Successful Shopping and Performance Max campaigns start with your business — not with Google Ads. We look at your business priorities, product margins and market conditions before we ever touch a campaign. Only then can we start planning for profitable sales.
Feed Optimisation
Performance Max
Standard Shopping
Merchant Center Diagnosis
Margin-Led Bidding
Advanced Feed Attributes
What our Shopping management includes
We understand what makes you money before we change anything.
Titles, attributes and labels — reviewed continuously, not once.
Budget weighted to profit, not just revenue.
We use what performs in your account — not what Google pushes.
Negatives and structure that stop budget leaking to junk queries.
Disapprovals, policy issues and promotions handled properly.
Performance reported the way you actually think about your range.
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20+
Years combined experience
£300k+
Monthly budgets managed
100%
Senior managers on every account
0
Minimum contract length
The problem we solve
When we audit Shopping and Performance Max accounts, we don’t just look at Google Ads data — we look at your cost of goods and the other variable costs sitting behind every sale. Because the biggest issues rarely surface in a quick five-minute check.
Often Google reports strong numbers — spend and returns that look perfectly healthy. But Google sees £100 of revenue as £100. Given the draws, pulls and expenses within your business, it almost never is. The big issues sit underneath, where nobody has bothered to look — or knows how to.
They usually fall into two categories: spend on products that are loss-makers once your cost of goods is counted, and spend spread across large batches of products that never convert. Google rarely surfaces either — but a proper audit does.
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Hidden among your reports is usually a swathe of products eating budget and chipping away at your profitability — our five-minute wasted spend check shows you how to find them.
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Titles are the single biggest feed lever for matching to the right queries — and most feeds ignore them entirely.
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One budget, one target, zero visibility on which products or queries are actually driving the results.
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A 40% margin product and a 10% margin product need very different targets. Averages hide losses.
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Without deliberate negatives and structure, Shopping happily spends your budget on irrelevant and unprofitable searches.
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Disapproved products, price mismatches and policy warnings quietly cutting your visibility — with nobody watching.
What’s included
Shopping performance comes from three layers working together. Most agencies only manage the campaign layer. We manage all three.
01
Product titles restructured around how customers actually search. Missing attributes filled, GTINs and categories corrected, and product data enriched — reviewed as an ongoing task, not a one-time setup.
02
Products segmented by margin, price point and performance — not lumped together. High performers get room to grow; poor performers get contained instead of quietly draining budget.
03
It starts with a profit margin and business priority review. From there, custom labels built on your cost of goods mean ROAS targets reflect what each product actually earns you — budget flows to profit, not just to whatever converts cheapest.
04
Ongoing search term review, structured negative lists, and brand/generic separation so you can see — and control — what you’re paying for branded versus new-customer traffic.
05
We run the campaign type that performs best for your account — often a deliberate mix — and we test it properly rather than defaulting to whatever Google’s interface recommends this quarter.
06
Reporting tied to your business, not Google’s interface — performance broken down by the categories, margins and priorities you actually run the business on, alongside Merchant Center issue management as standard.
Our approach
The specific things we do in the first 90 days and every month after — not a process diagram.
01
Business priorities, product margins and market conditions come before any campaign work. Google sees £100 of revenue as £100 — we build a picture of what that £100 is actually worth to you, and only then start planning for profitable sales.
02
Title quality, attribute coverage, category mapping, disapprovals, and how your product data compares to the competitors appearing alongside you. Campaign changes made on top of a broken feed just optimise the wrong thing faster.
03
Using your cost of goods, we label products by margin band and set ROAS targets per group. This is the difference between campaigns that grow revenue and campaigns that grow profit — and almost nobody does it.
04
Search term data tells us the exact language customers use — brand first or attribute first, which sizes, colours and materials matter. We restructure titles to match, then measure the impression share and CTR shift.
05
Shopping has no keywords, but it can still be sculpted — through negatives, priority settings, and brand separation. You shouldn’t be paying top rates for customers who searched your own brand name.
06
Sometimes performance drops because a product’s price, availability or offer isn’t competitive — and no bid change will fix that. When the data points that way, we say so plainly, rather than burning your budget pretending it’s a campaign problem.
A question we get every week
The honest answer: it depends on your account, and anyone who gives you a one-word answer is selling a preference, not a strategy.
More control
Full visibility of search terms, direct bid control, and clean channel separation. Often the right choice when you need precision.
More reach
Broader inventory and strong performance at scale — when it’s structured deliberately, with proper exclusions and clean inputs.
What we actually do: test both against your data. Many of our accounts run a deliberate mix — Performance Max for scale on proven products, standard Shopping where control matters more. What we never do is hand the whole account to one PMax campaign and call it a strategy.
CLIENT RESULTS
★★★★★
“54 Digital have been nothing but outstanding. They guided us through Google Ads and Analytics, and we’ve seen strong growth each year while consistently reducing cost per lead.“
Sandhole Oak Barn
Wedding & Events Venue
★★★★★
“With a complete overhaul of our accounts by Mark and the team, the performance has shown us that PPC really does work when managed in the right way.”
Porcelain Superstore
UK’s Largest Independent Tile Retailer
★★★★★
“We would highly recommend the team. They deliver great results and consistently provide data-driven insights that add genuine value — not just numbers on a page.”
Height For Hire
Plant & Equipment Hire
Common questions
The questions e-commerce businesses ask us most about Shopping — before and after they switch.
Both — that’s the point. Feed quality drives Shopping performance, so we treat feed optimisation as core management work, not an add-on. We work directly in Merchant Center and with feed tools, or via supplemental feeds where we can’t edit your source data directly.
All the major platforms — Shopify, WooCommerce, Magento, BigCommerce and custom builds — and feed management tools such as Channable and DataFeedWatch where they’re in place. If your feed setup is holding you back, we’ll tell you and recommend the simplest fix, not the most expensive one.
It depends on your account — genuinely. PMax can deliver scale when conversion data is clean and asset groups are structured well; standard Shopping gives control and visibility PMax can’t. Many of our accounts run both deliberately. We test against your data rather than picking a side.
Some changes show quickly — fixing disapprovals or major title issues can move impression share within a couple of weeks. Structural work, margin-led bidding and query sculpting typically show their full effect over two to three months. We’ll set expectations per change, and show you the before-and-after in the data.
No — Shopping management is part of our e-commerce Google Ads management service, alongside Search, remarketing and conversion tracking. This page exists because for most retailers, Shopping is where the majority of budget and opportunity sits.
We charge time-based fees agreed upfront — not a percentage of your ad spend, and with no minimum contract. The scope depends on your catalogue size and account complexity, so we’ll quote after the free audit, when we can see exactly what your account needs.
Our services
Google Ads E-commerce Management
The full mix – Shopping, Search, PMax, demand gen, remarketing and tracking managed as one.
Work with us
Free Google Ads Audit
An independent review of your Shopping setup, feed and campaigns — no obligation.
PPC Help Guide
PPC Optimisation Tips
Fast, Practical PPC advice from our team. Find performance issues in your account quickly – No fluff, no jargon
Free Google Ads Audit
We’ll review your feed, Merchant Center and campaigns honestly — what’s working, what isn’t, and what we’d do differently. No obligation to work with us afterwards.
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Feed & Merchant Center review
Titles, attributes, disapprovals and policy issues.
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Campaign structure assessment
Where budget is leaking and why.
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Written recommendations
Actionable immediately, whoever you work with.
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Discovery call first
25 minutes to understand your business, goals & profitability.
Request your free audit
Fill in your details and we’ll be in touch the same day.