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Put Your Products in Front
of Shoppers Ready to Buy
Google Shopping ads appear at the exact moment someone searches for what you sell, complete with product image, price, and your store name. We manage Shopping campaigns for Leicester retailers and e-commerce businesses, turning product feeds into profitable revenue channels.
How Google Shopping Works
Unlike standard text ads where you write headlines and descriptions, Google Shopping ads are generated automatically from your product data feed. You upload your product catalogue to Google Merchant Centre, connect it to Google Ads, and Google matches your products to relevant search queries based on your feed data.
This means the quality of your product feed directly determines which searches trigger your ads, how prominently your products appear, and ultimately how much revenue your campaigns generate. A poorly optimised feed wastes budget on irrelevant searches. A well-optimised feed puts your products in front of buyers with genuine purchase intent.
Shopping ads typically deliver higher conversion rates than standard search ads because shoppers can see the product image and price before clicking. They already know what they are getting, which means the traffic is more qualified from the start.
Visual-First Format
Product images, prices, and store names displayed before the click
Higher Purchase Intent
Shoppers searching for specific products are closer to buying
Feed-Driven Ads
Ad content generated from your product data, not manual copywriting
Our Google Shopping Services
From initial Merchant Centre setup to ongoing campaign management, we handle every aspect of your Shopping ads so you can focus on fulfilling orders.
Product Feed Optimisation
Your product feed is the foundation of every Shopping campaign. We optimise titles, descriptions, GTINs, product categories, and custom labels so Google matches your products to the right searches with maximum relevance.
Merchant Centre Setup & Management
We configure your Google Merchant Centre account from scratch or fix existing issues: product disapprovals, policy violations, shipping and tax settings, and feed diagnostics. A healthy Merchant Centre is essential for ad delivery.
Standard Shopping Campaigns
For businesses that want granular control over bids and budgets, we build segmented Standard Shopping campaigns. This lets us set specific bids for product groups based on margin, performance, and priority.
Performance Max Campaigns
Performance Max uses machine learning to serve your products across Google Search, Shopping, Display, YouTube, and Discover from a single campaign. We structure asset groups and audience signals so the algorithm works in your favour.
Competitive Pricing Strategy
Google Shopping is inherently price-competitive. We analyse competitor pricing, implement price benchmarking, and advise on promotional pricing strategies so your products remain competitive without eroding margins.
Reporting & ROAS Tracking
We set up conversion tracking, revenue attribution, and custom dashboards so you can see exactly which products and campaigns are delivering profit. Every decision is backed by data, not guesswork.
Feed Optimisation: The Foundation of Profitable Shopping Ads
Most underperforming Shopping campaigns have a feed problem, not a bidding problem. Here is what we focus on when optimising your product data.
Product Titles
Your product title is the single most important field in your feed. We restructure titles to lead with the most searched terms, including brand, product type, key attributes, and colour or size where relevant. A well-optimised title can double your impression volume.
Product Descriptions
Descriptions support title relevance and help Google understand your product in context. We write descriptions that include secondary keywords, specifications, and use cases without stuffing or filler text.
Product Categories & Types
Correct Google product category mapping ensures your products appear in the right searches. We also use the product_type field to create granular product groupings for better campaign segmentation.
High-Quality Images
Google Shopping is a visual format. We audit your product images for compliance with Merchant Centre requirements, recommend lifestyle versus white-background usage, and ensure images are high resolution across all variants.
Custom Labels
Custom labels let you segment products by margin, seasonality, bestseller status, or clearance. We define a labelling strategy that gives you campaign-level control over bidding and budget allocation.
GTINs & Identifiers
Missing or incorrect GTINs, MPNs, and brand identifiers cause disapprovals and limit your product reach. We audit and correct all product identifiers so every eligible product can serve ads.
How We Manage Your Shopping Campaigns
Profitable Shopping ads require ongoing attention. Here is our process from onboarding through to continuous optimisation.
Audit & Setup
We review your existing Merchant Centre account (or create one), audit your product feed for errors and opportunities, and fix any disapprovals blocking your products from serving.
Feed Optimisation
We restructure product titles, enrich descriptions, correct categorisation, and implement custom labels. This is the single highest-impact step for improving Shopping performance.
Campaign Build
We structure your campaigns with logical product groupings, set appropriate bidding strategies, define negative keywords, and configure audience signals for Performance Max campaigns.
Optimise & Scale
Ongoing bid adjustments, search term analysis, product-level performance reviews, and budget reallocation ensure your campaigns improve month on month. We report on ROAS, revenue, and cost per acquisition.
Results Our Clients See
These are typical results across our managed Google Shopping accounts. Every retailer is different, but these benchmarks reflect what structured feed optimisation and campaign management deliver.
Average ROAS across managed Shopping accounts
Average reduction in cost per acquisition
Typical increase in Shopping impression share
Product approval rate after feed optimisation
Results vary by industry, product catalogue size, and competitive landscape. These figures represent averages across our managed accounts over a 12-month period. We provide transparent reporting so you always know exactly how your campaigns are performing.
Why Leicester Businesses Choose Us for Shopping Ads
Many agencies treat Google Shopping as an afterthought, bolting it onto an existing search campaign without the specialist feed work that makes Shopping profitable. We take a different approach.
Our team understands the technical side of product feeds and Merchant Centre as well as the strategic side of campaign structure and bidding. That combination means your products are not just visible but visible to the right shoppers, at the right price, at the right moment.
Google Shopping Questions
What is Google Shopping and how does it work?
Google Shopping displays product listings with images, prices, and store names directly in search results. When a shopper searches for a product, Google pulls data from your product feed in Merchant Centre and displays relevant items. You pay per click, similar to standard Google Ads, but the ads are generated from your feed data rather than manually written ad copy.
What is Google Merchant Centre and do I need it?
Google Merchant Centre is the platform where you upload and manage your product data feed. It is a requirement for running Shopping ads. Merchant Centre validates your product information, checks for policy compliance, and makes your products available for Shopping campaigns in Google Ads. Without it, you cannot run Shopping ads.
How do you optimise a product feed for better results?
Feed optimisation involves improving product titles with high-search-volume keywords, writing detailed descriptions, assigning correct product categories, ensuring GTINs and brand identifiers are accurate, and adding custom labels for campaign segmentation. We also audit images, pricing data, and availability to reduce disapprovals and improve ad relevance.
What is Performance Max and should I use it instead of Standard Shopping?
Performance Max is a campaign type that serves ads across all Google channels including Shopping, Search, Display, YouTube, and Discover. It uses machine learning to optimise placements and bids. For many retailers it delivers strong results, but it offers less granular control than Standard Shopping. We often recommend running both, using Standard Shopping for your best-performing products and Performance Max to capture broader demand.
How much does Google Shopping management cost?
Our management fees typically start from 500 pounds per month, depending on the size of your product catalogue, number of campaigns, and level of feed optimisation required. This is separate from your ad spend budget. We provide a detailed proposal after reviewing your store and goals so you know exactly what is included.
Related Services
Google Shopping works best alongside a broader paid media and e-commerce strategy. Explore our other services for Leicester businesses:
Related Services
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Professional ecommerce website design for Leicester businesses on WooCommerce and Shopify platforms.
Technologies We Work With
Our Leicester web design team uses cutting-edge tools and platforms to deliver exceptional results
Professional web design Leicester services using industry-leading technologies
Get In Touch
Have a project in mind or just want to discuss how we can help your business? Feel free to reach out to us using the contact form or via phone or email.