01 · Structure
Campaign Structure by Profitability
Shopping and PMax split into tiers so budget follows margin, not an even spread.
Google Shopping & Performance Max Agency for Ecommerce
Shopping and Performance Max are where ecommerce budget scales. We structure them by profitability, so spend concentrates on the products and searches that return.
G Google Premier PartnerTop 3% of agencies
M Microsoft Advertising PartnerCertified
Shopping & PMax BY PROFIT
Top sellers Scale
High-margin Push
Profitable ROAS Grow
// budget concentrates where it returns
Profit tiers
3
Trusted by scaling ecommerce brands
Higher
Shopping & PMax ROAS
Less
budget on low-margin SKUs
+275%
conversion rate, WonderSkin
What we manage · Shopping & PMax
Shopping and Performance Max management built on the six things that decide ecommerce profitability
Most agencies let PMax spread budget evenly and call it managed. We structure Shopping and PMax by margin, so spend follows profit.
02 · Shopping
Shopping Campaigns
Standard and priority Shopping structured so the right products win the right searches.
03 · PMax
Performance Max
PMax kept honest with the right signals, exclusions and asset groups, not left to autopilot.
04 · Segments
Product & Asset Group Segmentation
Products grouped by margin, bestseller status and season, each with its own strategy.
05 · Bidding
Bidding & Budget by Margin
tROAS targets set against real margin, with budget concentrated on what returns.
06 · Feed-aware
Feed-Aware Targeting
Custom labels tie the feed to the campaigns, so structure and product data move together.
How the account is built
Shopping and PMax, structured by profitability
Budget follows margin, not guesswork. Prospecting brings new demand, remarketing converts it, and the whole account is tiered by product profitability so spend concentrates where it returns.
Stage 01 Prospecting Reach & scale
T1PMax & Shopping for top sellers
T2Broad product coverage
T3New-customer signals
Put the best products in front of new demand and feed the account fresh buyers.
Stage 02 Remarketing Convert
T1Dynamic product remarketing
T2Cart & product-page viewers
T3Returning-shopper signals
Higher conversion rate, lower CPA, bring shoppers back to finish the purchase.
Stage 03 Action Profit & grow
T1High-margin & bestseller push
T2Repeat purchase & up-sell
T3ROAS & lifetime value growth
The profitable core the rest of the structure is built to feed.
// Prospecting scales the account, remarketing converts it. Every tier is structured by product profitability.
Case story · Ecommerce / cookware See all case stories
Jean Patrique: Shopping and PMax structured by margin
Higher
ROAS on the products that matter
Less
spend wasted on low-margin SKUs
PMax was a black box eating our budget. They tore it down, rebuilt it around our margins, and suddenly the spend was landing on the products that actually make us money.
Transparency & ownership
No lock-in, no black box
The agency relationship most ecommerce brands got burned by is the opposite of how we work.
You Own Everything
Every campaign, asset group and audience lives in your account and stays with you, always.
Complete Access
Admin access to Google Ads and Merchant Center from day one. No PMax black box you cannot see into.
Trustworthy Reporting
Reporting on ROAS by product segment, reconciled to your store, not platform vanity numbers.
We Win When You Win
The performance share only grows as your revenue grows, so the structure is built to sell.
Tools & platforms
Diligent across every Shopping surface and signal
Shopping and PMax reach across Google and beyond. We run the full stack and keep the data behind it clean.
GGoogle AdsShopping & PMax
GMerchant Centerproduct feed
PPerformance Maxasset groups
SGoogle Shoppingstandard & priority
GGA4conversion data
MMicrosoft AdsShopping network
SShopifyproduct source
FCustom Feedhand-managed
How we work on your account
Every Shopping and PMax client goes through these steps after onboarding
We check the feed, structure by profitability, and tune Shopping and PMax against the ROAS each product segment returns.
01
Audit & Feed Check
We review the account and the feed, because Shopping and PMax only run as well as the data under them.
02
Structure by Profitability
We tier products by margin, bestseller status and season before we build a campaign.
03
Build Shopping + PMax
We build the Shopping and Performance Max campaigns around that profit structure.
04
Asset Groups & Creative
We segment asset groups and supply the signals and creative PMax needs to perform.
05
Bidding & Budget Tuning
We set tROAS against real margin and concentrate budget on what returns.
06
Scale & Iterate on ROAS
We watch ROAS by segment, scale the winners, and keep refining the structure.
Built around your catalog
Top sellers and the long tail need different strategies
Top Sellers
The products that already move. The job is scale and defense:
- Maximize impression share on winners
- Priority Shopping and dedicated PMax
- Aggressive tROAS where margin allows
- Defend against competitors on the SERP
- Concentrate budget on proven demand
- Push high-margin bestsellers hardest
Top sellers win on scale: maximizing the products that already prove out.
Long-Tail Catalog
The rest of the catalog. The job is coverage and discovery:
- Get the long tail eligible and showing
- Broad PMax for catalog coverage
- Surface hidden profitable products
- Promote winners up into their own tier
- Control spend on low-margin SKUs
- Find the next bestseller in the data
The long tail wins on discovery: surfacing the profitable products hiding in the catalog.
Leave no stones unturned
Your Shopping and PMax management must cover everything on this list
Daily, weekly and monthly protocols cover every campaign, asset group and product segment.
- Campaign Structure by Profitability
- Product Segmentation & Tiers
- Custom Labels Strategy
- Asset Group Optimization
- Audience Signals
- Search-Term Mining (PMax & Shopping)
- Brand Exclusions & Settings
- Bidding Strategy (tROAS / tCPA)
- Budget Pacing by Margin
- Priority & Standard Shopping
- New-Customer Acquisition Goals
- Merchant Center & Feed Health
- Promotions & Sale Events
- Competitor & Auction Insights
- Device & Geo Adjustments
- ROAS-by-Segment Reporting
Related services
Goes hand in hand with
Shopping Feed Management
The custom-managed feed these campaigns run on, because Shopping and PMax are only as good as the data.
Shopping Feed ManagementGoogle Ads Agency
The Search and broad PPC that captures intent alongside your Shopping and PMax.
Google Ads AgencyConversion Tracking
The ROAS-by-segment data that tells PMax which products to push and which to hold.
Conversion Tracking Scope & pace
You choose the scope and the pace
Priority is the terms that suit you. Our focus is on the Shopping and PMax work that brings the most profitable growth.
One-time · month one
Shopping & PMax Setup
The audit, the feed check, the profit-tier structure and the full Shopping and Performance Max build. The front-loaded foundation.
Ongoing · month two on
Performance Partnership
A flat retainer plus a performance share tied to the revenue your Shopping and PMax drive. We win when you win, so the incentive is growth, not hours.
Consulting
Consulting
Work directly with our team, upskill your in-house marketers, any cadence that suits you. Guidance without the full engagement.
FAQ
Questions we hear before we start
Standard Shopping gives you more control and transparency over which products show for which searches. Performance Max reaches across all of Google, Search, Shopping, YouTube, Display and more, and leans on Google's automation. We use both, structured so PMax scales reach while Shopping keeps control where it matters, and neither one spends blind.
As a Google Shopping agency, we tier your products by margin, bestseller status and seasonality using custom labels, then build campaigns and asset groups around those tiers. Budget and tROAS targets follow the margin, so spend concentrates on the products that actually make you money instead of spreading evenly across the catalog.
Yes. Shopping and PMax run on your product data, so a clean, optimized feed is the foundation. If your feed needs work we handle it, or pair this with our feed management service, because no campaign structure can fix bad product data underneath it.
You do. Every campaign, asset group and audience lives in your Google Ads account, with admin access from day one. If we ever part ways, all of it stays with you.
You pay a flat monthly retainer for the team and the management, plus a share tied to the revenue your Shopping and PMax drive. The flat part keeps the work going, the performance part means we only grow our side when we grow yours. We agree the terms together before anything starts.
We work best with ecommerce brands already spending enough that the data is meaningful and the math works for both sides. If you are below that, we will tell you honestly and point you at the audit first.
Who you work with
A dedicated Shopping and PMax team on your account
You get a dedicated Shopping and PMax manager working alongside a feed specialist and a web analyst, so the structure, the data and the ROAS move together.
Your project team
The people in your Shopping account
No account manager you never meet. A dedicated Shopping and PMax manager and team, on your calls and accountable for your results.
NČ
Nevena Čolić
Head of Shopping
AB
Aleksandar Bogdanović
Shopping & PMax Manager
MT
Milica Terzić
Feed Specialist
LS
Luka Stefanović
Web Analyst
IB
Ivana Babić
Project Manager
Reporting & communication
Tailored exactly to you
We follow our protocols relentlessly and match your cadence on the dot.
DailySpend pacing and PMax anomaly checks across every campaign and segment.
WeeklyPerformance by product tier, with the structure changes we made and why.
MonthlyThe bigger picture: ROAS by segment, margin, and where the next growth is.
Request your Shopping audit. 20+ areas of the account checked.
We go through your Shopping and Performance Max structure, your feed and your tracking, and show you exactly where PMax is wasting spend and where the profitable growth is. You get back doc files with the findings, prioritized by what to fix first, and a proposed timeline. Free.
Get your free Shopping audit24h
we reach out to schedule an intro call.
7-10 days
after the call, your audit and growth plan are ready.
100%
of accounts we audit have room to grow more profitably.