Google Shopping Agency for stores ready to scale
We grow profitable sales for online stores through Google Shopping and Performance Max campaigns built around ROAS, not clicks.
The position
Most stores leak Shopping spend on fixable, feed level issues.
Google Shopping is where high intent product searches convert. Weak product feeds, poor campaign structure, no ROAS targets and unmanaged Performance Max quietly burn budget.
Rococo runs Shopping and Performance Max around profit, not clicks.
Results
Shopping growth, in numbers.
Figures from paid media accounts we run, not averages or projections.
Beauty Works
Mud Foods
Services
Google Shopping management services.
Everything a Shopping account needs, from the feed and Merchant Center through to bidding, exclusions and reporting, run by the same team that can change your store.
Google Shopping campaign management
Google Shopping management across standard Shopping and PMax, structured around profitable product groups and clear ROAS targets.
Performance Max management
PMax structured with clean feeds, asset groups, audience signals and exclusions to drive revenue, not cannibalised brand traffic.
Product feed optimisation
Titles, attributes, GTINs, categories and imagery optimised in the feed so your products show for the searches that actually convert.
Merchant Center setup and health
Merchant Center configured cleanly, disapprovals fixed and policies met so the account stays healthy and eligible.
Bidding and ROAS strategy
Target ROAS and value based bidding tuned to margin and product profitability, not headline conversion volume.
Campaign structure and segmentation
Segmented by margin, price point, brand and performance so budget flows to the SKUs that make money.
Search term and placement exclusions
Continuous negative work, brand carve outs and PMax exclusions to stop wasted spend on low intent and irrelevant traffic.
Remarketing and audiences
First party audiences, customer match and remarketing signals feeding Shopping and PMax to compound performance over time.
Reporting and optimisation
Monthly reporting on revenue, ROAS and CPA by campaign and product group, with continuous optimisation and plain commentary on what to change next.
PLATFORMS AND FEEDS WE COVER
Who runs your account
The co-founders run every account, start to finish.
Jake Boase and Matthew Jones scope and run every Google Shopping account. The feed, the campaigns and any changes to your store are handled by our own team in West Sussex. Nothing is resold, nothing is outsourced, and nobody hands you to a junior after the pitch.
We work best with eCommerce and DTC brands turning over £1m or more, with a real catalogue and the margin to scale paid sales profitably.
Why Rococo
A senior Google Shopping ads agency, not a reseller.
What changes when the people running your Shopping account can also change your store, and are paid to make your spend work harder rather than bigger.
We fix the feed ourselves
We build Shopify and WooCommerce stores, so our developers change titles, attributes and product pages directly rather than handing you a list of fixes.
Google Partner
Rococo is a certified Google Partner, running Shopping and Performance Max for UK eCommerce brands on Shopify and WooCommerce.
Targets set from your margin
ROAS targets come from your break even margin and are set per product group, so budget follows profit rather than turnover.
No percentage of spend
Management is a monthly fee scoped to your account. We never take a cut of ad spend, so we earn nothing extra when budget is spent less efficiently.
No margin on your clicks
We are not a CSS partner and resell nothing. If a Comparison Shopping Service would save you money, we help you choose one on its rates, not ours.
Reporting you can act on
Monthly reports on revenue, ROAS and CPA by product group, with paid Shopping, free listings and Performance Max shown separately.
Fit
Who Google Shopping works for, and who it does not.
Most agency pages tell you they work with everyone. Shopping does not work for everyone, and finding that out after three months of management fees is an expensive way to learn it. Here is where the line sits for us.
This works if you have
- A real catalogue. Shopping bids on products. A range of one hero product gives the auction almost nothing to work with, and no amount of campaign structure fixes that.
- At least £1,500 a month going to Google. Below that there is not enough data each week for smart bidding to learn, and the management fee starts to eat the margin it is meant to protect.
- Product data you can actually change. Titles, images, stock, delivery and identifiers. If the feed comes out of a system nobody in the business can edit, the single biggest lever is unavailable.
- Margin that survives paid acquisition. Roughly 40% or better after cost of goods and delivery, or a repeat purchase rate strong enough to justify losing money on the first order.
Do not hire us if
- You are still working out what sells. Shopping scales a product that already converts. It is a poor way to discover one, and a very expensive way to test.
- Your margin is under about 20% after everything. At that level no bidding strategy, ROAS target or feed rebuild saves the arithmetic. Paid search is not your channel yet.
- You need revenue this month. A feed rebuild and a restructure take a few weeks to settle before the numbers mean anything.
- You are in a restricted category. Google’s policies decide this, not us, and we would rather check before you pay for anything.
Under £1,500 a month in spend, the better move is usually to get free listings live, fix the feed once properly and run it yourself. Our free Shopify store audit is a reasonable place to start, and we will say so on a call rather than sell you a retainer you should not be buying.
What we find
Eight things we find in almost every Shopping account we audit.
Not a checklist of best practice. These are the specific faults that turn up again and again when we open a Merchant Center account for the first time, and what each one is quietly costing.
- Price mismatch disapprovals nobody is watching. The most common fault of the lot. A sale price changes on the site, the feed updates on a different schedule, and Google pulls the product out of Shopping for a mismatch. Stores routinely lose their best sellers for days without noticing, because nothing emails you when it happens.
- Missing GTINs on own brand products. Own brand goods often have no barcode to give. The fix is an identifier exemption set properly in the feed, not inventing numbers, which is what we usually find has been tried.
- Titles written for the website, never for the feed. A product page can say “Oxford Shirt” because the customer can see the photo and the brand. The feed cannot. Google matches on the title string, so brand, gender, material, colour, size and fit all need to be in there, front loaded.
- One Performance Max campaign holding the entire catalogue. Budget flows to whatever was already selling, new and seasonal lines never get impressions, and there is no way to spend differently on different products.
- Performance Max eating brand search. With no brand exclusion list applied, PMax buys clicks from people typing your own name, who were coming anyway. The reported ROAS looks excellent and the incremental revenue is close to nothing.
- No custom labels, so every product is bid the same. A line at 62% margin and a line at 11% margin sit in the same bucket at the same ROAS target. Custom labels for margin band, price point, stock level and seasonality are what let budget follow profit instead of revenue.
- Free listings switched off or never claimed. Organic product listings in the Shopping tab cost nothing per click and depend on the same feed quality. A surprising number of accounts are simply not opted in.
- Conversion value passing gross revenue. Bidding optimises toward whatever number you send it. Send revenue and it will happily buy your lowest margin lines all day. Sending margin, or a close proxy for it, changes what the algorithm chases.
We go through all eight before quoting anything, on a free audit, and tell you which of them apply to your account and what each is worth fixing. If the answer is that your account is in good shape and does not need us, that is what you will hear.
CSS
Comparison Shopping Services, and whether you actually need one.
In the UK and the European Economic Area, Shopping ads can be placed either through Google Shopping itself or through a third party Comparison Shopping Service. This exists because of a European competition ruling, not because it is a growth tactic, and it is one of the few free efficiencies left in the channel.
The practical effect is a reduction in the effective cost per click, commonly quoted at 10% to 20%, because of how the bid is submitted into the auction. You can run more than one CSS at the same time. Switching is a configuration change in Merchant Center rather than a rebuild, and your campaign history comes with you.
We are not a CSS partner and we do not resell one. Plenty of agencies are, and take a margin on your clicks for it. If your spend is high enough that the saving is worth having, we will tell you, help you choose a provider on their rates rather than ours, and handle the Merchant Center side of the move. If your spend is small enough that the admin outweighs the saving, we will tell you that instead.
The short version
- Applies in the UK and EEA only
- Typically 10% to 20% off the effective CPC
- You can run several at once
- Moving does not reset your campaign history
- Worth the admin at higher spend, rarely worth it at low spend
Process
How we run a Google Shopping engagement.
Account and feed audit
Full audit of Merchant Center, product feed, Shopping and Performance Max structure, bidding and historic performance.
Structure and strategy
Feed optimised, campaigns restructured by margin and priority, ROAS targets set against real product profitability.
Launch and optimise toward ROAS
We launch, then keep tuning bids, exclusions, assets and audiences against the ROAS targets agreed with you.
Report on revenue and ROAS
Monthly reporting on revenue, ROAS and CPA by product group, with clear next actions to keep growth compounding.
Let’s talk
Ready to make Google Shopping profitable?
A 30 minute call with Jake or Matthew. No pitch deck, just a clear view of where your Shopping spend is leaking and what to fix first.
Proud of our reputation
What Our Clients Say
“The level of insight and transparency from Rococo Digital is unmatched. They took our PPC strategy from average to exceptional, and our revenue growth speaks for itself.”
Ash Ali
Lanes Health Clubs
“Rococo Digital transformed our paid search campaigns, and we’re generating more qualified leads at half the cost per acquisition. Their PPC management genuinely pays for itself.”
Ian Reynolds
SecureTeam
“Our Google Ads performance improved overnight. Rococo Digital cut wasted spend and boosted conversions by over 200%. They’re the first agency that’s actually delivered on results.”
Peter Rooke
Bling2o
“Within the first month, we saw a huge jump in sales from our PPC campaigns. Rococo’s team are proactive, data-driven, and constantly refining to get us even better ROI.”
David Huggett
Lucid Financial Markets
“We’d almost given up on PPC before Rococo Digital stepped in. Now our campaigns are a key driver of business growth, delivering consistent returns month after month.”
Mark Lindfield
Lock & Lindfield
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get in touch
Tell us a little about your store.
A few quick details help us point the conversation in the right direction. We reply within one working day, and the first call is a focused 30 minutes with a senior member of the team, not a sales pitch.
Prefer to skip the form? Book a Growth Call directly.
Google Shopping agency questions.
The questions brands ask us most before handing over a Shopping account, from cost and minimum spend to how long results take.
A Google Shopping agency is a specialist paid media team that runs Shopping and Performance Max campaigns for online stores. Unlike a generalist PPC agency, a Google Shopping agency lives in Merchant Center, product feeds and eCommerce PPC every day, and structures campaigns around ROAS and profit rather than clicks.
Our Google Shopping management covers Merchant Center setup and health, product feed optimisation, Shopping and Performance Max campaign structure, bidding and ROAS strategy, search term and placement exclusions, remarketing and audiences, plus monthly reporting focused on revenue and return on ad spend.
Management is charged as a monthly fee plus your ad spend, which is paid to Google directly and never passes through us. The fee is scoped to catalogue size, spend and complexity, and quoted after we have looked at the account rather than guessed at it. We do not charge a percentage of ad spend, because we do not think an agency should earn more when your budget is spent less efficiently.
Yes. As a Performance Max agency we structure PMax around clean product feeds, asset groups, audience signals and exclusions so it drives incremental, profitable revenue rather than cannibalising brand or search. We steer PMax with clear ROAS targets, not defaults.
We work across Shopify, Shopify Plus, WooCommerce, Magento and Google Merchant Center. Our team knows the quirks of each platform’s product data and how to get a clean, high performing feed into Merchant Center.
Yes. Product feed optimisation is central to how we run Google Shopping. We fix titles, attributes, categories, imagery, GTINs and disapprovals in Merchant Center, then structure the feed to support strong Shopping and Performance Max performance.
About £1,500 a month going to Google is our floor. Below that there is not enough data each week for smart bidding to learn properly, and a management fee starts to eat the margin it is meant to protect. If you are under that, the better move is usually to get free listings live, fix the feed once properly and run it yourself until the spend justifies help.
The most common cause by far is a price mismatch, where a sale price changes on the site but the feed updates on a different schedule, so Google sees two prices and pulls the product out of Shopping. After that it is missing GTINs on own brand goods, which needs an identifier exemption set properly in the feed rather than invented numbers, then image and landing page policy flags. Most stores have no alert configured, so best sellers can sit out of Shopping for days without anyone noticing.
In the UK and the European Economic Area, Shopping ads can be placed through Google Shopping itself or through a third party Comparison Shopping Service, which typically reduces the effective cost per click by 10% to 20%. You can run more than one at a time, and switching is a Merchant Center configuration change that does not reset your campaign history. We are not a CSS partner and do not resell one, so if the saving is worth having at your level of spend we will help you choose a provider on their rates rather than ours.
Yes, and they are switched off more often than you would expect. Free product listings appear in the Shopping tab at no cost per click and depend on the same feed quality as paid ads, so work on titles, images and attributes earns twice. We report paid Shopping, free listings and Performance Max separately so you can see what each one is actually contributing.
If the account already has history and a workable feed, the first structural changes usually show within four to six weeks. A full feed rebuild and restructure takes longer to settle, because smart bidding needs a few weeks of clean data before its decisions mean anything. Anyone promising profitability inside a fortnight is either lucky or not measuring properly.
There is no universal number, and a target borrowed from another business is a common reason accounts underperform. The figure that matters is your own break even ROAS, which falls out of your gross margin. A store at 50% margin breaks even at a ROAS of 2. A store at 25% margin breaks even at 4. Targets should sit above your break even, be set per product group rather than per account, and bid against margin rather than revenue wherever the data allows it.
Jake Boase and Matthew Jones, the co-founders, scope and run every account, with the work done by our own team in West Sussex. Nothing is resold, nothing is outsourced offshore, and nobody hands you to a junior after the pitch.