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Google Ads for WooCommerce: Search, Shopping and Performance Max

I structure and manage Google Ads accounts for WooCommerce stores so that spend follows product margin, not just sales volume. Search, Shopping and Performance Max work together, each with a defined job.

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In short

I manage Google Ads accounts for WooCommerce stores, covering Search, Shopping and Performance Max campaigns. I organise campaigns by margin and funnel role, connect the account to reliable conversion data and keep search terms, brand traffic and budgets under control. It is for stores that want to sell profitably on Google and understand what each campaign type is really contributing.

Common problems in online store Google Ads accounts

  • Performance Max cannibalising brand

    Without brand exclusions or a separate brand campaign, Performance Max claims sales that would have happened anyway, and true performance disappears from view.

  • The whole catalogue in one bucket

    Products with very different margins share one budget and one ROAS target. Cheap, easy items soak up spend while the profitable ones barely get shown.

  • Messy conversion imports

    Purchases counted twice between GA4 and the Google Ads tag, values sent before discounts or including VAT, no enhanced conversions. Bidding learns from the wrong signals.

How I structure a Google Ads account

Before building any campaign, I decide which products deserve investment and at what profitability threshold. The account structure then mirrors those decisions: each campaign has one objective, one target and a clear way of being judged.

  • Shopping and Performance Max campaigns split by margin tier using custom labels in the feed.
  • Brand search kept separate and protected, with brand exclusions in Performance Max where appropriate.
  • A single primary conversion source, with consistent values and enhanced conversions in place.
  • Regular review of search terms, negative keywords and channel and asset reporting.

What you get

  • Account audit

    A review of structure, conversions, bidding, search terms and the Merchant Center link, with a priority list ranked by impact.

  • New campaign structure

    A plan for Search, Shopping and Performance Max with objectives, ROAS targets and budgets set per product group.

  • Conversion set-up

    Primary and secondary conversion actions, correct values, enhanced conversions and a check of the GA4 link.

  • Negatives and exclusions

    Negative keyword lists, brand and placement exclusions, and rules that stop campaigns bidding against each other.

  • Ongoing management

    Regular adjustments to bids, budgets, creative assets and targeting, with a change log you can read.

  • Monthly report

    Results by campaign type and product group, read against margin, with clear next steps in plain English.

How it works

  1. Access and audit

    I get access to Google Ads, Merchant Center and GA4, and audit everything that is running today.

  2. Targets per product group

    Using your margin data, I define product groups and the profitability target for each one.

  3. Restructure

    I roll out the new structure in phases so the campaigns' learning history isn't wiped out in one go.

  4. Optimise and review

    I track performance, make adjustments and revisit the structure whenever the catalogue or the season calls for it.

Tools I use

  • Google Ads
  • Google Ads Editor
  • Google Merchant Center
  • GA4
  • Google Tag Manager
  • Looker Studio
Does Performance Max replace Shopping campaigns?

Not always. Performance Max can work well, but it gives you less control and less visibility over where budget goes. In many accounts it makes sense to run it alongside standard Shopping and Search, with distinct roles and clear exclusions.

Should I bid on my own brand name?

It depends on how much competition there is on your brand term and what it costs to defend it. What matters most is keeping brand separate from everything else, so acquisition results don't look better than they are.

Do you use GA4 conversion imports or the Google Ads tag?

For purchases I usually prefer the Google Ads conversion tag with enhanced conversions as the primary source, and GA4 for analysis. The key point is having one primary conversion per action, so the same sale is never counted twice.

How long before a restructure shows results?

Campaigns on automated bidding need a learning period after significant changes, and how long that takes depends on the account's conversion volume. In the audit I give you a realistic timeline for your case rather than a fixed promise.

Related tools

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