Service
Every product gets a job. Nothing runs just in case.
Product-level control for ecommerce growth. We manage Shopping campaigns at the SKU level, optimising for profit, not just clicks or conversions.
Google Shopping agency UK
A Google Shopping agency manages your Merchant Center feed, product segmentation and bidding against margin. JudeLuxe runs Shopping and PMax for UK ecommerce brands spending £15k–£500k+/month across catalogues from 200 SKUs to 6 million SKUs.
What does a Google Shopping agency actually do?
Four jobs, in order. Fix the Merchant Center feed so every SKU is eligible and correctly described. Segment the catalogue by commercial role rather than by product category. Set bids against contribution margin per SKU. Then govern the split between Standard Shopping and Performance Max so the two stop competing for the same query.
Everything else — reporting, creative assets, audience signals — is downstream of those four. An agency that starts with bid tweaks and never opens the feed is managing the symptom.
How much does Google Shopping management cost in the UK?
Most UK agencies charge either a percentage of spend (typically 8–15%) or a fixed monthly fee. JudeLuxe charges a fixed monthly fee from £2,000, with no percentage component, so there is no commercial incentive to grow your spend rather than your profit.
We work with brands spending £15k+/month on Google Ads. Below that, the SKU-level discipline doesn't generate enough signal to pay for itself. Full detail on the pricing page.
Should I run Standard Shopping or Performance Max?
Both, with a clear boundary. Standard Shopping keeps query-level control on high-intent and hero SKUs and defends brand terms cleanly. Performance Max earns its place on cross-network reach, audience expansion and peak demand, where its bidder adapts faster than a manual structure.
The failure mode is running both without exclusions, so PMax quietly absorbs the traffic Standard Shopping was already winning at a lower cost. See the Performance Max service for how we split them.
How do you bid Shopping on margin rather than revenue?
We load COGS, shipping cost and return rate per SKU into the feed, convert that into contribution margin, and pass profit values into the conversion layer. Bid targets are then set per BOI® job, not per campaign average, so a 60% margin flagship and a 12% margin loss leader stop sharing a target.
That measurement layer is the same one described on our POAS agency page.
Do you run a CSS, and what does it save?
Yes. JudeLuxe is a Google CSS Partner, and every Shopping account we manage runs through our Comparison Shopping Service at no extra cost. Bidding through a CSS removes Google's own margin on Shopping clicks, worth roughly 20% more bidding power in the same auction — either lower CPCs for the same position, or better positions at the same cost.
It is a structural advantage, not an optimisation, and it compounds for as long as the account runs. Detail on the Google CSS partnership, and the maths on the CSS savings calculator.
Why feeds come first
Google matches Shopping ads on your feed, not your keywords. Titles, product types, GTINs, custom labels, price accuracy: that's the targeting. Most underperforming Shopping accounts we take over have competent campaign settings sitting on top of a neglected feed. We rebuild the feed first: search-led titles, complete attributes, and custom labels that carry commercial data (margin band, stock position, price competitiveness) into campaign structure.
Why margins come second (and revenue doesn't)
A Shopping campaign optimised to revenue systematically overfunds your thinnest-margin bestsellers, because Google is rewarded for turnover, not for what you keep. We put contribution margin, after COGS, shipping, fees and expected returns, into the account at SKU level, structure campaigns by commercial role rather than product category, and set targets per role. It's why a 7x ROAS can be a failing account and a 4x can be a brilliant one, and why we report profit, not platform numbers.
The full mechanism is set out on our POAS methodology page, and how it scales is covered under large catalogue management.
What the engagement looks like
Feed audit and rebuild in month one, alongside conversion tracking verification. Campaign restructure by commercial role, not category. Weekly SKU-level margin refresh, because static labels rot in a quarter. Fixed monthly fee, never a percentage of spend. Senior-only delivery.
Who it's for
UK ecommerce brands from £3M to £100M+ revenue, spending £15k+/month on Google Ads, with real margin variance across the catalogue. If you spend under £15k/month or margins are uniform across your range, you likely don't need this level of management: our free break-even ROAS calculator and POAS reporting script will get you a long way, and the POAS Scorecard will tell you where you stand in two minutes.
Comparing providers rather than briefing one? Read the UK Google Shopping agency buyer's guide.
89%
Revenue from Shopping
2.4x
Avg. ROAS improvement
50K+
Products managed
31%
Avg. waste reduction
The Problem
Most Shopping campaigns treat every product the same
Generic agencies set campaign-level ROAS targets without understanding SKU economics. High-margin products get the same treatment as loss leaders. Popular products eat all the budget while profitable ones starve.
Your feed might be technically "correct" but it's not optimised. Titles are bland. Attributes are missing. You're invisible for the searches that matter most.
Our Approach
Every product gets one commercial job - and the bid serves it
Most Shopping campaigns treat every SKU the same. Generic agencies set campaign-level ROAS targets, so high-margin flagships get the same treatment as loss leaders, popular discount products eat all the budget, and the SKUs that fund your business starve.
We use BOI® - Bid On Intent - to fix this at the bidding layer. Every SKU is assigned one of five commercial jobs based on margin, stock, cash impact, and customer-acquisition role:
Job
Scale
Healthy margin, full stock, auction headroom. Bid to grow share.
Job
Profit
Default state for healthy SKUs. Bid to maximise contribution margin per pound spent.
Job
Protect
Operating in a contested auction. Hold position without chasing growth.
Job
Recovery
Stock low, margin compressed, or returns climbing. Pull back, protect cash.
Job
Gateway
Customer-acquisition SKU. Accept lower per-unit margin for new customer LTV.
Bids, budgets, custom labels, audience signals, and value rules are all set against the SKU's current job. Jobs are reviewed weekly - stock and margin shift, jobs shift with them.
Feed Quality
Feed quality is upstream of everything
You can have the cleanest bidding strategy on the planet. If your product feed is missing GTINs, your titles are bland, or your product types are inconsistent, none of it matters. Shopping bids against the feed Google has - not the catalogue you wish you had. Feed quality is the most under-invested lever in UK ecommerce PPC and it's where every JudeLuxe Shopping engagement starts.
Works with Magento, Shopify, BigCommerce, and WooCommerce
We have deep experience across all major UK ecommerce platforms. Each has its own feed quirks:
Magento (Adobe Commerce) - native feed exports often miss custom attributes. Our dedicated Magento Shopping agency work uses Magento-specific extensions or middleware to surface them. Complex catalogue structures (configurable products, bundled products) need careful feed mapping or PMax can't see the inventory properly. See our high-SKU Shopping management for catalogues running 5,000+ SKUs, and our Performance Max agency page for how we structure asset groups by SKU commercial job.
Shopify - the default feed via Google Shopping app is functional but rarely optimised. We rebuild feeds via supplemental feeds or middleware to add attributes Shopify doesn't expose by default.
BigCommerce - solid native feed support, but title structures and product type taxonomy almost always need restructuring before they perform.
WooCommerce - most flexible, most variable. Feed quality is entirely a function of which extension is generating it. We've worked with most.
What's Included
Complete Shopping management
What this means for you:
"Our top 50 products now get 3x the visibility, and we've cut spend on the 200 that were draining budget."
Shopping vs PMax
Shopping vs Performance Max - when each wins (and why you usually need both)
Standard Shopping campaigns and Performance Max do different jobs. Most agencies pick one and call it strategy. The honest answer for ecommerce brands spending £15k+/month: you almost certainly need both, structured so they complement each other rather than compete for the same auctions.
Job
High-intent purchase queries
Standard Shopping
Wins - direct control by query intent
Performance Max
Limited query-level visibility
Job
Brand defence on Shopping placements
Standard Shopping
Wins - clean brand isolation possible
Performance Max
Can cannibalise without strict exclusions
Job
Hero product / flagship SKU push
Standard Shopping
Wins - granular SKU-level bidding control
Performance Max
Bidder may divert spend elsewhere
Job
Cross-network reach (Display, YouTube, Discovery)
Standard Shopping
Shopping only
Performance Max
Wins - multi-network in one campaign
Job
Audience expansion to lookalike buyers
Standard Shopping
Limited audience signal layer
Performance Max
Wins - strong audience signal architecture
Job
Holiday / peak demand coverage
Standard Shopping
Manageable but manual
Performance Max
Wins - adapts faster to demand surges
Job
New customer acquisition (Gateway SKUs)
Standard Shopping
Possible but slow
Performance Max
Wins - better at finding new audiences
The right structure for most ecommerce accounts: Standard Shopping for high-intent and brand defence, Performance Max for cross-network expansion and new customer acquisition. Both structured under the BOI job framework so they're bidding against commercial intent, not duplicating effort. JudeLuxe runs both as one connected system, not two competing campaigns.
Save up to 20% on every click
As a certified Google CSS (Comparison Shopping Service) Partner, we give you an immediate competitive advantage. When you advertise through our CSS, 100% of your CPC bid enters the auction, not the ~80% you get through Google's own CSS.
This means more bidding power, better ad positions, and lower effective CPCs. Smart Bidding algorithms also perform better when they have more headroom to optimise.
The maths is simple:
Higher Bidding Power
Your full CPC enters the auction, giving you up to 20% more competitive power than advertisers using Google's default CSS.
Better Smart Bidding
Google's algorithms optimise more effectively when your bids have more room to work. Better positions, more conversions.
Multi-Country Support
Our CSS covers all major European markets. Scale internationally without switching partners.
Included with all Shopping management:
CSS switching is handled seamlessly. No disruption to your campaigns, just better economics from day one.
Verified Case Studies
Shopping work, named brands, verifiable numbers
Pricing
What it costs
Shopping audits at JudeLuxe are free. Not a 30-minute call with a templated PowerPoint - a 5–7 day audit by a senior practitioner covering feed quality, SKU profitability, wasted spend, brand cannibalisation, and CSS eligibility. You get a written PDF report and a 60-minute walkthrough call. You keep the report whether you work with us afterwards or not. See the free Shopping audit page for full details.
Retained Shopping management is on a fixed monthly fee, scoped to catalogue complexity and spend level. No percentage of spend, so we have no financial incentive to push your budget higher than your margins can support. Our Comparison Shopping Service partner programme is included at no extra cost.
FAQ
Common Shopping questions
Everything you need to know about our Google Shopping management approach.
Ready to make Shopping work harder?
Book a 30-minute discovery call. We'll show you which products are profitable, which are wasting budget, and how to fix the balance.
March 2026 Update
Updated March 2026Latest platform changes and how we're adapting our approach:
- Merchant Center Next is now the default for all accounts. Feed diagnostics flag profit-impacting title issues; we've updated all client feeds to surface these.
- AI-generated product descriptions are now live across Google Shopping. We monitor CTR impact and prevent auto-generation where it conflicts with brand voice.
- GTIN matching requirements have tightened. Missing or invalid GTINs now suppress impressions more aggressively than in 2025. Feed-level GTIN validation is part of every audit.
- Local Inventory Ads integration for omnichannel brands now supports real-time stock visibility across multiple locations. Relevant for any brand with a physical retail footprint.
- Google's March 2026 Core Update is affecting Shopping rankings for brands with thin or duplicate product data. Feed quality is now a ranking signal, not just a relevance signal.
Our Proprietary Method
BOI®
Bid On Intent.
Every SKU has one commercial job at a time - Scale, Profit, Protect, Recovery or Gateway - and never more than one. That job is dynamic. It changes as inventory, cash position and demand change. BOI® is the discipline of bidding against the job each SKU is actually doing this week.
No blended targets. No SKU pulling in two directions. Just a commercially responsible bid against a single, named job.
Stands for
Bid
Every bid is a commercial decision. We bid against the one job a SKU is doing this week - never a blended target that quietly averages winners and leakers.
Stands for
On
On the single commercial job that SKU is carrying right now: Scale, Profit, Protect, Recovery or Gateway. One job. Never two. Reassigned as the business changes.
Stands for
Intent
Commercial intent - what the business actually needs from this SKU this week. Cash? Share? Clearance? New customers? The P&L sets the intent. We bid to it.
The signal we live by
One SKU. One job. Reassigned weekly.
Go Deeper
Continue reading