Feed first, bids second
Shopping has no keywords, so Google reads your feed to decide which searches you appear for. Most stores leave money on the table with weak titles and missing attributes. We fix the feed before touching bids, because a better feed lifts both impressions and the Shopping conversion rate, which averages around 1.9%.
For a Melbourne homewares store, feed work plus a tighter landing page moved the on-site conversion rate from 4.8% to 9.1% over 14 weeks.
Spend follows margin, not the catalogue
Even spend across every product quietly funds your worst margins. We split campaigns using custom labels so budget concentrates on the products that actually profit, then set target ROAS per group. One supplements brand went from 2.4:1 to 4.6:1 in a quarter this way.
Common questions
Treat 4:1 as strong and 2:1 as roughly break-even, then adjust for margin. A high-margin brand can profit at 3:1; a thin-margin retailer may need 6:1. We set the target against your actual product margins, not a generic number, then bid Shopping and PMax to hit it.