Products fail review
The feed price does not match the site price — the most common reason for rejection.
Google Shopping
Google Shopping starts with the feed.
Product ads show a photo, a price and the shop name — which is exactly why they work. All of that comes from the feed, and if the feed is put together carelessly, half the catalogue never clears review.
We handle both the feed and the campaigns — splitting those between vendors rarely pays off.
Shopping has no keywords: the system decides for itself which query to show a product on, based on the feed data. Titles, categories, attributes and prices are therefore the targeting settings.
Where it breaks
Products rejected, budget idle.
Merchant Center rejects items over price mismatches, a missing GTIN or policy violations. The campaign runs on 30% of the catalogue, bids go to cheap zero-margin products, and the report shows an average across the whole shop.
Thin data
Without attributes and categories the system cannot tell who should see a product.
One campaign for everything
You cannot see which categories earn and which merely spend.
Scope of work
What is included in the service.
01
Feed audit or build
Titles, descriptions, Google categories, GTIN and brand, availability, price, images, sizes and colours.
02
Merchant Center
Domain verification, shipping and tax setup, working through rejections.
03
Site requirements
Visible price, availability, return and shipping terms — review will not pass without them.
04
Campaign structure
Split by category, margin or priority, so bidding can be managed with intent.
05
Exclusions
We remove out-of-stock items, zero-margin products and irrelevant queries from serving.
06
Performance Max with products
Product groups, audience signals and controls so the campaign does not eat your brand traffic.
07
Catalogue remarketing
Dynamic ads for people who already viewed specific products.
08
Analytics
Ecommerce tracking in GA4 and reports broken down by category and product.
Our approach
A proven path to the result.
- 01 Shop review We look at the catalogue, prices, availability and whether the site meets Google’s requirements.
- 02 Feed We build or repair the export and set up automatic updates.
- 03 Merchant Center We get through review and clear item-level rejections.
- 04 Launch Campaign structure, bids, exclusions, budget caps.
- 05 Optimisation We move budget towards what produces orders at an acceptable cost.
Numbers
How we measure the result.
Feed
Share of active products in Merchant Center
ROAS
Return on ad spend by category
CPC
Cost per click across product groups
CR
Click-to-order conversion rate
FAQ
Questions we get asked most often.
It is the Google service you upload information about your products into — the feed. Merchant Center checks that data against its requirements and passes it to the ad campaigns. Without it, Shopping ads cannot run at all.
A file or dynamic export listing your products and their attributes: title, description, price, availability, link, image, category, brand, identifier. Google builds the ads from this data and decides who to show them to.
The most common reasons: the feed price does not match the site, GTIN or brand is missing, the item is unavailable, shipping and return terms are not visible on the site, or the product category is restricted. Each reason is visible in Merchant Center and fixed separately.
For branded products, effectively yes — without it you get far fewer impressions. For own-manufactured goods it is not required: the feed carries a flag stating that no identifier exists.
In search ads you choose keywords and write the ad copy. In Shopping the ad is generated automatically from the feed and the system picks the queries itself. The main work is therefore not in bidding but in the quality of your product data.
No. You need a site with a catalogue, prices, a cart and published shipping and return terms. If there is no store, development comes first.
Services
What we can help with.
Let's talk
Describe the task — we will tell you how to solve it.
Even if you do not end up needing our services. One conversation, after which you have a clear next step.