Google Ads management
Search, Shopping, Performance Max and Demand Gen as one system that we work on every business day.
Who we work with.
Feed management
How we work on the product data feed
We start with the titles, because they have the biggest influence on which search queries a product is shown for: brand, product type and decisive attributes such as size, colour, material or compatibility, in the order people search for them rather than the order of your PIM.
After that: product type and Google category mapping, GTIN and MPN coverage, image quality, shipping and availability data, and custom labels for margin, stock cover, seasonality and bestseller status. These labels later become the control levers of the campaigns.
Multiple feed
More visibility through multiple feeds
Alongside feed management and Shopping delivery at the highest level, we have developed our own approaches to scale Shopping further. The most far-reaching of these is the multiple-feed setup: the same product range enters the auction through several, differently structured product feeds.
This gets around the limit every large shop hits sooner or later. The search volume of a category is finite, and a single feed reaches only the slice of it that its titles and attributes cover. Several feeds cover more of it, without needing a second product range.
Operational craft and strategic foresight
Merchant Center
When products get disapproved
Disapprovals usually have one of three causes: price or availability in the feed differ from the product page, required details such as GTIN or shipping costs are missing, or a policy applies — health claims, image requirements, unclear return conditions. They are never loud about it. They quietly shrink the number of products that can be shown.
We monitor Merchant Center status as a fixed part of the daily checks and prioritise by revenue impact: disapproved bestsellers first, then the long tail. Recurring causes are fixed at the source in the shop system instead of with a feed rule on top.
Range management
Budget across a large product range
Not every product deserves the same bid. High-margin bestsellers, seasonal goods, remaining stock, new arrivals and low-margin volume items need different targets, and the custom labels from the feed are exactly what makes that separation possible in the campaign.
solago shows how far this goes: two accounts in one market became six accounts in four countries, shop revenue rose by 144 percent and orders by 154 percent. On the day of a product launch, conversion value reached six to seven times that of a normal day.
+144%
Shop revenue YoY, solago
1 → 4
Markets in twelve months
solago case study
Channel interplay
Shopping and Performance Max
Performance Max uses the same product feed and also serves Shopping ads, so the two compete for the same auctions if you run them side by side without settling priority. We define which campaign type leads which feed segment, and we separate brand from generic demand.
The outcome is a question about the product range more than about channels: which products need tight control, and which benefit from the breadth of Google’s signals? The answer shifts with season and stock levels, so it belongs in ongoing management rather than in onboarding.
Where it has worked
What do clients say about feed and setup?
“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!”
“Touchpoint is a top Google Ads agency that I have been working with for over a year, and I am extremely satisfied.”
“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.”
“The expertise of Lasse and Simon has led to real optimisations in our account.”
“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 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!”
How good is your feed really?
We look at your Merchant Center, feed and Shopping structure and tell you how much of your range is currently staying invisible.
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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
It works on the product data feed as well as on bids and ad copy. In Shopping, the feed decides which search queries a product is eligible for at all; the campaign can only weight that selection afterwards. Anyone who separates feed and campaign is therefore optimising in the wrong place.
Titles first: brand, product type and decisive attributes in the order people search. Then categories and product types, GTIN and MPN coverage, images, shipping and availability data. Finally, custom labels for margin, stock cover, seasonality and bestseller status, which later become the control levers of the campaigns.
Typically because price or availability in the feed differ from the product page, required details such as GTIN or shipping costs are missing, or a policy applies. Disapprovals do not announce themselves loudly; they quietly shrink the range you can show. We check the status daily and prioritise by revenue impact.
With a clean feed, separate campaigns for brand and generic demand, and targets derived from contribution margin. After that, you segment via custom labels instead of steering every product from one pot. Without reliable conversion tracking, any Shopping campaign mainly scales the measurement error.
The shop export is enough as long as the range and the rules stay simple. As soon as titles need rebuilding, categories mapping, labels calculating, or several countries and languages supplying, a feed tool saves more time than it costs. We work with both and decide based on range size and shop system.
Performance Max uses the same product feed and also serves Shopping ads. Without a settled priority, the two compete for the same auctions. We define which campaign type leads which feed segment and separate brand from generic demand; this split changes with season and stock levels.
Range size is no limit; rule sets and labels work regardless of the number of items. We manage more than €100 million in advertising budget a year for our clients, including shops with six-figure item counts. What matters is how clean the source data from the shop is, far more than the quantity.