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For product-based businesses, shopping campaigns are one of the most direct and commercially powerful forms of paid advertising available. They put your products in front of people who are already searching for them — with a visual, price and brand name visible before they've even clicked.
A shopping campaign setup builds the foundations that make that possible. Feed optimisation, campaign structure, bidding strategy and product group organisation — all configured to ensure your products appear in the right searches, at the right bid, with the information that drives the click.
A shopping campaign is a type of Google Ads campaign that displays product listings — including image, title, price and brand — in Google’s shopping tab and search results. Shopping campaign setup involves configuring the product feed, structuring the campaign and ad groups by product category, setting bids and priorities, and ensuring the feed data meets Google’s requirements for accurate, high-quality listings.
You need this when you need to reach a specific professional audience for B2B marketing and search or display campaigns alone aren’t enough, when your target customers are active on LinkedIn and you want to appear in their professional feed, or when you’re promoting content, events or services to a defined audience defined by job title, seniority, sector or company size.
This service includes LinkedIn campaign strategy, audience targeting by professional criteria, ad creative and copywriting across relevant LinkedIn formats, campaign setup and ongoing management. Includes conversion tracking and regular performance reporting. Delivered as a fully managed LinkedIn Ads service with regular optimisation and reporting.
Most marketing companies focus on channels and tactics.
We focus on reaction.
Before selecting platforms, formats, or media spend, we define how your audience thinks, feels, and decides. We use behavioural psychology to understand what will capture attention, build trust, and motivate action — then choose the channels that best support that outcome.
Every channel we use has a clear purpose, a defined role, and a measurable objective. Nothing is done “because it’s popular” or “because it’s expected”.
The result is marketing that feels natural to engage with, works across multiple channels, and is designed to deliver meaningful, long-term results.
Want to see how this approach works in practice?
A Google Shopping campaign configuration that displays product listing ads — showing product images, names, prices and your retailer name — to relevant shoppers searching on Google, using a product feed rather than keywords to determine when ads are shown.
A product feed is a structured data file (submitted through Google Merchant Center) containing information about every product — name, description, price, availability, image and URL. Shopping ads are generated directly from the feed, so feed quality is critical to campaign performance.
The platform where your product feed is uploaded, reviewed and approved by Google. It links to your Google Ads account and powers Shopping campaigns. Merchant Center also surfaces feed errors that may prevent products from serving.
Standard Shopping gives control over bidding, product group structure and negative keywords. Performance Max automates all decisions and serves ads across Search, Shopping, Display, YouTube and Gmail from a single campaign. Standard offers more control; Performance Max offers broader reach.
Primarily through feed optimisation — ensuring product titles include keywords customers use, descriptions are detailed and accurate, and product categories are correctly specified. Shopping targeting is driven by feed quality and Google’s interpretation of product relevance.
Feed optimisation is the ongoing improvement of product data — enhancing product titles with relevant attributes, improving descriptions, ensuring accurate pricing and availability. Better feed data leads to more relevant ad serving and better campaign performance.
No. Shopping campaigns are specific to physical or digital products. Service businesses should use Search campaigns. However, Local Services Ads serve a similar function for service-based businesses targeting local audiences.
Products with availability set to ‘out of stock’ in the feed stop serving automatically. However, price or availability mismatches between the feed and your website can cause policy violations. Keeping the feed synchronised with real-time stock and pricing is critical.
Target ROAS is the most commonly used automated bid strategy for Shopping campaigns with sufficient conversion data. Manual CPC gives more control but requires more active management. Maximise Conversion Value is an alternative for accounts with consistent conversion volume.
Shopping ads typically deliver stronger performance for e-commerce because they show the product image and price before the click, pre-qualifying the audience. Most e-commerce businesses running Google Ads should have both campaign types active.