What we handle for Google Shopping on Shopify
The Google & YouTube app gets your products into Google within minutes. Then the app's Performance Max campaign spends on every product with the same target, and nobody knows which items make money. We take that part over.
Feed for Google
Feed titles and attributes built for search, without rewriting your Shopify product pages.
Margin tiers
Products grouped by contribution margin through custom_label.
Shopping campaigns
Performance Max and Standard Shopping per margin tier, each with its own target.
Free listings
The same feed powers unpaid product listings, so feed work pays twice.
Merchant Center
Sync, disapprovals and supplemental data sources. That part has its own page: Google Merchant Center for Shopify.
Measurement
Revenue after returns in the Shopify admin, not conversion value in the ad account.
Free listings, Shopping ads and Performance Max
One feed from Shopify runs three placements. According to the Shopify Help Center, products synced through the Google & YouTube channel can show in the Shopping tab for free if your store is eligible and sells in the US.
| Placement | Cost | Your control |
|---|---|---|
| Free listings | none | feed quality only: titles, attributes, images |
| Standard Shopping | cost per click | product groups, bids, negative keywords |
| Performance Max | cost per click, spread across Google surfaces | asset groups, listing groups, target ROAS, brand exclusions |
We use Standard Shopping where you need control over search terms and Performance Max where reach counts. Both read the same custom_label values.
Why one ROAS target for the whole catalog loses money
Google optimizes toward conversion value. It doesn't know your margin. Two products with the same ROAS can leave you very different amounts of money. We give each margin tier its own target, calculated from the profit you want per order:
| custom_label_0 | Contribution margin | Break-even ROAS | Target ROAS at 10% profit |
|---|---|---|---|
| margin_high | 50% | 2.00 | 2.50 |
| margin_mid | 35% | 2.86 | 4.00 |
| margin_low | 20% | 5.00 | 10.00 |
An example: a store spends $10,000 on Shopping. $5,000 goes to high-margin products and brings $30,000 in revenue. The other $5,000 goes to low-margin products and brings $10,000. Blended ROAS is 4, which looks fine.
- High tier: $30,000 × 50% = $15,000 contribution margin, minus $5,000 ad spend = +$10,000.
- Low tier: $10,000 × 20% = $2,000 contribution margin, minus $5,000 ad spend = −$3,000.
- The account reports ROAS 4. Your store earns $7,000, and the low tier costs you $3,000 of it.
A blended ROAS hides the tier that loses money. Separate targets per tier move budget away from it without cutting total spend.
Your store title and your feed title are two different texts
In Shopify, the product title is also the headline of your product page. There it should be short and on brand. In the feed, Google reads the title to match it to searches. According to Google Merchant Center Help, titles can run to 150 characters, and shoppers usually see the first 70 or fewer.
| Title in Shopify | Title in the feed | |
|---|---|---|
| Example | The North Sweater | Brand X Men's Merino Wool Sweater, Crew Neck, Navy, Size M |
| Purpose | product page, brand voice | matching the search, click on the ad |
| Maintained in | Shopify | attribute rule or supplemental data source in Merchant Center |
Your product page stays clean, and Google gets the words buyers type.
Who this fits
- Shopify brands whose products sync but get few impressions or disapprovals.
- Stores with a large catalog and different margins across products.
- Teams running Performance Max from the app without knowing which products earn money.
Shopping clicks land on your product pages. If they convert poorly, Shopify checkout optimization is the next lever. For the full picture of what we do for Shopify stores, see our page as a Shopify agency. Below $3M annual revenue the guarantee doesn't apply, and you can still book a call.
How we work together
- 01
Intro call with Tobias
30 minutes. We look at Merchant Center, campaigns and your numbers.
- 02
Day 0: analysis and baseline
The same 90 days last year plus your trend, measured in the Shopify admin minus returns.
- 03
Day 1 to 14: stop the waste
Fix disapprovals, pull losing products out of the budget.
- 04
Day 15 to 45: rebuild
Set up feed titles, attributes and margin tiers, split campaigns.
- 05
Day 46 to 89: scale
Move budget to the products that bring contribution margin.
- 06
Day 90: measurement in the shop backend
+$100,000 in revenue or all three monthly retainers back.
Results with feeds and Shopping
We have managed $720M in revenue in total. At NuBest, Shopping sat unused before we started. At Luca Faloni, we segmented Google Shopping by product labels:
Revenue +90%. Same budget.
ROAS 2.5 → 5.5 after restructuring Google Ads and feeds
Italian premium fashion.
Google Shopping segmented by product labels
We run the math before we start. If we don't see the $100,000, we don't offer the guarantee. The conditions are written into the contract.
+$100,000 revenue in 90 days at the same ad spend.
No +$100,000 on day 90? All three monthly retainers back. Measured in your shop backend, not the ad account.
The guarantee starts at $3M annual revenue. You can still book a call below that. See the conditions
Google Shopping for Shopify FAQ
How do I connect Shopify to Google Shopping?
Install the Google & YouTube app from the Shopify App Store, connect your Google account and link a Merchant Center account. The app then syncs your products automatically.
Is the Google & YouTube app free?
The app itself costs nothing. You pay for clicks on your ads in Google Ads. Free listings cost nothing either.
Should I use Performance Max or Standard Shopping?
Both have a place. Standard Shopping gives you control over search terms and bids per product group. Performance Max adds reach across Google surfaces. We split both by margin tier.
How do I add custom labels in Shopify?
The simplest route is a supplemental data source in Merchant Center with product ID and label, for example the margin tier. A feed app can also set the labels.
What is a good ROAS for Google Shopping?
One above your break-even ROAS per product group. Break-even ROAS is 1 divided by your contribution margin, so a 40% margin needs at least 2.5 before you earn money.
What does Harucon charge for Shopping management?
That depends on your catalog and starting point. After the intro call you get a fixed offer in writing, before anything starts.
Which of your products lose money?
On the intro call, Tobias looks at your Merchant Center, feed and margins with you and shows you the biggest levers. 5 quick questions, then book straight into his calendar.
Book your free intro call→