Skip to main content
    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.

    Book a commercial review

    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 before comparison. Contribution margin and revenue compare the post-restructure period with the preceding equivalent period in the same Google Ads account. This is a before-and-after result, not isolated incremental lift.

    Read the full case study

    +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 large catalogue contains products with different demand, contribution, stock, competition and customer roles. Blended ROAS can hide those differences, so the investment decision needs the commercial context beneath each sale.

    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

    Google does not automatically know your product costs, returns, cash position or customer acquisition goals. Those belong in the commercial assessment of platform reporting; a product label alone does not change a bid.

    The job is to compare platform reporting with product economics before deciding where to invest. Two products can report the same ROAS while leaving different contribution after fulfilment and returns. A product with too much stock is a different decision from one at risk of selling out.

    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
    • 05Commercial context from margin, stock and customer data
    • 06Human review of BOI® product jobs
    • 07Contribution-aware measurement where data allows
    • 08Shopping and Performance Max roles agreed per account
    • 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 what they review

    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

      Product information.

      Are attributes, prices and availability accurate enough to support a buyer's decision?

    2. 2

      Commercial context.

      What contribution, cash and customer evidence is available for each part of the catalogue?

    3. 3

      Product jobs.

      Which BOI® job fits each product, and who on your team decides when that changes?

    4. 4

      Campaign roles.

      Where do Shopping and Performance Max overlap, and what can their reporting actually show?

    5. 5

      Measurement.

      Do attributed sales, contribution and acquisition quality tell the same story?

    6. 6

      Decisions.

      What would justify more, less or different investment as stock and demand change?

    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 SKU has a job™. People decide what it is.

    BOI® (Bid On Intent) connects product contribution, stock, cash and customer acquisition with Shopping decisions. Each SKU has a commercial job agreed with your team; account-specific structures and targets are private working methods.

    Job

    Scale

    Consider greater investment where contribution, stock and demand support it.

    Job

    Profit

    Prioritise contribution rather than sales volume alone.

    Job

    Protect

    Defend a commercial position without assuming every auction needs more spend.

    Job

    Recovery

    Ageing or end-of-season stock becoming cash within an agreed contribution floor and time box.

    Job

    Gateway

    Introduce customers where observed value and payback justify the first-order economics.

    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

    More campaign divisions do not automatically give more control. The appropriate structure depends on product economics, demand and the data available for each decision. BOI® jobs remain human commercial judgements, not a public campaign template.

    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

    We review product data and Merchant Center, compare Shopping and Performance Max reporting with contribution and stock, and agree priorities with your team. Eligibility and outcomes depend on the product, account and auction.

    BOI® (Bid On Intent) describes five product jobs: Scale, Profit, Protect, Recovery and Gateway. Your team decides each job from contribution, stock and customer evidence. The implementation differs by account; a product label does not itself set a bid.

    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 responds to the conversion values it receives. We compare revenue-led reporting with recorded product costs, fulfilment, returns, payment fees and advertising. Whether and how to use contribution in bidding is agreed for each account; the measurement principles are on our POAS agency page.

    Recovery concerns ageing or end-of-season stock becoming cash within an agreed contribution floor and time box. People make that decision; low stock instead constrains spend. The UKSoccerShop case study reports client finance data from a 45-day programme, not a guaranteed result.

    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

    Go Deeper

    All Insights

    Continue reading

    Related services and reading

    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.

    Book a commercial review