Your Shopping campaigns are fine. Your feed isn't.
Most agencies sell Shopping management and treat the feed as setup, something to get working once, then leave alone. But a campaign can't outperform a feed Google won't show. Disapprovals, missing identifiers, titles pulled straight from your H1, prices that drifted out of sync. That's where the money goes, and it's the part nobody's watching.
Eight ways a feed loses money. Six of them silently.
Disapprovals appear in your dashboard, so those get fixed. The expensive problems are the ones that don't raise a flag, products technically approved and never shown, titles nobody wrote, prices that drifted apart weeks ago.
Three accounts, three different failure points.
A feed problem, a campaign structure problem, and a suspended account. Different causes, same result: revenue that should have been there wasn't.
900%
ROI / ROAS deliveredInvisible product feed and campaign restructure
A large B2B/B2C catalogue suffered from feed errors and an unoptimised Merchant Center setup, leaving massive inventory underperforming across Google Shopping.
What we did, resolved critical Merchant Center feed issues, restructured Search and Shopping campaigns, and optimised product visibility across B2B and consumer categories.
15,500+
Total conversions, plus 23.5K+ calls generatedLow CTR and high CPA across service and retail lines
No performance structure for high-intent queries meant high customer acquisition costs and low call and lead conversion volume across retail appliance sales and repair services.
What we did, restructured the Google Ads account, eliminated low-performing assets, and deployed call-focused advertising combined with high-intent keyword targeting.
100%
Merchant Center account reinstatedAccount suspension and misrepresentation policy flags
A high-value carbon-negative jewellery catalogue faced a full Merchant Center suspension due to policy flags and missing compliance infrastructure.
What we did, conducted a forensic audit of ad assets and landing pages, resolved policy compliance gaps, and filed an evidence-backed appeal to fully restore account status.
Google gives you five custom labels. Most accounts use none.
Without them, every product in your catalogue competes for budget on equal terms, and your algorithm can't tell a 60%-margin hero from an 8%-margin loss leader. Revenue looks healthy while profit quietly doesn't.
Products grouped by actual gross margin after cost of goods and fulfilment. The one that matters most, it lets you bid harder on what earns and hold back on what doesn't.
Best sellers separated from slow movers. Prevents the long tail of dead stock absorbing budget that should sit behind proven products.
Budget that shifts automatically between collections, or lifts around a sale, without someone rebuilding campaigns each quarter.
Push overstock, pull back before something sells out. Advertising a product into an out-of-stock is how you lose both the sale and the click you paid for.
Where you're genuinely cheaper than the comparison set, bid up. Where you're the expensive option, recognise it and stop paying to lose.
Don't hit the appeal button. Not yet.
A suspended Merchant Center account means Shopping revenue stopped today, and the instinct is to appeal immediately. That's usually the wrong first move, appealing without having fixed the underlying cause burns a review, and repeated failed appeals make the situation harder rather than faster.
Misrepresentation is the most common suspension reason and the most misunderstood. It's rarely about a product. It's usually about your site, contact details Google can't find, a returns policy that doesn't match what checkout says, shipping costs appearing later than expected, or business information that disagrees with itself across pages.
Fix the cause, document what changed, then appeal once with evidence.
Four phases. Campaigns come last.
Bid changes on a broken feed produce a more efficient version of the wrong thing.
Find the silent problems
Disapprovals, yes, but also ghost products, thin titles, price drift, and how much of your catalogue has never received an impression. You get the list whether you continue or not.
Week 1Supplemental feeds, not dev tickets
Titles rewritten, missing attributes added, identifiers corrected, applied in Merchant Center rather than waiting on your development team. Days instead of a sprint cycle.
Weeks 1 to 3Get margin data into the feed
Cost of goods pulled from your systems, custom labels built against real profit rather than price. This is the part that takes longest and changes the most.
Weeks 3 to 4Campaigns and monitoring
Shopping and Performance Max structured around those labels, with daily feed monitoring so a disapproval is caught the same day rather than at the next review.
OngoingThree ways in. Most start with the first.
Flat fees throughout, never a percentage of ad spend.
Feed audit
$2,500 one-time · 1 to 2 weeks
Start here if: you want to know what's wrong before committing, or you're weighing up whether to change agencies.
- Full feed health and disapproval review
- Ghost product identification
- Title and attribute assessment
- Price and stock sync check
- Prioritised fix list you can action
Feed rebuild
$4,500 one-time · 3 to 4 weeks
You need this if: the audit found structural problems, or you've never had the feed properly built rather than plugin-generated.
- Everything in the audit
- Titles rewritten across the catalogue
- Supplemental feeds built and deployed
- Missing identifiers sourced and mapped
- Custom labels built from real margin data
- Shipping and tax reconciled with checkout
Management
From $5,000 per month · flat fee
You need this if: the feed is sound and you want campaigns run against it, Shopping, Performance Max, and daily feed monitoring.
- Shopping and Performance Max management
- Daily feed and disapproval monitoring
- Custom labels maintained as costs move
- Promotions and price drop badges managed
- Reported on margin, not just ROAS
- Month to month after onboarding
- Audit fee credits against a rebuild or month one if you continue. If you don't, the fix list is yours and it works whether we implement it or your team does.
- Ad spend goes directly to Google. We never handle it and never mark it up.
- Suspended right now? Reinstatement is quoted separately after we've identified the cause, it varies too much to price in advance, and anyone quoting it blind is guessing.
Before you call.
What's the difference between Google Shopping management and Merchant Center management?
Two halves of one job. Merchant Center holds your product data, titles, prices, images, availability, identifiers. Shopping campaigns are the ads that run on that data.
Most agencies sell the campaign half and treat the feed as one-time setup. That's why so many accounts plateau: the campaign is being optimised carefully while the feed underneath it is quietly excluding a third of the catalogue. The diagnostic above is what we look at first, and it's usually where the problem is.
All my products show as approved. Isn't the feed fine?
Approved means Google will show your products. It doesn't mean Google does. "Ghost products", approved, live, and receiving zero impressions, are common, and they never appear in diagnostics because technically nothing is wrong.
Usually the cause is thin attributes, a wrong product category, or a title Google can't match to any realistic query. Six of the eight problems in the section above never raise a flag, which is why a clean dashboard is a poor measure of feed health.
Can you fix the feed without involving our developers?
Mostly, yes. Supplemental feeds and feed rules let us override data inside Merchant Center without changing your site, rewriting titles, adding missing attributes, correcting categories, fixing capitalisation that triggers spam filters.
That matters practically: waiting on a development sprint to fix a title structure can take weeks, and a supplemental feed takes hours. Some things genuinely need site changes, policy pages, checkout pricing, contact details, and we'll tell you which is which.
Our Merchant Center account is suspended. Can you fix it?
Usually, and don't appeal again first. Appealing without fixing the underlying cause burns a review, and repeated failed appeals make things harder rather than faster.
Misrepresentation is the most common reason and it's rarely about a product, it's usually about your site. Missing contact details, a returns policy that disagrees with checkout, shipping costs appearing later than expected. We find the cause, fix it, document it, then appeal once with evidence. The process is above. We won't promise a timeline, that's Google's decision, and anyone guaranteeing one is guessing.
How does the feed affect Performance Max?
More than anything else you control. Performance Max makes its own decisions about placement, audience and bidding, the feed is one of the few real inputs you still have. Thin product data means the algorithm has less to work with, so it matches your products to queries less precisely and spends your budget on traffic that was never going to convert.
If your PMax performance is disappointing, the feed is the first place to look, not the campaign settings. There aren't many campaign settings left to adjust.
How long before we see a difference?
Disapproval fixes can take effect within a day or two of the next feed fetch. Title and attribute rewrites need two to three weeks before the impact is clear, because Google re-evaluates matching and the campaigns re-enter a learning period.
Custom labels take longest to show value, because you're changing how budget is allocated and that needs a few weeks of data to prove out. Plan on six to eight weeks for the full picture.
Do you work with our platform?
Shopify, WooCommerce, BigCommerce and Adobe Commerce, plus custom feeds via the Content API where the platform can't produce what's needed. The platform matters less than you'd think, most feed problems are the same regardless of what generated them, because most plugins make the same default choices about titles and attributes.
Looking for one specific thing?
Give us read access. We'll find the ghosts.
Read-only access to Merchant Center and Google Ads is enough. We'll tell you how many products are approved but never shown, which titles are costing you matches, where price and stock have drifted out of sync, and whether your account is at risk of a suspension nobody's noticed yet. The list is yours either way.
Read-only access · No obligation · Suspended accounts, call, don't wait