If you’re running an eCommerce business in Australia, you’ve probably heard that Google Shopping is a must-have. And it is, but only if you’re using it properly.

Getting the most out of Google’s eCommerce tools takes more than just switching on Performance Max and letting it run. With the right strategy, your Shopping ads can do a lot more than bring in clicks. They can drive real growth, at scale.

Let’s look at how you can take your Google Shopping strategy to the next level.

Why a Modern Shopping Ads Strategy Needs More Than Automation

When Google phased out Smart Shopping and introduced Performance Max, it promised a more automated future. And while automation can be helpful, it doesn’t understand your product margins, your business priorities, or the difference between your hero product and the ones you’re just trying to clear out.

That’s where a purely automated strategy starts to fall short. Google might be good at pattern recognition, but it can’t think like a business owner. Performance Max may decide to push products with high search volume but low profit, and if you’re not paying attention, that can quietly eat away at your budget.

Human oversight makes the difference. Knowing when to step in, restructure, or completely reframe your campaigns around real business goals is what separates average results from strong ones.

Structuring Product Feeds for Profitability, Not Just Visibility

Most product feeds are built to get visibility. That’s a start, but not the end goal. A smarter feed is one that’s structured to drive profit, not just traffic.

Instead of grouping products by category alone, we look at performance, margin, and customer intent. That means high-performing or high-margin items get prioritised, while products with low return can be pulled back or bid differently.

Here’s where custom labels become powerful:

• Tag seasonal or clearance items for more aggressive bidding
  
• Group high-margin products for targeted Performance Max campaigns
  
• Create segments based on conversion rates or customer value

When your feed is structured like this, you’re not just showing up; you’re showing up in the right searches, with purpose.

Making Performance Max Work for eCommerce, Not Against It

Performance Max can be a powerful part of your eCommerce strategy, but only if it’s used intentionally. Left to run on its own, it can end up bidding against your existing campaigns or prioritising the wrong products.

To avoid that, you need to guide it.

This starts with strong audience signals and clear creative direction. Then it comes down to how you structure your campaigns. If you group too many products together, the algorithm will naturally favour the top performers, leaving the rest behind.

In many cases, running Performance Max alongside standard Shopping and Search allows you to maintain visibility and control, especially for branded or high-intent queries.

Capitalising on New Google Merchant Centre Updates

With the rollout of Merchant Centre Next, Google has changed the way retailers manage and optimise their product feeds. Some of the changes are cosmetic, but others will impact how well your products perform.

You now have access to deeper insights into product-level performance, but only if your data is accurate and compliant. Google’s expectations around availability, pricing, and shipping are getting stricter.

To stay ahead, make sure:

• Product data is up to date and matches what’s on your website
  
• You monitor new insights and respond to drops in visibility
  
• Your team knows where advanced features now live in the new interface

Small oversights here can cause disapprovals or missed opportunities, especially during peak periods.

Leveraging First-Party Data in a Privacy-First World

As the digital world shifts toward privacy-first advertising, first-party data has become one of your most valuable assets. It’s no longer about relying on third-party cookies; it’s about using the data your business already owns.

With GA4 and CRM integration, you can build remarketing audiences based on real behaviour. People who added to cart but didn’t buy. Customers who’ve purchased multiple times. High-value segments that actually matter.

That data can also help you build lookalike audiences, people who behave like your best customers, without overstepping privacy boundaries. 

Creative Optimisation: More Than Just Product Photos

Creative now plays a much bigger role in Google Shopping and Performance Max. It’s no longer enough to have a white background and a basic image.

Shoppers want to see what the product looks like in the real world. They want to understand the value quickly, and Google rewards listings that help them do that.

What performs best?

• Clean, high-resolution product photos
  
• Lifestyle imagery that shows products in context
  
• Video where relevant, especially for Performance Max

Google is increasingly leaning into visual-first formats. If you’re not feeding it strong creative, it will fill in the gaps, often with generic assets that miss the mark.

Smarter Bidding for Long-Term Growth

Smart bidding is a great tool, but it still needs human direction. There’s no one-size-fits-all answer when it comes to ROAS, CPA, or Max Conversions. Each strategy serves a different purpose.

If you’re launching a new product, you might accept a higher cost to gain traction. If you’re moving seasonal stock, you might shift your bid priorities temporarily. And if you know your margins, you can set your ROAS targets with confidence.

We look at more than just the numbers. We align your bidding strategy with:

• Product lifecycle
  
• Seasonal demand
  
• Stock availability
  
• Profitability targets

That way, your budget isn’t just spent, it’s invested, with intent.

Tracking What Actually Matters in 2025

With GA4 now in full swing, businesses need to be smarter about what they track and how they use that data to make decisions.

It’s not just about how many people clicked. It’s about what they did after that. Did they buy? What did they buy? How much profit did it generate?

We help set up tracking that tells you:

• Which products are driving actual revenue
  
• How Shopping ads assist conversions across other channels
  
• Where attribution models might be misleading your results

With the right setup, you stop guessing and start seeing what’s really driving performance.

Ready to Unlock More Value from Google Shopping?

At Arcadian Digital, we work with eCommerce brands across Australia to help them get more out of their ad spend, and not just in the short term.

We combine data, strategy, and creativity to build campaigns that support real growth. No black-box automation. No inflated promises. Just a clear, honest approach that puts your business goals first.

Let’s talk. Book a discovery session or campaign audit with our team today, and see how we can make Google Shopping work harder for you.