Ten years in-house growing Google Shopping for a UK online retailer, now working directly with online shops across the UK. I manage your product feed, Shopping and Performance Max campaigns personally, focusing on profitable sales, not just revenue.
- No long-term contracts
- You own your account
- Monthly plain-English reports
Budgets I’m trusted with
- £5M+ Google Ads spend managed
- Trusted with £50,000+ monthly spend
- £20,000+ on one account in a single Black Friday, and beating the target ROAS
E-commerce experience
- 10 years in-house at a UK online retailer
- Magento / Adobe Commerce stores
- Shoptimised feed management
How I manage your account
- Every change made by me, never anyone else
- Google’s AI actively steered, never left on autopilot
- Optimised for profit, not just revenue
Are Your Products Showing Up Where It Matters?
Google Shopping is where buying decisions happen. Someone searches for a product, sees a row of images and prices, and clicks the one that looks right. If your products aren’t there, or they’re showing for the wrong searches, you’re handing those sales to competitors.
Most underperforming Shopping accounts have the same three problems:
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A neglected product feed
Set up once and never touched, so products show for the wrong searches or not at all.
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Performance Max on autopilot
Left to run with no controls, spending on brand searches and low-quality placements.
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Revenue without profit
Reports that show sales, but not whether any of them actually made you money.
I fix all three. Working directly with you, rather than through an account manager.
Who I Work With
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Online shops with large catalogues
Hundreds or thousands of products, where the structure of your feed and campaigns decides which products get budget and which get ignored.
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Brands with big seasonal peaks
Retailers whose year depends on Black Friday, Christmas or other key dates, and who need campaigns ready to scale when demand jumps.
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Retailers who want profit, not just revenue
Businesses that know a high ROAS doesn’t always mean a profitable sale, and want campaigns built around margin.
Your Product Feed Is Your Targeting
In Shopping and Performance Max there are no keywords to bid on. Google decides when to show your products based almost entirely on your product feed. A weak feed means your products show for the wrong searches, or don’t show at all. A strong feed is often the single biggest improvement you can make.
BeforeSilver Ring 925 SR-1042
AfterWomen’s Sterling Silver Solitaire Ring, Cubic Zirconia, Size L
Illustrative example of a product title rewrite.
What I Improve in Your Feed
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Product titles
Rewritten to match how people actually search, with the most important words first.
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Categories and product types
Accurate categorisation so Google understands exactly what you sell.
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Attributes
Colour, size, material, gender, age group and other details that help your products match more specific searches.
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Product identifiers
GTINs, brands and MPNs set up correctly, so Google can match your products and trust your listings.
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Images
Clear, high-quality images that meet Google’s requirements and stand out in a crowded results page.
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Custom labels
Products tagged by margin, performance, seasonality or price band, so budgets can be pointed at what makes you money.
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Merchant Center health
Disapprovals, warnings and policy issues found and fixed, so products aren’t quietly dropping out of your ads.
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Feed rules in Shoptimised
I use Shoptimised to manage and improve feeds with rules, so changes happen automatically and don’t need your developer to touch the website.
Using Shoptimised
Segmenting Products by Performance and Margin
This is where a feed manager really earns its keep. Using rules in Shoptimised, I can automatically group your products by how they perform and by profit margin. Those groups feed straight into your Shopping and Performance Max campaigns, so your budget goes to the products that make you money and underperformers are handled separately instead of dragging everything down.
- Best-sellersGiven the budget to scale
- Steady sellersKept efficient and profitable
- Clicks but no salesSpend controlled while they’re reviewed
- No trafficGiven a chance to be seen
Products can be grouped by margin band in the same way. The rules keep updating as your data changes, so the segments stay accurate without manual work.
Google Shopping Campaign Management
A good feedgets your products into the auction.
Good campaign managementdecides how much you pay and which products win.
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Structure built around profit
Campaigns and product groups split by performance, margin and price band using Shoptimised rules, not just by category.
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Bidding to the right target
ROAS targets set per product group, based on what each one can afford, rather than one target for everything.
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Search term reviews
Regular checks of what people searched before clicking, with negatives added to stop spend on irrelevant or low-value searches.
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Price and competitor awareness
Watching where your prices sit against competitors, and where you’re winning or losing visibility.
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Promotions and offers
Merchant promotions and sale pricing set up so your offers show directly in your ads.
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Standard Shopping alongside PMax
Used where it gives more control, for example on brand-sensitive or low-margin products.
Performance Max
Performance Max for Online Retailers
For most online shops, Performance Max (PMax) is now where the majority of Google Ads spend goes. One campaign can show your ads across Search, Shopping, YouTube, Display, Discover, Gmail and Maps, with Google’s AI deciding where each pound goes. Used well, it finds customers your other campaigns would never reach. Left on autopilot, it can spend a large share of your budget on your own brand name, low-quality placements and people who were going to buy from you anyway, while the report says everything is fine.
Where Performance Max Often Goes Wrong
- It takes credit for brand searches and returning customers, so results look better than they really are
- Budget leaks into low-quality display and video placements
- It optimises towards weak goals instead of profitable sales
- It runs on thin, generic creative that gives the AI very little to work with
- Nobody checks where the money actually went
How I Manage Performance Max
- Accurate conversion data firstEnhanced conversions and real sale values, ideally profit rather than just revenue, so the AI chases sales that make you money.
- Brand and wasted-spend controlsBrand exclusions, negative keywords and placement exclusions, so PMax finds new customers rather than claiming credit for existing ones.
- Strong audience signalsYour customer lists, website visitors and search themes, to point the AI in the right direction from day one.
- Well-structured asset groupsGrouped by product category, margin or best-sellers, with strong images, video and copy that are refreshed regularly.
- Regular checks of what’s really happeningChannel, search term and placement reports reviewed, and the account adjusted where spend isn’t earning its keep.
- New versus returning customersReporting that separates the two, so you can see what PMax is really adding.
Is Performance Max Right for Your Shop?
For most online retailers with a steady flow of sales, yes. It’s often the biggest revenue driver in the account. For newer shops with very few sales, a standard Shopping campaign can be a better place to start while the data builds up. I’ll tell you which makes sense in your free audit.
Ready for Your Biggest Trading Days
Black Friday experience
£20,000+
spent in a single day, while beating the target ROAS
For many retailers, a handful of days make the year. I’ve managed Black Friday from the years it first took off in the UK, scaling spend hard while still delivering more than the return on ad spend (ROAS) the business asked for. I know how much preparation those peaks need.
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Weeks before
Planned weeks ahead
Budgets, bids and promotions agreed well before the rush, not on the day.
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Before launch
Promotions that show in your ads
Sale prices and offers set up in Merchant Center so they appear in Shopping results.
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As demand builds
Ready to scale
Budgets and targets raised as demand builds, then brought back down when it drops, so you don’t overspend after the peak.
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The big day
Watched closely on the day
Spend and sales checked throughout the busiest days, not left to run.
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Final days
Stock and delivery cut-offs
Spend moved away from products that are running low, and campaigns adjusted around last delivery dates.
- Covers:
- Black Friday
- Cyber Monday
- Christmas
- Valentine’s Day
- Mother’s Day
- + peaks specific to your business
What’s Included in My Google Shopping Management
Everything your feed and campaigns need to perform, handled by me from the first audit onwards.
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Full account and feed audit
What’s working, what’s wasting money and where the opportunities are.
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Product feed optimisation
Titles, attributes, categories, images and custom labels improved in Shoptimised and kept up to date.
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Merchant Center management
Disapprovals, warnings and policy issues monitored and fixed.
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Conversion tracking checked and put right
I make sure your tracking records real orders and accurate sale values. Where new setup is needed, such as enhanced conversions, a trusted tracking specialist handles it, quoted separately.
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Shopping and Performance Max campaigns
Built, structured and managed around margin.
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Bidding and budget management
ROAS targets set by product group and watched closely.
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Search term and placement reviews
Wasted spend found and cut.
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Seasonal planning
Budgets and promotions ready for your key trading periods.
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Monthly plain-English reporting
Revenue, profit where possible, what changed and what’s next.
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Direct access to me
Questions go straight to the person managing your account.
One fixed monthly fee, agreed after your free audit
How Much Does Google Shopping Management Cost?
Management fee
From £250 / month
Separate from your ad spend, which you pay directly to Google.
Get Your Free AuditThe fee depends on the size of your catalogue and how many campaigns you run. A shop with a few hundred products needs less time than one with thousands of products across several Shopping and Performance Max campaigns. You’ll get a fixed monthly quote after the free audit, so you know exactly what you’re paying before you commit.
- No long-term contract. Rolling monthly, so you’re never locked in.
- Ad spend paid directly to Google, never marked up.
- A one-off setup fee may apply for new accounts or major rebuilds. It covers feed work, the campaign build and the extra work in your first month, and it’s included in your quote.
- Tracking setup, if your account needs it, is done by a trusted specialist and would be charged separately.
- Feed management software such as Shoptimised, if your account needs it, is a separate subscription held in your name. Like your ad spend, you pay it directly and it stays yours.
How I Manage Your Google Shopping Account
A simple, transparent process from first audit to ongoing reporting
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Free Audit
I review your account, product feed and Merchant Center first.
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Strategy
A plan built around your margins, catalogue and competitors.
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Build & Launch
Feed, campaigns and tracking set up properly from day one.
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Optimise & Report
Ongoing management with plain-English monthly reports.
My Track Record
10 years in-house
Ten Years Growing Google Ads for a UK Online Jewellery Retailer
Before going independent, I spent ten years in-house as the Google Ads specialist for a UK online jewellery retailer. Over that time, I helped grow the business’s online revenue substantially.
I worked side by side with the business manager and the e-commerce manager, so every campaign decision was tied to what the business actually needed: margins, stock, seasonal peaks and the products that mattered most. That’s a very different job from managing an account at arm’s length.
What the role involved
- Running Shopping and Search campaigns across a large product range
- Managing budgets of £50,000+ a month
- Optimising the product feed so the right products showed for the right searches
- Scaling campaigns for Black Friday from the years it first took off in the UK, with £20,000+ spent in a single day while beating the target ROAS
- Planning around the other big trading periods, from Christmas to Valentine’s Day and Mother’s Day
- Adapting through every major Google change, from manual bidding to Smart Bidding and Performance Max
What it means for you: I’ve sat on the business side, answerable for real revenue, not just reporting on clicks. Since going independent, I’ve brought that same approach to 20+ clients across the UK.
Google Shopping FAQs
Do I need a Google Merchant Center account?
Yes. Merchant Center is where your product feed lives, and it’s required for Shopping and Performance Max campaigns. If you don’t have one, I’ll set it up and connect it to your Google Ads account. If you do, it stays yours.
What’s the difference between Shopping and Performance Max?
Standard Shopping campaigns show your products in Google Shopping results and give you more control over bids and search terms. Performance Max uses the same product feed but runs across all of Google’s channels, with more of the decisions made by Google’s AI. Most retailers do best with PMax doing the heavy lifting and standard Shopping used where extra control is needed.
Is Performance Max worth it for my online shop?
Usually, yes, as long as it has accurate tracking, a strong product feed and proper controls. Without those, it tends to spend on brand searches and low-quality placements. I’ll give you an honest view in the free audit.
Do I need to pay for Shoptimised?
Only if your account needs a feed manager, which I’ll tell you in the free audit. If it does, the Shoptimised subscription is set up in your name and paid directly by you, separate from my management fee. That way the feed, the rules and all the data stay with you.
Some of my products are disapproved in Merchant Center. Can you help?
Yes. Disapprovals are usually caused by missing information, image problems, pricing mismatches or policy issues. I’ll find the cause and fix what can be fixed in the feed, and tell you clearly if anything needs changing on your website.
How long before I see results?
Feed improvements can start to lift visibility within a few weeks. Getting Shopping and Performance Max to consistently strong performance usually takes 2 to 3 months, as Google’s bidding learns from the new structure and data.
Can my products show on Microsoft (Bing) Shopping too?
Yes. Microsoft Shopping can use the same product feed, so once your Google Shopping campaigns are running well it’s a quick way to reach some extra buyers, often at a lower cost per click. The volume is much smaller than Google’s, so I treat it as an add-on rather than a priority.
Do you work with retailers outside Lincoln?
Yes. I’m based in Lincoln, but most of the online retailers I work with are elsewhere in the UK. Everything can be handled by video call and email.
Need Search Campaigns Too?
Shopping or PMax works best alongside well-run Search campaigns that catch people searching for your brand and product types. I manage those too.
Google Ads Management
Search campaigns that reach people at the moment they’re looking, built around your services, your area and your real business goals, not just clicks.
Get a Free Google Shopping Audit
Find out how your product feed, Shopping and Performance Max campaigns are really performing, and where your budget is being wasted. No obligation and no hard sell.
- No long-term contracts
- You own your account
- Based in Lincoln