Many online retailers feel the frustration of pouring money into Google Shopping or Performance Max campaigns without seeing proportional results. Often, the culprit is a lack of strategy and granularity – one big campaign with thousands of products and a generic bid strategy leads to wasted spend on unprofitable items. We understand these pain points. Our approach is to take the guesswork (and wasted budget) out of Google Ads by combining sharp marketing strategy, deep analytics insight, and technical automation.
Challenges
The challenges with Google Shopping & PMAX campaigns
ECommerce brands often struggle to maximise Google Shopping and Performance Max (PMAX) campaigns due to several common pitfalls:
- Lack of product segmentation: Many brands run Shopping campaigns with all products lumped into one campaign, making it difficult to optimise for performance differences between products.
- Inefficient bid management: A uniform bidding strategy often leads to overspending on unprofitable clicks or underspending on high-potential products.
- Poor budget allocation: Without a structured approach, top-selling products may be budget-constrained while low performers consume too much ad spend.
- Limited search query control in PMAX: Since PMAX offers less granular search term control than standard Shopping campaigns, irrelevant queries can lead to wasted spend.
Optimisation
Our optimisation approach: Scripts, Automation & Strategic Structuring
We use a combination of smart scripts, automation, and strategic campaign structuring to optimise Google Shopping and PMAX campaigns for eCommerce brands. Our in-house Tech team has the expertise to develop custom scripts from scratch or modify existing ones to fit specific business needs.
Shopping feed optimisation
A strong shopping feed is key to getting the best results from Shopping and PMAX campaigns. We use advanced tools to continuously refine product feeds, making sure they include high-quality data. This means optimizing titles, descriptions, and attributes to improve rankings, automatically removing out-of-stock or low-performing products, and organizing items in a way that matches Google’s system for better visibility.
Automated product segmentation
We use automation to categorise products based on their performance, making it easier to manage budgets and bidding strategies effectively. Using scripts like Flowboost Labelizer, products are dynamically sorted into groups—high, medium, and low performers. This allows us to allocate more budget and higher bids to top-performing products, while lower-performing ones are tested separately or given limited spending.
Automated bid & budget adjustments
We automate bid and budget adjustments to make sure spending is distributed efficiently. Using scripts, we dynamically update bids and budgets based on product performance, ensuring top-performing products receive priority. Dedicated budgets are assigned to different campaign segments, and we continuously test strategies like Target ROAS and Max Conversion Value to find the most effective approach.
Negative keyword automation
To improve efficiency in PMAX campaigns, we use automation to manage negative keywords. Our scripts track search terms that drive clicks but don’t lead to conversions, automatically adding them to a negative keyword list. This helps reduce wasted spend and continuously optimises performance without requiring manual adjustments.
Weather & Sales correlation
For seasonal businesses, our team integrates weather-based analysis to optimise campaigns dynamically. Using historical sales data and weather correlation insights, we identify how different weather conditions impact demand for specific products. Based on these findings, we deploy custom scripts that adjust bids and budgets in real time, ensuring optimal spend allocation during peak sales periods influenced by external factors.
Data-driven
Data-driven decision-making & scaling
We ensure all campaign optimisations are backed by robust data. Our approach includes:
- Tracking unification: Ensuring accurate and clean conversion tracking through Google Tag Manager and analytics platforms.
- Incremental scaling: Once campaigns reach efficiency goals, we scale budgets strategically to increase volume without sacrificing profitability.
- Performance dashboards: We provide easy-to-interpret reports, allowing clients to understand campaign success at a glance.
Case study
Vivara case study: International eCommerce growth
One of our success stories illustrates the impact of our strategy. Vivara, a leading wildlife products retailer, partnered with us to improve their Google Shopping and PMAX performance across multiple European markets. Our efforts led to:
- +99% increase in net revenue from Shopping campaigns
- +43% uplift in total e-commerce revenue year-over-year
- +72% growth in impressions
By using automated product segmentation, bidding scripts, query optimisation, feed optimisation with tools like Channable, and weather-based performance adjustments, we significantly improved efficiency while scaling across multiple regions.
Implementation
Phased implementation: From data unification to continuous scaling
We approach each client engagement with a structured, phased roadmap:
- Data unification & tracking setup: Ensuring tracking accuracy and integrating eCommerce and analytics data.
- Campaign restructuring & segmentation: Implementing performance-based product categorization and adjusting budgets accordingly.
- Automation & optimisation: Deploying scripts for bid adjustments, budget management, negative keyword automation, and feed management.
- Continuous scaling & testing: Expanding campaigns strategically while continuously refining performance based on data insights.
Work with us
Why work with us?
We bring together marketing expertise, analytics insights, and technical automation to build a scalable, high-performing Google Ads strategy for eCommerce brands. Our in-house tech team has the skills to create custom scripts from scratch or adjust existing ones to optimise performance based on business needs. Whether you’re looking to reduce wasted spend or scale profitably, our approach ensures your ad budget works harder for you.
Let’s talk – Contact us to see how we can transform your ecommerce growth.
