Paid search · Google & Shopping
Google Ads, steered on profit.
Google's bidding optimises toward whatever it's fed. Most people feed it revenue. We feed it profit — so Search and Shopping chase contribution margin, not just volume.
A tROAS-driven account shovels budget toward whatever sells the most — whether or not it earns anything. On a range with varying margins, that's an expensive mistake. We change what Google treats as value: profit, not revenue.
How we run Google
Profit as conversion value
Contribution margin sent back to Google, so Performance Max and Shopping bid for profit — not revenue.
Feed optimisation
Titles, product type and custom labels built so you match the right searches and can bid by margin.
PMax with control
Brand exclusions, asset groups and feed-only, so PMax doesn't just harvest demand you'd have won anyway.
tROAS per margin bucket
Different targets on high- and low-margin products, so budget flows toward what actually makes money.
Negative keywords
Waste weeded out continuously, so budget doesn't burn on searches that never convert.
Search term insights
We read the actual queries — inside PMax too — and feed the campaign the right signals.
The feed is half the campaign
In Shopping, the feed is your keywords. We clean up titles, GTINs and status — and put margin into custom labels, so we can bid harder on the profit-makers and keep low-margin items on a short leash.
Product feed
Merchant Center
Running shoes size 43 — black
Winter jacket — navy
Basic t-shirt — white
Discontinued item — 2023
Men's running shoes — black size 43
€119
★★★★runningshop.com
Trail running shoes — grey
€159
★★★★sportsoutlet.com
Lightweight running shoes — navy
€99
★★★★runstore.com
Visible on the right searches
A clean feed and sharp titles decide which searches you show up on — and therefore who sees your products when they're ready to buy. We optimise so the profit-makers stand front and centre.
Structure that gives control
We split by margin and role: profit-makers get room to scale, brand is kept separate, and low-margin is steered tightly. All measured on POAS — so you see what each campaign actually earns.
Google Ads
Performance Max — feed
Active
Standard Shopping — core
Active
Brand — search
Active
Generic search — broad
Learning
Google — profit overview
live
POAS
1.9×
+0.3
MER
4.3
+0.4
Contribution
+17%
MoM
Decisions on profit
Google Shopping and brand searches often show high attributed ROAS, because they catch demand other channels created. We judge Google against POAS, MER and break-even — not against a pretty number in isolation.
The mistakes we clean up
tROAS on revenue
Optimises for volume instead of profit. We send contribution margin in, so Google bids on what earns.
PMax cannibalisation
PMax takes credit for brand searches you'd have won anyway. We exclude brand and measure incrementally.
A weak feed
A messy feed caps the whole campaign. We clean up titles, GTINs and margin labels.
Want to go deeper into the craft? Read our Google guide →
Get started with Google
From €975/moNo lock-inA senior Google specialist owns your Search and Shopping. Start with an audit — we look at feed, structure and bidding and tell you honestly where the profit is.