When a Google Shopping campaign isn’t doing well, changing the budget or ROAS target can feel like the obvious next step.

But it’s worth checking which products are truly getting the spend. If a handful take most of it while the rest of the feed has too little data to judge, a budget or target change may only push more spend toward the same few products.

Four customers walk through their setup in detail below, followed by three shorter examples of how others use Optmyzr’s Shopping tools. Between them, some grouped products by performance, others kept their campaign structure current or built it from feed attributes, and one used feed data to support Search alongside Shopping.

These examples come from customer interviews. The results reflect their experiences, and the level of detail varies. Where a customer shared a number, we’ve included what it measures.

1. Overdose Digital: group products by performance before building campaigns

Shae Cullum, a senior digital marketing manager at Overdose Digital, works mainly with ecommerce accounts.

Her team previously tagged products through CSVs, Google Sheets, Shopify, or custom scripts. Keeping those labels updated across clients took time.

What they changed

Using Optmyzr’s Smart Product Labeler, the team created groups such as heroes, flukes, and zombies.

The rules varied by client. Some used ROAS, while others used margin or product type.

Before applying the labels, the team could preview which products fell into each group. That helped them decide how many campaigns they needed and which products belonged together.

For example, a large group of products receiving little spend might need a separate campaign to get more exposure.

As Cullum explained:

“If we had too many products in our zombie SKUs that weren’t getting any spend, we could then decide: did we want to split this out into two or three campaigns? Did we want to serve this as four different standard Shopping campaigns or PMax campaigns?”

The labels refresh weekly or monthly, depending on the client. That means products can move into a different group when their performance changes.

The team can also reuse a setup across accounts, then adjust the rules to suit each client.

What they reported

Cullum reported saving more than two hours a week on monitoring and updating labels, along with a 10–20% uplift in ROAS. She noted that the improvement varies by client and by how much they invest in Shopping.

The range isn’t a before-and-after result from one account.

The groups also helped the team spot products that weren’t getting exposure, giving them more opportunities to test those products.

What you can try

Smart Product Labeler lets you group products using performance metrics and feed attributes. You can create your own rules or adjust its suggested performance groups to suit your goals.

Start with groups that help you decide where to increase spend, where to keep testing, and where to pull back. Keep products with little traffic separate from those that have spent enough to judge their performance.

Preview the groups before building campaigns around them. Then schedule label updates so the groups stay current as performance changes.

2. DataCraft Digital: keep product groups moving as performance changes

DataCraft Digital is a Melbourne agency that works with retail and other businesses.

For James Nash and the team, keeping campaigns up to date meant finding a way to spend less time on repeated manual tasks.

What they changed

The team set criteria for grouping products, using measures such as ROAS or CPA.

With Shopping Campaign Management, products moved between campaigns each time the campaign group refreshed, based on their recent performance.

That meant the team didn’t have to wait for the next manual review to update every group.

Nash checks accounts daily and gets email alerts on his phone. Other team members check a couple of times a week. With automatic refresh turned on, products keep moving between those reviews.

What they reported

Nash estimated getting three to four hours back for every hour spent using Optmyzr.

That estimate covers his broader work in the tool. It isn’t a measured revenue or ROAS improvement from product movement alone.

What you can try

Write down what should happen when a product’s performance changes.

When does it deserve more spend? When does it need more testing? And when should you pull back?

Use those decisions to set your grouping rules. Then review whether products are moving as expected and whether the campaigns give each group the right level of support.

Set this up before peak season so you have time to check it.

3. Momentum Performance: build specific campaigns from feed attributes before peak season

Momentum Performance is a Norwegian agency focused on ecommerce clients across Scandinavia, mostly smaller stores where a budget that runs dry too early or burns too fast has real consequences. Shopping campaigns are a constant part of that work.

What they changed

Building Shopping campaigns from feed attributes used to take the team around five hours per client. Now they do the feed work and decide how to group products first, and then Shopping Campaign Management builds the structure from those attributes. According to Jørgen Schultz, a paid search specialist at Momentum, the setup itself takes about five minutes per client.

For clients running frequent promotions, the team also uses Campaign Automator to generate ads for sale products automatically, so promotional campaigns go live without a manual build.

What they reported

For one ecommerce client that depends heavily on November, the agency used feed attributes to build a large number of highly specific campaigns. It used Campaign Automator to generate ads for sale products. Comparing November 2025 with November 2024, the client saw:

• Impressions up 28% (+1.6M)
• Clicks up 20% (+16K)
• Conversions up 53% (+19.9K)
• Conversion value up 69% (+1.5M)

Schultz said the gains came mainly from those two changes. This is one client’s year-over-year comparison, so it can’t separate the effect of each change from other factors. He also said the team no longer measures time saved, because Optmyzr is too embedded in how they work to isolate.

What you can try

Start with the feed. Before choosing attributes to split by, use the feed analysis in Shopping Campaign Management to see which attributes are populated, how many variations each has, and how many products they cover. A split only works if the attribute is consistent across products.

The tool builds up to two levels of structure from feed attributes, so pick the levels that match how you want to manage budgets and targets, and preview the structure before launching. Decide Product Selection carefully, because it can’t be edited after the campaigns launch.

If you run frequent sales, check whether ads for sale products can come from the same feed rather than being built by hand. As with the other setups, build ahead of peak season so you have time to check the result.

Note: Campaign Automator is included for one account on Optmyzr for Search Premium plans (new plans only) and billed per additional account, so a single test account is a natural place to start. Customers on an older plan should check the details in the Campaign Automator pricing guide.

4. Joey Bidner: use feed data to support Search campaigns alongside Shopping

Joey Bidner is an independent Google and Microsoft Ads specialist who works closely with his clients and manages their campaigns himself. Much of his work focuses on ecommerce.

For Joey, a good campaign starts with where the shopper is in their buying journey.

Someone searching for “refrigerators” is still exploring. Someone searching for a particular refrigerator model is looking for something much more specific.

Sending both people to the same page can miss what each needs.

What he changed

Joey uses Optmyzr’s Campaign Automator to build product-feed-driven DSA campaigns alongside Shopping.

He saw an opportunity in the product data he already had. His feed contained optimized titles and descriptions, while some product pages had less descriptive titles, such as a model number.

With Campaign Automator, he could build the setup around that richer feed data and select products using fields such as brand, product type, or custom labels.

That selection is important. Search clicks can cost more than Shopping clicks, so he doesn’t include every product.

For one appliance retailer with around 6,000 SKUs, Shopping covered nearly the full catalog. The feed-driven DSA campaign focused on products with strong profit margins that also met an average-order-value threshold.

Those were the products where the extra click cost made more sense.

How Search and Shopping work together

Joey gives each campaign a different job:

What keeps the setup working

Joey regularly reviews search terms and adds negative keywords in both directions.

He keeps generic category searches out of the product-specific campaign. He also excludes specific product searches from the collection-page DSA campaign when they would send shoppers to a less relevant page.

He manages spending differently, too. Category searches get a smaller budget, and he uses bid caps where his bidding setup allows them.

The aim is to spend according to the role each campaign plays in the buying journey.

What he reported

Shopping still receives most of the budget in Joey’s setup. He reported lower CPCs and better interaction rates there.

The feed-driven DSA campaigns help him bring additional sales traffic to selected products. He described the approach as generating profitable revenue, though he didn’t share a numerical uplift.

He also liked that it was low-risk to test, measure, and stop if it didn’t work for a client.

What you can try

Start with products you already know perform well. Check whether their margins and order values can support additional Search spend.

Then look at the product information in your feed. If it’s more descriptive than what appears on your product pages, a feed-driven campaign could be worth exploring.

Give it a small test budget and a clear role alongside your existing campaigns. Review search terms to check that shoppers are reaching the right pages.

Joey recommends testing outside peak season, with clients who are comfortable trying a new approach. As he puts it, this is “icing on top of the sundae.” It builds on an account that’s already working well.

How other customers use Optmyzr’s Shopping tools

Here are a few more ways customers are putting Optmyzr’s Shopping tools to work, from preparing product feeds to keeping track of busy sale days.

Searchperts: watch spend and pacing during big sales

For Damian Zielinski at Searchperts, Optmyzr’s Sale Day Command Center stood out during Black Friday.

The dashboard brought together forecasts, spend, and run rate, with hourly comparisons against the same days last year. It gave him a view of how spending was progressing throughout the day.

Damian described it as “mind-blowing” for a PPC manager. During a major sale, that visibility helps the team keep track of pacing as activity picks up.

Marketing 360: improve returns for a Shopping client

Marketing 360 uses Shopping Campaign Management as part of its work on client accounts.

Shania Buchanan, Director of Marketing Services, reported that the tool helped the team increase one client’s ROAS by 150%.

The team also uses Optmyzr dashboards to identify accounts with few impressions or a lack of conversions, helping specialists spot issues and respond sooner.

Matthieu: get product feeds ready before peak season

Google Ads specialist Matthieu Tran-Van uses Optmyzr’s Shopping Feed Audit as part of his preparation for Black Friday and Christmas.

Shopping Feed Audit results view (example account, not Matthieu’s data)

He reviews feed quality and checks that product attributes are in place before demand increases. During the sale period, he uses alerts and monitoring tools to keep an eye on account performance.

It’s a practical routine: check the feed before the rush, then monitor campaigns as spending picks up.

Where to start

Pick one issue in your current setup. Are products getting overlooked? Do labels change while campaign assignments stay the same? Could selected products benefit from Search exposure alongside Shopping?

Choose a small group of products and make one manageable change. Decide what you’ll measure, whether that’s exposure, return, or time spent maintaining the campaigns.

Then review the results before expanding the approach.

New to Optmyzr? Start a free 14-day trial, no credit card required. Already a customer? Open Smart Product Labeler or Shopping Campaign Management and try one of these setups on a single account.