Google Shopping & feeds
Merchant Center, product feed and Shopping campaigns from a single team, with feed management built in.
Who we work with.
Account architecture
An account that stays controllable
We split campaigns by what actually changes decisions: brand versus generic demand, product-range priorities, new versus returning customers, market and language. Only this separation creates learning loops that can be judged and sharpened one by one.
At BLACKROLL® this was exactly the lever. Instead of one account for “fascia”, we built demand for sleep and whole-body recovery in its own right. The result across the partnership: 340 percent more revenue through Google Ads.
+340%
Google Ads revenue, BLACKROLL®
BLACKROLL® case study
Scaling
More budget without ROAS collapsing
We give additional budget to individual demand sources, and only to those that respond with more revenue. Anything else is a surcharge on the CPC that later gets explained away as “market pressure”.
Silberthal shows that both can happen at once. There we took Google Ads spend to 6.5 times its level in two years. Conversion value rose to 7.8 times, lifting ROAS by 20 percent, with almost five times as many conversions.
×6.5
Spend, Silberthal
+20%
ROAS in the same period
Silberthal case study
Operational craft and strategic foresight
Performance Max
Performance Max, with guardrails
Performance Max stays a black box for as long as you run it as a single campaign. We give it guardrails: separate asset groups that follow the logic of the product range, feed segments via custom labels, dedicated new-customer campaigns, controlled brand exclusions and targets derived from contribution margin instead of last month’s average.
On top of that comes reporting at asset-group and search-category level. Only then can you tell whether Performance Max creates demand or simply collects demand that brand search would have delivered anyway.
Daily management
In the account every business day
A dedicated account lead plus a backup looks at your account every business day: search terms, budget pacing, bid targets, stock and feed status, anomalies in individual campaigns. Changes are documented so that it is clear later which action caused which movement.
Larger interventions run as planned tests with a defined duration and a defined stop criterion. That is what operational craft looks like for us on every single business day.
Beacon
Our alert tool Beacon
Beacon is our own monitoring for Google Ads and the Merchant Center. It checks accounts around the clock and alerts you in Slack or by email as soon as something looks off: campaigns with clicks but no conversions. Campaigns that are active and spend nothing. Conversions that arrive without a value. Disapproved ads.
Daily control therefore no longer depends on someone looking at the right report at the right time. We built Beacon for our own work, and today it runs across every account we manage.
More about Beacon
From the field
+340%
Revenue growth
BLACKROLL®
How BLACKROLL® grew Google Ads revenue by 340%, in new categories too.
×6.5
Google Ads spend
×7.8
Conversion value
Silberthal
More spend normally means lower efficiency. Here, ROAS still increased.
> €1 million
Google Ads account revenue, 2021
Snocks
The Google Ads channel once written off as dead, and what it became after the rebuild.
10
International markets
≈ 1/3
Share of conversion value from France, Netherlands and Switzerland
TEVEO
Build every market at once, then prioritise on what the numbers actually show.
What do clients say about working with us?
“Touchpoint took over the management of our Google account around 10 months ago and has since worked intensively on scaling the account, hitting our profit targets and optimising the account architecture. Touchpoint is always at the forefront of Google Ads innovation and has contacts at Google that allow the account to be optimised beyond the usual level. Working with the team is friendly and reliable — we are happy with our decision for TP!”
“Simon and Marc helped us enormously with our Google Ads. First they built up our account, then handed it over to a new colleague on our side. They are always there when we have questions and impress with their Google Ads expertise, while never losing sight of the bigger commercial picture and the synergies between individual performance channels. I am thrilled. :-) Thank you for everything!”
“The expertise of Lasse and Simon has led to real optimisations in our account.”
“Touchpoint is exactly the right partner for us: always flexible, so we can react quickly in our dynamic e-commerce environment.”
“Touchpoint has been supporting us on Google Ads for more than a year now. Both the reporting and the communication are highly professional.”
“We have been working with Touchpoint for one and a half years now and are very happy.”
“Collaboration and communication are outstanding. Knowledge and initiatives right at the pulse of the times — top!”
“Touchpoint is a top Google Ads agency that I have been working with for over a year, and I am extremely satisfied.”
“Simon, Morten and team have been doing a tremendous job optimizing our Google Ads setup with regards to account/campaign structure, feeds optimization, analytics, tracking etc. They are extremely knowledgeable, diligent, reliable and always up for a challenge. With the limited resources we currently have inhouse Touchpoint is the best partner we could imagine!”
What else is in your account?
We look at your account and tell you plainly what we see. If we are not the right partner, you will hear that too.
Book a meeting
More services
Demand Gen & YouTube Ads
Build new demand on YouTube, Shorts, Discover and Gmail, and measure its contribution across the rest of the account.
Microsoft Ads
The additional channel, built specifically for Microsoft, and a straight answer on whether it pays off for you.
Tracking & Analytics
Conversion tracking, Consent Mode v2, server-side and GA4: the foundation to lay before budget scales on top of it.
Google Ads audit
Structure, search terms, feed, tracking and budget reviewed, ending in a prioritised roadmap.
Frequently asked questions
We work with a monthly fee based on account size, number of markets, channels and depth of management, not on a percentage of your spend. We do not quote fixed package prices, because an account with two markets and one with ten involve different amounts of work. In the first call you get a concrete figure.
Through structure rather than trust: separate asset groups that follow the logic of the product range, feed segments via custom labels, dedicated new-customer campaigns, controlled brand exclusions and targets derived from contribution margin. Plus reporting at asset-group and search-category level, so you can see whether PMax creates new demand or collects existing demand.
Budget goes into individual demand sources rather than the account as a whole, and only into those that respond to more budget with more revenue. That is how spend at Silberthal rose to 6.5 times, conversion value to 7.8 times and ROAS by 20 percent. The prerequisite is tracking you can trust with that decision.
Every business day. A dedicated account lead plus a backup checks search terms, budgets, bid targets, feed and stock status and documents every change. Larger interventions run as planned tests with a duration and a stop criterion. In an account that spends money every day, monthly management is not enough.
In almost every case, a clean Search and Shopping foundation first. Performance Max learns from your conversion data; if that data is thin or measured wrongly, the campaign scales the error along with it. Once tracking, feed and brand separation are in place, PMax is a strong lever for range breadth and new audiences.
CPC is almost always a symptom. We work on ad relevance, search-term hygiene, landing-page fit and the separation of brand and generic demand. If the click price falls afterwards, that is a side effect. The real goal is a higher contribution margin per euro spent, not a prettier CPC.
A monthly report that explains what changed, why, and which decision follows from it, plus a live dashboard for the daily view. We agree the metrics up front: usually revenue, conversion value, ROAS or COS, new-customer share and contribution margin, instead of a wall of numbers that says nothing.