eCommerce Specialist
PMax Certified

Performance Max &
Google Shopping Agency

Stop wasting budget on "zombie products." Our feed-first approach to Performance Max campaign management and Google Shopping optimization targets high-intent buyers, not random clicks. We fix Merchant Center feeds, structure asset groups strategically, and scale ROAS 3-8x.

2026 Platform Expertise

Negative Keywords • Device Targeting • Search Themes (50 limit) • Demographic Controls

Get Free Feed Audit How PMax Works
Platform Overview

What is Performance Max Campaign?

Performance Max (PMax) is Google's AI-powered campaign type that automatically serves ads across all Google inventory using a single campaign structure and consolidated budget.

How Performance Max Works

1. Asset Groups: You provide product feeds, images, headlines, descriptions, and audience signals.

2. AI Optimization: Google's machine learning tests combinations across placements to find converting audiences.

3. Cross-Channel Delivery: Your ads automatically appear on Search, Shopping, YouTube, Display, Discover, and Gmail based on performance.

4. Smart Bidding: The algorithm optimizes bids in real-time for maximum conversion value or ROAS.

Complete PMax Guide

Where Your Ads Appear

Google Search
Text ads + Shopping results
Google Shopping Tab
Product listings
YouTube
Video + in-stream ads
Display Network
GDN banner ads
Discover Feed
Google app + mobile
Gmail Ads
Inbox promotions

When to Use Performance Max vs Standard Shopping

Use Performance Max When:

  • You have 50+ conversions/month for algorithm learning
  • You want to scale beyond Shopping to YouTube, Display, Discovery
  • Your product catalog has clear best sellers to prioritize
  • You trust Google's algorithm and want automated optimization

Use Standard Shopping When:

  • You're just starting with under 30 conversions/month
  • You need granular control over bids and search terms
  • You want to segment by product type with separate campaigns
  • Your margins vary widely and need manual bid management

Pro Tip: Most successful ecommerce brands run BOTH simultaneously — Standard Shopping for control and Performance Max for scale.

PMax eCommerce Strategy • Shopping vs Search Campaigns • Full Comparison Guide
Latest Platform Features

2026 Performance Max Updates We Leverage

Google made Performance Max significantly more controllable in 2025-2026. We implement every new feature to prevent budget waste and improve targeting precision.

Negative Keywords

Finally! You can now add up to 10,000 negative keywords at the campaign level to block irrelevant searches and protect brand terms.

Essential for Control

Demographic Controls

Target or exclude specific age groups, genders, parental status, and household income ranges for better audience precision.

Better Targeting

Device Targeting

Customize bidding by device type (mobile, desktop, tablet) to optimize for your best-converting platform.

Platform Optimization

50 Search Themes

Increased from 25 to 50 search themes per asset group to guide the algorithm toward relevant traffic.

Expanded Reach

Brand Exclusions

Exclude specific brand names from your PMax campaigns to prevent cannibalization of your branded Search campaigns.

Prevent Cannibalization

Retention Goals

Bid more aggressively for lapsed customers with high lifetime value to bring them back to your store.

LTV Optimization

Why These Updates Matter

Before 2026, Performance Max was a "black box" with minimal control. These new features give advertisers the precision of Standard Shopping with the scale of PMax. We implement all of these controls in every PMax campaign we manage.

PMax Optimization Framework
Common Mistakes

Is Your Performance Max Campaign Burning Money?

PMax is powerful, but dangerous without proper setup. Without controls, it dumps budget on cheap Display placements, branded searches, and low-quality traffic — inflating your ROAS artificially.

The "Black Box" Problem

Google hides placement data. You don't know if budget is going to YouTube, Display, or Shopping. We use asset group reporting and scripts to see exactly where ads run and stop waste.

PMax vs Standard Shopping → Complete PMax Guide →

Merchant Center Errors

GTIN missing? Availability errors? Misrepresentation suspensions? A poor feed means poor ranking. We fix Merchant Center errors to maximize impression share and prevent disapprovals.

Fix GMC Suspensions → GMC Management Service →

Asset Group Chaos

Dumping all products into one campaign is lazy and inefficient. We segment asset groups strategically by profit margin, best sellers, seasonality, and product category.

Asset Group Strategy → Product Budget Allocation →

Missing Negative Keywords

Without negative keywords, PMax wastes budget on irrelevant searches like "free," "cheap," or competitor brands. We add comprehensive negative keyword lists from day one.

Negative Keyword Systems →

Inaccurate Tracking

PMax relies on Smart Bidding, which requires accurate conversion tracking. Without Enhanced Conversions and proper GA4 setup, the algorithm optimizes blindly.

Conversion Tracking Guide → Tracking Setup Service →

Unoptimized Feed

Your product feed is your keyword list in Shopping campaigns. Generic titles like "Product 123" mean Google can't match to relevant searches. We rewrite titles strategically.

Feed Optimization Guide → Shopping Ads Hub →

Avoid the #1 PMax Mistake

The biggest mistake is running Performance Max without Standard Shopping as a control layer. PMax will cannibalize your branded searches and high-margin products if left unchecked. Always run both campaign types strategically.

Get Free Campaign Audit
Our Methodology

Feed-First Product Optimization

In Shopping Ads and Performance Max, your Product Feed is Your Keyword List. If your feed data is sparse or generic, Google can't match your products to relevant searches. We optimize every attribute systematically.

1

Product Title Optimization

We rewrite product titles to front-load high-volume keywords in the first 80 characters. Google weighs the first 5-7 words most heavily in matching.

❌ Bad:
"Premium Running Shoes"
✅ Good:
"Nike Air Zoom Pegasus 39 - Men's Running Shoes - Black/White - Size 10"
Complete Feed Guide →
2

Custom Label Strategy (0-4)

We segment products using Custom Labels to create asset groups and bidding strategies based on business value, not just Google's auto-grouping.

Label 0: Best Sellers Label 1: High Margin Label 2: Clearance Label 3: New Arrivals Label 4: Seasonal
Product Segmentation Strategy →
3

Supplemental Feed Injection

We use supplemental feeds to add missing attributes (Color, Material, Pattern, Gender, Age Group) without touching your website code or product database.

Supplemental Feed Setup →
4

GTIN & MPN Compliance

GTIN (Global Trade Item Number) and MPN (Manufacturer Part Number) are required for most products. Missing identifiers = disapprovals. We source and add these systematically.

GMC Compliance Guide →
5

Image Requirements

Product images must be high-resolution (min 800x800px) on a pure white background (#FFFFFF) for main feeds. For PMax, add lifestyle images showing products in use.

Complete Shopping Ads Guide
optimized_feed.xml
<item>
<g:id> SKU_12345 </g:id>
<g:title> Nike Air Max 270 - Men's Running Shoes - Black/White - Size 10.5 </g:title>
<g:description> Breathable mesh upper, Max Air unit heel, durable rubber outsole </g:description>
<g:brand> Nike </g:brand>
<g:gtin> 00193655243394 </g:gtin>
<g:product_type> Apparel & Accessories > Shoes > Athletic Shoes > Running Shoes </g:product_type>
<g:google_product_category> 1011 </g:google_product_category>
<g:price> 149.99 USD </g:price>
<g:sale_price> 119.99 USD </g:sale_price>
<g:custom_label_0> Best_Seller </g:custom_label_0>
<g:custom_label_1> High_Margin </g:custom_label_1>
<g:color> Black/White </g:color>
<g:size> 10.5 </g:size>
<g:gender> male </g:gender>
<g:availability> in_stock </g:availability>
</item>

Feed Optimization Complete

All required and recommended attributes included. Ready for maximum visibility.

Proven Structures

How We Structure Your Campaigns

Most agencies dump everything into one Performance Max campaign. We segment strategically based on business goals, not just Google's auto-grouping.

Recommended eCommerce Campaign Architecture

1

Brand Search Campaign

Protect your branded searches with exact match keywords. This prevents PMax from inflating ROAS with cheap brand clicks.

Priority
HIGH
Manual CPC Exact Match Only Separate Budget
2

Standard Shopping (All Products)

Full catalog coverage with granular bid control. Segment by product type or margin using product groups.

Priority
MEDIUM
Target ROAS Negative Keywords Bid by Product Group
3

Performance Max (Best Sellers)

Aggressive scaling for top 20% of products using Custom Label 0 filter. Cross-channel expansion to YouTube, Display, Discovery.

Priority
HIGH
Max Conv. Value Asset Groups by Category First-Party Audiences
4

Performance Max (High Margin)

Premium products with 50%+ margins. Bid more aggressively since profitability per sale is higher.

Priority
MEDIUM
Higher Target ROAS Premium Asset Creatives
5

Display Remarketing

Recapture cart abandoners and past visitors with Display ads. Separate from PMax for better attribution clarity.

Priority
LOW
Smart Display Cart Abandoners Dynamic Creatives

Why This Structure Works

This "layered" approach gives you control (Standard Shopping) + scale (Performance Max) + protection (Brand Search). Each campaign has a specific job and doesn't cannibalize the others.

PMax for eCommerce • Account Structure Guide • Budget Allocation

For Low-Volume Stores (<30 orders/month)

1. Standard Shopping ONLY

Build conversion data before using Smart Bidding

2. Brand Search (Exact Match)

Protect branded traffic

3. Display Remarketing

Low-cost cart recovery

Low Budget Optimization

For High-Volume Stores (500+ orders/month)

Multiple PMax Campaigns

Segment by product category, margin tier, or geography

Dynamic Search Ads

Capture long-tail searches missed by Shopping

YouTube Action Campaigns

Top-of-funnel awareness for new products

Scaling Strategies
GMC Management

Complete Google Merchant Center Support

Your Shopping campaigns are only as good as your Merchant Center feed. We handle setup, monitoring, troubleshooting, and compliance to maximize impression share.

Initial Setup & Verification

  • Account Creation: Set up Merchant Center account with proper business verification
  • Website Claim & Verification: HTML tag or Google Tag Manager integration
  • Feed Setup: Google Sheets, scheduled fetch, or API integration
  • Shipping & Tax Configuration: Accurate rates for all target regions
  • Return Policy Setup: Required for Shopping ads eligibility

Error Resolution & Monitoring

  • GTIN/MPN Missing: Source and add product identifiers
  • Availability Errors: Sync real-time inventory with feed
  • Price Mismatches: Ensure feed matches landing page pricing exactly
  • Image Quality Issues: Replace low-res or non-compliant images
  • Shipping Speed Warnings: Update delivery estimates

Most Common Merchant Center Suspensions (And How We Fix Them)

Misrepresentation

Your site doesn't match Google's trust requirements (contact info, return policy, checkout security).

Fix: Policy compliance audit + website updates

Unsupported Shopping Content

Selling prohibited items (weapons, counterfeit goods, tobacco, adult content).

Fix: Remove prohibited products from feed

Price Inconsistency

Feed prices don't match landing page prices (including taxes, shipping, or checkout fees).

Fix: Feed price sync + supplemental feeds
Complete GMC Suspension Guide

Supplemental Feed Strategy

Supplemental feeds allow you to add or override attributes without touching your website or main product database. This is crucial for:

Missing Attributes

Add GTIN, MPN, Color, Material, Pattern, Gender, Age Group to products that lack them in your main feed.

Custom Labels

Tag products with business metrics (margin tier, velocity, seasonality) for segmentation in campaigns.

Title Optimization

Override generic product titles with keyword-rich versions for better search matching.

Promotion Flags

Add sale prices, promotional text, and badge overlays without changing your site.

Feed Attribute Guide • Full GMC Service
Implementation Guide

Product Feed Optimization Checklist

Use this checklist to audit your product feed. Each optimization directly impacts impression share, click-through rate, and conversion rate.

1. Product Title Optimization (80 characters max)

Front-load with Brand + Product Type + Key Attribute
Include: Color, Size, Material, Gender (when applicable)
Use high-volume search terms, not internal SKU names
❌ Bad: "Premium Running Footwear - SKU12345"
✅ Good: "Nike Air Zoom Pegasus 39 - Men's Running Shoes - Black/White - Size 10"

2. Product Description (5,000 characters max)

Include key features, benefits, materials, dimensions
Use natural language (avoid ALL CAPS or excessive keywords)
Remove promotional language ("Best Deal!", "Buy Now!")

3. Product Images (Required + Additional)

Main Image: 800x800px minimum, pure white background (#FFFFFF)
Additional Images (up to 10): Different angles, lifestyle shots, detail close-ups
No watermarks, promotional text, or collages
Product should fill 75-90% of the frame

4. Product Identifiers (GTIN, MPN, Brand)

GTIN (UPC, EAN, ISBN): Required for most branded products
MPN (Manufacturer Part Number): Use if GTIN unavailable
Brand: Required for all products (use "Generic" only if truly unbranded)
Note: Missing GTIN/MPN can cause "Limited Performance" warnings and lower impression share. Source these from suppliers or use GS1 database.

5. Product Type & Google Product Category

product_type: Your site's category path (e.g., "Apparel > Footwear > Running Shoes")
google_product_category: Google's taxonomy ID (e.g., 1011 for Athletic Shoes)
Use the most specific category available (not generic "Apparel")

6. Custom Labels 0-4 (Strategic Segmentation)

Label 0: Performance tier (Best_Seller, Slow_Mover, New_Arrival)
Label 1: Margin tier (High_Margin, Medium_Margin, Low_Margin)
Label 2: Seasonality (Summer, Winter, Year_Round, Holiday)
Label 3: Product lifecycle (Launch, Growth, Clearance)
Label 4: Custom (e.g., Free_Shipping_Eligible, Bundle_Item)
Why This Matters: Custom labels let you create separate Shopping campaigns or Performance Max asset groups for different business goals (e.g., "High Margin Best Sellers" campaign with higher ROAS target).

7. Availability & Pricing (Real-Time Sync)

Availability: in_stock, out_of_stock, preorder, backorder
Price: Must match landing page EXACTLY (including currency)
Sale Price: Use for promotions with sale_price_effective_date
Update feed at least daily (hourly for high-velocity products)
Get Free Feed Audit
Platform Comparison

Performance Max vs Standard Shopping

Both campaign types serve Shopping ads, but they work very differently. Here's when to use each (and why you should run both).

Feature Performance Max Standard Shopping
Ad Placements All Google inventory
(Search, Shopping, YouTube, Display, Discover, Gmail) 		Shopping Tab + Search only
Bidding Control Smart Bidding only
(Maximize Conversion Value or Target ROAS) 		Full control
(Manual CPC, Enhanced CPC, Target ROAS, Maximize Clicks)
Negative Keywords ✓ Now available
(Up to 10,000 at campaign level) 		✓ Full support
Search Term Visibility Limited
(Only searches with significant volume) 		Complete visibility
Product Segmentation Asset groups
(Max 100 per campaign) 		Product groups
(Unlimited granularity)
Creative Assets Required
(Images, videos, headlines, descriptions) 		Product feed only
Conversion Requirements 50+ conversions/month recommended Works with any volume
Best For Scaling beyond Shopping tab, high-volume accounts, cross-channel reach Control, testing, low-volume accounts, specific product targeting

Our Recommendation

Run both campaign types simultaneously for optimal results:

  • Standard Shopping: Full catalog with granular control and bid flexibility
  • Performance Max: Best 20% of products (by revenue or margin) with aggressive scaling
  • Brand Search: Protect branded terms from being cannibalized by PMax
Complete Comparison Guide • Shopping vs Search Strategy
Success Story

From 1.5x to 4.1x ROAS in 90 Days

How we restructured a failing Performance Max campaign for a jewelry ecommerce brand spending $5,000/month.

The Problem

1
PMax was spending 60% on Display

Low-quality placements with 0.3% CTR and minimal revenue.

2
Product feed had generic titles

"Ring 14K Gold" instead of "14K White Gold Diamond Engagement Ring - 1.5 Carat"

3
All 500 products in one PMax campaign

No segmentation by margin or performance - algorithm was optimizing for volume, not profit.

4
Branded searches cannibalized

PMax was bidding on "[Brand Name]" keywords with no separate brand campaign.

Before Our Takeover

1.5x
ROAS
$7.5k
Monthly Revenue
$3.2k
Wasted on Display
23%
Impression Share

The Solution

1
Moved to hybrid structure

Standard Shopping (all products) + PMax (top 50 best sellers only) + Brand Search protection

2
Completely rewrote product titles

Added metal type, stone type, carat weight, style in first 80 characters using keyword research

3
Segmented PMax asset groups by price

Under $500, $500-$1500, $1500-$3000, $3000+ with different ROAS targets for each

4
Added 10,000+ negative keywords

Blocked "cheap," "fake," "replica," competitor brands, and non-buyer searches

After 90 Days

4.1x
ROAS
+173%
$16.5k
Monthly Revenue
+120%
$0
Display Waste
Eliminated
67%
Impression Share
+44pts
"We were about to turn off Performance Max completely when VJ stepped in. Within 3 months, our ROAS tripled and we're actually scaling profitably now. The feed optimization alone was worth the investment."
— Sarah M., eCommerce Director
Investment & Timeline

Performance Max Management Pricing

Transparent month-to-month pricing based on ad spend. No hidden fees, no long-term contracts.

Starter

$799/mo
+ 12% of ad spend
For brands spending $1k-$5k/month
  • Product feed optimization
  • 1 PMax campaign + Standard Shopping
  • Merchant Center management
  • Monthly performance reports
  • Conversion tracking setup
Get Started
Most Popular

Growth

$1,299/mo
+ 10% of ad spend
For brands spending $5k-$20k/month
  • Everything in Starter, plus:
  • Multiple PMax campaigns (segmented)
  • Advanced asset group strategy
  • Supplemental feed management
  • Bi-weekly strategy calls
  • YouTube + Display remarketing
Get Started

Scale

Custom
8-10% of ad spend
For brands spending $20k+/month
  • Everything in Growth, plus:
  • Dedicated account manager
  • Custom API feed integrations
  • Multi-country expansion
  • Weekly strategy calls
  • Full-funnel strategy (Search + Video)
Contact Sales

Included in All Plans

No Contracts
Month-to-month, cancel anytime
You Own Accounts
Full admin access, always
Free Audit First
See what's broken before paying
Slack/Email Support
Replies within 24 hours

Onboarding Timeline

1
Week 1: Audit
Account access, feed analysis, error identification, competitor research
2
Week 2: Setup
Feed optimization, campaign structure, tracking verification, launch
3
Week 3-4: Learning
Algorithm learning phase, data collection, initial optimizations
4
Month 2+: Scale
Budget increases, expansion campaigns, ongoing optimization
Common Questions

Performance Max & Shopping FAQ

Everything you need to know about our Shopping and Performance Max management services.

What's the minimum ad spend to work with you?
We work with ecommerce brands spending at least $1,000/month on Google Ads. Below this threshold, there isn't enough data for Performance Max to optimize effectively, and you're better off starting with Standard Shopping campaigns to build conversion history.
Should I use Performance Max or Standard Shopping campaigns?
Both. Standard Shopping gives you granular control and works with any conversion volume. Performance Max scales across all Google properties (YouTube, Display, Discover) but requires 50+ conversions/month to optimize properly. We recommend running Standard Shopping for full catalog coverage and Performance Max for your best 20% of products to maximize both control and scale.
How long until I see results?
Initial improvements: 2-3 weeks (feed optimization, better impression share). Significant ROAS improvement: 60-90 days (after algorithm learning phase). Performance Max specifically needs 6-8 weeks of data to optimize properly. Expect steady month-over-month improvement rather than overnight changes.
Do you guarantee a specific ROAS?
No agency can ethically guarantee specific numbers because Google Ads performance depends on factors outside our control (your website conversion rate, product-market fit, seasonality, competition). However, we do guarantee that we'll follow industry best practices, communicate transparently, and work until campaigns are profitable. If we can't improve your ROAS within 90 days, we'll refund our management fees.
How do you fix Google Merchant Center suspensions?
The most common suspension is "Misrepresentation" (your site doesn't meet Google's trust requirements). We audit your: (1) Contact information visibility, (2) Return/refund policy clarity, (3) Secure checkout (SSL), (4) Terms of service, (5) About page credibility, (6) Payment processor trust signals. We then make necessary website updates and submit a detailed appeal to Google. Most appeals are resolved in 3-7 business days.
What ecommerce platforms do you work with?
We work with all major ecommerce platforms: Shopify, WooCommerce (WordPress), BigCommerce, Magento, Wix, Squarespace, Custom builds. We integrate with your platform via Google Merchant Center feed (XML, CSV, or API). For Shopify, we can use the native Google channel or a third-party feed app like DataFeedWatch for more control.
Do I own my Google Ads account?
Yes, always. You own your Google Ads account, Merchant Center account, and all campaign data. We work inside your accounts with "Standard" or "Admin" access (not Manager account linking that some agencies use to lock you in). If you ever stop working with us, you keep everything — no data exports needed.
What's your contract length?
Month-to-month, no long-term contracts. We earn your business every month by delivering results. You can cancel anytime with 30 days' notice. We do recommend staying for at least 90 days to see the full impact of our optimizations, but there's no contractual obligation.
Can you manage Google Local Services Ads too?
Yes, we manage Google Local Services Ads (LSA) for service businesses (home services, legal, healthcare, etc.). However, LSA is a separate product from Shopping Ads — it's for lead generation, not ecommerce. If you're a service business, check out our Search Ads management instead.
What conversion tracking do you set up?
We set up Google Ads conversion tracking (purchases, add-to-carts, begin checkouts) via Google Tag Manager. We also implement Enhanced Conversions (first-party data hashing) for better attribution in a privacy-first world. For ecommerce, we track: (1) Purchase conversion with revenue value, (2) Add to Cart events for remarketing, (3) Begin Checkout for cart recovery. We integrate with GA4 for cross-platform reporting.
Do you provide training so I can run this myself?
We offer one-on-one Google Ads training as a separate service. However, if you're a business owner spending $5k+/month on ads, your time is usually better spent on product, sales, or operations — not managing campaigns. That said, we're always happy to explain our strategies and train your team if you want to eventually bring management in-house.

Still have questions?

Schedule Free Consultation

Stop Wasting Budget on
Zombie Products

Get a free audit of your Merchant Center feed and Performance Max campaigns. We'll identify exactly where your budget is being wasted and show you how to fix it — in 48 hours or less.

Get Free Feed Audit See Audit Example
4.9/5 from 89 reviews
•
Google Partner Certified
•
14+ Years Experience

Free Audit Includes: Merchant Center error analysis, product feed optimization recommendations, campaign structure review, wasted spend identification, competitive positioning analysis, and action plan with prioritized fixes. No obligation, no credit card required.