On Shopping you don’t write keywords or headlines. Google matches searches to the titles, attributes and prices in your Merchant Center feed, so the feed decides which queries you show up for and what the ad says. A title like “Classic Tee Navy” loses the shopper who types “men’s organic cotton t-shirt navy”. Google also warns that products with missing or incorrect GTINs may have limited visibility (Merchant Center Help).
The ad shows your price next to other stores selling the same thing. Price, shipping cost and stock affect your results as much as the bid does.
We fix the feed first: titles in the words shoppers type, correct GTINs and categories, and custom labels for margin, price band and best sellers. Those labels drive the structure. High-margin best sellers, low-margin items and products with no sales yet go into separate campaigns or asset groups with their own targets.
Standard Shopping fits when you need control: a small catalog, a tight budget, or a test of which products sell. Performance Max fits stores with steady conversions, a clean feed and creative for the other channels. Our guide on when to use Performance Max goes through the trade-off.
Your brand searches stay in their own Search campaign, and we add brand exclusions to PMax, which apply to Search, Shopping and YouTube search inventory (Google Ads Help). Without them, PMax takes credit for buyers who were already looking for you. Google added search terms and channel reporting to PMax in 2025 (Google); we read both each week. The Performance Max playbook covers the setup.
With ProfitMetrics, an official Octomize partner, we send gross profit per order to Google instead of revenue, so target ROAS favors the products that pay. The profit-first account structure shows the full layout.
Where we work
Online stores selling in the US, the UK and the EU. Each country gets its own Merchant Center setup with local currency, shipping and language, and its own campaigns, so you see which market makes money.
