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    European Search Awards 2026 · Best Small PPC Agency

    Service · Google Shopping

    Google Shopping management for complex ecommerce catalogues

    Senior-led management of your product feeds, Merchant Center, Shopping and Performance Max campaigns, built around revenue growth, product margins and stock priorities.

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    Product allocation

    SKU A · ROAS
    5.0x
    SKU A · Margin
    60%
    SKU B · ROAS
    5.0x
    SKU B · Margin
    25%

    Same return. Different investment decision.

    Verified case study

    Thermos

    +94% contribution margin

    +86% revenue, five-month engagement, ongoing. Double-counted conversions corrected, the feed re-engineered around COGS tiers, and Shopping and PMax split by commercial job. Contribution margin and revenue compare the post-restructure period with the preceding equivalent period in the same account, after conversion tracking was deduplicated.

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    +94%

    Contribution margin

    +86%

    Revenue

    5 months

    Engagement period

    Period, comparison basis and source are stated on the case study and evidence register.

    Verified case study

    UKSoccerShop

    £520k cash recovered from aged stock

    45-day recovery programme, client-reported finance data. Ageing stock tied up cash; stock-age and margin labels informed Recovery decisions within a commercial floor. Client-reported gross cash recovered from aged stock over 45 days; cash recovered, not profit. This is an observed result, not an isolated causal lift or a forecast.

    Read the full case study

    £520k

    Gross cash released

    45 days

    Recovery programme

    Client

    Finance data source

    Period, comparison basis and source are stated on the case study and evidence register.

    01 / Product-level economics

    Shopping is not one campaign. It is thousands of product-level investment decisions.

    A catalogue of 10,000 products is not one opportunity. It is 10,000 combinations of demand, margin, stock, competition, customer value, price, seasonality and lifecycle. Where those economics vary widely, managing all of them towards a handful of blended targets can leave the strongest products quietly subsidising the weakest while account-level ROAS still looks respectable.

    GOOGLE USES BY DEFAULT

    Price. Availability. Product data in the feed. Conversion probability. Whatever conversion value you send, which for most accounts is revenue.

    WHAT IT ONLY GETS IF YOU SEND IT

    Margin after COGS, shipping and returns. Stock pressure and sales velocity. Customer value. Lifecycle and ageing inventory. Commercial priority. These reach the platform by two different routes: as product classifications in the feed, which organise and segment the catalogue, and as conversion values or value rules, which is what value-based bidding actually optimises against. A custom label alone does not change a bid.

    That is the whole job: make the commercial picture legible to the platform through both routes, then let automation optimise inside better boundaries. Two products can both return £500 on £100 spend at 5.0 ROAS while one carries 60% margin and the other 25%. A product with twelve months of cover is not the same problem as one with ten days. Merchant Center still reports both as in stock.

    02: Included

    What Shopping management covers

    Feed and campaign work are one engagement, not two. The feed decides what Google is allowed to understand about the catalogue; the campaigns decide what it does with that.

    • 01Product feed audit, rebuild and ongoing maintenance
    • 02Merchant Center health, disapprovals and identifier coverage
    • 03Title, attribute and image quality work
    • 04Supplemental feeds for gaps the platform export leaves
    • 05Custom labels carrying margin, stock, velocity and lifecycle
    • 06SKU-level BOI® job assignment and review
    • 07Contribution margin values in the conversion layer
    • 08Standard Shopping and Performance Max structure and exclusions
    • 09Google CSS included at no extra cost
    • 10Product-level commercial reporting

    The full product data layer, Merchant Center health and commercial enrichment are set out on product feed management. Microsoft Ads is also managed in-house; scope is agreed with you. Products not approved? Start with the approval guide, or read the feed quality hub.

    03 / Delivery

    Who does the work, and in what order

    Senior-only delivery. The people who audit the account are the people who run it. Cadence, reporting format and the depth of the first phase are agreed at kickoff and scoped to catalogue complexity rather than fixed in advance.

    1. 1

      Establish feed reality.

      Coverage, identifiers, attributes, titles, images, Merchant Center issues, product mapping.

    2. 2

      Add commercial context.

      Margin, stock, velocity, customer economics, lifecycle and business priorities, as far as the available data supports.

    3. 3

      Classify products.

      BOI® jobs: Scale, Profit, Protect, Recovery, Gateway, or none.

    4. 4

      Decide the execution model.

      Standard Shopping, Performance Max, structure, segmentation, labels, budgets and targets, chosen on the account's economics and conversion volume.

    5. 5

      Measure against the job.

      Revenue, contribution, POAS, new customer cost or stock movement, depending on what each product is there to do.

    6. 6

      Reallocate.

      Products change, so investment changes. Classifications are re-reviewed on the cadence agreed at kickoff.

    What we do not do

    Put the whole catalogue into one PMax campaign and call it automation. Split into a campaign per product because "control", when the segments will never gather enough signal to bid on. Set one ROAS target and assume every SKU shares the same economics. Treat Merchant Center as the client's problem. Leave feed work until month six. Or rebuild an account simply because we would prefer our own naming convention.

    04 / Method

    Every product gets one commercial job, and the bid serves it

    BOI® (Bid On Intent) assigns each SKU a single commercial job based on margin, stock, cash impact and acquisition role. Custom labels carry that job from the feed into campaign structure. Labels organise and segment the catalogue; the bid itself changes through the targets, budgets and conversion values set against those segments, not through the label.

    Job

    Scale

    Healthy margin, stock depth and auction headroom. Bid to grow share.

    Job

    Profit

    Default state for healthy SKUs. Bid to maximise contribution per pound spent.

    Job

    Protect

    Contested auction. Hold position without chasing growth.

    Job

    Recovery

    Ageing or end-of-season stock being converted back into cash, inside an agreed contribution floor and time box. The target follows the recovery objective.

    Job

    Gateway

    Customer-acquisition SKU. Accept lower per-unit margin for new customer value.

    Standard Shopping and Performance Max

    We use both, and which does what is an account-level decision rather than a rule. Standard Shopping gives more direct control, clearer query visibility and easier product testing. Performance Max adds cross-network inventory, audience and creative signals, and has native reporting of its own, including channel performance, asset group detail and search term reporting subject to Google's disclosure thresholds, though it remains less granular than Standard Shopping.

    Overlap between the two is a real risk where both are eligible for the same products and queries, but it is not automatic and it is not universal. It depends on structure, exclusions and how much conversion signal each campaign has. Explore Performance Max.

    Segmentation has a floor

    Splitting campaigns by commercial job only works where the economics justify it and each segment collects enough conversion data for bidding to learn. Below that, tighter segmentation buys volatility rather than control, and the job lives in labels and reporting instead of in separate campaigns.

    The measurement layer is described on our POAS agency page, how it scales on large catalogue management, and the wider managed service brings Search, Shopping and Performance Max under one brief.

    Google CSS is included

    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 means your full bid enters the auction rather than the reduced amount Google's own CSS submits, on eligible Shopping inventory only. The realised effect varies by auction, so we do not quote a typical saving. Detail on the Google CSS partnership.

    05: Fees and fit

    What it costs, and who it suits

    Retained Shopping management is a fixed monthly fee from £2,000, scoped to catalogue complexity and spend level. No percentage of spend, so there is no incentive to push budget beyond what your margins support. Full detail on the pricing page.

    It suits UK ecommerce brands with a catalogue complex enough that averages hide the truth: real margin variance across the range, stock or seasonality that changes what a product should be bid at, or more SKUs in the feed than anyone is actively managing. Our typical client spends around £10k/month on Google Ads. That describes our client base rather than setting a minimum, and if you spend less and the commercial fit is right we still want to hear from you.

    Two ways in: the commercial review, a 30-minute commercial read of where Shopping spend is losing contribution, or the SKU Profit Audit, the deeper written diagnostic. Prefer to start alone? The break-even ROAS calculator and POAS calculator are free. Comparing providers rather than briefing one? Read the UK Google Shopping agency buyer's guide.

    Questions

    Common Shopping questions

    Four jobs, in order. Get the product feed and Merchant Center into a state where every SKU is eligible and correctly described. Segment the catalogue by commercial role rather than product category. Set bid targets against contribution margin rather than a single blended account target. Then decide, per account, how Standard Shopping and Performance Max divide the work.

    Most accounts run campaign-level ROAS targets that assume every product has the same economics. We use BOI® (Bid On Intent) to give each SKU one commercial job (Scale, Profit, Protect, Recovery or Gateway) and set the target against that job. Custom labels in the feed segment the catalogue by job; the targets, budgets and conversion values are then set against those segments. The label organises the products, it does not set a bid on its own.

    Titles that reflect how people actually search, complete and consistent attributes, GTIN and identifier coverage, image quality, product-type structure, and supplemental feeds to fill gaps the platform export leaves. Custom labels then carry commercial data such as margin band, stock position and lifecycle. Feed detail lives on our product feed management page.

    It depends on the account. Standard Shopping gives clearer query visibility and tighter segmentation, which helps when you are testing product economics or defending brand terms. Performance Max adds cross-network inventory and audience signals, and has native reporting of its own, including channel performance, asset group detail and search term reporting subject to Google's disclosure thresholds. Running both can create overlap on the same queries, but it is not automatic; whether it happens depends on structure, exclusions and how much signal each campaign has.

    Google optimises against the values it receives. If only revenue is sent, that is what it optimises. We load COGS, shipping cost and expected return rate per SKU, convert that into contribution margin, and pass profit values into the conversion layer so the bidder is optimising against something closer to commercial value. That measurement layer is described on our POAS agency page.

    Those SKUs move to the Recovery job. Recovery is about converting ageing or end-of-season stock back into cash within an agreed contribution floor and time box, so the acceptable target depends on the recovery objective rather than a standard ROAS. UKSoccerShop used this protocol during a 45-day programme; the figures and their definitions are on the case study.

    As a Google CSS Partner we bid through our own Comparison Shopping Service, so your full bid enters the auction rather than the reduced amount Google's own CSS submits. It applies to eligible Shopping inventory only, the realised effect on cost varies by auction, and we do not quote a typical saving. Included at no extra cost.

    Yes, plus middleware such as DataFeedWatch, Channable and Productsup, and direct API integrations. Each platform has its own export gaps, which is why feed work is treated as upstream of bidding rather than a later task. For Magento and Adobe Commerce stores, our guide to Magento PPC covers the feed and tracking checks to run before scaling Shopping spend.

    Yes. Microsoft Ads is also available and managed in-house; scope is agreed with you.

    A fixed monthly fee from £2,000, scoped to catalogue complexity and spend level, with no percentage of spend. Our typical client spends around £10k/month on Google Ads. That is a description of our client base, not a minimum, and we welcome enquiries below it.

    How we decide

    BOI®

    BOI® (Bid On Intent) gives every SKU one commercial job at a time. Bidding follows that job rather than a blended target that quietly averages winners and leakers.

    • Scale
    • Profit
    • Protect
    • Recovery
    • Gateway

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    Next step

    Ready to make Shopping work harder?

    A free 30-minute conversation about which products are carrying the account and which may be draining it. A written audit is not promised by the first conversation.

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