Google Shopping

Inherited an "Okay" Google Ads Account? Here's How to Tell If It's Actually Broken

A teardown checklist for CMOs who've walked into a Google Ads account that looks fine on the surface but feels wrong underneath.

What AI Shopping Means for Your 2026 Google Ads Strategy

Google's AI shopping experiences are changing how consumers find products. Here's what ecommerce brands need to prepare for.

Google Shopping vs Performance Max: Which Should Lead Your 2026 Strategy?

The "PMax or Shopping" debate misses the point. Here's how to structure both for maximum profit.

Three Things We Learned This Month Running Ecommerce PPC

What contradicted expectations during peak, what looked good but won't hold in January, and what "worked" only because of seasonal distortion.

Why Q4 PPC Performance Is a Terrible Baseline for January Decisions

Q4 inflates every metric through demand, auction dynamics, brand bias, and PMAX signal density. Using it as a baseline for January guarantees disappointment.

How Variant Sprawl Quietly Destroys Shopping Profit

Fashion brands with extensive size and colour matrices often find their Shopping profit disappearing into variant sprawl. Here's the mechanism and the fix.

Why Google Shopping Looks Profitable Until You Do the Maths

Google Shopping dashboards show revenue and ROAS. Your P&L shows something different. Here's where the maths breaks down and what to measure instead.

Why Feed Structure Matters More Than Bids

Agencies adjust bids when performance disappoints. But bids can only work with what the feed provides—and most feeds are the real constraint.

Why Cutting Products From Google Shopping Can Increase Revenue

Counter-intuitive but mathematically sound: removing underperformers from Shopping often increases both revenue and profit through budget concentration.

What Changes First When Ecommerce Demand Softens

When consumer confidence tightens, the effects arrive in sequence. Knowing what shifts first helps you respond before the P&L catches up.

Why Fashion Brands Struggle to Scale Google Shopping Profitably

Fashion is one of the most challenging categories in Google Shopping. High return rates, variant complexity, and BNPL fees create problems that most brands fail to solve structurally.

Why PMAX Rewards Brands With Strong Feeds, Not Smart Bidding

Performance Max success is often attributed to bidding strategy, but the brands seeing the best results typically have exceptional feed quality. The feed is the one input you fully control.

How Poor Variant Handling Destroys Shopping Profit

Variant handling is one of the most overlooked areas in Google Shopping. When parent-child relationships are broken, performance data fragments and the algorithm cannot optimise efficiently.

Why Feed Structure Matters More Than Bids in Google Shopping

Most Google Shopping optimisation focuses on bidding, but the feed is the foundation. A well-structured feed with accurate data will outperform a poorly structured feed with perfect bidding.

Why Stable Shopping Performance Can Be a Bad Sign

Stable Google Shopping performance can mask declining profit contribution. If consumer demand softens and your conversion rate holds, you may be capturing a smaller share of a shrinking market.

When to Pause Products in Google Shopping (Even If They Convert)

Not every conversion is worth having. A product can convert consistently while quietly destroying account profitability. The decision to pause should be driven by contribution margin, not conversion rate.

Feed Quality Is Now a Bigger Lever Than Keyword Strategy

The era of keyword-driven Google Ads is ending. In Shopping and Performance Max, your product feed is the strategy. If your feed is mediocre, nothing else matters.

The Dirty Secret of Performance Max for SKU-Heavy Brands

Performance Max flattens intent, rewards average products, and punishes nuance. Here's why your results feel mushy and what to do about it.

Why Google Keeps Pushing Spend to the Wrong Products

Google's algorithms optimise for conversions, not profit. Here's why your best margins are being starved while your worst performers feast.

Stop Letting Feed Management Tools Run Your Business

Set-and-forget feed management is silently eroding your margins. Here is why treating your feed like a strategic asset matters more than the tool you use.