Most of the work happens in the feed, before the first bid is set.
Search, Shopping and Performance Max all depend on the data they are given. In ecommerce, that usually starts with the product feed, not the campaign settings.
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Google Ads API, read campaign by campaign
Each fed the whole catalogue.
We measure what the interface doesn’t show you.
On one Performance Max account, every column on screen said it was the best campaign in the account. Counting distinct product identifiers with impressions against the products eligible to serve showed that most of the catalogue had never been shown once. That count is one of the first things we run on a new account. The method is written out in approved is not the same as visible.
Which searches it can show up for.
Rewritten in the words people search with: what it is, what it is made of, size, colour and who it is for. A title that skips the word someone types never enters that auction.
Where it sits in the account.
Product sets, listing groups and reporting are all cut from it, so a vague type turns into a vague structure.
Whether Google trusts the listing.
Identifiers tie the product to the manufacturer’s record. Missing or wrong ones cost reach and can cost the approval.
Whether it serves at all.
Sold out products leave the auction the same day and come back the day they return, so budget never pays for a click on something nobody can buy.
How the budget treats it.
Margin, bestseller or season, written into the feed so bids and product sets follow what each product is worth to you, not just what it sells for.
Whether it gets the click.
The first thing a shopper sees in Shopping. A clean, policy safe image avoids disapprovals and earns the click a vague one loses.
The feed is part of the product. It needs work all month.
Search, Shopping and Performance Max all read from the same catalogue. Four workstreams keep that catalogue useful: feed, Shopping and Performance Max, Search, and the numbers we use to judge them.
Feed5
- Title rewrites
- Identifiers
- Attribute fill
- Disapproval sweep
- Language and market
Shopping and PMax4
- Product sets
- Listing groups
- Asset groups
- Brand exclusions
Search4
- Query mining
- Negative lists
- Match type review
- Ad copy tests
Reading4
- Coverage count
- Budget lost share
- Brand split
- Bid strategy check
The order we work in, from the week you say go.
- 01Week 1
We audit the feed before the campaigns.
Every product, every attribute, every disapproval, plus a count of how much of the catalogue has actually received an impression. This is where a surprising amount of the opportunity sits, and it is usually where a Merchant Center suspension started.
- 02Week 2
We rebuild the feed and separate the account.
Titles rewritten against real search language, identifiers repaired, and brand separated from non-brand so each can be judged on its own.
- 03Week 3
One engine per market goes live.
The whole catalogue goes in.
- Every week after
Queries, negatives, pacing and bids.
We mine the search terms, keep the negative lists clean and watch budget lost impression share against the monthly limit.
What actually moves the account.
Feed first, always
Titles, attributes, identifiers, availability and language. A product whose title doesn’t match how people search is harder to surface, regardless of how much you’re willing to bid.
Coverage, not averages
We count the distinct products that actually received impressions against the products eligible to serve. A healthy account average can hide a catalogue that barely gets shown.
Brand and non brand kept apart
Brand search can make an account look healthier than it is. Separated out, you can see what Google is actually finding for you versus what customers were already looking for.
Search term discipline
Query mining on a schedule, with new negatives checked against the existing list first. Match types are used deliberately, not defensively.
Bidding that fits the data you have
Target ROAS works when there is enough conversion volume to give it something reliable to learn from. Without that volume, it can restrict the account rather than improve it. We determine which situation you’re in before changing the bidding strategy.
Budget treated as a real constraint
A daily budget isn’t the same thing as a monthly growth limit. We measure budget lost impression share against the monthly limit, the number that actually tells us how much demand we’re failing to capture.
What you get every month.
A measurably more complete feed
Counted product by product, with the before and after on the same page.
A structure that can be judged
Brand, non-brand and Shopping separated so no number gets to flatter another.
A written record of every change
What changed, when it changed and what we expected it to do.
Full ownership of account and history
Conversion data, audiences and the full change history stay yours.
Nothing on this list is yours to chase.
- Us 7
- Together 1
- You 1
- Search term mining and new negativesEvery weekUs
- Feed repairs and title workEvery weekUs
- Coverage count, products shown against products eligibleEvery monthUs
- Budget lost share read against the monthly limitEvery weekUs
- Bid strategy reviewEvery monthUs
- Ad copy testsEvery monthUs
- Written reportEvery MondayUs
- CallEvery weekBoth
- Approving a directionWhen it changesYou
Two ways to structure Search, Shopping and Performance Max.
One fixed monthly fee for all three, with feed work included, or a performance-based commission instead of most of that fee. The number depends on the account, so we put it in writing after we’ve looked at it.
A fixed monthly fee
One amount, agreed before anything starts and unchanged when a month turns out heavier than the last one.
- Set by what the business needs, never by the hour
- No percentage of your media budget on top
- Reviewed once a quarter, never mid-month
A commission on the growth
Most of the fixed fee comes off and we take a share of what the work adds, measured against the same month a year earlier.
- Read from your own numbers, not from what a platform claims
- Capped, so a very good month never becomes a penalty
- You keep the accounts either way, permanently
There is no rate card. Which structure fits, and what the number inside it is, depend on what the business actually needs: margin, seasonality and how much growth is already in motion. We’ll tell you which one we’d recommend and why, in the same document as the number.
See what it would costChannels aren’t run in isolation.
What we learn in one shows up in the others, which is why we run them from the same desk rather than treating each channel as a separate account.
- Meta advertisingStructure, creative and measurement that survive contact with reality.
- SEO and GEOPages built for the searches people make, and the AI engines increasingly shaping how they discover brands.
- Klaviyo and emailFlows and campaigns that turn the audience you’ve already paid to acquire into more revenue.
- CRO and websiteThe store itself: built, tested and optimised to convert more of the traffic you’re already paying for.
- Creative directionHooks, angles and the brief your team produces from, judged against what performs.
The questions that come up first.
What does Google advertising with roasdept cover?
Search, Shopping and Performance Max, and the product feed underneath all three. In ecommerce the feed usually decides more than the campaign settings do, so it is where the work starts rather than where it ends.
Do you work on the product feed as well as the campaigns?
Yes, and it is included in the fee. Titles, attributes, identifiers, availability and language all get rewritten against how people actually search. A product whose title does not match the search is hard to surface no matter what you are willing to bid.
How do you tell whether Performance Max is really working?
By counting the distinct products that received impressions against the products eligible to serve. On one account every column on screen said Performance Max was the best campaign in the account, and that count showed most of the catalogue had never been shown once. It is one of the first things we run.
Is brand search counted as growth?
No. Brand and non brand are separated in the account and in the report, so you can see what Google is finding for you rather than what customers were already looking for.
How is Google advertising priced?
One fixed monthly fee for all three channels, with the feed work included, or a performance based commission on the growth instead of most of that fee. The number goes in writing after we have looked at the account, and it is never a percentage of spend.
Our budget is capped. Does that change the work?
It changes what we measure. A daily budget is not a monthly growth limit, so we read budget lost impression share against the monthly limit, which is the number that says how much demand you are failing to capture.
Let’s see what’s holding your growth back.
Send the brand, the channels and roughly what you spend. Your written audit follows within two days.
Or write to hello@roasdept.com
Pick what matters and the audit is written around it.