Google Shopping ads appear at the top of search results with product image, price, and store name — capturing buyers at the moment of purchase intent. Lumo manages the full Google Shopping stack: product feed optimisation, campaign architecture, and bidding strategy for US e-commerce brands.
Most e-commerce brands underperform on Google Shopping for the same reason: a low-quality product feed. Google's Shopping algorithm ranks products based on feed data — product title, description, category, attributes, and image quality — before campaign settings have any meaningful effect. A well-structured feed with keyword-rich titles and complete attribute data can double impressions without touching campaign bids.
Campaign structure is the second major performance lever. The default Smart Shopping or broad Performance Max setup mixes high-margin products with low-margin SKUs, brand terms with non-brand queries, and bestsellers with dead inventory — optimising toward average rather than your most profitable segments. Granular campaign architecture separates these segments for independent budget allocation and bidding.
Lumo treats Google Shopping as both a feed management and a paid media problem. We audit and rebuild product feeds for keyword richness, attribute completeness, and category accuracy — then build campaign structures that separate your product portfolio by margin, performance tier, and query intent. The result is a Shopping account that scales profitably rather than chasing blended ROAS averages.
Feed audit, title restructuring (keyword + attribute-forward format), description optimisation, Google taxonomy category mapping, attribute completion, and custom labels for campaign segmentation.
Segmented campaign structure by product category, margin tier, and performance history — with separate bidding for brand vs. non-brand shopping queries and priority-based campaign layering.
Google Performance Max campaign setup and ongoing optimisation — audience signal configuration, asset group management, product feed connection, and bid strategy tuning for e-commerce ROAS goals.
Target ROAS bidding configuration, product-level bid adjustments, competitor monitoring, promotional period strategy, and daily optimisation to maximise conversion value within your ROAS targets.
Performance Max lifestyle image and video asset creation linked to product categories — supplementing Shopping listings with brand imagery that improves display and YouTube placements within PMax.
Impression share analysis, product performance reporting, auction insights vs. competitors, query-level performance mining, and monthly ROAS and revenue reporting with segment breakdowns.
Full product feed analysis, campaign structure review, query report mining, and competitive Shopping landscape audit — with a prioritised action plan for feed and campaign improvements.
Product feed restructuring in Merchant Center, campaign architecture build in Google Ads, bid strategy configuration, and conversion tracking verification — ready to launch within 2 weeks.
Go live with initial bids, monitor impression share, ROAS, and conversion volume daily. Apply first optimisations in week 1 — negative keywords, bid adjustments, and underperforming product exclusions.
Increase budgets on profitable segments, expand to new product categories, test Performance Max asset groups, and add seasonal budget uplift strategies as account performance data matures.
Google Shopping campaigns give you more control — you can see which search queries triggered your ads, set bid adjustments by device or time, and segment products into separate campaigns. Performance Max combines Shopping inventory with Google's other networks (Display, YouTube, Gmail, Discovery) and uses AI to optimise across all of them. PMax offers broader reach but less transparency. Lumo typically uses both together — Shopping campaigns for core ROAS performance, PMax for reach and new customer acquisition.
Critical. The product feed is the foundation of Google Shopping — Google uses your feed data to match your products to search queries, rank your listing, and decide whether to show your ad at all. A product with an unoptimised title ('Blue Dress Size 12') performs significantly worse than one with a keyword-rich, attribute-forward title ('Women's Blue Midi Wrap Dress - Size 12 - Floral Print'). Feed quality is the most impactful improvement most Shopping accounts can make.
To run Google Shopping ads, you need: a Google Merchant Center account with your product feed submitted and approved, a Google Ads account linked to Merchant Center, a website with clear product pages and pricing, and compliance with Google's Shopping policies (no prohibited products, accurate pricing, clear return policy). Lumo handles Merchant Center setup and policy compliance as part of onboarding.
Industry benchmark ROAS for Google Shopping varies significantly by category: apparel averages 3–4x, electronics 4–6x, home goods 3–5x. Lumo clients typically see 20–40% ROAS improvement over their baseline within 90 days through feed optimisation and campaign restructuring. We set ROAS targets based on your product margins rather than industry benchmarks — the right ROAS target for a 70% margin product differs from a 20% margin product.
Yes — Lumo manages Google Shopping for stores on any e-commerce platform. Feed generation is platform-specific: Shopify has a native Google Shopping channel app, WooCommerce uses Google Listings & Ads or third-party feed plugins, Magento uses DataFeedWatch or similar. We audit your current feed source, configure the cleanest data pipeline to Merchant Center, and manage ongoing feed health across your platform.
Get a free Google Shopping audit — we'll analyse your product feed quality, campaign structure, and ROAS performance, then show you exactly what's holding back your Shopping revenue.
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