E-commerce Growth
Shopping feeds, Performance Max and the unit economics underneath them.
Specialist service
Google Shopping Ads Consultant
Shopping campaigns run on your product feed, not your keywords. Jaseel M fixes the feed in Merchant Center first, then builds Shopping and Performance Max around your margins.
In brief
A Google Shopping ads consultant fixes the product feed in Google Merchant Center and then structures Shopping and Performance Max campaigns around which products are actually worth advertising. Feed work comes first because Shopping has no keywords: your titles, product types and attributes decide which searches you appear for. I do both the feed and the campaigns, for Shopify and WooCommerce stores selling in the UK, India and the GCC, and can take on Australian stores remotely.
The feed is your keyword strategy
On Search you choose keywords. On Shopping, Google reads your product data and decides for itself which searches each product matches. That makes the product title the highest-leverage field in the whole account, followed by product type, Google product category and the attributes that matter in your category — size, colour, material, gender, pattern.
Most platform exports produce titles that are fine for a website and poor for Shopping: a collection name and a colour, with nothing a shopper would type. Rewriting them is unglamorous and reliably the highest-return work in e-commerce paid media.
What feed optimisation involves
| Field | What good looks like |
|---|---|
| Title | Brand + product type + the attribute people search on, front-loaded. Specific beats clever. |
| Product type | Your own category path, 3–4 levels deep, used for campaign structure and reporting |
| GTIN / MPN / brand | Present wherever the product has them — missing identifiers limit where products can show |
| Images | Clean, correct product, no promotional text overlays |
| Custom labels 0–4 | Margin band, bestseller status, seasonality, stock depth, price band |
| Price & availability | Matching the landing page exactly — mismatches cause disapprovals |
Changes are made through feed rules or a supplemental feed in Merchant Center wherever possible, so they survive the next platform sync and do not need a developer.
Merchant Center problems I fix
- Disapproved products — policy, missing identifiers, image problems, landing pages Google cannot crawl. See how to fix disapproved products.
- Account-level warnings and suspensions — misrepresentation, missing return or shipping policies, unverified business information.
- Price and availability mismatches between the feed and the page, often caused by currency, sale prices or caching.
- Duplicate feeds from an app and a manual upload competing for the same products.
- Free listings switched off or never claimed — the same feed earns unpaid placements in the Shopping tab.
Campaign structure that follows margin
Once the feed is clean, products are grouped by custom label so each group gets a target ROAS that reflects what it is worth. A store selling products at 15% and 55% gross margin cannot run one target across both without overspending on one and starving the other. Use the break-even ROAS calculator to see the difference for your own products.
Standard Shopping is used where control matters — high-margin ranges, launches, competitive categories — and Performance Max where scale matters, with brand traffic excluded so it does not take credit for sales you already had.
Markets
I run Shopping for stores selling into the UK, India and the GCC, and can take on Australian stores. The feed work is market-agnostic; currency, tax display, shipping settings and language are what change between countries, and each needs its own feed or feed rules when you sell across borders.
How long does feed optimisation take?
A focused project is usually two to three weeks for a catalogue of a few hundred to a few thousand products. Results show as products start matching better searches, typically within weeks of the new data being processed.
Do I need a feed app?
Not always. Shopify's Google & YouTube app and WooCommerce feed plugins export the basics; supplemental feeds and Merchant Center rules handle most improvements without paying for a third-party tool. Large or multi-market catalogues are where a dedicated feed tool earns its cost.
Frequently asked questions
What is the difference between Google Shopping and Performance Max?
Standard Shopping shows product ads on Google Search and the Shopping tab with more manual control. Performance Max uses the same feed but runs across all Google channels with more automation and less visibility. Most stores run both, deliberately split.
Can you fix a suspended Merchant Center account?
Often, yes. Suspensions for misrepresentation usually come down to missing business information, policies or trust signals on the site. I find the cause, fix it, and prepare the review request.
Can you manage Shopping for an Australian store?
Yes, remotely. The feed and campaign work is the same as for UK stores; AUD pricing, GST display and shipping settings are what change. Australian afternoons overlap my morning in India.
Related
Performance Max consultant
PMax audits and management with proper controls.
Fix disapproved products in Merchant Center
The common causes and how to clear them.
Break-even ROAS calculator
Find the target ROAS each product group needs to break even.
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