Shopify stores we also check that variants are sent correctly so each size or color can be matched on its own.
- Campaign structure (weeks 2 to 4). Products are grouped by margin and role: heroes that get budget priority, a long tail that gets controlled bids, and zombies that get no spend until they prove themselves. Brand exclusions and negative keywords keep reporting honest.
- Bidding and budgets (weeks 4 to 8). Target ROAS is set per group based on the margin of the products in it, not one account-wide target. Budgets move toward the groups that return the most profit.
- Ongoing feed and product review (weekly and monthly). Each week we check disapprovals, price and stock mismatches and product-level performance. Each month we refresh titles for weak sellers and update labels as bestsellers and margins change.
Feed changes can take a few days to be reprocessed by Merchant Center and then picked up in auctions, so we judge title and label changes over two to four weeks, not overnight.
Google Shopping Management Deliverables and What Success Means
| Deliverable | What it means for you |
|---|---|
| Feed and Merchant Center audit | Every disapproval, warning and missing attribute, ranked by the revenue of the products affected, with the fix for each. |
| Supplemental feed and title rules | The rules that rewrite titles, fill identifiers and add custom labels, kept in your Merchant Center or Google Sheets so they survive any handover. |
| Custom label map | Which products sit in which margin, price, bestseller and season group, and why. |
| Campaign structure document | Campaigns, listing groups, ROAS target per group and the negative keyword lists that protect them. |
| Product-level report | Products spending without selling, products selling without enough budget, and the action on each, every month. |
Success looks like fewer disapproved items, more of your catalog actually serving, spend concentrated on products that clear their margin target, and new customer revenue reported separately from returning buyers. We do not promise a ROAS figure, because price, competition and stock matter as much as the account.
Merchant Center Suspensions and Disapprovals
Suspensions for misrepresentation, missing policies, price mismatches or unverifiable business details can stop all Shopping ads overnight. We work through the causes on the site itself (contact information, shipping and returns pages, checkout transparency, product claims) and then submit the review request once the evidence is in place. Our article on Merchant Center misrepresentation explains the most common triggers. We cannot promise a reinstatement, since Google makes that decision, but we can make sure the account is as clean as possible before it is reviewed.
Google Shopping Price Comparison and Price Competitiveness
Shopping results put your product next to the same or similar items from other stores, with prices side by side. That makes Google Shopping a price comparison surface, and price affects both how often you win the auction and whether the click turns into a sale. You do not have to be the cheapest, but you need to know where you stand.
Merchant Center's price competitiveness and price insights reports show how your prices compare with other merchants selling the same products. We use them to tag products priced well above the market with a lower bid or a separate campaign, push budget toward products where your price is strong, and flag items where a sale price, a promotion or free shipping would change the picture. Pricing decisions stay with you; we bring the data.
Common Google Shopping Ads Mistakes We Fix
- One "All products" campaign. Every item shares one bid strategy and one target, so bestsellers and low-margin items fight over the same budget.
- Never checking Shopping search terms. Shopping has no keywords, but it still matches searches you do not want. Negative keywords for wrong product types, "free", "used" and competitor names stop the leaks.
- Zombie products. Large parts of a catalog get no impressions because the feed is weak or the bid is spread too thin. Separate campaigns for these items show whether they can sell at all.
- Price and shipping mismatches. A sale price on the site that never reached the feed, or shipping rates that differ from checkout, cause disapprovals and can lead to account warnings.
- Advertising out-of-stock items. Availability that updates once a day lets ads run on sold-out variants. We set more frequent feed fetches or a direct app connection.
Google Shopping Agency vs a Feed App or an In-House Marketer
A feed app such as Simprosys or the Shopify Google and YouTube app gets your products into Merchant Center, but it does not decide titles, labels, bids or budgets. An in-house marketer can run Shopping well if they have time for weekly product-level review and know Merchant Center policy. An agency makes sense when nobody owns the feed and the campaigns together, or when spend has grown past the point where a few hours a month is enough. Often the simplest setup is to keep your feed app and have us manage the rules and campaigns on top of it.
Google Shopping Ads Management for Fashion, Home, Beauty and Parts
Each catalog type has its own feed problems, so the first month of work looks different by category.
- Fashion and apparel: every size and color sent as its own item with item_group_id, color, size, gender and age_group filled, and titles that include fit and material.
- Home and furniture: accurate shipping costs for large items, dimension attributes and lifestyle images, because shoppers compare delivered price.
- Beauty and health: product claims checked against Google's healthcare and restricted content policies before they trigger disapprovals.
- Electronics and auto parts: correct GTIN and MPN for every item and model numbers in titles, since buyers search by exact part.
Google Shopping Feed and Campaign Tools
| Category | Tools |
|---|---|
| Feed and catalog | Google Merchant Center, supplemental feeds in Google Sheets, DataFeedWatch, Channable, Simprosys Google Shopping Feed for Shopify |
| Store connections | Shopify Google and YouTube app, WooCommerce product feed plugins |
| Feed checks | AM Jarvis Merchant Center violation scanner and bulk product editor |
| Campaigns | Google Ads, Google Ads Editor, Google Ads Scripts for product-level alerts |
| Tracking and reporting | Google Tag Manager, GA4, Enhanced Conversions, Looker Studio |
Why Choose 95 Solutions as Your Google Shopping Agency
- We build Merchant Center tools. Mustafa co-builds AM Jarvis, a SaaS suite for Shopify and WooCommerce stores that includes a Google Merchant Center violation scanner and fixer and bulk product editing with preview and undo. Read the AM Jarvis case study for how it was built.
- Retail experience on the client side. Mustafa has been Head of Marketing for a Florida-based resort wear brand since 2016, managing Shopping campaigns for a real catalog with seasonal stock.
- Senior-led strategy. The person who plans your feed and campaign structure is the same person reviewing it every month.
- You own everything. Merchant Center, Google Ads and any supplemental feeds stay in your accounts.
Stores Our Google Shopping Agency Suits
A good fit
- Stores with a catalog of products where Shopping or Performance Max is, or should be, the main paid channel, and that want a Google Shopping ads agency focused on it.
- Stores dealing with Merchant Center disapprovals, warnings or a suspension.
- Brands whose Performance Max reports good ROAS but whose new customer numbers are flat.
Probably not a fit
- Businesses selling services or products Google does not allow in Shopping ads.
- Stores that cannot change product pages, policies or pricing when Merchant Center requires it.
Google Shopping Management Pricing
Google Shopping management is billed as a monthly retainer: a flat fee by ad spend band, with a percentage of spend above the top band. Large feed rebuilds or suspension work can be quoted as a fixed-price project. The minimum term is 3 months, then month to month.
The main cost drivers are catalog size and condition, the number of countries and Merchant Center accounts, whether you run Standard Shopping, Performance Max or both, and whether the account is suspended or carrying many disapprovals when we start. A clean feed of a few hundred products in one country is a lighter job than thousands of variants across several markets.
Management fee only. Ad spend is paid by the client directly to Google or Microsoft and never passes through us.
Launch
$650 /month
Flat fee. For ad spend up to $5,000 a month
- Google Ads (Search, Shopping or Performance Max)
- Up to 5 active campaigns
- Conversion tracking check and fixes
- Weekly bid, budget and search term work
- Ad copy testing
- Monthly report and 30-minute call
- Minimum term
- 3 months, then month to month (30 days notice)
- Setup
- $450 account build or restructure, waived on a 6-month term
Growth
$1,100 /month
Flat fee. For ad spend $5,000 to $15,000 a month
- Google Ads plus Microsoft Ads
- Up to 12 active campaigns
- Shopping feed optimization
- Landing page recommendations each month
- Enhanced conversions and offline conversion import
- Bi-weekly calls and a live dashboard
- Minimum term
- 3 months, then month to month (30 days notice)
- Setup
- $450, waived on a 6-month term
Scale
10% of ad spend
10% of monthly ad spend, minimum $1,500. For spend above $15,000
- All Google and Microsoft campaign types
- Unlimited campaigns
- Feed management and custom labels
- Creative testing for Demand Gen and YouTube
- Weekly calls, Slack and quarterly planning
- Minimum term
- 3 months, then month to month (30 days notice)
- Add-on
- Minimum fee $1,500 a month
All prices in USD. Ad spend is paid by you directly to the ad platform. Need something different? Ask for a custom quote.
Have a large catalog or several Merchant Center accounts? Contact us for a custom quote.
Next Step: A Free Google Shopping Feed and Account Review
Ask for a free audit and share read access to Merchant Center and Google Ads, or send your store URL and rough spend. We reply within one business day, book a short call about your catalog and margins, and then send a written scope: the feed and account problems we found, what we would fix first and which plan fits. If your account is suspended, tell us in the first message so we can look at that first.