Why One-Size-Fits-All Doesn’t Work: A Strategic Guide to Google Shopping Campaigns for Profit-Driven Brands

The Problem with Simplicity

On the surface, Google Shopping seems simple: load up your product feed, run a campaign, and wait for sales. But if you're running all your products in one campaign, you're leaving serious profit on the table. Why? Because not all products are created equal — and neither are your margins. In this blog, we break down why segmentation is key, how to build campaigns based on profit and intent, and how to structure your account to get smarter with spend.

What Happens When You Dump Everything Into One Campaign

• Zero control over what products are being prioritised

• No visibility on which products are draining budget

• High-ticket and high-margin items get lost in the mix

• Budget favours volume over value

Segmenting for Success

• Break products into categories by margin (high vs low)

• Segment based on product lifecycle (core, sale, new-in)

• Group by performance history (best-sellers vs longtail)

Feed Optimisation & Campaign Priorities

• Custom labels: the secret weapon

• Use campaign priorities (high, medium, low) to steer budget

• Set custom ROAS goals and apply different bidding strategies

Profit > Revenue

• It’s not about how much you sell — it’s how much you keep

• Case study: brand with 600+ SKUs split campaigns, increased ROAS by 240%

• Create a separate structure for top-margin products to protect profit

Layering in Search & Remarketing

• Run concurrent dynamic remarketing to catch ready-to-buy users

• Sync Shopping insights with search queries for smarter keyword targeting

Smarter Structure, Greater Profit

If your Google Shopping campaign isn’t structured with strategy, you’re not advertising — you’re guessing. Start segmenting based on profit, lifecycle and performance, and you’ll see that Shopping becomes less about spray-and-pray, and more about ROI.