# Google Shopping Agency | Crank — Feed-First Performance | Crank Source: https://wearecrank.com/paid-media/google-shopping-agency Crank is a specialist Google Shopping agency focused on feed quality, campaign structure, and measurable performance — not broad-channel promises. --- [![Crank - Providing your levers for growth](/images/crank-logo-full.png?dpl=dpl_BHxovY8aaXUEYG93Y3ojZk2avQMS)![](/images/crank-icon.png?dpl=dpl_BHxovY8aaXUEYG93Y3ojZk2avQMS)](/) * [Crank OS](/crank-os) * [Overview](/crank-os) * [How it works](/crank-os/how-it-works) * [The four layers](/crank-os#layers) * [Pricing](/crank-os/pricing) * [Compare](/crank-os/compare) * [Insights](/insights) * [Live demo](/crank-os/live-demo) * [Partners](/crank-os/partners) What it does * [Tracking](/crank-os/tracking) * [Dashboards](/crank-os/dashboards) * [Daily alerts](/crank-os/daily-alerts) * [Ad production](/crank-os/ad-production) * [Campaign builds](/crank-os/campaign-builds) Built for * [Online shops](/crank-os/ecommerce) * [B2B teams](/crank-os/b2b) Free * [Free scan](/crank-os/free-scan) * [Free companies report](/crank-os/free-companies-report) * Services * [B2B marketing](/b2b-marketing) * [B2C ecommerce](/b2c-ecommerce) * [Paid media](/paid-media) * [Fractional CMO](/fractional-cmo) * [Insights](/insights) * [All insights](/insights) * [Ecommerce growth strategies](/insights/ecommerce-growth-strategies) * [B2B marketing](/insights/b2b-marketing) * [Beauty marketing](/insights/beauty) * [Enterprise software marketing](/insights/enterprise-software) * [Paid media measurement](/measurement) * [Digital marketing glossary](/digital-marketing-glossary-for-senior-leaders) * [Case studies](/case-studies) * [About](/about) * [Contact](/contact) [Book a live demo](/contact?enquiry=live-demo)[Chat now](https://wa.me/447457416922?text=Help%20my%20business) Google # Google Shopping Agency **Built Around Performance, Not Promises** Feed-first. Structurally sound. Measurement you can trust. Crank is a specialist Google Shopping agency that starts where performance is actually decided—in your product data. [Book a Strategy Call ](https://wa.me/447457416922?text=Hi%2C%20I%20read%20your%20Google%20Shopping%20agency%20page%20and%20would%20like%20to%20talk.) On this pageContents 1. [A Google Shopping Agency Built Around Performance, Not Promises](#a-google-shopping-agency-built-around-performance-not-promises) 2. [What a Specialist Google Shopping Agency Actually Does](#what-a-specialist-google-shopping-agency-actually-does) 3. [Feed Management: The Foundation of Google Shopping Performance](#feed-management-the-foundation-of-google-shopping-performance) 4. [Campaign Architecture: Standard Shopping vs Performance Max](#campaign-architecture-standard-shopping-vs-performance-max) 5. [Bidding Strategy and Measurement for Google Shopping](#bidding-strategy-and-measurement-for-google-shopping) 6. [Is a Specialist Google Shopping Agency Right for You?](#is-a-specialist-google-shopping-agency-right-for-you) 7. [Talk to Crank About Your Google Shopping Strategy](#talk-to-crank-about-your-google-shopping-strategy) TL;DR A specialist Google Shopping agency should focus on product data quality, feed control, and measurable paid performance—not broad-channel promises. * Feed-first approach: improve product data so Google can match you to the right searches. * Shopping structure that reflects margin, stock, and priority products (not generic campaign templates). * Clear measurement: track what matters (profit signals, not just ROAS screenshots). ## A Google Shopping Agency Built Around Performance, Not Promises ![A Google Shopping Agency Built Around Performance, Not Promises](/images/seo/google-shopping-agency-1.webp) Crank is a specialist Google Shopping agency. Not a generalist shop that handles Shopping alongside fifteen other channels with equal confidence in all of them. That distinction matters more than it sounds. Shopping performance is usually decided before a single click happens—in your product feed, your Merchant Center configuration, and how cleanly Google can read your inventory. When those foundations are off, bid adjustments won't save you. No amount of campaign restructuring fixes bad data upstream. We work within a broader [paid media](/paid-media) context, but our Shopping work stays grounded in the inputs that actually move the needle: product titles, attributes, category mapping, custom labels, pricing signals, availability data, and campaign structure that reflects real business priorities. Margin. Stock depth. Seasonality. The gap between brand and non-brand demand. A serious Shopping partner gets comfortable talking about the unglamorous stuff. Disapprovals. GTIN coverage gaps. Variant duplication. Feed rules that quietly suppress half your catalogue. We see these in almost every audit we run, and the pattern is consistent: fixable problems that have been sitting unaddressed because no one's looked closely enough. 35% Share of overall Google search ad spend attributed to Google Shopping (PLA) according to industry research, showing why Shopping is often a primary paid channel for ecommerce. Source: Merkle Digital Marketing Report So where do we actually start? In practice, the order matters. * **Feed hygiene and enrichment first**—fix what's suppressing eligible impressions before touching bids * **Segmentation by profitability and intent**—not just by product category, which rarely maps to how margin actually works * **Measurement you can trust**—clean conversion data and targets grounded in reality, not selective reporting that makes the numbers look better than they are The goal isn't to overpromise on outcomes. It's to bring a repeatable process that improves performance in ways you can actually see and verify. #### Explore related paid media services * [Paid Media](/paid-media) * [Google Ads Agency](/paid-media/google-ads-agency) ## What a Specialist Google Shopping Agency Actually Does ![What a Specialist Google Shopping Agency Actually Does](/images/seo/google-shopping-agency-2.webp) A specialist Google Shopping agency focuses on the parts that actually move the needle: your product feed, campaign structure, bid and budget control, and how search intent gets filtered so spend lands on the right queries and products. It's less "set up a campaign and monitor it" and more ongoing merchandising and demand capture inside Google Ads. Google Shopping vs Performance Max Google Shopping is the product-ad format that serves listings from your Merchant Center feed, while Performance Max is a campaign type that can serve Shopping placements (and other Google inventory) using automation and broader targeting signals. ### 1) Product feed optimisation (Merchant Center) Most Shopping performance problems start in the feed, not the bids. We see this constantly during technical audits—accounts with solid budgets and sensible structures, quietly held back by weak titles, missing identifiers, or avoidable disapprovals. The campaign looks fine on the surface. The feed tells a different story. A proper agency will routinely audit and improve: * **Titles & descriptions**: front-load the attributes people actually search (brand, product type, key variant like size/colour/material), keep it readable, and avoid keyword stuffing. * **GTINs, brand, MPN**: fill identifiers correctly so Google can match you to queries and compete in like-for-like auctions. * **Product types & Google product category**: build a consistent taxonomy that mirrors how you want to segment campaigns and reporting. * **Custom labels**: tag products by margin band, seasonality, price tier, bestsellers, clearance, or stock risk—so bidding and budgets can be controlled at a commercial level. * **Diagnostics & policy compliance**: fix disapprovals, shipping/tax issues, image rejections, and mismatched price/availability (often the silent killer of scale). #### Feed before bids If titles, identifiers, and categorisation are weak, Google can't reliably match products to intent. Feed work is what makes later decisions about structure, bidding, and budget control possible. ### 2) Campaign architecture (Standard Shopping vs Performance Max) Structure should follow control needs, catalogue size, and data quality. Most well-run accounts use both campaign types with clearly defined roles—not one or the other by default. * **Standard Shopping** tends to suit accounts that need **query-level control** and clearer levers (especially useful for testing, or where search term hygiene is critical). * **Performance Max** can suit accounts ready for **automation**, but it still needs guardrails: clean product groups, sensible asset strategy, and deliberate budget segmentation (e.g., separate PMax for core vs clearance, or by category). So what does good architecture actually involve? Usually four decisions. * How products are **segmented** (by category, brand, margin, price, or lifecycle) * How budgets are **allocated** (protecting core lines from being starved by long-tail inventory) * How to manage **new vs proven** products (testing buckets vs efficiency buckets) * Whether to run **multiple campaigns** to separate goals (e.g., revenue vs profitability) ### 3) Bidding strategy and budget control Shopping bidding isn't just "pick a strategy." It's about aligning the approach with the actual business constraint you're working against. If the priority is **revenue growth**, you may lean into strategies that maximise conversion value while controlling spend through budget caps and segmentation. If the priority is **profitability**, you need accurate conversion value inputs and product segmentation—often via custom labels—so high-margin products aren't treated the same as low-margin ones. A common mistake we see: letting automation learn from noisy tracking data. It sets accounts back months. If measurement is imperfect, a specialist will stabilise it first, then ramp automation. A specialist agency should also implement **budget pacing** (daily/weekly checks), avoid volatile learning resets, and keep a clear record of changes so performance swings can be explained. \~70% Share of shoppers who say product titles influence their click decision in Shopping-style results, reinforcing why feed quality is a core lever for performance. Source: Google/Ipsos ### 4) Search term and negative keyword management This is where real Google Shopping management starts to look like search marketing, not just catalogue advertising. For **Standard Shopping**, a specialist will: * Review search terms frequently * Add **negative keywords** to block irrelevant intent (e.g., "manual", "spare parts", "free", wrong model numbers) * Protect branded terms (if needed) and stop wasteful cross-matching between categories For **Performance Max**, query visibility is more limited. But a specialist still works to reduce waste by tightening **feed relevance** (titles, product types, categories), using account-level or campaign-level controls where available, and separating campaigns so broad categories don't swallow niche lines. The tricky part is that query hygiene in PMax is never fully transparent. Which is exactly why feed quality and campaign segmentation matter so much going in. ### 5) Audience layering (signals, not wishful thinking) Audiences in Shopping are not a magic targeting switch. They guide Google toward higher-likelihood users and give you better data for interpreting performance. That's the job—no more, no less. A specialist will typically build remarketing and customer audiences (past purchasers, high-AOV customers) and apply them deliberately. In-market and custom segments need care too, especially across broad catalogues where intent varies significantly by product. Crucially, reporting should be segmented by audience. So you can see where efficiency is actually coming from—not just an overall ROAS figure that masks what's working. #### Signals need structure Audience signals work best when campaigns are segmented by product intent and value. Otherwise, strong audiences can mask weak product relevance and make scaling unpredictable. #### Typical Google Shopping onboarding and optimisation cycle Week 1 #### Access + diagnostics Merchant Center and Google Ads access, conversion tracking review, feed diagnostics, policy issues, and a baseline read of query/product performance. Week 2 #### Feed and taxonomy fixes Improve titles, identifiers, categories, and custom labels; resolve disapprovals; align shipping/tax settings; confirm price/availability accuracy. Weeks 3–4 #### Campaign architecture build Decide the role of Standard Shopping vs Performance Max, create segmentation (by category/margin/priority), set budgets, and implement initial bidding approach. Month 2 #### Query hygiene + refinement Search term reviews (where available), negative keyword additions for Standard Shopping, product group pruning, and budget reallocation based on performance. Ongoing #### Iteration and testing Regular feed improvements, creative/asset updates for PMax, controlled bid and budget experiments, and reporting that ties changes to outcomes and commercial goals. ## Feed Management: The Foundation of Google Shopping Performance ![Feed Management: The Foundation of Google Shopping Performance](/images/seo/google-shopping-agency-3.webp) If there's one lever that consistently moves the needle in Google Shopping, it's the product feed. Bids matter. Campaign structure matters. But Google can only match your products to the right searches if your data is clear, complete, and accurate. That's why a serious Google Shopping agency treats feed management as ongoing performance work—not a one-time setup task. #### Feed quality drives matching Google Shopping doesn't run on keywords alone. Your feed tells Google what you sell, who it's for, and which searches you should appear on. Better feed inputs typically mean better query matching, cleaner traffic, and more predictable scaling. ### Title optimisation: earn relevant queries Product titles are your main relevance signal in Shopping. Not keyword stuffing—reflecting how real people search and how Google categorises what you sell. For beauty ecommerce, title structure often needs to capture: * Brand + product line * Product type (moisturiser, SPF, cleanser) * Variant details that matter (shade, size, scent-free, skin type) * Key differentiators shoppers actually use ("mineral SPF", "fragrance-free", "for oily skin") Build a title template by category, then refine it using real search term and performance data. Beauty is especially sensitive to variant detail. Missing shade or size in the title can push clicks to the wrong variant. That quietly drags down your conversion rate—something we see regularly during Shopping audits. ### Attribute completeness: give Google fewer reasons to exclude you A "complete" feed isn't just about hitting minimum requirements. The more useful attributes you provide, the more ways Google can correctly match and filter your products. Prioritise: * Strong identifiers where applicable (GTIN, MPN, brand) * Accurate product\_type and Google product category * Variant attributes (colour, size, age\_group where relevant) * Pricing, availability, sale\_price, and effective dates that reflect reality * Shipping and returns info aligned to what's on-site In beauty specifically, variant accuracy matters more than most categories. Shade families, pack size, and clear product classification—serum vs moisturiser—reduce mismatch between what your ad promises and what shoppers land on. ### Image quality signals: clicks depend on it Your primary image is often the deciding factor before anyone reads a title or checks a price. Google also evaluates image availability and policy compliance, so treat imagery as both a conversion asset and a feed health input. Make sure you have: * Clean background, correct cropping, no overlays or watermarks * Variant-correct images (shade-specific where possible) * Stable image URLs that don't break with CDN changes * Secondary images that support conversion (texture swatches, packaging, size context) Beauty shoppers compare fast. If your image doesn't clearly show the product—or the specific shade or finish—you lose the click. Even if your price is competitive. ### Feed health monitoring: catch issues before performance drops This is where most teams fall short. Feed problems rarely announce themselves clearly. What you see instead is impressions falling, CPCs creeping up, bestsellers going quiet, or an entire brand disappearing from Shopping results. By the time it shows in performance data, the issue has usually been there for days. Ongoing monitoring should cover: * Merchant Center diagnostics (item disapprovals, warnings, limited performance flags) * Sudden shifts in approved item counts by brand or category * Price and availability mismatches triggered by website crawl checks * Title or attribute changes caused by platform updates * New product launches entering the feed incomplete That last one catches people out constantly. A new product goes live, pulls into the feed with missing attributes, and underperforms from day one—with no obvious reason why. #### Treating the feed as static The common mistake is exporting a feed from your ecommerce platform and leaving it alone. Feeds drift: products change, categories expand, identifiers get missed, and platform updates can silently break attributes. Performance drops usually follow. #### 6-point feed audit framework * Titles follow category-based templates and include the variant details shoppers search for (shade/size/skin type where relevant). * All required and high-impact attributes are populated consistently (brand, GTIN/MPN, product\_type, Google category, colour/size). * Images meet policy and conversion standards (clean primary image, variant-correct, stable URLs, no overlays). * Price and availability align with on-site values to avoid crawl-based mismatches and disapprovals. * Merchant Center diagnostics are checked weekly and any 'limited performance' warnings are actioned, not ignored. * Feed changes are versioned and tested (rules/supplemental feeds) so platform updates don't overwrite optimisations. 70% Share of shoppers who say they use Google to help with purchase research before buying. Source: Google ## Campaign Architecture: Standard Shopping vs Performance Max Choosing between Standard Shopping and Performance Max (PMax) isn't really about which one Google prefers. It comes down to how much control you need, how confident you are in your data and tracking, and how stable your merchandising strategy actually is. Standard Shopping gives you a traditional structure: priorities, bids, negatives, segmentation—you control the levers. PMax bundles Shopping with Search, Display, YouTube, Discover, and Gmail, then hands most of the decision-making to automation. | Area | Standard Shopping | Performance Max | | ----------------------------- | --------------------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------------------------------------------------------------- | | Control | High: granular product splits, negatives, priorities (where applicable), clearer levers | Lower: fewer query/placement controls; structure shifts to assets, audiences, and feed signals | | Transparency | Stronger: more visible search term signals and clearer performance by product group | Weaker: limited query and placement visibility; harder to isolate what's driving results | | Automation dependency | Optional: can run manual or Smart Bidding with more guardrails | High: targeting and channel mix are largely automated; outcomes depend on feed, conversion data, and assets | | Best suited by brand maturity | Good for brands needing tight merchandising control, clearer testing, or limited creative resources | Good for brands with solid tracking, stable margins, strong creative, and enough conversion volume for algorithms to learn reliably | Standard Shopping suits retailers who want a deliberate architecture—organised by margin bands, categories, price points, or bestsellers versus long tail—and need to make controlled, testable changes. PMax suits retailers willing to trade some transparency for reach and automation. But the inputs have to be strong. That's the part most teams underestimate. #### Pros * More control over structure and segmentation (e.g., by category, margin, seasonality) * Easier to run clean tests and attribute changes to specific levers * Typically clearer query-level insight for optimisation and exclusion work * Can be run effectively without heavy creative production #### Cons * Can require more hands-on management to keep structure aligned with inventory and goals * Expansion beyond Shopping inventory is limited compared to PMax * If bidding is too manual or data is thin, performance can plateau PMax can work extremely well. It's also less forgiving than most people expect. Left to its own devices, it follows the path of least resistance—brand search, easiest-to-convert products, strongest existing audiences. Feed quality, conversion values, audience signals, creative, exclusions where available, and clean measurement all shape where it goes. Skimping on any of them and the algorithm finds shortcuts that flatter the dashboard but don't reflect real growth. #### Important PMax can mask issues: mis-tracked conversions, wrong values, weak product titles, or margin-blind bidding often look "fine" in top-line ROAS while shifting spend to branded demand or low-margin products. Validate tracking, values, and product-level profitability before scaling. So how do you choose? If you need predictable merchandising control and diagnostic clarity, Standard Shopping is the safer starting point. If conversion value tracking is reliable, volume is there, and creative is in good shape, PMax can become your scalable engine—especially paired with a disciplined feed and clear product segmentation. We see this play out constantly in audits. Accounts that jump to PMax before the foundations are solid end up with inflated ROAS numbers and no real visibility into what's working. The numbers look fine. The underlying picture usually isn't. #### Crank's take We typically start with the format that matches the client's measurement quality and merchandising control needs. Standard Shopping is stronger for learning and guardrails; PMax earns its place once tracking, feed signals, and creative are consistently reliable. ## Bidding Strategy and Measurement for Google Shopping Bidding is where Shopping campaigns either compound gains or quietly plateau. The difference usually comes down to two things: choosing the right strategy for where your account actually is, and making sure the conversion data feeding that strategy is clean. Most agencies get the first part roughly right. The second part is where things go wrong. ### Target ROAS: best when you have stable economics Target ROAS works well when you already know what good looks like. Your typical margins, your average order value, how a promotion shifts conversion rate. It suits accounts with consistent demand and enough purchase volume that weekly performance doesn't swing 40% based on three transactions. Practical use cases: * You have clear margin bands by brand or category and can set realistic targets. * You want to push harder on higher-value products without manually adjusting every bid. * Revenue tracking is clean—VAT, shipping, discounts all handled consistently. A common mistake we see: setting the ROAS target too high too soon. The system bids more conservatively, impression share drops, and you end up starving the campaign of the conversion volume it needs to learn. It looks like Smart Bidding failing. It's usually a target problem. ### Maximise Conversion Value: best for growth and exploration This is the open-throttle option. No specific ROAS target—just drive as much tracked revenue as possible within budget. That makes it useful when you're scaling, launching new product ranges, or entering a category where you need the algorithm to explore rather than optimise defensively on day one. Practical use cases: * Budget-constrained, not inventory-constrained, and you want maximum revenue for that spend. * New category launch where discovery matters more than immediate efficiency. * Promotional periods where demand shifts fast and you need flexibility. Once things stabilise, a good Shopping agency will shift from Maximise Conversion Value to Target ROAS—tightening efficiency once there's enough data to set a sensible target. ### Manual CPC: still valuable for control and diagnosis Manual CPC isn't outdated. It's a control tool. We see it used well in data-light accounts, during tracking rebuilds, or when you need to isolate what's actually happening—query mix, product-level performance, device behaviour—without an algorithm constantly adapting in the background. Practical use cases: * New accounts or recently restructured campaigns with low conversion volume. * Tracking is being fixed and you don't want Smart Bidding learning from bad data. * You need to understand baseline CPCs and query patterns before handing control to automation. ### Conversion data quality: the hidden driver of Smart Bidding This is the part most e-commerce accounts underestimate. Smart Bidding is only as good as the signals going in. If purchase tracking is double-counting, misfiring, missing revenue values, or attributing to the wrong channel—Google will optimise toward the wrong outcomes. We see this constantly during technical audits. The account looks like it's struggling with Smart Bidding. The actual problem is measurement. Things a Shopping agency will sanity-check: * Purchases firing once per transaction, not on page refresh or repeat views. * Correct revenue values passed consistently—discounts, shipping, and tax handled properly. * Deduplication between Google Ads and GA4 where needed. * Consent impacts understood, with modelled conversions interpreted carefully rather than taken at face value. * Primary conversions set correctly—no "Add to Cart" accidentally driving bid decisions. If tracking is shaky, fix that first. Start at [/measurement/tracking/](/measurement/tracking). And if you're trying to sense-check whether your numbers look plausible at all, [Google Ads benchmarks (UK)](/measurement/benchmarks/google-ads-benchmarks-uk) gives useful directional context. #### Match bidding to data maturity Choose Smart Bidding only when conversion tracking is stable and you have consistent volume. Until then, manual CPC (or cautious automated bidding) can protect efficiency while you validate measurement and identify the products and queries worth scaling. #### Important Avoid launching Target ROAS or Maximise Conversion Value too early. If conversion volume is low or tracking is unreliable, Smart Bidding can learn the wrong patterns, suppress traffic, and take longer to recover once measurement is fixed. #### Related measurement resources * [Tracking for paid media and SEO](/measurement/tracking) * [Google Ads benchmarks (UK)](/measurement/benchmarks/google-ads-benchmarks-uk) * [Product feed checks](/measurement/tracking) * [Google Ads campaign builds](/paid-media/google-ads-agency) ## Is a Specialist Google Shopping Agency Right for You? A specialist Google Shopping agency makes sense when Shopping is already moving real revenue—but underperforming relative to what it should be. Or when it's growing fast enough that "good enough" management starts costing you money. If Shopping is a minor test channel, or you have a strong in-house team with genuine Merchant Center and feed depth, keeping it internal is probably the right call. No shame in that. The honest self-assessment comes down to three things: how much you're spending, whether you have the internal time and skills to manage it properly, and how ambitious your growth plans actually are—multiple markets, large catalogues, margin-led bidding, compliance constraints. #### When specialist help adds value 1. Shopping is a core revenue channel (or needs to be) 2. Feed health and product data are limiting performance 3. You need disciplined testing and iteration, not "set and forget" 4. In-house capacity is stretched or skills are uneven across feed, measurement, and structure 5. You want clarity on profit, not just ROAS Most Shopping problems aren't tactical. They're structural. Feed quality, variant handling, product grouping, measurement gaps, market rollout—these aren't things you fix with a bid adjustment on a Tuesday. Generalists can manage Shopping. But specialists are better at spotting why performance has plateaued and knowing what to fix first, because they've seen the same failure patterns across dozens of accounts. Weekly bid tweaks won't fix a broken feed structure. And that's where the gap tends to show up. #### 3-step decision process 1 #### Check your current spend level If Shopping spend is meaningful and rising, small efficiency gains compound. If spend is low or sporadic, focus on fundamentals in-house until there's enough data and budget to justify specialist time. 2 #### Audit internal resource and capability Be honest about who owns Merchant Center, feed rules/supplemental feeds, diagnostics, and tracking. If these are "everyone's job," they often become nobody's job—and performance drifts. 3 #### Define your strategic ambition If you're planning growth (new markets, wider ranges, margin control, tighter reporting, or complex approvals), specialist management is usually cheaper than learning through wasted spend. Here's a practical test. If you can't answer these three questions right now—what's driving current Shopping performance, what you're testing next week, and how you'll measure impact beyond platform-reported ROAS—you're in the zone where specialist input pays back. Whether that's an agency or a senior in-house hire matters less than getting the right capability in place. Over 80% Share of online shoppers who use Google to discover new brands or products. Source: Google Beauty brands have an extra layer to work through. Ad compliance and product claims affect what you can show, how products need to be described in the feed, and what gets disapproved. We see this constantly during audits—brands scale spend before sorting compliance, then hit disapprovals at the worst possible moment. If that's relevant to your category, get across the specifics before you push budget. Beauty brands: understand ad compliance risks before scaling Google Shopping spend. [Read beauty guide](/industry-solutions/beauty/beauty-ad-compliance) ## Talk to Crank About Your Google Shopping Strategy Google Shopping underperformance rarely comes down to budget. It comes down to feed quality, campaign structure, bidding logic, and measurement — the operational work most generalist agencies quietly deprioritise. We start with a strategy audit. That means looking at what you're actually running, identifying where performance is leaking, and giving you a straight answer on what needs to change and why. No vague recommendations. No boilerplate reports. Whether you're spending £5,000 a month or £500,000, the fundamentals don't change. Your feed needs to be accurate and well-structured. Your campaigns need architecture that reflects how your customers actually search. And your bidding needs to connect to real business outcomes — not vanity metrics. If any part of that isn't in place, you're leaving money on the table. In our experience, once someone with the right background looks at it properly, the fix is usually more straightforward than expected. Most teams are closer than they think — they just need the right eyes on it. ### Get a Google Shopping Strategy Audit Talk to Crank about where your Shopping campaigns are underperforming and what a focused audit would uncover. [Start the Conversation](/contact) You might also find helpful [ResourcePaid MediaThe broader paid media context our Shopping work sits within.](/paid-media)[ResourceGoogle Ads AgencySpecialist Google Ads management across search, Shopping, and beyond.](/paid-media/google-ads-agency)[ResourceFashion Marketing AgencyFeed-first Shopping and paid media for fashion and apparel brands.](/paid-media/fashion-marketing-agency)[ResourceTrackingThe conversion tracking foundations that make Shopping performance measurable.](/measurement/tracking)[ResourceB2C Ecommerce MarketingHow we grow ecommerce brands across paid media, CRO and retention.](/b2c-ecommerce) [Back to Paid Media](/paid-media) ## More on Paid Media [Google Ads AgencySearch, Shopping and Performance Max management built around cost per acquisition and revenue.](/paid-media/google-ads-agency)[Meta Ads AgencyFacebook and Instagram paid social built on audience, creative testing and measurement.](/paid-media/meta-ads-agency)[LinkedIn Ads AgencyB2B paid media that reaches decision-makers and is judged on pipeline, not impressions.](/paid-media/linkedin-ads-agency)[TikTok Ads AgencyTikTok paid social with creative testing and measurement tied to revenue.](/paid-media/tiktok-ads-agency)[Fashion Marketing AgencyPaid media for fashion brands, planned around margin, stock and seasonality.](/paid-media/fashion-marketing-agency)[Performance Marketing Agency LondonHow a specialist London performance marketing agency plans, runs and measures paid channels.](/performance-marketing-agency-london)