Google Ads run against margin, not ROAS.

The feed is the campaign

In Shopping and Performance Max, your product feed does most of the targeting work. Titles, attributes, categories, images and custom labels determine which queries you appear for far more than bid adjustments do. Most underperforming accounts have a neglected feed and an over-managed bidding strategy.

So we start there: feed quality, attribute completeness, custom labels for margin and stock tiers, and exclusion rules for products that cannot be sold profitably.

Then structure: brand and non-brand separated so nobody claims credit for demand you already had, PMax segmented by margin tier rather than dumped into one asset group, and search campaigns targeting genuinely incremental commercial intent.

What we manage

• Product feed engineeringTitle structure, attribute completeness, GTIN and category accuracy, image rules, and custom labels for margin, stock and seasonality.
• Shopping & Performance MaxSegmented by margin tier and product priority, with asset groups and audience signals built deliberately rather than left to defaults.
• Search campaignsNon-brand commercial intent, competitor terms where sensible, and brand defence reported separately from acquisition.
• Profit-aware biddingTarget values derived from contribution margin by category, not one blanket ROAS goal across a mixed catalogue.
• Exclusions & negativesUnprofitable products, out-of-stock lines, irrelevant queries and returns-heavy variants excluded actively.
• MeasurementConversion values corrected for returns and COD failure, plus incrementality checks on brand and remarketing spend.