How a Clean Product Feed Turned Google Shopping Into Vanity Resource's Best Channel
Vanity Resource had Shopping running but was getting buried by competitors with better feed data. I cleaned up the product feed, structured the campaigns by priority, and turned Shopping from a cost center into the brand's most efficient acquisition channel.
01 The numbers
- 2.4x lift Shopping ROAS
- +38% Impression Share
- 60 days Time to Profitability
- 22% of monthly budget Wasted Spend Recovered
02 The breakdown
The Setup
Vanity Resource sells high-end bathroom vanities direct to consumer. The catalog was solid, the brand had margin, and the team had been relying on organic search with results that were not scaling.
The issue wasn’t demand. The issue was that bigger competitors with cleaner feeds were winning impression share on the exact searches Vanity Resource needed to own.
What Was Broken
- The feed was incomplete. Missing GTINs on a meaningful slice of products, generic product titles that didn’t include the searched-for attributes, and no use of custom labels.
- One campaign, one priority, one bid strategy. No separation between branded queries, generic queries, and high-intent long-tail queries. Everything was getting bid on the same way.
- No exclusions. Shopping was matching queries from people researching DIY projects, looking for repair services, or shopping at radically different price points.
What I Did
Cleaned the feed at the source. Worked through the Shopify product attributes to fix titles, descriptions, GTINs, and Google product categories. Added a supplemental feed for the gaps Shopify couldn’t fill natively.
Tagged products with custom labels. Margin tier, seasonal flag, and best-seller status. These became the foundation for splitting Shopping by priority.
Built a priority structure. Three Shopping campaigns running at high / medium / low priority with shared negatives, so high-intent queries got routed to the campaign with the strongest bids and clearance products got routed to the campaign with the tightest budget.
Built the negative list. Negatives layered in across the structure, with a weekly review cadence to keep the noise out.
The Result
- Revenue more than doubled within the first 60 days, climbing well over 100 percent versus monthly averages
- Impression share on the highest-intent queries grew on the new Shopping structure
- A meaningful slice of the monthly budget that had been wasted on bad queries got reallocated to working ones
The owner’s words: “Wonderful! Explains it thoroughly so I understand. More importantly, seeing great results in such a short time period.” · Olivia Streeton
The Takeaway
In Google Shopping, the campaign settings are downstream of the feed. You can have the perfect bid strategy and the right negatives, but if your titles don’t match the queries buyers are typing, you’ll lose to the brand that does match.
Most Shopping audits I run start with a feed audit. That’s where 70% of the wins live.
Running Shopping or PMax and not sure if your feed is the bottleneck? Let’s look at it together.
03 More work
Other accounts, same approach.
1.9x lift blended roas
An online retailer with strong organic demand was running a single Performance Max campaign trying to do everything at once. I rebuilt the structure around brand isolation, smart feed segmentation, and clean server-side tracking, and turned a flat account into a predictable growth engine.
Read the breakdown→50% ad spend reduction
A real estate law firm was burning budget on broad-match keywords with broken conversion tracking. I rebuilt the account around intent, fixed the data, and cut spend in half while doubling qualified signups inside 90 days.
Read the breakdown→Ready to talk
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