Google Shopping Campaign Management UK
Turn your product catalogue into a profitable advertising channel with expert Shopping campaign management
Average ROAS
Revenue Increase
Shopping Clients
Why Google Shopping Matters for E-commerce
Google Shopping campaigns deliver the highest ROAS of any Google Ads campaign type for product-based businesses. Why? Because shoppers who click Shopping ads are already comparing products—they’re further down the buying funnel than Search traffic.
The challenge: Most businesses treat Shopping campaigns as “set and forget”—upload a product feed, set a budget, and hope for the best. This wastes 30-50% of budget on underperforming products while missing opportunities to scale winners. Expert Shopping management requires feed optimisation, strategic bidding, competitive analysis, and continuous refinement.
I’ve managed Google Shopping campaigns for UK e-commerce businesses since 2010. From luxury retail to home goods to seasonal products, I know what works across industries and catalogue sizes (100 SKUs to 50,000+).
My Shopping Campaign Approach
📦 Product Feed Optimisation
Your product feed is 70% of Shopping campaign success. Poor feed quality = low impression share and wasted budget.
What I optimise:
- Product titles: Front-load keywords shoppers search for, not internal product names
- Descriptions: Rich, keyword-optimised descriptions that convert clicks to sales
- Image quality: High-resolution images with proper aspect ratios and backgrounds
- Product types: Accurate categorisation for better targeting and reporting
- Custom labels: Margin-based labels (high/medium/low) for profitability-aware bidding
- GTIN/MPN: Proper product identifiers for competitive price comparisons
Result: 30-60% impression share increase without budget increase. Your products show more often because Google understands what you’re selling.
🎯 Campaign Structure Strategy
Generic “all products” campaigns waste budget on low performers. Strategic segmentation allows tailored bidding and budget allocation.
How I segment:
- By margin profile: High-margin products get aggressive ROAS targets; low-margin products bid conservatively
- By product category: Different categories have different conversion rates and competitive dynamics
- By performance tier: Proven winners vs new products vs underperformers get different strategies
- By seasonality: Seasonal products scaled during peak demand, paused off-season
Result: Budget flows to profitable products automatically. No more “equal spending across everything.”
💰 Bidding Strategy & ROAS Targets
One-size-fits-all bidding leaves money on the table. Different products justify different acquisition costs.
My bidding approach:
- Margin-aware targets: High-margin products tolerate higher CPCs; low-margin products need strict control
- Competitive positioning: Bid aggressively where you have advantages (unique products, better prices)
- Inventory-aware bidding: Reduce bids on low-stock products to avoid stockouts from advertising
- Seasonal adjustments: Dynamic ROAS targets based on demand patterns and business priorities
Result: Profitability optimised across your entire catalogue, not just average ROAS.
🔍 Search Query Analysis
Shopping campaigns show for search queries, just like Search campaigns. Analysing these queries reveals opportunities and waste.
What I analyse weekly:
- High-spend, low-ROAS queries: Add as negatives to stop waste
- Irrelevant matches: Prevent products showing for wrong searches
- Competitor brand terms: Decide whether to compete or exclude
- High-intent queries: Identify search terms to add to Search campaigns
Result: 20-35% reduction in wasted spend on irrelevant traffic.
📊 Competitive Benchmarking
Shopping is a competitive auction. Understanding competitor strategy informs your own.
What I monitor:
- Price competitiveness: Where your prices sit vs market (Google’s Competitive Visibility report)
- Impression share: How often you appear vs competitors for key products
- Overlap rate: Which competitors you compete against most frequently
- Position above rate: How often you outrank competitors
Result: Data-driven decisions on pricing, bidding, and competitive positioning.
🛒 Merchant Centre Quality Management
Disapprovals and policy violations kill Shopping performance. Proactive monitoring prevents issues before they impact campaigns.
What I monitor daily:
- Product disapprovals: Immediate resolution of policy violations
- Feed errors: Missing attributes, incorrect values, formatting issues
- Account warnings: Policy warnings that could lead to suspension
- Product quality scores: Google’s assessment of feed quality
Result: Zero surprise disapprovals. Issues resolved within 24 hours.
Shopping Campaign Success Stories
Home Decor Retailer: 420% ROAS
Challenge: 8,000+ SKU catalogue with varying margins and seasonality. Previous agency treated all products equally, wasting budget on low-margin items.
Solution:
- Segmented into 6 campaigns by product category and margin profile
- Optimised product titles for top 500 products (40% of revenue)
- Implemented custom labels for margin-based bidding
- Added 2,000+ negative keywords based on search query analysis
Results:
- 420% ROAS (vs 280% before optimisation)
- 55% revenue increase at same budget
- Impression share increased from 35% to 68%
- Top 100 products scaled profitably to 60% of total spend
Fashion Retailer: Seasonal Scaling
Challenge: Highly seasonal demand (summer/winter peaks) required rapid budget scaling without sacrificing profitability.
Solution:
- Dynamic budget allocation based on ROAS performance and stock levels
- Separate campaigns for seasonal vs year-round products
- Automated bidding adjustments during sale periods
- Inventory-aware bidding to prevent stockouts
Results:
- 380% ROAS maintained during 3x budget scaling
- Zero stockouts from over-advertising
- 45% year-over-year revenue growth
- Successfully launched 200+ new products with profitable ROAS from day one
Luxury Goods: Quality Over Volume
Challenge: High AOV (£500+) products with long consideration cycles. Needed qualified traffic, not cheap clicks.
Solution:
- Premium product feed with detailed descriptions and lifestyle images
- Aggressive bidding for high-intent queries, excluding bargain hunters
- Audience targeting using first-party customer data
- Competitive exclusions to avoid price-comparison shoppers
Results:
- 350% ROAS with £750 average order value
- 28% conversion rate (vs 12% from generic Shopping approach)
- 40% reduction in CPA while maintaining volume
- Successfully positioned against luxury competitors without price wars
Shopping Management Packages
Starter – £800/month
£800/month
For businesses with up to 500 products and £5,000/month ad spend
- Product feed optimisation (titles, descriptions)
- 1-3 Shopping campaigns
- Monthly search query review & negative keywords
- Merchant Centre monitoring & issue resolution
- Monthly performance reports
- Email support
Professional – £1,500/month
£1,500/month
⭐ Most Popular
For businesses with 500-5,000 products and £5,000-£20,000/month ad spend
- Everything in Starter, plus:
- Advanced feed optimisation with custom labels
- 4-8 Shopping campaigns with strategic segmentation
- Weekly search query analysis
- Competitive benchmarking & auction insights
- Margin-based bidding strategy
- Inventory-aware optimisations
- Bi-weekly optimisation calls
- Priority phone/email support
Enterprise – £3,000+/month
£3,000+/month
For businesses with 5,000+ products and £20,000+/month ad spend
- Everything in Professional, plus:
- Unlimited campaigns & custom segmentation
- Daily feed optimisation & monitoring
- Advanced automation for bidding & budgets
- Multi-channel attribution (Shopping + Search + Display)
- Seasonal strategy development
- Custom reporting dashboard
- Weekly strategy calls
- 24/7 priority support
Frequently Asked Questions
✓ What’s the difference between Shopping and Performance Max?
Standard Shopping campaigns show only on Google Shopping and Search. Performance Max uses your product feed to show across all Google channels (Shopping, Search, Display, YouTube, Gmail, Discover). Standard Shopping gives more control; Performance Max gives more reach. I often recommend both: Shopping for control over key products, Performance Max for incremental reach.
✓ How many products do I need to run Shopping campaigns?
Minimum 5-10 products, but Shopping works better with larger catalogues (100+). Small catalogues benefit more from Search campaigns targeting specific product keywords. That said, even small catalogues with high-intent products (luxury goods, specialist equipment) can achieve strong ROAS with Shopping.
✓ Do I need perfect product data to start?
No, but better data = better results. I can work with basic product feeds and improve them over time. Priority order: (1) get campaigns live with acceptable feed quality, (2) optimise top products first, (3) gradually improve entire catalogue. Don’t wait for perfection—start and optimise iteratively.
✓ How do you handle out-of-stock products?
Three-layered approach: (1) Product feed should mark products as “out of stock” (Google won’t show them), (2) automated inventory monitoring pauses campaigns for products below reorder threshold, (3) bid reductions for low-stock items to preserve inventory for organic traffic. No customer ever sees an out-of-stock product advertised.
✓ What if my prices aren’t competitive?
You don’t need the lowest price to succeed. Shopping ads include product images, ratings, and shipping info—not just price. I focus on products where you have advantages: unique items, better images, faster shipping, or brand strength. For price-sensitive categories, we use selective bidding to avoid unprofitable price wars.
✓ Can you integrate with my e-commerce platform?
Yes. I work with all major platforms: Shopify, WooCommerce, PrestaShop, Magento, BigCommerce, custom platforms. Product feeds can be generated automatically via platform plugins or custom integration. I’ll advise on the best approach for your setup.
✓ How long until I see results?
Initial results within 2-3 weeks (campaigns live, basic optimisation applied). Significant improvement after 4-6 weeks (feed optimisations indexed, bidding strategies learned). Peak performance typically 8-12 weeks (full segmentation, historical data for smart bidding, seasonal patterns understood).
✓ What metrics do you optimise for?
Primary: ROAS (return on ad spend) and total revenue. Secondary: Impression share, CPC, conversion rate. Tertiary: Product-level profitability, competitive positioning, customer lifetime value (where data available). I don’t optimise for vanity metrics like clicks or impressions—only revenue and profitability.
Why Choose ROK Systems for Shopping Campaign Management?
🎯 E-commerce Specialist
I don’t manage every Google Ads campaign type—I specialise in e-commerce. Shopping campaigns, Performance Max with product feeds, and product-based Search campaigns. 15+ years focused exclusively on UK e-commerce gives me deep expertise in retail advertising.
📦 Feed Optimisation Expertise
Most agencies treat product feeds as “client’s responsibility.” I proactively optimise feeds because that’s where 70% of Shopping success comes from. Better product data = better performance, period.
🇬🇧 UK Retail Knowledge
I understand UK e-commerce: seasonal patterns (bank holidays, school holidays, weather), British consumer behaviour, local competition, compliance requirements (Trading Standards, ASA). Based in the UK, working exclusively with UK businesses.
👤 Personal Service
You work directly with me—not an account manager, not a team. I personally review your product data, build campaign structures, and optimise performance. Direct access via email, phone, and WhatsApp.
📊 Transparent Reporting
Monthly reports show product-level performance: which products drive revenue, which waste budget, which need feed improvements. You’ll understand exactly what’s working and why. No hiding behind aggregated metrics.
Getting Started
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Free Product Feed Audit (30 minutes)
I’ll review your current product feed and Merchant Centre setup, identify quick wins, and assess Shopping campaign potential. No obligation—if Shopping isn’t right for your business, I’ll tell you.
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Feed Optimisation (Week 1)
Improve product titles, descriptions, and categorisation for top products. Set up custom labels for margin-based bidding. Resolve any Merchant Centre issues.
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Campaign Build (Week 2)
Design campaign structure based on your catalogue and business goals. Create Shopping campaigns with appropriate segmentation and bidding strategies. You review and approve before launch.
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Launch & Learning (Weeks 3-4)
Campaigns go live. Google’s Smart Bidding enters learning phase (needs 30-50 conversions). I monitor closely, making small adjustments to guide the algorithm.
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Optimisation & Scaling (Ongoing)
Once campaigns stabilise, aggressive optimisation begins: budget shifts toward winners, search query refinement, competitive positioning, seasonal adjustments, new product launches.
Ready to Turn Your Product Catalogue into a Profit Centre?
Book a free 30-minute product feed audit. I’ll review your current setup and show you exactly what’s holding back your Shopping campaign performance. No sales pitch—just actionable recommendations.
✓ 15+ Years Shopping Campaign Expertise
✓ UK-Based E-commerce Specialist
✓ Personal Service, Not Account Managers
✓ 380% Average Shopping ROAS