Performance Max and Shopping, run by people who sell online
For most stores, Google is where buyers who already want the product go looking. The job is to show up for them at a sensible cost, without paying again for people who were coming anyway. We run Performance Max, Shopping and Search with that in mind.
Where store accounts lose money on Google
Performance Max is powerful and opaque. Left alone, it can lean on branded searches and retargeting, report a strong return, and add very little new revenue. Shopping campaigns can spend most of the budget on a few products while the rest of the catalogue sits idle.
Bid strategy is the other common leak. Maximise conversions, maximise conversion value and target ROAS each suit a different stage. Picking the wrong one, or setting the target too tight, starves a campaign. Setting it too loose buys revenue at a loss.
What we do in your Google Ads account
Performance Max
Asset groups split by product type or margin, brand terms handled deliberately, and search themes and audience signals set with care.
Shopping and the feed
Titles, product types and custom labels tidied in Merchant Center, so the right products get the right budget.
Search
Brand and high-intent non-brand campaigns, with negative keywords kept up to date.
Bid strategy
Maximise conversions, maximise conversion value or target ROAS, chosen for each campaign's data and margin.
Conversion tracking
Purchases, values and enhanced conversions checked against your store, so smart bidding learns from real orders.
YouTube and video assets
Video assets for Performance Max and YouTube made from your footage, so Google does not build its own.
Choosing a bid strategy
| When it fits | What to watch | |
|---|---|---|
| Maximise conversions | New campaigns or products with similar prices | Can chase cheap orders and ignore basket size |
| Maximise conversion value | Mixed catalogue once purchase values track correctly | Spend can rise fast; set a budget you are happy to use |
| Target ROAS | Steady campaigns with plenty of conversion history | Too tight a target cuts volume sharply |
| Manual CPC | Very small budgets or tight control on a few terms | More hands-on work; less use of Google's signals |
These are Google Ads' own bid strategies. We pick and tune them; we do not use separate bidding software.
Questions, answered.
Should Performance Max replace Shopping?
Not always. Many stores do best with Performance Max for most of the catalogue and a standard Shopping campaign for products that need closer control. The audit will tell us which fits you.
Do you work with Shopify and WooCommerce stores?
Yes. Both connect to Google Merchant Center, and our app also connects to Shopify, WooCommerce and Google Ads.
Do you make the Google ads too?
Yes. Image and video assets for Performance Max and YouTube come from our creative team, using your own footage.