Catch demand.
Keep sight of the margin.
We connect campaigns, product feeds, tracking and commercial data so Google Ads supports profitable growth—not just more traffic and impressive-looking platform numbers.
Google Ads does not operate in a marketing vacuum.
Campaign performance depends on more than bids and keywords. Product availability, price, margin, feed quality, market readiness, landing pages and customer demand all influence whether the click can become profitable revenue.
We manage the advertising in the context of the business behind it.That means connecting campaign decisions to products you can actually sell, markets you can serve and targets that reflect commercial reality—not blindly following every recommendation inside the advertising platform.
Six parts of one performance system.
Each area strengthens the others. Better tracking improves bidding. Better feeds improve product matching. Better budget allocation gives the strongest markets and products room to grow.
Account & tracking setup
We create or restructure the advertising foundation so campaign decisions are based on dependable conversion and commercial data.
What we do- Google Ads and Merchant Center account structure
- Conversion actions for purchases and meaningful customer steps
- GA4, consent and tag implementation coordination
- Revenue, currency and transaction validation
- Enhanced conversion and audience-data setup where appropriate
- Duplicate, missing and misleading conversion checks
Automated bidding learns from the signals it receives. If purchases, values or consent are configured incorrectly, the system optimises towards the wrong result.
Search & Shopping campaigns
We capture customers who are actively looking for your brand, category, product or solution, using the format that best matches their level of intent.
What we do- Brand, category, product and competitor search structure
- Keyword, query and negative-keyword management
- Shopping segmentation by product and commercial priority
- Ad copy, assets and landing-page alignment
- Market, language, device and audience refinement
- Search-term analysis and coverage improvement
Not every search has the same value. Structure lets us protect high-intent demand, learn from customer language and control where budget is spent.
Performance Max management
We provide Performance Max with stronger commercial inputs, cleaner product groups and deliberate creative assets—then evaluate the result beyond the headline number.
What we do- Asset groups organised around products, themes or markets
- Product inclusion, exclusion and listing-group structure
- Audience and search-theme signals
- Creative assets matched to the landing experience
- Brand-demand and cannibalisation monitoring
- Incremental testing against other campaign types
Automation still needs direction. Without thoughtful inputs and product control, spend can concentrate on easy conversions instead of the growth the business actually needs.
Product feed optimisation
Your feed is the product language Google uses to understand what you sell and when to show it. We improve both data quality and commercial relevance.
What we do- Titles, descriptions, categories and product types
- GTINs, brands, variants and required attributes
- Price, availability, sale price and market consistency
- Custom labels for margin, season, stock and performance
- Merchant Center diagnostics and disapproval resolution
- Feed rules, supplemental sources and ongoing data checks
Strong product data improves matching, segmentation and campaign control. It also prevents budget from being lost because important products are disapproved or poorly understood.
Budget & market allocation
We decide where the next euro is most likely to create useful growth by comparing demand, performance, stock, margin and market potential.
What we do- Budget planning by country, campaign and objective
- Allocation between brand protection and new demand
- Product- and collection-level investment priorities
- Seasonality, launches, promotions and stock consideration
- Scaling rules and loss limits
- Reallocation when market conditions change
An equal split is rarely the right split. Budget should follow opportunity while respecting operational capacity, profitability and the role of each market.
Reporting & continuous testing
We connect advertising activity to the wider commerce result and turn ongoing tests into decisions—not isolated experiments with no follow-up.
What we do- Dashboards for spend, revenue, ROAS, MER and contribution
- Performance by market, product group and campaign type
- Testing of structure, feeds, creative and landing pages
- Search-demand and product-opportunity analysis
- Weekly optimisation and monthly commercial review
- Clear actions, owners and next hypotheses
Platform ROAS is only one view. Reporting should reveal whether advertising creates profitable growth, attracts the right customers and supports the wider business.
Are your campaigns optimising for the result your business actually needs?
We review account structure, tracking, feeds, budget allocation and commercial performance as one connected system.
Better product data gives advertising better choices.
Shopping and Performance Max depend on the information available in the product feed. We structure that information so Google can understand the product—and so we can organise campaigns around real commercial priorities.
Shopify · ERP · PIM
Titles · attributes · labels
Validation · markets · policies
Products · bids · budgets
Separate high- and low-margin products so the same ROAS target is not applied blindly.
Give available products room to grow and avoid pushing items that cannot support demand.
Use launch, core, seasonal, sale and carry-over labels to control campaign priorities.
Distinguish proven winners, learning products and underperformers for more deliberate testing.
A profitable campaign can still support an unprofitable order.
Advertising reports revenue efficiently, but it does not automatically understand product margin, discounts, logistics, returns or the strategic value of acquiring a new customer.
Depending on data availability, this can include blended marketing efficiency, contribution margin, new-customer acquisition, repeat purchase, return rates, stock cover and country-level profitability.
Cover demand without making every campaign compete for the same customer.
We create a structure that reflects how people search and what the business needs to learn or grow.
Protect the brand
Maintain control over high-intent branded searches, messaging and landing pages.
Capture product demand
Match specific searches with the most relevant product, price and availability.
Develop category demand
Reach customers exploring a need or product category before they know the brand.
Scale validated products
Give proven products and markets additional reach within clear commercial boundaries.
Test new opportunities
Explore new queries, collections or countries with controlled budgets and learning goals.
What we review every month.
Good management is a repeating commercial cycle: observe, understand, change, measure and decide what deserves the next test.
What are people searching for?
Review queries, intent, new themes, branded demand and missed coverage.
What can and should we sell?
Compare feed health, availability, margin, seasonality and product performance.
Where is the best opportunity?
Evaluate demand, conversion, delivery, localisation and country-level economics.
What happens after the click?
Inspect landing relevance, mobile experience, checkout friction and conversion.
Is the growth commercially useful?
Connect spend and revenue with margin, new customers and the wider business result.
What should change next?
Prioritise one clear hypothesis with a measurable result and enough time to learn.
Less dashboard theatre. More commercial decisions.
We report the result in language management can use: what changed, why it likely changed, what it means for the business and what we recommend doing next.
Improve your reporting ↗What happened?
Spend, revenue, conversions, ROAS, MER and movement against target.
What influenced it?
Products, stock, promotions, markets, demand, tracking and website changes.
What changes now?
Budget shifts, feed work, exclusions, tests, landing-page improvements and commercial follow-up.
What did we discover?
Search language, product-market fit, price sensitivity and new demand opportunities.
Advertising connected to the way the business makes money.
- Cleaner tracking and more dependable bidding signals
- Stronger product visibility through better feed data
- Campaign structures aligned with customer intent
- Budgets directed towards the strongest commercial opportunities
- Clearer performance across products, markets and channels
- Continuous learning that improves more than the ad account
Is Google Ads supporting your commercial priorities—or setting its own?
Let us review your tracking, campaigns, feeds, markets and performance data, then identify where the account can create stronger and more profitable growth.