Product-led Google Shopping and PMax for your online store.
Merchant Center, product feed optimisation, Shopping campaigns and Performance Max: the Google channels that link product searches directly to sales.
E-Commerce + Google Shopping: common problems
- Google Shopping is not set up, so our prices do not appear on Google
- We use PMax but cannot see where the spend goes
- Our product feed is wrong and products were disapproved
E-Commerce + Google Shopping: why it works differently
In Shopping campaigns, it is the product data that does the talking, not the ad copy. Google matches the user's search against the title, category, brand and attribute fields in the feed; if these fields are incomplete or careless, the product either does not appear at all or shows up for irrelevant searches. A common problem with Turkish-language catalogues is that titles are written with the store's internal abbreviations, while users search for a product by brand, model and attributes. So the first part of the job is not building campaigns but making the catalogue readable for Google. Once the feed is fixed, the effect of bid and budget settings becomes visible too; optimisation done before that is little more than spending money on the wrong matches. That is why, at the start of the work, the catalogue is reviewed through a sample; missing brand, product code and category fields are listed and corrected in the store software.
The second stage is Merchant Center approval. Price and stock information must match between the site and the feed, shipping and returns terms must be defined in the account, and the information on the product page must not contradict the feed. When one of these conditions breaks, products are suspended one by one or in bulk, and the campaign quietly shrinks. Most of the problems are not technical but operational: a price is updated on the site but not reflected in the feed, or during a campaign a discount appears on only one side. That is why how often the feed is updated, and monitoring of error reports, are set up as routine work, just like the campaign settings. The list of suspended products is pulled regularly and the reasons are grouped; if the same error keeps recurring, the solution lies not in the campaign but where the product data is produced.
The third stage is how the budget is spread. When the whole catalogue is placed in a single asset group, the automated system concentrates on the few products that already sell; new products and lines you want to clear from stock are left behind. That is why asset groups are split by margin, category and stock level, and brand searches are tracked separately. On the measurement side, ROAS, that is, revenue divided by ad spend, is not enough on its own; a campaign that looks good when the return rate and product margin are left out can give a different result on profitability. Reporting is set up to bring this information side by side. Stock levels go into the same table; continuing to spend on a product that is about to sell out produces cancelled orders, not sales.
E-Commerce + Google Shopping: what the package delivers
Scope in writing, process step by step, results reported. The fee depends on scope, number of channels and, for ads, the ad budget; a written proposal follows the first call.
- 01 Google Merchant Center set-up and approval process
- 02 Product feed optimisation (title, attributes, category)
- 03 Standard Shopping campaigns
- 04 Performance Max (segmented asset groups)
- 05 Conversion tracking and ROAS monitoring
| Scope item | What it is for |
|---|---|
| Google Merchant Center set-up and approval process | Covers opening the account, verifying the site and domain, defining shipping and returns policies and clearing the first approval hurdles. Products cannot go live until this step is complete. |
| Product feed optimisation (title, attributes, category) | Makes sure titles are written the way users search and that category and attribute fields are filled in. Because match quality comes from these fields, the rate of irrelevant clicks falls. |
| Standard Shopping campaigns | Gives bid and negative keyword control at product level; automation is left to the Performance Max campaign in the separate item, so the contribution of each structure is measured separately. |
| Performance Max (segmented asset groups) | Uses inventory beyond search as well. When asset groups are split by margin, category and stock level, the budget is kept from piling up on a single cluster of products. |
| Conversion tracking and ROAS monitoring | Makes sure sales are correctly linked to the campaign. ROAS is tracked as revenue divided by ad spend; decisions are weighed together with the return rate and product margin. |
The tools behind the E-Commerce + Google Shopping package
| Platform | Its role in this package |
|---|---|
| Google Ads (Shopping/PMax) | The account where campaigns are built and budget and bid decisions are made; product groups are segmented and tracked separately here. |
| Google Merchant Center | Where product data is gathered and passes the policy review; approval and suspension statuses are monitored here. |
| Shopify/WooCommerce feed connection | Transfers the catalogue automatically from the store software; price and stock changes are reflected in the feed without manual intervention. |
| GA4 + Enhanced Conversions | Collects sales and behaviour data and strengthens conversion matching; channels are compared on the same measurement. |
E-Commerce + Google Shopping: frequently asked questions
How long does Google Shopping set-up take?
Merchant Center account, feed connection and product approval usually take from a few days to a few weeks, depending on the number of products and how many feed errors there are. Shopping campaigns go live after that.
PMax or Shopping?
Shopping = product searches. PMax = the whole Google inventory (Search + Shopping + Display + YouTube + Maps). For e-commerce the two are combined.
Why do product feeds get disapproved?
Most often: missing GTIN/MPN, low image quality, descriptions that look like spam, restricted product categories (alcohol, medicines). We spot and fix most of it in advance.
What is an asset group?
The structure in Performance Max that lets you attach different creative and audience signals to product groups. Splitting by category makes it easier to see which product group the budget works for.
What are Google Shopping ads?
Google Shopping ads are an ad format shown in search results with the product's image, price and store name, working from product data rather than text. Google matches the user's search with the title, category, brand and attribute fields of the product feed in Merchant Center. That is why in this package we start not by building campaigns but by making the catalogue readable for Google.
How do you run Google Shopping ads?
To run Google Shopping ads, you first open a Google Merchant Center account, verify the site, define shipping and returns policies and connect the product feed; once the products are approved, a Shopping or Performance Max campaign is set up in Google Ads. In stores using Shopify or WooCommerce the feed is transferred automatically, and price and stock changes are reflected in the feed without manual intervention. After launch, suspended products and feed error reports are monitored regularly.
What determines the cost?
The service fee depends on the number of products, how much the feed needs fixing, and the number of campaigns and product groups. Ad spend is paid to Google separately; we share a recommended budget range based on your product margins in a written proposal.
What do you need from us?
Access to Google Ads, Merchant Center and GA4, admin access to your store platform for the feed connection, shipping and returns policies published on your site, and GTIN or manufacturer part numbers for your products.
Book a free 30-minute initial call
We look at where things stand today for this package and give you three concrete recommendations. The first 30-minute call is free; the scope of an on-site discovery, and its fee if any, is agreed in writing during that call.