PPC

Google Shopping Campaign Optimization

Rebuilt product feed and campaign structure to dramatically improve Shopping performance.

220%

ROAS Improvement

−38%

CPA Reduction

The Challenge

An e-commerce client's Shopping campaigns were running with a single "catch-all" product group, poor feed quality, and manual bidding. High-value products were competing with low-margin items, driving up average CPA and diluting ROAS.

What I Did

Audited the product feed—fixed missing GTINs, improved titles with top search terms
Segmented campaigns by product category, margin tier, and seasonality
Implemented Target ROAS smart bidding with portfolio bid strategies per tier
Created negative keyword lists to exclude branded and irrelevant queries
Set up Shopping campaign experiments to test bid strategy changes safely
Added product-level labels in the feed to enable granular bidding control
Monitored auction insights weekly and adjusted bids for key competitors

Outcome

ROAS improved by 220% over 3 months. CPA dropped 38%. The high-margin product segment now accounts for 60% of Shopping revenue. Smart bidding algorithms have access to clean segmented data, which continues to improve performance over time.

Tools Used

Google Ads Google Merchant Center GA4 Smart Bidding Feed Optimisation Looker Studio

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