The Challenge
BGR’s product feed was fundamentally limiting performance before a single bid was even placed.
Over 50% of the catalogue was disapproved due to missing pricing, meaning a significant portion of products simply couldn’t enter the auction. On top of this, there was no structured product categorisation, leaving Google with little context on what to serve, when, or to whom.
The result was predictable.
Limited coverage, inefficient spend, and performance that was capped regardless of budget.
This is a common issue. Many accounts focus on campaign optimisation while ignoring the data that powers it.
The Solution
We started where most agencies don’t: the feed.
First, we resolved all pricing issues, restoring full product eligibility within Google Merchant Center. This alone unlocked a substantial portion of previously inaccessible inventory.
Next, we implemented accurate product categorisation, giving Google the structure it needs to confidently match products to intent-driven searches.
This wasn’t a cosmetic fix.
It fundamentally changed how the account could compete in the auction.
With more eligible products, cleaner data, and stronger signals, Performance Max and Shopping campaigns were able to scale efficiently, not just spend more.
The Impact
The results were immediate and compounding.
Product disapprovals dropped from over 1,000 to zero. More products entered the auction, increasing visibility and improving the quality of traffic.
• +46% increase in impressions
• +209% increase in clicks
• -62% reduction in CPCs
• +129% increase in conversions
• +195% increase in revenue
• +157% increase in ROI
This is what happens when the foundations are fixed.
Not more budget.
Not more campaigns.
Better inputs.
For BGR, feed optimisation wasn’t a minor improvement.
It was the unlock that allowed the entire account to perform as it should have from the start.