What we take over as your Google Shopping agency
Shopping ads run without keywords. Google reads your product data and decides which search shows which item. That is why we start with your Google Shopping feed and rebuild the campaigns after it. We do the work ourselves, your team only approves.
Merchant Center
Clear disapprovals, warnings and suspensions, set shipping and return policies, keep diagnostics clean.
Product feed
Rework titles, categories, GTINs and attributes so Google matches your products to the right searches.
Margin segmentation
Tag products into margin classes with custom labels and set a separate target for each class.
Campaign structure
Split brand and non-brand, and give Performance Max and Standard Shopping separate jobs so they don't take revenue from each other.
Bids and budget
Move budget to where contribution margin comes from. Products below break-even get less money.
Measurement in your shop
We reconcile the ad account with your shop backend and report revenue after returns.
In many catalogs only a small share of products earns a profit. A Harucon analysis of 41 Google Ads audits (audits over recent years up to 2026) shows how large the rest can get: in the 3 audits where we quantified it, 90 to 98% of products never made a profitable sale through Google Ads. One account put 87% of its budget into products without a single profitable conversion. So we first split every catalog into four segments, over 90 days, with variants rolled up to the product group:
| Segment | Rule (90 days, per product group) | What happens to the product |
|---|---|---|
| Hero | ROAS at or above target and at least 3 conversions | own campaign or asset group, more budget |
| Sidekick | ROAS just below target | check title, image and price, keep in the main budget |
| Villain | ROAS well below target | stricter target or lower bid |
| Zombie | spend with no conversion | pull from the budget or test separately on a small budget |
Who a Google Shopping agency pays off for
We work with 15 brands at most at the same time. We get the most out of an account when at least one of these applies:
- Your catalog has hundreds or thousands of SKUs with different margins.
- Performance Max reports a good ROAS, but less profit arrives in your shop.
- Merchant Center shows disapproved products or warnings nobody works through.
- Brand searches and new customers run in the same campaign, and you can't tell what is new.
- You want to grow without a bigger ad budget.
From $3M in annual revenue the guarantee is firm. Below that, it's not ruled out. We check it for your brand on the intro call, and you can always book one.
Standard Shopping or Performance Max?
Both campaign types use the same feed. They differ in how much control you keep. In most accounts we run both, each with a clear job.
| Standard Shopping | Performance Max | |
|---|---|---|
| Where ads show | Shopping placements in Google Search | Search, Shopping, YouTube, Display, Discover, Gmail, Maps |
| You steer with | product groups, bids, priorities | asset groups, listing groups, target ROAS |
| Strength | bid control per product group | reach and automation |
| Risk | more manual work | brand searches and existing customers slip in |
The PMax risk is money spent on buyers who would have come anyway. We split brand and non-brand and check which revenue is new. The full audit sits on our PMax agency page.
Why the same ROAS is not the same profit
Google optimizes for the revenue you report as conversion value. It does not know your margin. Here are three products from a footwear store, simplified with net revenue after returns:
| Product | Ad spend | Revenue | ROAS | Contribution margin | After ads | Break-even ROAS |
|---|---|---|---|---|---|---|
| Leather boots (55% margin) | $3,000 | $12,000 | 4.0 | $6,600 | +$3,600 | 1.82 |
| Clearance sneakers (22% margin) | $3,000 | $12,000 | 4.0 | $2,640 | −$360 | 4.55 |
| Socks and care kits (48% margin) | $1,500 | $4,500 | 3.0 | $2,160 | +$660 | 2.08 |
In the ad account, boots and sneakers look the same. The sneakers still lose money, and the care kits with the weakest ROAS make a profit. We fix this with custom labels in the feed: each margin class gets its own campaign or asset group with its own target ROAS. At Luca Faloni we segmented Google Shopping by product labels.
Break-even ROAS = 1 ÷ contribution margin rate. If a product sits below it, every sale through Google costs you money.
How working with us runs
- 01
Intro call with Tobias
30 minutes. We look at your numbers and tell you whether we see the $250,000.
- 02
Day 0: lock in the baseline
The same 90 days last year plus your trend. Measured in your shop backend, minus returns.
- 03
Day 1 to 14: stop the waste
Free up budget spent on brand buyers, loss-making products and disapproved items.
- 04
Day 15 to 45: rebuild
Rework the feed, set up margin classes, restructure the campaigns. Detailed review on day 30.
- 05
Day 46 to 89: scale
Budget moves into the products that earn contribution margin. Weekly status with shop numbers.
- 06
Day 90: measure in your shop backend
+$250,000 in revenue or all three monthly retainers back.
Results from Google Shopping and feeds
We have managed $800M in revenue. At NuBest, brand and new customers were mixed and Shopping was left unused. More brands are in our results.
Revenue +90%. Same budget.
ROAS 2.5 → 5.5 after restructuring Google Ads and feeds
+204% more CM3. Only 5% more marketing spend.
Revenue +42%, new customers +44%, orders +30%, cost per new customer −27%
Google Ads profitable within a month.
Full data clarity in 30 days
We do the math before we start. If we don't see the $250,000, we don't offer the guarantee. The conditions are written into the contract.
+$250,000 revenue in 90 days at the same ad spend.
No +$250,000 on day 90? All three monthly retainers back. Measured in your shop backend, not the ad account.
From $3M annual revenue the guarantee is firm. Below that, we check it on the intro call. See the conditions
How to spot a good Google Shopping agency
- It asks for your margin and return rate before it talks about ROAS.
- It shows you the feed and the disapprovals in Merchant Center.
- It splits brand and non-brand and can tell you which revenue is new.
- It measures in your shop backend and explains why the ad account and shop disagree.
- It does the work itself instead of sending you task lists.
A Google Shopping agency is usually one part of a Google Ads agency. Search and Shopping reach the same buyers, so we steer both together. If your store runs on Shopify, read Google Shopping on Shopify as well.
We see ourselves as a growth partner: we share the risk and get measured on your shop revenue.
Google Shopping agency questions
What does a Google Shopping agency do?
It sets up Merchant Center, optimizes the product feed and runs Shopping and Performance Max campaigns. A good one steers by contribution margin per product and measures in your shop backend.
How much does a Google Shopping agency cost at Harucon?
That depends on the size and starting point of your brand. After the intro call you get a fixed offer in writing, before anything starts.
How fast will I see results?
In the first 14 days we stop spend that brings no new revenue. Rebuild and scaling follow until day 89. On day 90 you count the result in your shop backend.
Does Google Shopping need keywords?
No. Google matches your products to searches using the feed data. Title, category and attributes replace keywords, so the feed is the biggest lever.
Standard Shopping or Performance Max, which is better?
Performance Max brings reach across all Google channels, Standard Shopping gives more control over bids per product group. In most accounts we run both with separate jobs.
We are under $3M in annual revenue. Can we still work together?
Yes. Book a call. From $3M the guarantee is firm. Below that it's open, and we check it case by case on the call.
How much profit sits in your feed?
On the intro call Tobias looks at your feed, campaigns and margins with you and shows which products run below break-even. 5 quick questions, then book straight with Tobias.
Book your free intro call→